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Google Ads For Florists

Are you already running Google Ads for your flower business, or are you considering setting up an account?

Compared to more traditional ways of advertising it’s far better targeted, as you only show your ad when people are actively searching for your service. This reduces unnecessary marketing spend and makes it more likely that people will contact you.

Here are some tips to help you get more leads for your flower business.

Introduction to Google Ads for florists

First, let’s start with a quick introduction to Google Ads.

Are you looking to reach potential customers for your flower business on Google Search and the Google Display Network? Google Ads, formerly known as Google AdWords, is a pay-per-click (PPC) advertising platform that can help you do just that.

PPC is an online advertising model that allows advertisers to pay only when an ad is clicked. Google Ads is one of the most popular platforms that use the PPC method, but many other online advertising platforms are also using it.


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How can Google Ads help your flower business?

Google Ads utilizes a complex auction model to determine ad rankings.

Advertisers can bid on keywords, and Google’s algorithm takes into account multiple factors such as bid amount and relevancy to decide the ad ranking.

Here’s an example of how the process works: a potential client searches for a local flower business on Google, your ad is shown, they click to visit your website, and they follow the steps to become a client. Although it may seem simple, a few tips ensure you get the most out of your campaign.

So, let’s dig into some tips to make sure you get more results out of your campaign.

Structure your Google Ads account in the right way

Organising your Google Ads account is like creating a folder structure. Your keywords and ads are the foundation of your campaign, but the way you organize them in campaigns and ad groups can help you optimize your campaigns for the future.

You can create as many ad groups and campaigns as you need, so make sure to create plenty. This will enable you to write more targeted ad copies for each ad group and gain more control over when Google triggers your keywords, resulting in a successful outcome.

Use a lot of florist-related keywords

Crafting a successful keyword list is essential for your Google Ads campaigns. To ensure your keywords are performing optimally, it’s important to structure your account around them.

For more information on creating a powerful keyword list, check out our article about keywords. Here’s the gist:

Make sure to add as many relevant keywords to each ad group, including plurals, different match types, and even misspellings.

Google Ads’ Keyword Tool is a great resource to use when building your keyword list. It can help you find new keywords and get keyword ideas, including related and long-tail keywords.

Tracking your conversions

Before initiating your PPC campaigns, ensure you configure conversion tracking to observe leads and sales.

This is the most essential data to utilise when enhancing your campaigns, as it permits you to monitor all of your outcomes, such as impressions, clicks, expenditure, and conversions. All other data is automatically incorporated into the dashboard.

Use negative keywords for your flower business

To ensure your ad is triggered, create a comprehensive list of negative keywords. This is especially important if you’re using a lot of broad match and phrase match keywords.

By adding these negative keywords to your campaigns, you can prevent people who include them in their search queries from seeing your ad. This will help you focus on clicks that will give you the best chance of converting into customers.

Embrace that you’re a local flower business

If you don’t have a marketing budget like some of the larger companies, you’ll need to be smart. Leverage the fact that you’re a local business and you can beat them in your backyard. After all, nobody knows your area better than you!

Make your ad copies and keyword list as local and specific as possible. Include the suburbs you serve in your headlines, description lines, and ad extensions. This way, no big company with a fancy office in the city centre will be able to compete with you.

Use geo-targeting

Don’t waste any of your budget on people that are located outside your service area. Google Ads gives you the option to target very specific locations.

You can either use radius targeting (where you draw a circle around your business address), put in each of the suburbs individually, or use postcodes for this. It depends on your business which option you want to use.

Track phone call leads

Getting conversion data in your campaigns is critical to understanding what is working. You can use this data to optimise your campaigns going forward.

If phone calls are important for your business you can set up phone call tracking within Google Ads. This will allow you to see which keywords and ads are giving you leads.

Australia is one of the countries in which Google offers call-forwarding numbers.

By adding an extra piece of code to your site, Google will swap the phone number that is displayed on your site to a Google forwarding number for all Google Ads visitors. Once potential customers call this number it will instantly be forwarded to your original phone number.

Additionally, you can also set up a call extension to show a phone number directly in the ad.

Focus on highly relevant florist keywords

Now, forget about the generic keywords that first come to mind. These keywords often get more impressions and clicks. However, the conversion rate of these keywords is often low. Also, there are more competitors which means a higher cost per click. Keywords like ‘florists’ are typically too generic.

It’s better to focus on the long-tail keywords. These keywords will get typed into Google less often. However, they tend to attract better quality visitors. Which means a higher conversion rate on your site. For example ‘flower business manly’ is far more targeted.

Build a dedicated PPC landing page for your flower business

Maximise your PPC conversion rate with a dedicated landing page. If you’re investing in pay-per-click advertising, you want to make sure you get the most out of it. That’s why it’s important to create a landing page that is focused on one goal: generating leads.

Your landing page should have a clear headline and sub-headline, a concise contact form with a call-to-action, and some key information about your product or service. This should include unique selling points, customer testimonials, a brief description of how it works, and so on. Remember, less is more – the more information you add, the less likely people are to fill in the form.

Check out our article on how to create a compelling PPC landing page for Google Ads.

Add ad extensions

Ad extensions are free. They will give your ad more real estate in the search engine. This will increase the likelihood of people clicking your ad.

Maybe not all ad extensions are applicable to your business. However, ad extensions like the sitelinks extensions and callout extensions will be useful for every business.

Ad extensions will also have a positive impact on your campaign’s Quality Score, so it’s really a no-brainer to add them to your campaigns.

Test your ad copies

Optimizing the components of your PPC campaign is essential for success.

Your ad is the only thing that customers can see from your PPC account, so it’s a great place to start A/B testing and optimizing.

Ad testing should be an ongoing process. Don’t just test, but also improve your campaigns. If you keep testing two completely different ads, you’re just testing.

Ideally, you should keep the best-performing parts of your ad and start testing smaller components. Start by testing two completely different ads for a while, and once you have the best-performing one, move on to testing smaller parts of your ads.

Want more revenue for your flower business?

My name is Jeroen and I’m the founder of Vazooky Digital, a Google Ads agency in Sydney, Australia. Running Google Ads campaigns for my clients is what I do for a living.

If you need help with your Google Ads campaign, feel free to reach out.

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By Jeroen

Having worked as a PPC freelancer for many years, Jeroen helps businesses to get more results out of their online advertising budgets.

He is the founder of Vazooky Digital, a Google Ads agency in Sydney, Australia.

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