In the electronic security industry, integrators face constant challenges in attracting and converting potential clients, while minimizing their unproductive marketing spend. Google Ads has proven to be a powerful tool for targeting potential clients & driving relevant traffic, but the strategy behind targeting specific security product brands requires careful consideration.
As a digital marketing agency specializing in the electronic security market, SecureMark Solutions understands the intricacies of this approach. In our blog article, we’ll explore whether integrators should target specific security product brands with their Google Ads and highlight the nuances that can make or break your campaign.
The Allure of Security Product Brand Targeting – But Beware
Targeting specific security product brands in your Google Ads can seem like a straightforward approach. After all, brands like Motorola, Hikvision, or Axis are well-known and have significant search volumes. The logic appears sound: if potential clients are searching for these brands, they might be interested in your services as an integrator. However, this strategy can be more complex than it initially appears.
One of the primary concerns with targeting broad brand terms, such as “Motorola security,” is that you may attract individuals who are merely looking for product pricing or information about a product. These users might be interested in purchasing a single product, like a camera or access control panel or part, without needing the comprehensive services that integrators provide. In essence, you could end up spending your ad budget on clicks from people who are not your ideal customers—those who want a product, not a solution or a service.
The Pitfalls of Broad Brand Product Keyword Targeting
When you target broad brand keywords in Google Ads, you cast a wide net, often too wide. While this might seem advantageous, it can lead to a significant waste of resources. For instance, someone searching for “Motorola security camera” might be looking for product specifications, features, or even customer support. These searchers are unlikely to be in the market for a full-fledged security system installation or integration service.
Moreover, many security brands offer a vast array of products, from cameras to software solutions, only a few of which your firm may support or work with. A search for “Motorola security” could encompass everything from basic cameras to advanced access control systems, making it difficult to determine the searcher’s intent. This ambiguity can dilute the effectiveness of your ads and reduce your return on investment (ROI).
The Power of Identifying Searcher ‘Intent’ in Your Google Ads Keyword Targeting
To maximize the effectiveness of your Google Ads campaigns, it’s crucial to target product keywords that indicate intent. Instead of broad brand terms, focus on specific product lines or solutions that align with the services you offer. For example, instead of targeting “Motorola security,” consider targeting “Motorola access control integrator” or “Motorola OpenPath Installer.” These specific terms are more likely to attract users who are interested in particular solutions that require professional installation and configuration—services that integrators like you provide.
This approach not only improves the quality of your leads but also ensures that your ad spend is used more efficiently.
Avoiding Irrelevant Keywords by Building Your Negative Keyword List
Another critical aspect of effective brand targeting in Google Ads is avoiding irrelevant keywords. Terms like “customer support,” “PDF,” “manual,” or “support phone number” are red flags that the searcher is likely looking for assistance with an existing product rather than seeking a new system or integrator.
It is highly recommended to put these unwanted accompanying keywords in your negative keyword list in Google Ads. Negative keyword lists can be invaluable in this context. By adding terms like “manual” “how to” or “support” to your negative keywords, you can prevent your ads from being shown to searchers with low intent to purchase or engage your services. This proactive measure helps refine your audience and ensures that your ads are only displayed to those with a higher likelihood of converting into valuable clients looking for a professional security integrator.
Plan Before Targeting Security Product Keywords with Your Google Ads to Ensure the Optimal Results
At SecureMark Solutions, we specialize in crafting targeted digital marketing strategies for integrators in the electronic security industry. By understanding the nuances of Google Ads and brand targeting, we help you reach the right audience and maximize your marketing ROI.
If you are looking for agency help with optimizing and managing your Google Ads campaigns, or have wider needs around your website or digital marketing efforts, contact SecureMark today to schedule some time for an introductory conversation.