Paid search marketing – why you should include it in your marketing strategy
Pay-per-click (PPC) marketing is the most widely used form of paid search marketing. PPC ads appear above regular search results marked with a small box on the left side that says “ad.” PPC marketing for construction companies and contractors is an essential part of their overall marketing investment.
So what is PPC? PPC advertising is a type of paid search marketing in which an advertiser pays a fee only when their ad is clicked on. So PPC is a paid form of getting traffic, unlike search engine optimization (SEO), which organically ranks results in search engines. The downside to PPC is that it is paid for, unlike SEO. On the upside, PPC ads appear above organic results.
Creating a PPC ad starts with deciding the focus and goal of your campaign along with a budget. Then you write the copy and design the landing page. After the ad goes live, you should monitor its performance and optimize it.
PPC for contractors – How to get started
It is entirely possible to plan PPC marketing on your own. Planning how you do PPC advertising can be simple, but implementing and running those campaigns are just the opposite. Many things go into the process. If something goes wrong in even one step it could result in the failure of your entire PPC campaign. So before you begin, here are some things that you should remember:
- Conduct thorough keyword research
Do research on keywords that users most commonly search for and lead to potential leads. Single keywords often have massive search volumes, which could draw in visitors who have no interest in what you are offering. You should use brand, generic, related and competitor keywords. Also, consider chunky middle and long-tail keywords for more specific targeting.
- Organize keywords into ad groups
You should group the keywords you find into ad groups. According to Google, an ad group contains one or more ads that run against a specific set of keywords. So these groups should be organized by theme, so try to split them by product/service. Each ad group contains multiple ads and keywords, while every campaign includes one or more ad groups.
- Use the same language in the ad and landing page
Whatever is in your ad should also be reflected in your landing page. Different language, tone of voice, images and color schemes can all throw off visitors. So, your offering and message should be consistent in both places. Otherwise, the discrepancy will result in your visitors leaving your landing page without completing the action that you intended for them.
- Optimize your landing pages for conversions
Every element of your landing page should be optimized for better conversions. So, you should use a strong headline, a design that is clean and eye-catching, clear copy, a simple form without too many fields, and a clear call to action button. Your landing page should also be responsive, meaning that it should render well no matter which device is used to access it.
- Monitor all your search terms
Tracking all search terms is essential to ascertain which keywords are driving conversions and which ones are bringing in irrelevant traffic. If you have any irrelevant phrases, you can add negative keywords. By monitoring keywords, you will come to understand how your landing page is ranking for keywords and how this changes over time.
- Test and then track how your ad is doing
A/B testing is used to test different landing page variables in two versions of a landing page. Test the headline, CTA, graphics, and copy. Whichever one works best is what you can use. Afterward, regularly monitor and track the ad that goes live along with other metrics like click-through-rate. cost-per-click, leads, calls, sales, and revenue.
Why invest in PPC for your construction company
When planned well, PPC gives great returns irrespective of the size of the construction business. In the long run, the investment will be worth it. And now that you know what to include in your PPC marketing as a contractor, you can learn how to use PPC to build your construction business. Here are some advantages for your construction business if you invest in PPC:
- Set your budget according to your needs
You should decide your budget before starting any of your campaigns. Since you can monitor your spending, you can increase or reduce how much money you spend whenever you want. You can decide how much this will be by analyzing your current conversion rate, how much you can afford to spend, and how many leads you want to obtain.
- Pay when your ad is clicked on
As the name suggests, pay-per-click means that you pay only when someone clicks on your ad. The amount you spend will vary by keyword competitiveness as well, but you will control how much you spend. As mentioned above, how much you pay when your ad is clicked on depends highly on your initial budget. You can increase or decrease this whenever you want.
- Support your other marketing efforts
PPC advertising should just be one part of your overall marketing strategy, not your sole marketing method. PPC ads can work in tandem with your existing and any future marketing efforts and support any number of campaigns that you plan to run. You can promote events, new service launches, webinars, and more.
- Increase your ROI
Since in PPC, you pay only when your ad receives a click, you receive a higher return on investment (ROI) than most other forms of marketing. Various key performance indicators like click-through rate (CTR), quality score, impression share, conversion rate, and wasted spend all should be considered when calculating ROI.
PPC is a highly reliable and affordable channel for businesses, no matter which industry they are in. It is great for any construction business wanting to drive traffic to their website, regardless of budget. This makes PPC marketing for construction companies and contractors a great option.
If you would rather skip the trial and error part of your PPC marketing efforts, CMGurus offers many PPC services like PPC campaign management and other construction marketing services to take your construction business to the next level.