Do you know why they click on your electrical website?

Transcript

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Hey guys. James West here from Marketing Secrets for Electricians. And today we're looking at the SEO. So have you ever tested the SEO metadata on your website? And basically what that is, is what people see when they share or search for your page.

So what comes up in the Google AdWords, what comes up in Facebook when they share that URL that is on your site. So here's what I hear a lot. How do normal electricians like us, who are properly trained and licensed, who are not willing to cheat and take shortcuts and who are wanting to own a successful electrical business. How do we compete against the big guys who own the market share or the guys that charge peanuts for an electrical job. On top of that, we want to employ the best electricians so we can get off the tools and have plenty of time for other areas of life.

That's the question. Join me and follow along as we search for the answers. My name is James Rest and welcome to Marketing Secrets for Electricians. was searched my search. I went to the Google by targeting my suburb and electrician.

And basically what I did, what came up was what other electricians. So the first bunch, if you do it now, you'll see the first bunch of ads that people have actually paid for you to see them. And they don't pay for that until you click on it. Usually it's anywhere from a dollar, 20, 30, 40, $50, depending on the keywords in your area. And this was my first impression.

And I was like, okay, so let's have a look and see what they're doing. And if you look at that now, so if I type in, just type in your suburb, go electrician, and you'll see all these ads come up. And if I just go grab one of them, for example, prompt and reliable electrician offering services in this area, call me now. This, from what I've learned now, this is like, it's focused on not, it's not focused on the problem. It's not focused on the benefit.

It's focused on what the electrician does. It's not on what the problem or the solution is or the benefit of that customer or that user. Why are they gonna pick that person over another? Another one is electrical installation, maintenance and repairs for your residential commercial property. That sounds really like, it doesn't grab my attention.

It's just like, okay, there's another ad that doesn't do anything for me. Like when you're scrolling through Facebook, what pulls your attention? Why do you stop when you, you go to Facebook and go, ah, that's the thing I wanna click on. So the thing we wanna do is test that. We wanna say, okay, I'm gonna try these words and I'm gonna research.

And I wouldn't necessarily like, I like to model what other people do, not necessarily copying electricians for marketing because that's not their skill. It's not their forte. Unless they've hired a marketing agency, the electricians generally don't have the knowledge. We're not trained with the skills to do that. And I was one of them.

I know, put your hand up if that you're not trained in marketing other than the basics in trade school. I myself didn't get taught in marketing unless I, until I started learning and researching and doing all these extra things to actually increase my knowledge and awareness of what it is, what is required to be an electrician and to market. So I would, what I wanna do or what I have done is, or would suggest for you to do also, is actually test that. So if you're gonna use Facebook, if you're gonna use Google ads, whatever the marketing platform is, split test the search criteria that comes up or the, what shows for your website. So if you grab that URL, and here's what I did for, so for final electricians in May, I grabbed the URL.

So if you go free dot final electricians in May, you'll see the actual ad campaign, not the ad campaign, but the giveaway that I've, the website I've made, you can opt in, you can have a look around, see what, tell me what your, you think, but the thing that I'm doing is I'm grabbing that URL and the idea is to create a viral loop. So I want this URL to be shared once I opt in, I'm gonna ask people to share that URL and they get more benefits. I can go maybe later into that more details, but for now, we just wanna know why we're doing this. So what I've done is I've grabbed that URL, I've put it on Facebook and I'm gonna share my screen here. So if you're listening, probably good to actually I don't know how good this is going to be on this platform, but let's see if we can zoom in a bit.

And let's have a look at that. So anyway, let's, I'll run you through what's going on here. And basically I've grabbed that URL and I've created three. So if you're not familiar with Facebook ad sets or ads ads manager, you can go in, you can create a campaign. So that's like the overall, you go into ad sets and then the ads itself.

So I created three ad sets and each ad set has an ad with a dynamic listing. So a dynamic credit ad set. And what that means is I gave Facebook four images and I said, out of these four images, tell me which one's the best, which is gonna get me the most results. And then I did that for the headline as well. I gave it a couple of headlines and I said, hey, out of these headlines, what is going to be the better result for the customer?

Yeah. So from these things, I basically, the cost of the result was on average seven cents. And I got 180. So I spent and I got out of the seven cents and I was testing how many people click. I wanted the result was how many people clicked on the ad and went to the webpage.

So it cost me seven cents for someone on average to go to my website. And 80 people view my website, which is fine. That is crazy. If you think about how much Google pays, you pay per click. So there is a difference there, but basically for Google, you're paying $20 and they're going to a website and they can leave where this cost me seven cents.

They went to my website, they can leave. It's not gonna break the budget at seven cents. So let's look into the ad sets and the campaigns. So if we go to breakdown, we can look at the dynamic content images. Now, if we look at this, I will explain the images that we have here.

Let's see if we can go in and edit this one maybe. And the images that I had was like a kitchen and there was fire everywhere. And then another image was it was like a lady and she had two wires and she like has burnt face and then a guy with big hair and had also like a burnt face from, you know, playing with the electricity, essentially. So these are the type of ad sets we had. And then one answer, one image I had was a GPO and this was of a burnt out GPO, burnt out power socket.

So this we can look at and we go, okay, Google, not Google, Facebook, what was the best image here? And from everything I got. So the impressions and the results for the burnt GPO and this was across the board. So out of the three, I tried three different ad sets with different images. It was the same images, images, but different copy.

So different words, different headlines. And basically from all these things, the main image that one by far without a doubt was a burnt out GPO. That got the most impressions. For example, it got like just reach it even on the worst performing ad. So the worst performing ad was cost me 20% 20 cents per click compared to six cents per click for the other ones.

And that basically tells me, okay, I need to in my share. So now what I'm going to do in my share metadata is add this image. So when people grab that URL, that is the image that they're sharing. Why? Because that's the one that grabs the most attention.

And from this, this, this is now the bar. So now set that as the bar. This is six cents is kind of the, if I want to continue testing, this image, I'm happy with that for now, as we move forward, I'm going to be doing other things and other ads and I'm going to work you through what I'm doing there. But for, for this one, the image is, is good. That, that six cents and the amount of impressions I got is what I was after.

And this is great. So I can discard the other three images. And if I was going to continue, I'd throw up another couple of images and I go, okay, which one's better out of these and see if I can beat that. And so constant play. And you might find after, you know, in your area, your local area, that image might run its course and then you need to find another one.

And that's why this is, marketing is a constant stream of coming up with ideas, concepts, and things that grab people's attention. Now, the other thing you can do, and what I liked is we could grab the headline. So we have a look at the headlines that we had like five common problems. Let's have a look. What did I say?

I'm going to put these in the membership area as well. So you can, you can view and check out what I actually wrote and you can see the results a bit more clearly. So five common problems that can cause fire in your home. This was the headline. And then the description was like these, like most common fires that cause.

So this got 79 essentially results for me. And that cost me six cents per result for that headline. I got warning electricity is dangerous. That got two results for 50 cents. So for me, that headline is like, that's probably the most expensive actually out of all these ones that I tested.

And then how to keep your kids safe from fire. That was 17 cents. And that cost or that got me 12 results. And then warning electricity is dangerous. That got one result and 14 cents.

So the best one out of all the ones I've done here was never do this when it comes to, let's see what that actually says. So this cost me seven cents. And we can have a look down here. So never do this when it comes to electricity. Never do this when it never do this.

It could save your life. So it's like I'm invoking curiosity there. That's like a curiosity based headline. Never do this. It could save your life.

That got 41 results. Never do this when it comes to electricity. Like I have 42 results. Each cost to me. Roughly five, seven cents.

So these are good headlines. And to go further, right now I'm just going to pick a headline. I'm not too concerned. Five cents, seven cents. That's pretty good, but I would also split test these.

So I'd have that image. So the next step would be, okay, grab that GPO image, that burnt out GPO and just test these headlines. So I've got like three or four headlines now that I'm like, okay, these are the winners out of the, I think I've tested about eight headlines. I've got three that are the winners from there. And then next you'd go, okay, now that's a major thing.

Now what I would do with this is actually put that in to your website. So you put it in the website. So this would come up when people share. And why is this important? Because this is going to increase the chances of other, when a customer shares your link, you're going to increase the chances of someone else seeing it, grabbing their attention and moving forward by going to your page.

It creates like that viral share loop here, even not a viral share loop. You were just trying to get your page seen more, get your ads seen more. You want people to interact with them. If they're not, there's no point in doing the ads because that's what you want. You want to get the attention.

You want to get the eyeballs. So this is what I've just been testing. I hope that helps. I'm going to put this in the membership area. So marketingsecretsforelectricians.com is the membership area.

Where you guys can go to and actually see these ads and see the copy or the words that I wrote and let me know your thoughts. Hopefully you found this helpful. If you have any questions, please feel free to hit me up. Other than that, I'll talk to you soon. Bye.

And you can go straight to ideally having that success or implementing things straight away that lead to your business growing a lot faster than it otherwise would have. So if you're interested in getting and listening to this video series course, you can go to marketingsecretsforelectricians.com and I'll see you there.