The Plumbing Vertical has the following Services and Specialties and each one requires its own, unique landing page experience. Below is a list of standard landing pages with A/B variations along with geo-specific variations as well. This creates an all-encompassed and comprehensive approach to user experience that is mirrored through our Ads as well.
Target Market
Here are just a few of the factors that we consider may affect or influence your campaign's performance and targeting strategy:
Type of residence: House, Condo, or Apartment
Population & Density
The Average Median Income
Owner Occupied Homes & Age of Home
We can layer those census data points with our clients obstacles. Here are two main issues that plumbers might encounter that we must consider before we deploy our campaigns.
Drive Time
Ideally, plumbers would prefer not to travel for more than 25-30 minutes to a job - think about how that affects your territory and targeting area, it might be smaller or larger than you expected. Be sure to consider any other obstacles such as rivers or long bridges that might require a little extra travel time to cross.
Not all Jobs are Created Equal
Even if we see that our campaigns are able to generate a number of leads, they might be producing low to average paying jobs. Keep your clients return on investment in mind and evaluate their acquisition costs as well as their lead count. On average, we should be able to provide any plumber with a 2X to 4X return.
Over a six-month period we’ve gathered the following data, proving that our plumbing campaigns substantially improve using our unique approach. Below you’ll find some conservative numbers that have become the new standard for plumbing marketing results.
Cost per Lead
Cost per Click
Conversion Rate
Click through rate
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Sources
Information Sources
Coming Soon!
U.S. Department of Justice
Bureau of Justice Statistics
National Center for Health Statistics
Occupational Safety & Health Administration (OSHA)
Centers for Disease Control and Prevention
American Bar Association
The Yale Law Journal
King, Joseph H.. “Causation, Valuation, and Chance in Personal Injury Torts Involving Preexisting
Conditions and Future Consequences”. The Yale Law Journal 90.6 (1981): 1353–1397. Web.Columbia Law Review
Franklin, Marc A., Robert H. Chanin, and Irving Mark. “Accidents, Money, and the Law: A Study of the
Economics of Personal Injury Litigation”. Columbia Law Review 61.1 (1961): 1–39. Web.
Let’s Talk About Paid Advertising
When a Pod receives a new sale, one of their first priorities will be to understand what jobs and services their new plumbing client wants to attract through paid advertising. While salesman will have performed an initial uncovering as they close out a territory, it’s important that the Marketing Manager perform a second uncovering to make sure that the information they relay to their SEO and PPC team is both up to date and accurate.
An easy way to accomplish this is to send over our handy dandy plumbing service list! The client can easily check off which jobs or services they wish to target and what they hope to avoid in the process. The team can uncover and relay which jobs or services are most important to the client in order for the PPC team to have attention on the client's preferences.
Here you can see a complete list of services that we can target. Each service may or may not be something that the client will want targeted so it’s important to cover your bases!
Landing Page Strategy
Paid Advertising Strategy
Let’s use Mr. Rooter as an example. Mr. Rooter currently runs with our new, standard landing page strategy. This model is broken down into three main parts.
Hyper Local Targeting
These targets are specifically designed to focus on higher income zip codes that have relatively large populations. For each target city, we will need a city page and each city page will require it’s own service pages.
Geo-Specific Targeting
These targets are designed to capture every city or local geo-specific search in relation to our territory. Every geographic search term needs a city landing page to go to as well as service pages for each of those locations. This could include something we’re already targeting via our High Value Targeting Strategy, but is meant to offer a different, more general experience.
This also allows us to bid our geographic terms, which usually have a large degree of additional intent, differently, while finding people outside of a high value target.
Regional Targeting or Advertising Zone
For the surrounding area, we need a ‘catch all’ strategy in order to capture the remaining area searches that are not included in the Hyper Local and Geo-Specific Terms, this will require it’s own experience as we’re targeting a broad area or region. This could be represented by one or two landing pages that list all of the services offered in that area.
We don’t want to exclude searches and this group is an important layer of additional traffic, but it must be bid very differently than the other two.
Scorpion Results
What kind of results are we seeing through our plumbing campaigns?