importance of Keywords
Importance of Keywords and How to Find the Right Ones

The “best residential cleaning services in XXX area” – this is a potential customer looking for you. Whether they will find you or your competitor depends heavily on how much importance you gave the keyword “best residential cleaning services in XXX area” while writing the content for your website, press releases, blog posts, digital ads, and other marketing assets.  Google processes 3.5 billion searches per day and 600 million users visit the business pages on Facebook every day.

In short, keywords are not to be taken lightly. If you still don’t agree read on and if you do, feel free to skip to the section about conducting keyword research for your residential cleaning company. Let’s get started.

How Important Can a Keyword Be?

Make or Break Businesses

When a customer puts in a text string to search for what they need, they set the search engine “spiders” in motion. They scan millions of pages in milliseconds to bring back the most relevant results. Essentially, they are searching the millions of sites on the internet for the same text string as keyed in by the user aka keywords. So, not researching and adding keywords to those assets means knowingly pushing your cleaning business into the internet abyss.

Help Understand Customer Needs

Keywords also work as hints for you to understand what your customers prioritize when they choose a residential cleaning service. For instance, if a keyword like “reliable house cleaning services” means that your consumers are concerned about the trustworthiness of the service, are new to the area, possibly looking for experienced or well-reviewed service, and so on. These are hints that you can use to create better ads, blogs, and website content.

Backed By Data

Good keyword research is vital. It will not only provide you all the keywords that are relevant to your business, but also provide you a metric to the efficacy of each. For instance, head terms refer to keywords that every business in your industry would want to rank high for, it means it will be costlier to rank. Then there are long-tail keywords that offer lesser competition, and hence easier to rank for.

Streamline Marketing Efforts

Keywords provide direction to your marketing efforts. From your ad copy to your website content, they allow marketers to get clues to the best strategy to help your business become more visible on Google, create buzz on Facebook, and engage more on your company website.

How to Do Keyword Research for Google?

There is mind-boggling information about KW research for ranking better on Google. So, without overwhelming you here is how you can find keywords for your cleaning business.

Think Like the Customer

If you were the customer, what would you put in the Google search bar to find a residential cleaning service? Yes, common sense is an integral part of keyword research. It will help you cover the most obvious keywords. Make sure that you have a good mix of short or head keywords and long-tail keywords. The importance of Keywords cannot be underestimated.

Refer to Google

When you search for anything on Google, there are related searches that pop up on the bottom of the page. These are the keywords that Google associates with your search and are therefore, important. Conduct searches using these newfound keywords to create a more extensive list.

Use Tools

You can use the tools like the Google AdWords Keyword Planner, SEMrush, Ubersuggest, and other such tools to find out more keywords. These tools will provide you the volume, the CPC, and other important data to help you prioritize the keywords you want to use.

How to Do Keyword Research for Facebook?

Facebook means hyper-targeting. It offers marketers a large number of criteria to help them reach the audience they want to. However, search marketers know that Facebook does not offer targeting based on keywords. It does not have any in-built tool to target keywords either. So, you have to use non-traditional methods to find them.

From Audience Insights | Importance of Keywords

From your Facebook, go to ‘Ads Manager’ to ‘All Tools’ and then to ‘Audience Insights’. Now Facebook will give you an option to look at the insights for ‘Everyone on Facebook’, ‘People Connected to Your Page’, and ‘A Custom Audience’. For research, you will want to use the first option.

  1. Use the most potent filter – ‘Interests’. Now, let’s say you know that people interested in your residential cleaning service will be interested in another competitor or pages related to house cleaning. With this feature, you can see the number of interested users and their demographics. These interests will give you clues to more keywords.
  2. Go to Page Likes, and find out the other pages that the audiences like. This is additional information you should pay close attention to. Now, entering those liked Pages in ‘Additional Entries’, you will get more information about your audience. You can rank them by affinity and continue the process.
  3. If you know your audience well, you can filter out using multiple variables and narrow down the number of keywords.

From Facebook Ad Audience

Under ‘Interests’ for your ‘Facebook Ad Audience’ in Detailed Targeting, start typing a keyword and Facebook will suggest you multiple related keywords to your search terms.

Don’t Reinvent the Wheel

Find a competing residential cleaning service that is doing well on Facebook and sieve out the keywords they are using on their Facebook ads and posts. They are doing something right and you can follow suit.

Use Tools to determine the Importance of Keywords

Tools like BigSpy allows you to put a particular keyword and see other ads in that space. You can learn two things from this – first, you get to know more pages you are competing with and secondly, you also get to see the level of competition you will be facing with that keyword.

Keywords Are Key

Keywords are an incredibly important part of any businesses’ marketing campaigns. They have to be carefully formulated and then shortlisted to create a list that helps your business become more visible to your customers. The more visible you are, the higher your brand value, which makes it easier to get new leads.

That is the end goal.

Related Links related to: The Importance of Keywords

Google Ads for your Residential Cleaning Business
Google Ads

Everything You Need To Know About Google Ads for Your Residential Cleaning Business

Can your customers find you when they need a cleaning service?

We all know that Google is the first place people go to look for what they need. A search for a residential cleaning service is no different. But, almost every business has a content strategy, an SEO strategy, an optimized website, and everything else in place.

So, how will you compete with your rivals in such a market? You need a push that can take you directly to the first page of the search engine. Not in a year or 6 months, but today. That “push” is using Google Ads for Residential Cleaning Business. So, if you own a residential cleaning business, drop everything because you are going to want to know this.

What is Google Ads?

For the uninitiated, Google Ads is the advertising service offered by Google that lets businesses display their text ads on Google’s search engine result pages (SERPs). They can appear on the top or on the bottom of the SERPs.

Why Use Google Ads?

Residential cleaning is a local business. With Google Ads for Residential Cleaning Business, you can scoop up clients as quickly as they start looking for such a service. According to the official estimate, Google Ads return $2 for every $1 spent for businesses. That is just the economic impact; here is what else Google Ads can do for your cleaning business.

Sharpens the Target

Google Ads are presented to customers who are looking for your service. Not just that, businesses can choose the locations they want to serve, demographics that interest them, devices they want to target, and even the time of the day they pick. For instance, you can run the Google Ads for Residential Cleaning Business in New York City for people of ages 30 to 50 on smartphones, every weekday from 5 PM to 10 PM. That is how finely you can target your audience.

Charges For Results

Arguably the best part about Google Ads is their payment model. They do not ask you to pay just for appearing on a SERP. You only pay when your target customer clicks on your ad. This is called Pay-Per-Click (PPC). Cleaning businesses are usually small to medium in size with limited marketing budgets. Thus, Google Ads for Cleaning Businesses makes perfect sense.

Tracks Performance

You can always find out how your ad is doing. If the ad is performing well, then all you need to do is wait for the leads. If not, you can find out what you are missing out on, course-correct, and again post an ad for your business.

Where to Begin?

1. Create An Account

To get anywhere, you first need to have an Ads Account. Visit http://www.Ads.com and click on “Get Started”. You may choose an existing Gmail account or create a new one dedicated to Ads. You will have to enter your geography, time zone, and currency of your preference.

2. Create a Campaign

From the Ads dashboards, find the “Campaigns” tab. Follow the steps in this short video to create your first ad using the platform. You can also select your target audience with factors like location, demographics, or other custom criteria.

3. Set a Budget

You can choose between Standard and Accelerated. While Standard budgets will be spread out throughout the day, Accelerated budgets are spent as soon as a relevant search is made.

4. Bid Wisely

Every cleaning business is targeting the same customers, usually during the same hours. So, some SERPs will show your ad while others will show your competitors’. Only ads that win the bid are published. You can automate your bids or do it manually. So, if you choose your timing, device choice, and demographic well, you are more likely to win.

Running Successful Google Ads for Residential Cleaning Companies

The technical part of setting up a campaign for Google Ads is rather easy. You can follow a tutorial to accomplish that. The real challenge that people face in creating Google Ads for House Cleaning Companies is creating successful campaigns. Here are the tips to make your Google Ads for Residential Cleaning Business a smash hit.

1. Create a Goal

Goals are essential before setting up Google Ads for Cleaning Businesses. It can be receiving phone inquiries, creating email lists from landing pages, direct sales, or something else. You need to know what you want the customer to do when they click on your ad. Google Ads gives you an option to set up your goal while creating a campaign.

2. Keyword Research

This is the most crucial part of the Google Ads universe. You need to find the text string that potential customers are typing in to get to services like yours. You can get those keywords from Google’s Keyword Planner (Check under “Tools” in your Ads account), SEMRush, Ubersuggest, and other such platforms.

3. Ad Copy Content

Your ad copy is the crux of the entire exercise. Use a catchy headline, keep it short and include a call to action to ensure maximum returns.

4. Optimize Landing Pages

If the customer clicks on the ad, Google Ads has done its part. Now, it’s up to you. Optimize your landing page to make sure it shows the customer what the ad promised them. Give them a visible and quick way to contact your cleaning business.

Congratulations! You have got yourself a new customer!

Related Links for Google Ads for your Residential Cleaning Busines

Facebook Ads
How to use Facebook to Generate Leads for Your Residential Cleaning Company

Facebook still holds the crown when it comes to the world’s most popular social media site. Every day, over 1.6 billion users log in via their phone or computer to spend time on the platform. In America specifically, 170 million people use the mobile app each month, making it a handy marketing tool for companies looking to reach a broad demographic.

Residential cleaning is no different, and using Facebook to get more clients should undoubtedly form a key pillar of your overall marketing strategy. With the targeting abilities of Facebook Ads, you can secure a long-term client at a lower cost than you will find with other marketing sources.

Excited? You should be!

This guide will first teach you the basics of setting up a business page on Facebook before delving into how to get more clients for your residential cleaning company, whenever you want them!

But first, why use Facebook to attract new clients?

Why Advertising Your Residential Cleaning Business on Facebook is a No-Brainer 

As mentioned, Facebook has an unrivaled reach. Almost all people in North America who hire a cleaning service have a Facebook account. Since you’re targeting these people specifically, it doesn’t make sense not to use Facebook to generate interest, leads, and ultimately clients.

Next, Facebook has changed the game when it comes to data. As the Cambridge Analytica scandal unveiled, Facebook knows everything about us. The platform knows how much we earn, how we like to spend our money, the last website we visited, where we want to eat, what our hobbies are, and the list goes on. You name it, they probably know it.

But what does that mean for your residential cleaning business?

It means laser-focused targeting. This isn’t a billboard or a TV spot. There’s zero chance of you spending advertising dollars on individuals that don’t fit the audience you attach to your adverts. Every single cent is targeted at people that are likely already interested in what you have to offer.

Lastly, Facebook works exceptionally well for local businesses. Not only do they get their own favorable category on the platform, but you can limit all of your efforts to your specific marketing efforts on the site to homes within your company’s service area.

So how do you get started on using Facebook to get more clients for your residential cleaning company?

Step #1: Set Up Your Facebook Business Page

The first step of finding new clients on Facebook is setting up your business page, which acts as somewhat of a “home page” for your business on the platform. You need to set up a business page even if you are a one-person operation as only business profiles gain access to the Facebook Ads manager.

Start by logging into your personal profile before clicking the menu icon in the top right. Here, you can select “Create Page.” If you’ve already set up a Facebook page for any purpose before, this may be labeled “Manage Pages.”

You’re then presented with a range of purposes for your page. You want to select the “Local Business or Place” option. Even if you operate in different states, you should still opt for “Local Business” as it will give you the most power over your local advertisements.

Now it’s time to start filling in your business information and add pictures to your page. Make sure to fill out as much information as possible, including opening hours, business location, and so on. Again, think of this page as akin to your website, if something is on your website, then it needs to be here too.

When it comes to photos, ideally, your profile picture should be your company logo, and your cover photo works best if there’s a human element (such as a picture of you or one of your employees cleaning, for example). If there’s space, a cover photo is a great place to throw in your company slogan or tagline too. Depending on your branding, you may decide to use an avatar as your profile photo, that works too!

When you create your Facebook page, you will be prompted to add a call-to-action button. For a residential cleaning company, the “Email Signup” option makes the most sense. Send them a coupon for a discount off of their first srevice, and voilà, interested leads are into your sales funnel!

That’s it! Now you’re ready to chase those valuable leads!

Step #2: Create and Execute a Regular Content Schedule

Some businesses skip straight advertising with Facebook Ads without developing their page and providing regular updates. This is a mistake. The last thing you want is an interested party stumbling across your page only to find your previous posts were over a year ago. They’ll be gone faster than you can say, “Lysol.”

Therefore, work out a content strategy for your page. This doesn’t need to be too overbearing; there’s only so many things to say about residential cleaning. You can spend an hour or so planning a month’s worth of content (posting once or twice a week is plenty), before loading those content ideas into a social media scheduler such as Buffer for posting at a later date on autopilot.

Step #3: Use All of Facebook’s Features Such as Groups, Stories, and Live 

While it’s true that the majority of your leads will come from Facebook Ads, there’s plenty of free lead generation activities you can take part in on this platform. Try and join local community groups (without spamming them) and demonstrate your expertise when someone poses a cleaning-related question.

You can even broadcast live cleaning tutorials. As soon as you go live, all of your page’s fans will get a notification, drawing attention to your business, and once you’ve finished your demo, you can always post the finished video as another piece of content for those that missed out.

Finally, you can use stories to post similar content. Perhaps document a day in the life of your cleaning business through several posts to your story to build that all-important trust and credibility.

While these tactics are useful, they do dwindle into insignificance when compared with the power of Facebook Ads. Nothing else gives you the ability to acquire leads and clients as fast.

So without further ado, let’s get into setting up your first targeted Facebook Ad.

Step #4: Setup a Local Facebook Ad for Your Residential Cleaning Business

Setting up a Facebook Ad can seem a little daunting to the uninitiated, but it’s actually fairly intuitive.

First, from the menu on your business page, select “Ads Manager.” Since this is likely the first time you’ve advertised with Facebook, you may be prompted at this point to set up an account. Remember, when entering your card information, you won’t be charged anything until you publish an advert.

Next, you need to add something called the Facebook Pixel to your website.

This is simply a few lines of code to add to your website so that you can accurately track clicks from your Ad through to your site. If you have someone looking after your website for you, they’ll already be well-versed in installing a Pixel…

If not, you can watch this handy Facebook Pixel tutorial here.

Once you’ve set that up, it’s time to create your very first Facebook Ad campaign!

As stated previously, this process is pretty intuitive, and you make a start by selecting “Create Campaign” from within your Ads Manager.

Next, you’ll be asked to choose an objective for your campaign, which is broken down into three categories:

  • Awareness: Ads that get your company name in front of new eyes simply to let people know you exist.
  • Consideration: Ads that encourage people to engage with your business page, communicate with you via Messenger, watch your videos, give you their email address, or visit your website.
  • Conversion: Ads that persuade leads to make a purchase.

Now, if you read the last category and your eyes lit up, hold your horses for just a moment. You should always start with awareness and consideration Ads because ice-cold leads are unlikely to order your services from you straight out of the gate. Especially if your Facebook presence is only a few days old, and you’ve got no likes on your page. Build your audience first, then subsequently target those warm leads.

You need to build something known in the industry as “social proof,” which consists of page likes, comments on posts, reviews, and a long history of posts. Then, once you’ve got a solid base, you can move on to the juicy stuff.

No matter your Ad objective, you need to target your Ad spend. Once you’ve chosen your conversion event (such as page likes, or website visits), it’s time to build your audience.

Start by targeting a geographical region.

The Ads Manager gives you a map with which you can make your own custom advertising radius. When you’ve defined your geographic reach, select the option to target “People who live in this location,” as you’re targeting homeowners, not tourists. Now enter the rest of your demographic data for that region. Age, gender, and language are all important considerations.

Once you’ve entered the basics, it’s time for Facebook to shine. This is the part where you get to design your perfect customer and then immediately advertise to them.

With detailed targeting, you can pair descriptors such as “homeowner,” “family-based household,” and “earns $50,000+”, with interests such as “Home Cleaning Service” or “Maid Service.” Once you’ve created your ultimate audience, it’s essential to save them so that you don’t have to recreate them each time you run a campaign.

Next, you need to set your budget for the advert (startlow!), which you can do based on either a predetermined Ad length or on a daily basis. Remember to set an end date for your Ad so that you can’t accidentally spend much more than you were planning.

Step #5: Design your Facebook Ad 

Well done! You’ve made it to the final step!

Once you’ve set up the parameters for your Facebook Ad, it’s time to make it eye-catching to increase your rate of conversions. At this moment in time (this changes frequently) there are five different formats for your adverts:

  • Single Image
  • Slideshow
  • Carousel
  • Video
  • Collection

There’s no specific right or wrong here, but single image and video tend to perform best to generate leads for your residential cleaning company.

So how do I Generate Leads for Your Residential Cleaning Company

Facebook does have guidelines on the media they will accept for its Ads. Those guidelines pretty much follow its rules for standard posts. However, it’s important to note that you cannot cover an image with more than 20% text, so bear that in mind. It’s wise to avoid text overlay on your Ad images anyway, leave that for the headline and Ad text.

Once you’ve selected your image or video, it’s time to write your headline and Ad text. Keep your headline short and sweet. Focus on what the viewer of the advert wants to hear, such as “Want a Hassle-Free Way to Get a Cleaner Home?” The Ad Text gives you a little more leeway in terms of the word limit, so use this space to really sell the benefits of using your company.

If you’re running an Ad to attract new clients, all that’s left to do is include the website URL you want your potential clients to land on, and a call-to-action button, which is likely to be “Book Now” once again.

And that’s it! You’re ready to hit publish!

Final Thoughts on how to Generate Leads for Your Residential Cleaning Company

If you’re a residential cleaning company and you’re not currently advertising on Facebook or using the platform to generate leads, then you’re getting left behind by those that are. Hopefully, now that you’re armed with this knowledge, you can go and start using Facebook to get more clients.

This post is only intended to scratch the surface of the potential of Facebook for your residential cleaning company. You need to go and experiment yourself to see what works best for your business.

Do you want to leave it to the professionals so that you can focus on building your business? Good idea! We’ll take it from here.

Related Links for how to Generate Leads for Your Residential Cleaning Company

Setting Up Facebook Audiences
“Setting Up Audiences” for Facebook Ads

Facebook has proven itself to be a gold mine for businesses to reach out to their customers. They key to the gold mine is choosing to promote your business to the right audience. That is much easier said than done. When you ask yourself who needs a house cleaning service? The answer can be everybody who lives in a house. Facebook has 1 billion active users daily. You will need one big marketing budget if that’s how you target. You need to sharpen your focus to market your cleaning service more effectively to your audiences.

What’s the Difference?

You have to understand that your audience is usually not coming to Facebook searching for a business. This is not like Google Ads where the intent is already there. They are on Facebook to socialize first and buy later. Keep that in mind before creating ads and choosing your audiences on Facebook.

Type of Audiences

To pick the audience you want to advertise to, go to the Ads Manager on your Business account and select “Audiences”. You can target your audiences in multitude of ways on Facebook. Here are the types of audiences Facebook offers you.

Saved Audiences

Saved audiences on Facebook can be defined using a variety of variables. These include user’s interests, age, gender, location, income bracket, type of device, and more.

The targeting at Facebook is pretty granular. To give you an example, when you choose to target using user location, you can go from as broad as a country to as narrow as an address radius. You can choose everyone on that location to even people who have recently shifted to your location of interest.

Custom Audiences

These are highly valuable customer segment that has already interacted with your cleaning service in some way. Custom Audiences can be created in many ways.

  • Uploading Customer Files
  • Based on Website Traffic Using Facebook Pixel
  • Users Based on Interaction With your App
  • Based on Users Who Interacted With You on Facebook

Lookalike Audiences

As the name suggests, this Facebook features allows you to reach the customer segment that closely resembles your existing customer base. The similar composition of these audiences increases their probability of conversion.

However, bear in mind that to use Lookalike Audiences on Facebook, you should first have set up your Custom Audiences. This is obvious as that will tell Facebook the typical customer composition of your cleaning business.

Powerful is an Understatement

The power of Facebook is apparent in our daily lives. Facebook has carefully set up a marketing platform that allows business to leverage that power to reach their customers effectively. Is you cleaning service making use of this tool?

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A/B Testing
You Must Use A/B Testing

Are you Spending Money on the Best Version of Your Ads? You Can Test Right Now.

Advertising is the fuel that keeps pushing your business forward. Let me rephrase that – “Right advertising is the fuel that keeps pushing your business forward”. Whether you are pursuing Google Ads, investing in Facebook ads, or reaching out via emails, you have to be effective in your message. But, how do you know that your ad is doing what you intend it to?

The answer is using A/B or Split Testing. Never heard of it? Let’s change that today.

What is A/B Testing or Split Testing?

In the simplest terms, A/B or split testing is nothing but a statistical test to compare two or more variants of the same entity. The entity can be a digital asset like a website or an email, or a pay-per-click ad. The results of the test help determine which version delivers better performance but also allow you to understand if the difference between the two versions holds any statistical significance.

Here is an example to understand it better.

You have created an ad, and you want to see what CTA text will work better. Should you use “Contact Us” or should you use “Let Us Help”. You have defined a comparison, and you are ready to test.

Step 1: Pick the Variable

Zero-in on the variable that you want to change. In this particular example, the variable is the CTA text.

Step 2: Define a Hypothesis

You have to distill what you want the ad to do for you. Do you need to increase the clickthrough rate or a call for an inquiry or something else? This will be your criterion for the success or failure of the hypothesis.

“Changing the CTA text from “Contact Us” to “Let Us Help” will increase CTR by 5%.”

Step 3: Split Your Traffic

Now you have to decide on how you want to split the traffic between the two ads. A fair comparison can be made with a 50-50 split. But, that is not necessary. What is required is that the split generates statistically significant results.

Step 4: Analyze Results

You have to give the test ample time to give reliable results. This can range from 10 days to a couple of weeks. If you get mixed results, you may want to change the variables of the test. Many be the CTA text is not impacting the ad performance, and you need to test the font size, ad design, or something else.

Check the Performance of Google Ads, Facebook Ads, and Emails

Google Ads

Google Adwords offers a feature called “Campaign Drafts & Experiments”. It allows you to create a Draft, so that you can run the test or “experiment” without effecting your original campaign. When the Draft is used for the test, it compares its performance to the original campaign while reporting results.

First Step: Select the campaign for which you want to run the test

Second Step: Choose the “Drafts” tab and click on “Create New” and name your Draft

Step 3: Pick the elements you want to change and click “Apply”. The changes are automatically saved.

Fourth Step: You can then choose to apply the changes to the original campaign or run them as an experiment

Step 5: You can then track the performance on the dashboard or use AdWords Script to generate an exhaustive report.

Facebook Ads

As you get testing, you may want to test every element from the images to the text to the headers, and more. However, that would need you to create multiple ads and also require more time to run. So choose wisely.

Step 1: Go to the main table of the Ads Manager that lists all the active campaigns on your account. Choose the desired campaign.

Step 2: Locate the toolbar above the Ads Manager and click on A/B Test

Step 3: Pick whether you want to duplicate a campaign or compare two existing campaigns. Then, choose from up to 5 variables to test. You can then schedule the period for the test

Step 4: Decide on the criterion to determine a winner. For example, it can be the cost per lead.

Step 5: Analyze the results once the test period is complete.

Emails

The procedure to run the A/B test for an email campaign of your house cleaning service depends on the service you are using to run the campaign. The most prominent names for email campaigns are Mail Chimp, Active Campaign, and Campaign Monitor. They have incredibly user-friendly A/B test solutions for their customers.

If you want, you can run a manual A/B test too. All you have to do is create two versions of the email, divide your email list in half, and send. Then, create an excel to record the response, and analyze it to find the better performer.

Why Do You Need It?

A/B testing or split testing is a litmus test that tells you whether your ad is performing as per your expectations. Here is why you need it.

Correct Your Bias

The assumptions you make while creating, let’s say an ad, are based on your understanding of consumer behavior. But, your customers may behave differently than what you expect from them. They can do it consciously or unconsciously, rationally or irrationally. So, these tests allow you to capture exactly what your customers like rather than guessing or relying on intuition.

Save on Marketing Costs

Pay-per-click ads can quickly add up to your marketing costs. So, when an individual clicks on the ad, you want them to convert. By running these tests, you significantly add to the probability of the “right” person clicking on the ad.

Beat the Competition

When you can effectively reach your customers and optimize your costs, it puts you in a better position to compete. You are infusing efficiency into your marketing efforts and constantly improving your performance to come out on top.

Use it Well

Your residential house cleaning business faces a lot of competition as is, and you need to bring on your A-game. A/B or split testing allows you to do just that.

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