Digital marketing is one of the most effective ways to spread brand awareness and help you convert leads to paying customers. Not only does an online marketing campaign help more homeowners find your contracting business, but you can maintain an edge over the competition by showing why your services are the right choice.
An effective digital marketing plan includes SEO tactics and online advertising, such as PPC campaigns. To generate leads at a quicker pace and also increase your brand awareness, develop a PPC campaign. You will see that a well-designed PPC strategy is like a faucet – turning on a steady stream of leads who are searching for and want to learn about your services.
What It Is and the Importance for Your Business
PPC is an acronym for “pay per click,” which is a form of digital marketing where you pay a set price when someone clicks on your ad. In other words, you are paying for leads to come to your website, using targeted advertisements on Google, Bing, and other platforms to connect with people who are searching for your services. The benefit is that you only pay when someone takes action by clicking on the ad.
Search engines, such as Google or Bing, are the most popular for PPC campaigns. When someone searches for a targeted keyword related to your business, then your ad will show up.
For example, you can place a PPC ad for the keyword “HVAC repair,” and your ad has the opportunity to rank in the top three positions on your desired platform. The better your ad position is, the more people will see your business. Additionally, this process increases the likelihood of you bringing in quality homeowner leads.
How to Get Started with Google Ads
If you want to leverage PPC marketing, then Google Ads is a great place to start. Every time a search is initiated from a targeted keyword, Google digs into the pool of Ads and chooses a set of winners to appear in the valuable ad space on its search results page.
Here are a few tips to help when you are creating a PPC campaign with Google Ads:
- Set a Budget: Define the amount you want to spend and set your budget. Start conservatively to see how the ads perform, then increase your budget for the top keywords later.
- Cost Per Click and Quality Score: Your Cost Per Click (CPC) and quality score will determine whether your ad shows up in the top three spots in the Google search results. The CPC is the maximum amount you are willing to pay per click. Google determines your quality score using your click-through rate, relevance, and landing page quality. Improve these factors, and you will get more visibility through high-ranking ads.
- Ad Creation Strategies: When you are designing your ads, choose keywords relevant to your market. Also, make sure that your landing page is optimized for specific keywords and applicable messaging. Be proactive with an enticing copy in the ads and landing page, so people click through and engage.
- Campaign Management: Once your ads are live, the next step is to manage your campaign’s performance. Monitor the progress of your campaign, and see how many clicks you are getting. Additionally, check the average cost per click and how many of these leads result in conversations with homeowners. Monitoring your campaign helps you add new keywords, remove non-converting keywords, and split the ad groups for better insights.
PCC Marketing = Fast Lead Generation for Contractors
Homeowners are looking online to find home improvement contractors, which is why you need an effective digital marketing campaign to keep your business relevant in the industry. PPC campaigns are an excellent strategy for a fast and effective way to generating leads.
As you learn more about PPC marketing, it is easy to see how this marketing strategy is a gateway to spreading brand awareness on a much larger level. The result: your business is a prime target for more homeowner leads and conversions.