Different types of Search Engine Marketing. Why Construction Companies should not ignore SEM
In the year 1971, the first email was sent. The year marked the beginning of the digital era. And from the year 1994, digital marketing started spreading out its web. Now it’s 2019, and if your construction business is still not doing any digital marketing strategy to generate leads and get more business, you can imagine the loss. Your construction marketing strategy needs the boost of Search Engine Marketing (SEM), because Google and other search engines are just a click away. Don’t you want to know: Why Search Engine Marketing (SEM) is crucial for Construction Companies.
What are the different types of Search Engine Marketing (SEM)? Why Construction Companies should not ignore SEM
What Search Engine Marketing does for construction companies
What is SEM Marketing? How Construction Companies can benefit from it
Do you fancy this: “93% of online experiences begin with a search engine, and 97% of consumers go online to find local services,” says the data. The interesting fact is not cringe-worthy, rather an eyeopener that online presence with Search Engine Marketing (SEM) done right can help any construction business to get leads and minting money. The process of promoting and marketing a website through paid advertisements on search engines like Google and others is called Search engine marketing (SEM). Search Engine Marketing is crucial for Construction Companies, and it should be an integral part of any construction marketing strategy because construction is a highly competitive industry.
For the searches, there are both organic results and paid results. The organic results are charged by SEO efforts, while the inorganic results are the fruit of PPC (Pay per Click); both are part of SEM. While a lot can be done to improve the organic rankings of a website, sometimes it gets challenging to be on page one. Hence the paid advertisements on Google. PPC management or advertising is the term generally used for this strategy. But, PPC is a model on which most ads work on search engines. Pay per click means the construction advertiser will only pay when the user clicks on an ad, and not for the ad impression. Along with PPC, there is another pricing model which is called CPM (Cost-per-thousand impressions). According to this, the advertiser pays as per the number of impressions, and not for the number of clicks on the ad. Marketing for construction companies thus should be powered by digital efforts.
What are the different types of Search Engine Marketing (SEM)? Why Construction Companies should not ignore any one of them!
The three types of Search Engine Marketing (SEM) are:
- Pay-Per-Click (PPC),
- Local and Organic SEO
- Organic SEO
Do read: What is SEO in digital marketing? How SEO helps a construction company! (Interlinking)
Yes, there are different types of SEM, all helping you not just in search results, but also in branding, targeting the right audience, gain business, leads, and conversions.
Why use Search Engine Marketing, a construction company may ask. There are several reasons why SEM should be used.
What Search Engine Marketing does for construction companies?
A construction company can make huge profits with Search Engine Marketing strategy aiming towards achieving goals like increased brand awareness and brand equity of the company’s products, increase online visibility and web traffic, luring target audience with local ads. Here are the key benefits of Search Engine Marketing for a construction firm:
It’s specific and relevant
SEM is extremely popular for localized focus on the target audience. An advertisement that is relevant and promotes interaction from the searcher will be placed higher than an ad that is loaded with money but is not related. If a user is searching for subcontractor services and is located in Florida, an advertisement for a local agency dealing with subcontractors will appear rather than an agency that is providing all sorts of workforce services.
Easy to budget
An SEM expert/specialist/strategist will be able to budget the ads as per requirements. Yes, not necessary, it has to go up all the time, it can be less too. Moreover, one can switch on and off the ads without any hassle. If you are a new plumbing service provider and have just started with SEM. To your dismay, you get a big project within a month. You can choose not to display your company’s ads for any given fix period.
Without a doubt, it’s a sure-shot formula for immediate results on search engines. There have been construction firms complaining of burning money in paid ads. But with proper Search Engine Marketing plan, you can earn profits and even pay less. The tip is: Be mindful of what you are spending on PPC. Hire an efficient agency for construction marketing services and PPC services if you are not a pro. A right agency will provide you with valuable insights and competitive analysis too.
Less expensive & Increase visibility
While construction firms don’t mind spending massive amounts on traditional/outbound marketing and publicity, PPC advertising is much cheaper, customer-centric, and result-driven. If an interior decorator wants to market her business, she need not put a hoarding. She can start a website, do SEM get an increase in local visibility, and clients, who are located in her area, will start coming to her.
By having a careful look at the competitors’ keyword analysis, which they have used for ads, one can have invaluable insight into their SEO and PPC strategy. Undoubtedly, it gives an edge to you over the others. With affordable PPC services, a construction company can benefit in many ways.
Compared to the other advertising and publicity gimmicks, paid search strategies are more competent. The return over Investment is greater and better – keeping a construction company at ease with its marketing strategies and money.
How to use Search Engine Marketing for your construction website?
Now, we know what SEM is; and why it should be used in the construction marketing strategy. Now, the question is: How to use Search Engine Marketing for your construction website and how does SEM work!
First, know what constitutes a PPC ad: There are four elements in a PPC ad
- Display URL
- Description line 1 & 2
All these elements are important to compose an Ad-words Ad. Then, in the next step identify your competitors (which you must be knowing as in the construction industry competitors are not many) and let your customers know your assets, USPs and other credentials. Write an ad copy with a smart CTA (Call to Action), relevant keywords, do add extensions and conduct test.
Factors related to PPC Campaign
To run a PPC campaign, one must keep this checklist in mind:
- Budget per Month
- Budget per Day
- Scope of Geo-targeting
Here is the structure of Ad Copy:
Heading of ad (25 characters), Description Line 1 (35 characters), Description Line 2 (35 characters), Display URL (35 characters), Destination URL (1024 characters), Landing Page URL, Image required (if any), etc.
If an owner is looking for contractor marketing services in his/her area, then the ad with Headline: Best Contractor Services/ Most Trustworthy Contractor Services will grab the attention of the searcher/seeker instantly.
Here is the flow chart of how SEM works:
- Keyword research
- Build PPC advertisement
- Landing Pages
- Track, Measure, Report
- Optimize Advertise
Tracking and optimizing the Ad copy is very crucial for a successful PPC campaign. The types of ads are text ads, graphic ads, mobile ads, and video ads.
Search Engine Marketing is all about right competitive analysis, calculation and content. Working with a SEM Expert has its perks; they know ways to cut down your cost on the ads and optimize them to earn leads. Added bonus is brand awareness and a rise in publicity with increased traffic. Do we need to say more about why Search Engine Marketing (SEM) is crucial for Construction Companies!
For the best PPC services, SEM for construction companies, bank upon us. CMGurus offers construction marketing services and has Certified Google AdWords experts to manage and accelerate your PPC campaigns.