For a full-time millennial digital marketer who runs ad campaigns for the tech startup she works for, learning Google Ads seems entirely doable. For an electrician, roofer, locksmith or contractor, PPC could just as well represent a party planning business. Why would people in small service-based trades like these be familiar with pay-per-view advertising? click? They may not have grown up with the internet and they certainly didn't go to school to become digital advertisers. They more likely attended trade school to master the jobs they currently do.
I recently had the pleasure of speaking with WordStream customer William Rusch, who identifies himself as the "master electrician" of Charleston Electric, a family-owned electrical company in Charleston, South Carolina that has grown significantly over the cell phone number list of its last five years of operation. William is actually much too modest because he does much more than practice his trade as an electrician; William is the founder of Charleston Electric, also leads the company's marketing campaigns and is responsible for attracting new customers to keep the business going. This of course includes paid search.
The Marketing and Advertising Challenges Faced by Artisans
The world of Google Ads is not easy to navigate. There are campaigns, ad groups, keywords, match types, negative keywords, ads, extensions, mobile ads, auctions, budgeting, and the list goes on. As an electrician, understanding the strategy to spend money wisely in this crazy world of paid search is not easy. “The challenge is how to spend your money. It's not easy to figure out how to use AdWords,” William said. “As electricians, most of us are not marketers. We know how to do our job very well, but when it comes to advertising, we are forced to pay someone to do it or do it yourself.
Having to rely on outside help
When you're in a line of work like William, your primary focus is fixing the current electrical problem rather than advertising and marketing. This often leads to relying on outside help, which can lead to throwing money away.
"A lot of people I know in similar fields of work have been burned by paying someone else," William said. “They end up spending thousands of dollars a month not knowing where their money is going. In the past we have used companies to market and I never felt like we were getting great results from what we did. So how do you get around these challenges without hiring help? Well, if you're a blue collar guy trying to fill your long list of jobs while attracting new clients, you've come to the right place.