With users becoming disenchanted with hard sells, how do you advertise your services without turning off your audience?
The trick is to focus on relevance with a quality pay-per-click (PPC) campaign and a solid remarketing approach. Making that happen requires a bit of planning, but don’t worry. We’ve saved you the trouble with a productive plan below.
The Magic Behind PPC
PPC is a type of search engine marketing. With PPC, advertisers can bid for their ads to be placed on the search engine’s sponsored links. If you take a moment to search for home service contractors in your area, you’ll find those sponsored links right up at the top of your results.
This is a non-organic type of click generation, where advertisers pay a small fee for each click their ad receives. So, instead of users searching for your site on their own, they may search for keywords you’ve targeted and land on your site through a sponsored link.
Google AdWords is the most popular PPC option, offering an effective way to generate more visits to your website. While organic visits are invaluable, the clicks you gather from PPC gets your information in front of more eyes that are looking for services like yours.
All online advertising and marketing techniques take time to generate results. To get a head start, follow these best practices:
- Set a minimum budget for ad spend, and give it time to generate results
- Optimize your landing pages for conversion
- Set up your PPC campaign with a marketing agency that specializes in the home services industry
- Request data to compare the conversion rates for each keyword
- Think local by configuring ads to display in your areas of operation
- When working with Google AdWords, focus on raising your quality score to maximize your budget
The Retargeting Approach
PPC lets you put your information directly in front of people who are searching for your services.
But what if you could retarget those users and other visitors to your website?
How can you stand out from competitors and stay fresh in the minds of visitors?
The retargeting approach shows your ads to visitors who have already searched for your services. You’ve probably noticed the technique while browsing online during your own time. You search for a particular product, head to a related website and later see their ads while visiting a completely different site.
We know visitors may not take action right away. In fact, they’re more likely not to. Users know they have a plethora of choices available to them and are apt to research before deciding. Retargeting boosts your visibility to those users and builds your presence online.
When you combine PPC and retargeting with a solid inbound campaign, you’ve got the keys to open the door to solid lead generation and substantial conversion rates for your home services contractor business!