Google Home Services Ads Overview Webinar
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http://www.GrowPlumbing.com - Here you can see some screenshots of what it looks like in the wild! Google Home Services is a ‘Pay Per Lead’ program from Google. You only pay for ‘QUALIFIED’ leads. We are seeing cost of a lead anywhere between $17 - $31 dollars. (Denver $26). The cost is a fixed cost (at least for a certain period of time) and the same fixed cost for EACH company in a specific geography and the fixed cost if based upon geography. For Example: The cost per lead for eligible and qualified companies in Los Angeles is $23 dollars. We’ll get into more details on cost and billing. According to Google, this is a “Beta Program that is Invitation Only”. Originally, it was launched as a replacement for Google Adwords Pay Per Click program. Although, at this stage, it is NOT a replacement for Adwords Pay Per Click, it is a complement to PPC and the Google Home Services Ads are always showing above Pay Per Click Ads. Hopefully, the reason you are on this call if you see an opportunity to provide this pay per leads service to clients. [FLIP SLIDE] The program started in 2015 and was set up for Locksmiths and Plumbing Companies. Now, the program is live for HVAC and a handful of other home services companies.
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Google Home Services Ads Overview Webinar
- 1. Google Local Services Ads “Coming To A Location Near YOU!”
- 2. ● What is Google Home Services? ● What industries can participate in Google Home Service Ads? Who qualifies? ● What cities are live with Google Home Service Ads? ● How it works? ● How Google charges for Home Services Ads? ● How to onboard a client in Google Home Services? ● How to prepare for Home Services and be on the early waiting list once it arrives at your market? Agenda
- 3. How It Works
- 5. Home Services - Background New York Times Article FAKE ONLINE LOCKSMITHS MAY BE OUT TO PICK YOUR POCKET, TOO “What is the problem?”
- 6. Business Verticals● HVAC ● Electrician ● Garage Door ● Roadside Assistance ● Auto Glass ● Painting ● Handyman ● House Cleaning LIVE ON GOOGLE
- 7. Business Verticals Coming Soon! ● General Contractor ● Garage Door Pro ● Auto Glass Service ● Roofer ● Pest Contol ● Land Scaping ● House Cleaners ● Plumbing ● HVAC ● Locksmiths ● House Cleaners ● Electrician ● Painting Companies LIVE ON GOOGLE
- 8. • San Francisco • San Diego • Los Angeles • Sacramento • San Jose • Stockton • Philadelphia • Phoenix • Chicago • Washington, DC • Atlanta • Chicago • Seattle Live Cities
- 9. January Launch & Expanded Verticals
- 10. How Google Home Services Ads Work? (3 Step Process)
- 11. How It Works
- 13. Zip & Job – Step 1
- 14. Describe The Job – Step 2
- 16. How It Works (As Business Advertiser)
- 19. Turning Ads On & Off
- 20. Profile Page
- 21. How Google Charges? ● No Formalize Billing System Built By Google ● Set A Weekly Ad Budget ($1000-$2000) ● $23 Per Lead (moving target $19-$29/lead) ● A Monthly Itemized Invoice Via Email From Previous Month
- 22. How To Get STARTED!
- 23. Onboarding A Client ● Fill in this form ● Online Credibility ● Basic Business Information ● Employees Pass Background Checks ● General Liability Insurance Coverage ● Contractors License
- 24. Onboarding A Client ● Receive Welcome Email ● Background Checks (Pinkerton) ● Download Mobile App ● Complete Training
- 25. How To Prepare For Google Home Services 1. Let your clients and prospects know this is coming soon. 2. Reach out to local plumbing, HVAC, electricians, locksmith, and house cleaning companies. 3. Know that there are about 30-40 companies that will be part of launch in a specific geography. 4. Know ‘best practices’ around tracking leads a. # Monthly Phone Calls b. Cost Per Phone Call c. Conversion Rate d. Best Lead Source (Google Maps, Yelp, AngiesList, HomeAdvisor, Amazon Home Services, Thumbtack)
- 26. Questions? Gregg Towsley Phone: 310-909-8835 Cell Phone: 617-549-5241 Email: gregg@growplumbing.com Blog: www.GrowPlumbing.com
- 27. How To Build Online Credibility?
- 28. Process & System
- 29. Questions? Gregg Towsley Phone: 310-909-8835 Cell Phone: 617-549-5241 Email: gregg@growplumbing.com Blog: www.GrowPlumbing.com
Notes de l'éditeur
- Well, lets get started! Thank you all for attending. This is Gregg Towsley from Grow Plumbing and today we are discussing Google Home Services. Before we begin, a couple of housekeeping items. There is no need to take notes, the slides and video will be provided to everyone. So, let's get into it, this is a super exciting topic and a ‘game changing’ program from Google. [Flip Slide]
- You should be able to see the Agenda on my screen. If not, please type a message in the chat box within the GoToMeeting interface. Also, this is an interactive session, so please ask questions. I know this program well, I have three clients that I have onboarded into Google Home Services. I have had multiple visits to Google Headquarters in Mountain View for meetings on Google Home Services. Our clients are seeing AMAZING results and that is why I am calling the progrma ‘GAME CHANGING!’. We are seeing a low cost per lead and high conversion rates. We’ll cover ‘What is Google Home Services?’ Sometime called Google Home Services Ads or Google Guaranteed or GHS for short. Who, what companies and industries, is this program eligible for AND what geographies are live with this programs AND what geographies are launching next. How does this program work? We will cover the pricing for this program and how Google charges? How to get onboard AND prepare if and when it is coming to an area near you. Lastly, I will answer all of your questions on Google Home Services. If I do not know the answer, I will find out the answers to your questions to the best of my ability. [Flip Slide]
- Here you can see some screenshots of what it looks like in the wild! Google Home Services is a ‘Pay Per Lead’ program from Google. You only pay for ‘QUALIFIED’ leads. We are seeing cost of a lead anywhere between $17 - $31 dollars. (Denver $26). The cost is a fixed cost (at least for a certain period of time) and the same fixed cost for EACH company in a specific geography and the fixed cost if based upon geography. For Example: The cost per lead for eligible and qualified companies in Los Angeles is $23 dollars. We’ll get into more details on cost and billing. According to Google, this is a “Beta Program that is Invitation Only”. Originally, it was launched as a replacement for Google Adwords Pay Per Click program. Although, at this stage, it is NOT a replacement for Adwords Pay Per Click, it is a complement to PPC and the Google Home Services Ads are always showing above Pay Per Click Ads. Hopefully, the reason you are on this call if you see an opportunity to provide this pay per leads service to clients. [FLIP SLIDE] The program started in 2015 and was set up for Locksmiths and Plumbing Companies. Now, the program is live for HVAC and a handful of other home services companies.
- .
- Why is Google launching and growing this program? What is the problem that they are looking to solve? My belief, the reason Google is launching their Google Home Services program is for these three reasons. To keep up on the changing market. To cut down online scams and clean up bad advertisers. Create a better more trusted user experience. Let’s look at number 1, the changing market. They are not the first company to get involved in the 450 Billion Dollar home services business. Look at some of these company and we can compare how Google Home Services is different. One if the older companies if RedBeacon who sold to HomeDepot. As a plumbing and/or HVAC company, I am 100% positive you are familiar with Home Advisor and AngiesList. IAC, Barry Dillars Company which owns Home Advisor is buying and combining Home Advisor and AngiesList by the end of the year. The quanity and quality of this lead source has dropped do to people trusting Google and Yelp. The same goes for Craigslist and eLocal. The two new ones are Thumbtack and ServZ. ServiZ Thumbtack’s business models are interesting. ServZ, the old ReachLocal folks, is free advertising and they take a percentage of the business that you from the customer. Thumbtack is free advertising, you only pay (which are credits that you have bought previously) when you do a quote for a customer. Generally, they take the payment from the customer. We could talk for HOURS on Yelp Advertising. Basically, Yelp charges you to remove competitors from your Yelp page, they charge for impressions, and they have a pay per click model which if NOT very transparent at ALL. You always have to keep an eye on Amazon because they are aggressively getting into this marketing and they WILL have a strong presence. Let’s look at Google! Google Home Services is drastically different than Google Adwords PPC and their free Google Local Business Maps Listings program. Think about it, Google is the #1 spot people turn to find a service provider. Yelp is probably #2 and it is used more to make sure your selected services provider you found from Google is legit and not going to rip you off. Google Home Services is creating a better user experience for the user (by vetting these services providers with background checks, license checks, and reputation reviews) AND create a better experience (lower cost per lead and higher quality) for the advertiser. (Advertisor being the Plumbing and HVAC company) Regarding #2, Google Home Services will help cut down on online scams. I will let you do you own research. Here is a great investigative piece from the New York Time on “The Locksmith Scam”. It is a great article. We see it everyday with plumbing company's advertising a $45 dollar drain cleaning ad on Google or a $79 dollar all drains cleaned. It cost more than that, therefore, it is a scam. [Flip Slide]
- This is information from Google As of last Thursday.
- Here you can see some example search results. Obviously, you can do these same searches on your own to see what they look like on your computer or mobile device.
- Here are the cities that are live, drop a comment in the comment box if you are aware of any new cities Google has been recruiting for. At Google, they call it recruiting. As mention before, Google Home Service is a beta program that is invitation only, therefore, Google tries to recruit the top 35-50 companies is the specific geography. In a specific geography, they can be many hyper local geographies. For example, look at all the areas of Los Angeles: South Bay Area, Hollywood Area, San Gabrial Valley, Santa Monica, West LA, Long Beach, South LA. Google tries to recruit 35-50 companies for each hyper local area.
- So know we know what Google Home Services is, what industries are eligible, and the geographies that are rolling out. Let’s look at how it work and how your business can get involved in this program. Don’t forget, you can use these slides to train your CSR/Technicians and Office staff on how this works. [Flip Slide]
- So let’s look at a typical search results from Google on Desktop and mobile. This is for a plumber in Covina, CA Ads will include a photo of the professional, their location, phone number, average star rating, and callout ad extensions which detail qualifications, special offers, service qualities, etc. Searchers will be able to click on individual profiles to get more information. Upon clicking a home service ad, a user will get a closer look at the advertiser’s profile. This includes information about available services, qualifications, hours of operation, contact information, and reviews. If all of this is satisfactory, a user can then click the “Send request” button and fill out a contact form in order to request work from the advertised business.
- Shoring up your online credibility. Companies are being selected based on reviews and Google’s perception of their credibility online. What does that mean? Strong ranking signals, high-quality reviews, and backlinks from reputable websites (think: your manufacturers, professional organizations like ACCA, local chamber of commerce, etc.). Business name Business phone number Business address Google registered email address Website Contractor’s license number Service area (cities or radius) Hours of operation Year founded Amount of general liability insurance coverage
- Google is recruiting the BEST companies. NOT nessessarly the Biggest companies, THEY want the small guy, big, and mediom guy. Just look at your buying decisions. Beta Invitation Only - Online Credibility Shoring up your online credibility. What does that mean? Strong ranking signals, high-quality reviews, and backlinks from reputable websites, active on social media. (think: your manufacturers, professional organizations like ACCA, local chamber of commerce, etc.). Business name Business phone number Business address Google registered email address Website Contractor’s license number Service area (cities or radius) Hours of operation Year founded Amount of general liability insurance coverage