What is google Guarantee Program (Home Service Ads Program)
Google has come up with a new advertising program added to it’s Google tools, which will effect a lot of local businesses and could change the way of how local businesses have to think about advertising. The new approach to advertisement is called Google’s Home Services, or Google Guarantee Program. This program is designed to connect users with home-service providers. Couple of years ago the Beta Version was released for some Professions in limited Locations around USA such as (California: San Francisco, San Diego, San Francisco Bay Area, Sacramento and Stockton, check recent introduced cities). In this article I will highlight:
- What changed?
- How Will “Google Guarantee” Effect User experience
- How does it work?
- How “Google Guarantee Program” Effects SEO
- How Will “Google Guarantee” Effect Local Business
- How to Prepare Your Online Business for “Google Guarantee Program”
- Business effected by Google “Home Service Ads Program”
- Why is google changing its Marketing Strategy and How Will Google Benefit?
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What Changed?
If we make a simple search for the term “plumber in San Francisco” we will find a google guaranteed badge next to the listing on google, this new badge tend to attract more leads because Google guarantee this provider.
What’s interesting is that if you click on google guaranteed icon, google will redirect you to a new type of search, where you can find more qualified guaranteed service providers for the requested job. Not only you get a list of all the guaranteed local business in the area, additional you’ll find a google guarantee snip-it which reads “Providers with this badge are pre-screened and insured. Get the job done right or your money back”.
To be part of the Google Guarantee Program, Google requires all guaranteed providers to undergo a series of screening procedures and meet a certain criteria, including background checks, verification of insurance and licenses, online reputation audits, and interviews, to the extent permitted by applicable law.
Those with the “Google Guaranteed” badge have been carefully screened and have paid Google to appear in these search results. Those without the badge may have been less extensively screened and haven’t paid Google to appear”.
Home Service ads experience on mobile (as shown in the image above). Just like desktop, the mobile search ads dominate the top of the results page. Google My Business and organic listings are pushed down the page and even requires scrolling reach the organic listing section.
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How Will Google Guarantee” Effect User experience
If a user booked a service through Local Service with a Google Guaranteed Vendor, and the user ended up not satisfied with the quality of service, Google covers claims up to the cost of the initial service, with a lifetime cap of $2,000.
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How does it work?
After the user submit a search query, Google will offer several businesses simultaneously (as shown in image 1), If the user clicked on the service provider title, then google will redirect them to a page with additional details about this business were they can check the reviews, description, business hours and more (as shown in image 4 & 5). If the users click on Google Grantee badge then Google wil provider a list of more ‘plumbers’, they’ll be redirected to a page that encourages them to request quotes from 3 different service providers. This program is essentially Google’s answer to sites like Craigslist List and Angie’s List, creating an environment where users have access to a variety of pre-qualified service providers, free of charge.
Once the user has selected their three potential service providers, they’ll be redirected to a form to help simplify the quote process between the user and the provider by answering questions like “What needs to be done?”, “The Scope of the Word” and “What are the requirements?” etc.
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How Google Guarantee Program Effects SEO
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Google Guarantee Area
You will notice the Green Check with “Google Guaranteed”, you cannot miss it, this will be the first impression on the user, and this means two things.
- No one without this guarantee will be shown.
- No matter how good you’re on-site SEO is… it won’t get you verified or listed.
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Google Ads Section
The paid ads section which used to be on the top of each search page, now dropped under the Google Guaranteed ads section to be positioned second based to the new google search results alignment.
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The 3-Pack Section
As you can see in the picture above, the 3-pack on google search page didn’t change, it was moved down a bit. Google is still maintaining the 3 organic ranking potions on the Google local 3 pack section on it’s first page, in addition the paid ads section. Keep in mind that these two sections are managed from different locations, Google My Business is use to manage your presence on google 3-pack while on Google Ad-words Express which host “Google Guarantee Program” allow you to adjust your listings on Google Guarantee Program section . Learn more about Google 3-pack and how you can utilize it to increase traffic to your website.
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The organic Listing Area
The Listing section has been pushed down as well, due to the additional space occupied by Google Guarantee Program section, which makes the organic results fall out of the above the fold section.
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How Google Guarantee Will Effect Local Business
No doubt that Google will succeed in connecting high-quality service providers with potential clients as google rolls this program to different locations. Apparently from the reviews that I’ve read, the Businesses who have got a Google Guaranteed certification have got about 1800% growth in leads. As compared to other vendors who are just advertising normally, but on the other hand Google now charges for the click and lead based to Google also charges for leads.
With Google not being shy on putting the full focus on the CTR (click through rate) of your ads, every small business owner needs to focus on preparing their online business for the Home Services program.
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How to Prepare Your Online Business for Google Guarantee Program
If you are a small businesses owner and you want to be ready for the global Google Home Services Ads Program release, you’ll need to re-assess your online presence and your business relation with Google search engine. Here is a list that will get you started.
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Enhance AMP Pages
The Google AMP Project is a way of fast-tracking content to mobile devices. We all know by now, that Google is focused on the user experience on mobile devices, and google will not ignore the mobile devices any time soon as it it will play a big role in the future of digital media marketing worldwide. Enhancing Amp pages will increase the speed and mobile-readiness of your website which are high-quality ranking distinctions that determine the placement of a site’s content link in the search engine results pages (SERPs). The faster a site is, and the more it caters to mobile devices, the more likely it is to be seen and clicked on by Google search users.
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Make sure Google My Business is Claimed
Before you question yourself what does Google My Business has to do with Google Home Services Ads Program, rest assure there is no relation, but if you managed to run both you’ll have the benefit of appearing on both Home Service section and Maps which is a Win-win situation and dual ways to increase traffic to your website.
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Paid Search
If you are using paid search with Google Ads, or Google Ad-words Express, start making the necessary adjustments before the Home Services program was initiated nationwide. Here is a list that will walk you through what you need to take into consideration.
- What is your online business reputation?
- How many online reviews do you have?
- How well optimized is your website for local business?
- What CRM (customer relationship management) software do you have in place to respond to customer quotes rapidly?
- Search for competitor in your area and check their status
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Focus on your Brand Identity and Niche
Home Service ads are far from a typical paid search on google, this is why I’m bringing Branding into this subject. Remember now, google is taking online reputation into consideration when it comes to Home Service rankings, the stronger your brand is, the better.
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Sign up for Google Guaranteed Today!
Although the program is still in its Beta Version, but you can still Sign-up for a Google Home Service Ads Program, and inform Google that you’d like to be a part of the pilot once it’s released in your area.
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Business effected by Google Guarantee Program
Home Service Ads Program is currently limited to a very few categories of business, currently this program works only for:
- Auto glass services
- Carpet cleaning services
- Cleaning services
- Electricians
- General contractors
- Garage door services
- HVAC (heating or air conditioning)
- Handymen
- Locksmiths
- Painters
- Plumbers
- Roadside assistance
- Tutors
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Why is google changing it’s Marketing Strategy and How Will Google Benefit?
In a fast industry were rapid and continuous changes keep on happening, this behaviors from google is expected. If you are a long time Google tools user, you will not be surprised with this change, and you know by now when it comes to google, change is more than just inevitable — it’s a core strategy to keep up with in the user service industry.
- Google will now be sharing for Clicks and leads
- Google can charge for all 3 leads simultaneously
- The Google Home Services Ads Program expands Ads Landscape space on google search page
Google “Home Service Ads Program” Service Areas (updated 11/28/2017)
- Arizona: Phoenix
- California: Los Angeles, Riverside, Sacramento, San Diego, San Francisco, San Jose
- Florida: Miami
- Georgia: Atlanta
- Illinois: Chicago
- Massachusetts: Boston
- Michigan: Detroit
- New York: New York
- Pennsylvania: Philadelphia
- Texas: Dallas
- Washington: Seattle
- Washington, D.C.
