When companies design a Google adwords campaign they spend a lot of time trying to think up all the words and terms their potential customers will be typing into Google. Competition on generic terms like 'plumber' or 'handyman' is fierce. So the idea is to try and think of more specific terms that describe your service or product more precisely.
Sophisticated search engine users know this so when looking for a specific product they will be very specific in their search terms and almost always find exactly what they are looking almost immediately. The problem is however that there are millions of searchers out there who aren't searching specifically and therefore might not be finding exactly what they are looking for at the best price.
In the past people used directory publications, like the Yellow Pages, to find services they needed. But to find a service they would need to know what category that service would fall under in that specific directory. Many people still search for services in this way. But if they are more specific about searching for the exact service or product they are looking for they will find companies offering exactly what they want.
Here are two examples:
One of our customers used our service recently to unblock her toilet. Once the job was done the handyman asked her how she found Silver Saints. She told him how she had initially searched on Google for a 'plumber'. Of course she got thousands of results so she refined her search to 'London plumber' and called three of the companies she found. They all told her a similar story, it will cost her minimum of £100 for one of their plumbers to come out and investigate her blocked toilet. Unsatisfied with this she refined her search even further to 'unblock toilet London' and found our web page dedicated specifically to our unblocking toilets service for which we charge a fixed price of £70+VAT.
The second example relates to Electric showers. If you ask 10 people who they would call if their electric shower stopped working. Five of them would say a plumber and the other five would say an electrician. But the beauty of Google is that you don't need to think, they will do it for you. If you need an electric shower repaired all you need to do is search for ' electric shower repairs' and you will find numerous companies specialising in electric shower repairs.