In this latest report from Google for the waste industry, there are some impressive increases across the board on queries, impressions and clicks. Here are the top level metrics plus advice from our search marketing experts on how to maximise this opportunity.
Q4 2020 and YoY growth – vs Q4 2019:
Click here to read the full report
To capture as much of this opportunity as possible, some key areas to focus on are:
Ensure your website is mobile-friendly (our SEO team can check this for you). This isn’t just important for user experience – a good, fast mobile page can have significant impact on your quality score, meaning a better ad rank for a cheaper price.
An increase in ad depth suggests an increase in competitors. This, along with an increase in search terms, shows a higher demand and more companies jumping on the opportunity. So it’s time to get savvy and stand out from the crowd.
Don’t just think about the terms that match your products, but how the user may search. E.g. ‘Tip open times’ could grab new customers for skip hire or other services. User search behaviour is always changing and strategies/targeting need to constantly adapt to reflect this.
With the increase in mobile searches, you need to maximise your presence on mobile. Invest in Responsive Text Ads as these are more visible on mobile search.
We have lots of experience in the waste management industry, working with the likes of TJ Waste, Hughes & Salvidge and The Waste Group. To talk to our waste experts, call us on 02392 830281 or drop us your details and we’ll call you.
Michelle joined Vertical Leap in 2011 as Marketing Manager, having spent the previous 15 years of her marketing career in the recruitment, leisure and printing industries. Her passions include dogs, yoga, walking, cycling, the beach, mountains and tapas.
Categories: PPC, SEO