Automated Bidding for Home Services
byon November 2, 2018
Machine learning is a step toward artificial intelligence. And that’s a good thing, don’t worry. We’re not talking about the artificial intelligence of Sci-Fi/Horror films. No, we’re talking about artificial intelligence that acts as your digital personal assistant, one who is smarter than you, but (c’mon, really?) not sentient.
Now, we know what you’re thinking: Just what does machine learning have to do with home services? Unless you’re servicing a smart home, who cares? The tie-in here is Pay-per-Click advertising on Google.
PPC has proven to be a great avenue through which to gain plentiful and fast leads for home service companies. But there’s a way to get those leads even faster – by spending less time grooming your accounts with machine learning or setting up automated bidding in the Google Ads platform. Through Google Ads’ automated bid feature, you can define conversions for your company and set up those rules and parameters in the platform. Using this information, Google can display your ads during times that garner you more clicks.
Pause on the Sci-Fi Talk. Let’s Go Back to the Basics: What Is a Table?
Before we get into the nitty gritty of machine learning and automated bidding in Google Ads, let’s go back to the basics. Think about a table. Can you picture a table in your mind? What does it look like or feel like? Get as specific as possible.
Now, think about how to tell someone, who has never seen a table before, what a table is. You might say:
- It has a flat surface.
- It has four legs.
- You can set things on it.
- It’s made of wood.
But think about the qualifiers. Does a table have to have four legs exactly? Can’t it sometimes have just three legs or one leg that expands at the bottom to hold the table’s weight? Does it have to be made of wood? Does it have to be a certain shape?
You’ll probably start by telling that table-perplexed person the above bullets, but then as you encounter different types of tables, you’ll likely go back to them and let them know: “This is also a table. So is this.”
Hey, Google, This Is a Table – I Mean, a Lead.
OK, by this point, you’re probably wondering, “Why is VitalStorm talking to me about tables? First machine learning and now this? I’m just trying to get leads.” The table is a metaphor for a lead. Check this out:
You can teach Google Ads what a conversion is in the same exact way you would try to explain to someone who just never sets down their cups what a table is.
Define a conversion in your mind. It’s a lead, sure, but is a lead a click? Is it a form-fill completion? Is it an email? A call?
If it’s a call, is it any call or a specific kind of call? Maybe a call that lasts longer than 30 seconds or a call that comes in through a certain area code (in your service area, say).
You Can Be Google’s Teacher by Using Google Tracking Numbers.
See where we’re going with this? The more you qualify your definition of a conversion and the more you communicate, as clearly as possible, that definition to Google Ads, Google can get smarter. It knows to exclusively show your ads to people that they think will convert – people in the right city, people searching for your services during the right time – you name it. Now that Google has this information, you won’t have to work as hard to get your audience’s attention. Google can fill in all the blanks and bridge the gap between you and your prospects.
You can do this through Google Ads’ Automated Bid Feature. Here, you can lay down some rules for Google and define your goals. You can set up your automated bidding strategy based on lots of things like revenue and conversions. You can break conversions down even further by calling a conversion a click, a page visit or a call.
You’re in the home service industry, so a call’s going to be your safest bet for a lead, right? Google uses tracking phone numbers to help you determine whether or not you received a call through their platform. You can even associate specific keywords to calls.
Help Google Learn FASTER by Using VitalStorm Tracking Numbers.
Google Tracking Numbers sound pretty helpful, right? What if we said it could get even better?
“But, VitalStorm, what’s better than tracking numbers provided by Google, the number one source of the world’s knowledge and insight?”
Great question, reader. The answer is simple: Being able to record those calls is better. Being able to determine their area codes is better. At this time, Google Tracking Numbers doesn’t allow you to do either of those things.
At VitalStorm, we’ve worked with Google’s team to streamline the process for our customers.
We have our own platform called Metrics that connects to Google Ads. This is another step toward artificial intelligence: This is a machine learning to help another machine learn. Google Ads communicates to Metrics and says, “Hey, based on what you’ve told us, we think this is a conversion. We’d like to get you more things like this.” Metrics listens to Google, getting the click ID and attaching it to our own tracking number, then Metrics talks back to Google, acting as your translator, saying, “That’s pretty close, but these are what our leads actually look like.”
What Are You Waiting For? Get Your Leads!
There are a ton of numbers to take into account when defining a lead. It can feel a little like you’re looking at that green, streaming code from The Matrix. Put down the calculator: You don’t have to be The One or a statistician to define your leads for Google.
With VitalStorm Metrics and Google Ads working together, they can understand your leads that much faster, which can help them bring you more leads, more money, more problem-solving skills. The very best part of these partnerships is that you barely have to lift a finger. Just click a few links to set everything up and you’re good to go.
If you want to integrate your Google Ads account with VitalStorm’s Metrics, call 877-311-5695.