The locksmith industry is very competitive with a high cost per click (CPC) – the charge you pay Google or Microsoft Bing when someone clicks on your adverts. To rank your advert number one , the CPC can be over £30 for the most popular keywords. So if you are a new locksmith, it is a very difficult market to enter. We have created a list of some key tips and recommendations that we apply for our locksmith clients. Alternatively if you would like to work with a specialist PPC agency, we are here to help!
1. Click Fraud Security Tips & Recommendations:
The locksmith industry is also renowned for spam fraud – where a competitor (or anyone with malicious intent) clicks on your ads to waste your budget. This means that some of the clicks are wasted spend. It is hard to identify who exactly clicks on the ads, other than by IP, device or cookie id. Both Google and Bing take this very seriously and do automatic refunds- but it is good to also be pro-active in blocking click fraud yourself.
This article discusses click fraud practice in more depth. http://www.locksmithjournal.co.uk/click-fraud-ppc-ads-targeted
IP ID security
It is possible to identify an IP address that keeps clicking on your ads, and then add this to the campaign as an excluded IP address. However, it is also possible to artificially change IP addresses- and therefore get around this level of security.
Device ID security
Some fraud detection systems like clickguard.com can identify device ID – and you can create a rule to block based on X amount of visits. Not sure if it is possible to artificially also change device ID, but unfortunately it most likely is….
Cooke ID security
You can also use RLSA creatively (Search Remarketing)- with a negative bid modifier- as another layer of spam protection.
For example, a return visit with more than 2 visits on your website. (Some real traffic will be lost- but as an 80/20 it can be effective). With such a high cost per click, do you really want someone clicking on your ads more than twice – even if it is a real sales prospect.
So if someone is changing their IP address, they will still have the same cookie ID- unless they are changing browsers or clearing cookies.
Audiences can be created within Google Analytics – then imported into Google Ads. The first two screenshots show how to create a returning user audience, then edit this and update behaviour sessions to be greater than 2. (or 3 etc). The audience membership duration can vary from a few days up to 540 days.
The second screenshot shows how to edit the audience to only include(filter) visitors that have been to the website more than twice.
The screenshot below shows how to update the bid modifier in Google Ads for this specific audience. In most industries (that have little to no click fraud)- it is a good idea to increase bids on past website users that typically have a higher conversion rate. However, in this case- we shall reduce the bids by the maximum amount -90%.
This audience is attached to the search campaigns – where the bid is reduced by -90%. This will prevent anyone or any bot! that access through a web browser. That has been to the website at least twice from seeing your ads in Google- and therefore clicking on them.
In Google AdWords or Bing, modify the bid to a negative figure up to -90% (instead of the usual bid increase). So you can either show lower down – or not at all if someone has been to your website more than 2 times.
Even with the automatic fraud detection systems that Google and Bing provide, and some extra methods we shall discuss- it will never be possible to block 100% of the click fraud spam, unfortunately. So while nothing is 100% secure (even Fort Knox), applying these 3 extra layers of security will help prevent click fraud spam.
2. Use Conversion Tracking with a CRM system.
Not all clicks are created equal, and not all leads are created equal.
Conversion tracking will show you what each keyword average cost per lead. CRM systems show you what each keyword average cost per sale is. Many CRM systems have out of the box integration with website forms and Google ads, which will show the keyword cost and sales revenue. This can make major improvements to bid and budget management. Salesforce.com and Hubspot.com are CRM systems with lots of digital marketing integration including Google Ads.
3. Call Only campaigns
Setup Call Only campaigns with machine learning bidding. Allow Google to automatically bid based on a call over 1 minute- as a qualified (conversion/lead). This is optimisation using client real data and will help to filter out click fraud spam by automatically bidding lower on traffic unlikely to convert. Machine learning bidding provided by Google has improved drastically over the years and many other industries with use this to get a better ROI.
4. Laser Targeting
Keyword Selection and choosing the optimal campaign settings are vital..
Keyword & Location (+Locksmith +town name or +post code or +zip code)
Long tail keywords (locksmith services, commercial locksmith, locksmith company, local locksmith, locksmith near me)
Non-locksmith keywords– key cutting, replacement keys, duplicate keys are much cheaper alternatives to locksmith only keywords. (Use conversion tracking and CRM integration to get the ROI to be sure these work- and set the right bids).
DSA & RLSA Campaign – with conversion tracking. Learn what non-locksmith keywords people use – that originally searched using locksmith keywords. Dont attach the -90% audience to this campaign, but instead attach a standard past website visitor audience.
Negative keywords – Block irrelevant searches for services that you do not provide. For example, if you do not provide car-related services, use a car as a negative keyword. For a more detailed guide on negative keywords
Location – Use IP location targeting. Bid higher the closer someone is to use with location bid modifiers.
Competitor names/Brand terms. – Bid on your own brand term.
The locksmith industry is competitive for new advertisers and existing advertisers. Making a profit requires a well setup Google Ads account- as well as some advanced techniques that are specifically beneficial for locksmiths. If you prefer to have specialist Google Ads Setup and Management, get a free quote today.