Pay-per-click advertising, or PPC for construction companies is a form of digital marketing where your construction company pays when someone clicks on your ad. It is available on all major search engines like Google, Bing, and Yahoo, and it is also available on other platforms such as social media networks.
In effect, with PPC for construction companies you are buying visitors for your site. Because of this, it is a highly effective digital marketing strategy. It lets you attract more website visitors and increase the amount of leads you get.
In short, with PPC for construction companies you bid on specific keywords.When prospective customers search for these keywords, your ad may show up in the top spot of the search results.
Now, you have probably done some research on the best digital marketing strategies for your construction company. If you have, you may have noticed that apart from PPC, you can also use an SEO strategy to get visitors to your site.
The main difference between the two is that, while you pay for your ads withPPC for construction companies, you do not have to pay to get traffic with SEO.Now, you are probably wondering why you should pay for ads when SEO does not cost you anything.
Well, the difference goes further than only paying for ads. The main reason why you would want to consider PPC is that SEO is typically a longer-term strategy.In simple terms, it takes longer to get the results you want.
Let us look at an analogy.Imagine a bonsai tree. If you want to grow your own, you must plant the seed first. Then you will have to water it until the tree comes up. When this happens, you must constantly prune and take care of the tree to make sure it grows into a beautiful bonsai.
In contrast, if you do not want to wait years for your bonsai tree to grow, you can go to the shop and buy a fully grown once.
SEO, in a sense, is a lot like this. It can be highly effective, but you have to constantly measure and improve your strategy to get the best results. Also, it takes a while for you to see the results from an SEO strategy.
PPC for construction companies is like the store-bought bonsai. It is one of the most effective digital marketing strategies because it provides its results almost into instantly.
Think about the type of visitors you want on your website. Probably, you would prefer visitors to your website who can become clients in future.
This means you must attract visitors to your website who are looking for a construction company through search engines like Google and Yahoo. Apart from the right visitors, you also want to attract more visitors.
Here, the math is pretty simple. If you get the right visitors and you get more of them, you will end up with more clients. This, in turn, means that you have a good return on investment.
Now, the question is where does PPC fit in. With a well-designed PPC marketing strategy for a construction company, you will be able to capture relevant traffic to your site. That is the first part of the equation. You will get visitors to your site that actually want to use your services. For this, you will use the right keywords to attract these visitors and they will be able to find you easily.
Now for the second part of the equation. Because you target the right audience with the right PPC strategy for construction business, you will get more of the right visitors to your site. This, in effect, means more leads, and with a good conversion rate, more clients.
As a result, PPC is an indispensable part of any effective digital marketing strategy.
As a construction company, you have several options when it comes to PPC for construction companies. You will be able to use on any of the major search engines and you can use it on social media platforms.
The most common type of paid ads is search ads on search engines. Because they are so popular and so effective, we will use them as an example here. More specifically, we will look at Google Ads because it is most popular.
When you first launch a PPC marketing campaign for a construction company on Google ads, you will have to come up with a list of keywords that you want to target with your ads. Once you have your keywords, you must give a bid amount for every keyword.
This bid amount is simply the amount you will pay to Google to place your pay per click ad for a construction company at the top of the search results. Generally, companies that pay the most rank higher in the results. Likewise, companies who pay less will feature lower. For example, if one of your competitors bids higher for the same keyword, their ad will feature above yours in the search results.
It goes further than only the bid amount, though. Google also considers what they call the quality score. This is Google's measure of the overall quality of a PPC campaign. It considers things like the relevance of keywords, landing pages, and much more.
Considering this, the algorithm favours the construction companies with the best combination of bid amount and quality score for their cost per click ad campaigns. It is, therefore, crucial to develop a strategy that gives you the highest quality score. In effect, this means you will pay less to feature higher in the search results.
Some important things you should remember when it comes to PPC for construction companies is that:
Implementing a proper pay per click advertising strategy for construction companies takes a lot of time, effort, and requires many ingredients to ensure the best result.
Considering this, let us look at some of the services we offer to construction companies to help them implement effective PPC strategies.
Any effective construction PPC strategy starts with proper keyword research. During this research, we plan out the keywords that we want to target in the campaign.
Here, we figure out the most optimal keywords for your campaign. Simply put, we want to use the keywords that will attract the most relevant users. When we do this, we attract more people to your site who are actually looking for a construction company's services.
During our keyword research, we also look at keywords that have high search volumes. So, we want keywords with high search volumes and relevance to ensure the best results.
For example, if we have very relevant keywords, but with little search results, it will lead to less optimal results. Likewise, less relevant keywords but with high search volumes, will also be less than optimal.
Ultimately, the goal with keyword research is to ensure we get the most relevant visitors to your site, and a lot of them. This means you will get more leads, more clients, and you will increase your revenue.
Apart from keywords, your ad design plays a crucial role in the success of your PPC advertising strategy for construction companies.
The first thing we look at is to make the ad unique. So, if there are any construction services you offer that few other construction companies do, we will use that in the ad. This demonstrates your unique value proposition and gives the client a reason to click on the ad and to contact.
We also focus on communicating a clear and direct message that makes it easy for the customer to understand. This is simply because a customer will be less likely to click on the ad if they do not understand it.
For this reason, we stick to conversational language in PPC for construction ads. This helps customers understand what the ad is about. We also steer away from complicated wording that can overwhelm the customer.
The result is that more customers will click on the ad which will give you more leads and increase your return on investment on your PPC spend.
It is of little use if your keywords and ad design are on point, but the strategy falls flat when it comes to your landing page. This is the page where your customers will go when they click on the PPC for construction ad. As part of your PPC strategy, it is vital that we optimize this page.
To optimize it, we make sure that your construction company's landing page is engaging and can capture a visitor's attention. To do this, we use beautiful imaging to draw attention. We also use effective calls to action which encourages your website visitors to act.
Another important consideration when it comes to your landing page, is consistency. We make sure that your landing page is consistent with your PPC campaigns for construction.The reason for this is that, when a customer clicks on your ad, they expect goto a site and see the services they saw in the ad.
For example, if a company advertises one product, but the landing page relates to a different product, the conversion rate will suffer.
So, we make sure that your landing page and ad relate to the same services. For example, if the ad is for your construction company that offers services in a specific city, we will make sure that the landing page elaborates on these services.
By doing this, we make sure that you get the best results from your landing pages and that their conversion rate is as good as possible.
Remember, one of the goals of your PPC strategy is reaching your target audience. To properly target the right audience, we use analytics and data to study who they are.
When we know this, we can target the audience who wants to view your ads and who are more likely to use your services.
For example, we can target specific groups of potential customers. With this targeting, we can look at things like age, gender, occupation, and location. We can even look at the best times of the day when they are most likely to convert.
Another effective strategy is to look at your current customer base and build a custom audience from that. When we use this in your PPC strategy, we target customers who are very similar to your current customers.
Because they are very similar, they often have the same interests and needs as your current customers. For this reason, they will be more likely to click on your ad, use your services, and become customers.
Keyword research, ad design, and building optimized landing pages are only apart of what makes a PPC strategy successful. The other part is monitoring.
Here, we actively monitor your PPC construction marketing campaigns to see how they perform. During this process, we gather relevant data which enables us to see exactly what works and what does not.
And it is simple, when we know what works and what does not, we can make changes to the campaigns to make them as effective as possible.
Another benefit of monitoring is that it enables us to control your spending.It allows us to make your PPC efforts as best possible considering your budget.
We also give you this data on a regular basis. In this way, you know how your strategies before. This not only keeps you in the loop, but it keeps us accountable to you.
Now you know what PPC for construction companies is and what it can do for your construction company's marketing efforts. Keep in mind, though, that, to implement an effective PPC strategy, is not as simple as it seems to be. There are a lot of things you need to consider to make the strategy as effective as possible.
For that reason, you need the right digital marketing agency for your construction company.
NITRO PLUG is a full-service digital marketing agency, and we are the industry leader in digital marketing for construction companies.
We have years of experience in implementing digital marketing strategies for construction companies. As such, we have all the tools, skills, and expertise to make your digital marketing efforts a success.
So, if you are looking for an experienced digital marketing agency for your construction company, contact us today or visit our website for more information.
- MARKETING & WEBSITE AUDIT -
- ACTION PLAN -
- QUOTE -
See how you're performing against top competitors!