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What is PPC Marketing for Contractors?
PPC or pay-per-click advertising is a way to advertise your contractor business on popular websites like search engines and social networks.
When you use PPC marketing for contractors, you pay a fee each time a visitor clicks on one of your ads. So, in simple terms, it is a way of buying visits to your website. In contrast, to get organic traffic, you rely on things like SEO to make your page rank higher.
And it is especially effective. For example, customers who click on an ad are 50% more likely to buy compared to other customers. Because of this, it is one of the most popular forms of paid advertising. In short, you bid on keywords for ad placement in the search engine sponsored links. This means, if you bid on the right keywords, your ad may show up in the top spot of the search results.
Why PPC for Contractors?
PPC is a great way for contractors to get new clients who are looking for a contractor through search engines like Google, Bing, or Yahoo.
With a well-designed and thought out PPC for contractors campaign, you will be able to capture relevant traffic to your site. This is simply because you will feature on top of the search results in these search engines. In turn, this improves your conversion rate.
PPC for contractors is effective because it lets you achieve two things. For one, it brings quality traffic to your website, but also brings higher quantities of it.
This means that you get visitors to your site who are actually looking for a contractor. Think about it like this, for the best results, you want traffic that is relevant to your services. So, you do not want traffic from people who are looking for something else.
Because you focus on the right keywords and feature on top of the search results, people who need contractors, will easily find you.
Also, you will get more of these visitors to your site. This means you will be able to get more customers by targeting the right audience. To target the right customers, you will use demographics, interests, locations, or keywords.
And the math is simple, if you get more visitors to your site, you get more leads, and you increase your revenue. All this makes PPC for contractors an indispensable part of your marketing strategy.
How Does PPC Work?
As a contractor, you are able to use PPC through a variety of platforms.Because Google AdWords is the most popular, we will use that as an example.
To launch a PPC campaign for your contractor business, you have to create aGoogle Ads account. The next step is to come up with a list of keywords that your ads will target.
So, for your contractor business, you could target words like "home renovation", "building contractor, "contractor services",or "electrical contractor". Keep in mind, though, that these are only a few examples and that there are many more. Actually, the possibilities are endless.
Once you have identified your keywords, you will set a bid amount for each keyword. This bid amount tells Google how much you are willing to pay when someone clicks on your ad.
So, for the keyword "home renovation", you may bid $1. If someone searches for home renovation in Google and clicks your ad at the top of the search results, you will pay $1 to Google.
But how does it work? Well, when someone searches for one of your keywords,Google will determine which ads it will feature at the top of the page.
To do this, it looks at two things. For one, it looks at the bid amount. If one of your competitors outbid you for a specific keyword, their ad will show up above yours. Likewise, if you outbid them, your ad will show up above theirs.
But the bid amount is not the only thing that Google looks at. It also looks at an ad campaign's quality. Google refers to this as a campaign's quality score. So, ultimately, the bidder with the best combination of bid amount and quality score will have their ad displayed at the top of the page.
With PPC for contractors, it is important to remember that the higher your ad features in the search results, the more likely it is that someone will click on it. The second thing is that you only pay when someone clicks your ad. If no one clicks on your ad you do not have to pay anything. Other search engines and social media sites have a similar process for PPC. Typically, you are also able to target specific people based on demographics and their interests with these services and platforms.
You could, for instance, target people on Facebook based on where they stay and what they are interested in. You will also be able to be more specific and, for instance, target new homeowners or people looking for contractor services.
And, like Google, you pay your bid to the social media platform when someone clicks your ad.
Using PPC Marketing for Contractors
Now that you know what PPC is and how it works, let us look at how we use it to get your contractor business more traffic, and more leads.
- Keyword Research
The first step in creating any PPC campaign, is to plan out which keywords we will target in the campaign. This is often an intricate process, and that is why we offer you extensive keyword research as part of our PPC services.
When we do keyword research, we figure out the most optimal keywords for your campaign. In simple terms, we will look at keywords that will attract the most relevant users to your site.
So, you will attract more potential customers who are likely to use your services. Simply put, these customers are more likely to click on your ad. We also look at keywords with high search volumes. This means more people search for these keywords compared to others.
And if you have a high search volume with high relevance, you up your conversions. Remember, it is about quality and quantity.
Apart from finding relevant keywords for your business, we also look at negative keywords. These keywords are keywords that we do not want Google to show your ads for. In this way, we ensure the most relevant traffic to your site.
- Ad Design
Once we know what keywords we will target with the campaign, we move on to design your ad. Here, we aim to be unique. In other words, we try to highlight what makes your contractor business stand out in your field.
So, if you are the only contractor in the area that does a specific kind of work, we will include that in the ad. In this way, customers immediately see why they should contact you. This makes you stand out in the crowd.
We also keep it simple. As such, we avoid using complicated wording or images that can overwhelm customers. Also, if they do not understand the ad at first glance, they probably will not click on it. We, therefore, stick to conversational language which will make customers understand what the ad is about. This will make them more likely to click on it.
- Landing Page Design
When we have chosen the right keywords, set the bid amounts, and designed the ad, we move on to create an optimized landing page. This is the page where visitors will go when they click on your ad.
For this reason, your contractor business landing page must be engaging and able to capture a visitor's attention. We do this through the use beautiful visuals to draw attention and using effective calls to action which encourages visitors to act.
We also make sure that your landing page is consistent with your ad. So, if your ad relates to general contractors in a specific city, we make sure that the landing page elaborates on the services and work you do in the area.
By doing all this, we ensure that you get the best results from your landing pages.
- Audience Targeting
Now that we have your keywords, your ad, and your landing page, we are also able to improve the relevance of the people you reach by using custom audiences.
We are able to target specific groups of potential customers. We can, for instance, select a specific group of customers based on things like age, gender, occupation, and location.
So, we could use your current customer base from which to develop a custom audience. This means that the users we target will be like your current customers. We they are alike; we will have a better shot at reaching the people who are more likely to click on your ad.
And as we have said before, if we reach people who are more likely to click on your ad, you will attract more leads. And these leads will be more likely to convert and increase your revenue.
As part of your PPC strategy, we can use re-marketing lists for search ads (RLSA). This is a Google Ads feature that allows you to target visitors who visited your website before. So, in simple terms, they showed a previous interest in your contractor business.
Google can do this because it tracks which users visit specific pages on your site. With this data, it is then able to target your ads to those users.
This can for instance be, when a customer visited your site but got interrupted or had to leave. Now, if you target those customers again, they are more likely to convert. Your campaigns will then be more effective and show better results, while also having a better return on investment.
- Ad Monitoring
Now, once we have set up a PPC for contractors campaign for your contractor business, it does not end there. One of the biggest mistakes businesses make is posting an ad, forgetting about it, and waiting for the leads to come in.
Unfortunately, it does not work this way. That is why we continuously track the performance of your PPC campaigns. In this way, we see what works and what does not. So, we look at metrics like click-through-rate and conversion rate to see how your ads are performing.
With this data in hand, we are able to make improvements where necessary to drive better results. We also provide you with this reporting data to show you how your ads are performing. This not only keeps you in the loop, but it keeps us accountable.
- Quality Score
Remember when we said that Google determines which ads feature highest based on the bid amount and the quality score?
This quality score is Google's rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. It is thus a big contributor to where your ad will feature and advertisers with good quality scores get more ad clicks at lower costs. In simple terms, a higher-quality score increases your return on investment.
When we have done all these things, like keyword research, optimizing your landing page, and creating an effective ad, it gives you the best quality score possible. This means you will be more likely to feature higher in the search results at a lower cost.
There you go, now you know what PPC for contractors is, and what it can do for your contractor business. To implement an effective PPC for contractors strategy, though, is not as simple. You need the right digital marketing agency for your contractor business.
NITRO PLUG digital marketing is the industry leader in digital marketing for contractor businesses. We have specialized in contractor business marketing for several years, and we have all the tools and expertise to make your digital marketing efforts a success.
So, if you are looking for an experienced digital marketing agency for your contractor business, who can implement highly effective PPC campaigns for contractors, you are in the right place. If you want to know more about us, or how our services can improve your business, visit our website, or contact us today for more information.
We have helped several companies across a variety of industries grow their businesses and increase their customer base with digital marketing