The Client
Brands Tree Felling is one of the leading tree felling service providers, offering comprehensive expertise on tree felling, maintenance, stump removal and site clearing. It was founded in 1990 and has become a household name in many homes across Johannesburg, Pretoria and surrounds.
We needed to ensure that Brand’s Tree Felling is advertised in these areas, and not beyond their operating areas.
For this, we utilised the power of Google Ads that offer advertisers the capability to target specific areas, down to the suburb, with their immense targeting capabilities.
What is Google Ads?
Google Ads, formerly known as Google AdWords, is an online advertising platform developed by Google. It allows businesses and advertisers to create and display ads on Google’s search engine results pages, as well as on other websites that are part of the Google Display Network. Google Ads operates on a pay-per-click (PPC) model, meaning that advertisers only pay when a user clicks on their ad.
To create an ad on Google Ads, an advertiser first selects relevant keywords for their product or service. When a user searches for one of these keywords on Google, the ad will appear above or below the search results. The advertiser can also target specific geographic locations, devices, and demographic groups to further refine their audience. Additionally, Google Ads offers a range of ad formats, including text ads, image ads, and video ads, allowing advertisers to create engaging and effective ads that match their marketing goals. With the ability to track performance metrics and adjust bids in real-time, Google Ads is a powerful tool for businesses looking to increase their online visibility and drive conversions.
The Audience
Brand’s Tree Felling has two main target audiences – Residential Property Owners, and corporate clients such as sectional title body corporates or businesses with premises populated by trees that would require regular maintenance. A third target audience is people who require the clearing of a building site, including property developers who would require large-scale site clearance.
The challenge is the fact that the tree felling industry is extremely saturated in the Johannesburg and Pretoria area. There are many sole proprietors and small tree-felling businesses operating in the market, not all of whom are correctly trained and licensed. Brand’s Tree Felling boasts a highly experienced team who all have the required training and credentials to provide a professional, safe service with guarantees. The business had to ensure it stands out among the crowd and appears on the first page of searches whenever anyone searches for a tree-felling service provider. Many tree fellers actively advertise on Google Ads, so it is imperative for Brands’ to be present and thrive in this competitive online PPC industry.
To ensure we target the correct audience, we use a selection of keywords and phrases that a potential client would type into a search query on Google Ads.
The Solution
Create targeted campaigns that target the markets mentioned above in the given service areas. We have been creating these campaigns for Brand Tree Felling for many years and this has remained one of the primary sources of business for Brands Tree Felling ever since. We change the campaigns as required by the target audience at any given time, making sure we innovate and update ads and imagery as much as possible.
Lessons Learned
Some industries are more competitive than others, so it is always important to keep an open mind when advertising on Google Ads. If not managed correctly, an advertising campaign can become expensive. The targeting is extremely important to ensure we always keep costs as low as possible.
Conclusion
Google Ads can be a powerful marketing tool if it is wielded correctly.
It is an incredible source of business and should never be dismissed or underestimated. The targeting capabilities is what makes all the difference allowing the advertiser to streamline advertising costs by displaying your ads only to those who fit into your target audience.
You can market to potential clients at every stage of their buying experience, whether they are still gathering information about a product or service, or whether they are ready to purchase.
This means you can show each person the information relevant to their state of mind at the right time, capturing the attention of people who are most likely to spend money on your product or service.
It can even be limited to advertising in specific areas, ensuring you don’t waste money on an audience that will not be able to take advantage of your service or product offerings, simply because they are geographically too far away from your business.
Would you like us to create a similar Google Ads Campaign for you?
Contact your Personal Account Executive, Arno Wiggil at arno@webchanges.net, +27 76 706 4628 or +27 11 476 9020.
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