And it seemed so simple to set up. There were lots of fields that said Recommended.<\/strong>\u00a0So you just took\u00a0each easy option.<\/p>\n A few months in and your Google Ads bill is massive.\u00a0But you’re not getting any enquiries.<\/p>\n One of the biggest ways to waste a lot of money\u00a0is not choosing your keywords wisely<\/a>.<\/p>\n But there’s even more to it than that. Once you know the keywords you want to target, there is another gotcha.<\/p>\n Most Fire & Security\u00a0professionals who DIY their Google ads don’t realise that there are different match ‘types’<\/strong><\/em> of search term.<\/p>\n Here are the three main\u00a0match types<\/a> that Fire & Security Ads beginners need to know about.<\/p>\n Say, for example,\u00a0you sell fire alarms and want to achieve more brand awareness.\u00a0You want to get\u00a0your name in front of\u00a0anyone who might be interested in their products. So you create a campaign and ad group called Fire Alarms.\u00a0<\/p>\n Next you’re asked what\u00a0keywords you want to\u00a0target.<\/p>\n So you just typed fire alarms.<\/strong><\/em><\/p>\n This is called broad match. It\u00a0<\/span>means that\u00a0your ad will show whenever someone types in a search that contains the word \u2018fire\u2019\u00a0and the word \u2018alarms\u2019. Or any variants or ‘stems’ of either of those two words. EG “firing” “alarming”…<\/p>\n Broad match allows you to reach the widest audience. But it doesn’t give you a lot of control over who sees it.<\/p>\n There could be an awful lot of wasted clicks and cash for a fire alarm company.<\/p>\n A more savvy Fire & Security professional might say: “I only want my ads to show for searches that include the\u00a0phrase “fire alarms”.\u00a0<\/p>\n In the keyword field, you type in fire alarms with speech marks around it. “fire alarms”<\/strong><\/em><\/p>\n Your ad will now show for search phrases like\u00a0business fire alarms<\/em>, commercial fire alarms<\/em>, fire alarms for homes<\/em>. Less people are reached but those that do see the ad will at least have an interest in fire alarms.\u00a0<\/p>\n So is there a way to get your ads to show ONLY when someone searches for the phrase\u00a0[fire alarms]<\/strong><\/em>?<\/p>\n Yes, you add those square brackets around it when you type it into the field for keywords in Google Ads.<\/p>\n But beware! Google now shows plurals and synonyms even for supposedly exact match terms. And sometimes may change the order of the words too!<\/p>\n You will need to monitor what searches your ads are showing for very carefully. Any search terms that you don’t want should be made into NEGATIVE keywords. That way, your ads won’t show for these keyword searches in the future.<\/p>\n Another thing to remember is that your ad MUST go through to a page that talks about Fire Alarms. NOT your home page.<\/p>\n Your website’s home page will talk about all the services that you offer. This person wants to know about FIRE ALARMS. He’s typed it into Google. S\/he’s seen your ad about it. S\/he doesn’t want to land on a page that talks about all types of home and commercial security.\u00a0<\/p>\n S\/he will be clicking the back button and visiting one of your competitors’ sites very quickly.<\/p>\n Make it easy for your potential customer to find exactly the information that they need.<\/p>\n And make sure there is an easy way for these new visitors to contact you and your sales team<\/a>.<\/p>\n Thing is, you’re a Fire and Security expert. You have enough to do to keep up with all the changes to legislation and best practice in your own industry. And you certainly shouldn’t be wasting your valuable time on marketing and lead generation. Or keeping an eye on who is <\/p>\n So what can you do?<\/p>\n We handle the Google Ads and other advertising so you don’t have to. <\/strong><\/p>\n All you have to do is make sure you have a great sales team<\/a> who can turn your qualified leads into site surveys and sales!<\/p>\n We have some powerful new approaches and tools which make a huge difference to companies whose websites are not generating sufficient leads.<\/p>\n Your leads are exclusive to you – they don’t get sent to other Fire and Security companies like most comparison sites.<\/p>\n We even have a way to filter out fakes and hoaxes. You NEVER pay for those.<\/p>\n Plus there is a BLACK BELT GUARANTEE<\/strong> so it’s no risk to you. It really is a no-brainer!<\/p>\n Click here<\/a> and tell us when you’re available for a chat about getting more leads.<\/p>\n","protected":false},"excerpt":{"rendered":" Many Fire & Security businesses get started on Google Ads by accident.\u00a0You got offered a voucher! Spend \u00a3120 this month and you’ll get \u00a3120 for free next month – that sort of thing. Hands up! Was that you? You thought this would be cheaper than Digital Marketing? And it seemed so simple to set up. … Continue reading “Google Ads For Fire & Security: Save Money With Keyword Match Types”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":1637,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[47,86,46],"tags":[],"class_list":["post-1636","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fire-security","category-google-adwords","category-leads"],"_links":{"self":[{"href":"https:\/\/inbound.lollipoplocal.co.uk\/inbound-blog\/wp-json\/wp\/v2\/posts\/1636","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inbound.lollipoplocal.co.uk\/inbound-blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inbound.lollipoplocal.co.uk\/inbound-blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inbound.lollipoplocal.co.uk\/inbound-blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/inbound.lollipoplocal.co.uk\/inbound-blog\/wp-json\/wp\/v2\/comments?post=1636"}],"version-history":[{"count":0,"href":"https:\/\/inbound.lollipoplocal.co.uk\/inbound-blog\/wp-json\/wp\/v2\/posts\/1636\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/inbound.lollipoplocal.co.uk\/inbound-blog\/wp-json\/wp\/v2\/media\/1637"}],"wp:attachment":[{"href":"https:\/\/inbound.lollipoplocal.co.uk\/inbound-blog\/wp-json\/wp\/v2\/media?parent=1636"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inbound.lollipoplocal.co.uk\/inbound-blog\/wp-json\/wp\/v2\/categories?post=1636"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inbound.lollipoplocal.co.uk\/inbound-blog\/wp-json\/wp\/v2\/tags?post=1636"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"google-ads-fire-security-keyword-match-types\"](\"https:\/\/inbound.lollipoplocal.co.uk\/inbound-blog\/wordpress\/wp-content\/uploads\/2020\/02\/google-ads-fire-security-keyword-match-types.png\")
<\/p>\nBroad Match Search<\/h3>\n
Phrase Match Search<\/h3>\n
Exact Match Search<\/h3>\n
Using Google Ads for Fire & Security Sales<\/h3>\n
The best way to get Fire and Security Leads<\/h3>\n
![\"click](\"https:\/\/inbound.lollipoplocal.co.uk\/inbound-blog\/wordpress\/wp-content\/uploads\/2020\/02\/Lollipop-Lady-250px-Black-Belt-Fire-Security-Leads.png\")
<\/a>Lollipop specialise in helping Fire and Security companies to generate more leads on what we call a \u2018pay per lead\u2019<\/strong><\/a> basis. No complicated contracts, or monthly retainers. Just high quality leads that can help your business scale.<\/p>\n