In the home services and improvement industry, this can be the difference between hitting your revenue goals and falling short. Let’s dive into the world of Pay-Per-Click (PPC) marketing!
What Is Pay-Per-Click (PPC) Marketing?
Pay-Per-Click (PPC) is a system of digital marketing that allows the advertiser to only pay when their ad is clicked on, hence the name. People are often referring to Google when saying PPC, but there are PPC advertising models on other search engines and platforms, like Bing or Facebook.
When somebody clicks on the ad, they are usually taken to the website of the advertiser, and then the advertiser is billed for that individual click. It’s that simple! PPC is used in many industries, and HVAC, plumbing, electrical, and roofing is no different.
What Are the Benefits of PPC Marketing?
PPC marketing allows home services companies to put their ads and message right in front of people who are already searching for your services in your service area – it doesn’t get better than that! PPC is much more targeted than say, a television or radio ad.
Only people who are specifically searching for what you’re targeting in a specific area will see your ad, and you are only paying for it when they actually click on the ad.
- PPC is a highly targeted and customizable marketing approach. Your ads can be targeted based on keywords, location, language, devices, time of day, and even types of audiences
- Only pay when someone actually clicks on your ad
- Ads are served to people already searching for services in your service area
- PPC ads show up at the top of the search results – even above organic results!
- PPC campaigns allow for simple A/B testing of different marketing approaches
- Your PPC campaign can be adjusted and optimized throughout the days and weeks based on your budget and needs
How is PPC Marketing Different Than SEO?
Having confusion about when to use SEO vs. PPC? PPC is your short game, and SEO is a long game. With PPC marketing, you’ll get faster results and visibility – but you’ll pay for it. With SEO, you’re building organic results that don’t cost anything when clicked on, and will be visible whether or not you’re “running” any ads.
With PPC, it’s possible to get your ads in the top position in just a few days or even hours if optimized correctly, whereas SEO involves a lot more effort and ongoing work.
An SEO campaign ramp-up can take several months to really start seeing the results you’re after, and even then it can be difficult to show up on the first page for keywords – even with a lot of work.
How Do Digital Marketing Agencies Handle PPC Marketing?
The “tricky” part of a PPC campaign is that the keywords you’re targeting are bid on.
Depending on your service area and level of competition, some keywords may be more or less expensive than others. To show up at the top of the page, you’ll have to be smart and competitive; optimizing your PPC strategy based on your budget, your needs, and the level of competition. A digital marketing agency needs to understand your budget and your needs as well as your business.
What does your call volume look like today? Do you need more replacement leads, or are you just looking to fill the call sheet with some repair tickets?
Or maybe, you’ll all booked up for the week and don’t need any more. If you have a reliable digital marketing agency handling your PPC campaign, they should understand your current business needs and be able to optimize your campaign based on exactly that.
1 – Is PPC for HVAC Companies Worth It?
It sure is! PPC for HVAC companies is a game-changer. HVAC marketing is incredibly competitive, especially in the hot Phoenix desert where RYNO Strategic Solutions is based out of. Getting organic (SEO) results takes a lot of time, so including paid (PPC) marketing is essential to your overal HVAC marketing approach.
With some seasons being really busy, and other seasons – like the dreaded shoulder season – being able to ramp up or down your PPC campaign on the fly is a really useful tool. When combined with a good SEO strategy, you’ll have both “active” (PPC) and “passive” (SEO) campaigns bolstering your hold on your local market.
2 –What About PPC Marketing for Plumbing Companies?
Absolutely! PPC for plumbing companies is no different in terms of importance to your overall marketing strategy. Your digital marketing agency should understand both what your budget and needs are as well as what keywords are actually being searched for in your area.
So lets say you want some drain cleaning leads today – that might mean running PPC ads with keywords like “best drain cleaning”, or “clogged drain” that will target people in your area. Maybe you just want any lead that is out there – that might mean running ads for more general keywords like “plumbing company”, or “plumber”.
3 – Does PPC Marketing work for Roofing Companies, Too?
Are you seeing the trend here? Yes! Whether it’s for a roofing company, an electrical company, or any other trade – PPC not only should be part of your search engine marketing strategy, it needs to be!
Home Services PPC Marketing Expertise
With RYNO Strategic Solutions
RYNO Strategic Solutions has proudly served the home services industry since 2008. We understand the unique challenges of HVAC, plumbing, electrical and roofing businesses and use our PPC marketing expertise to help you grow your business.
How? We work with you to understand your unique business goals on a routine basis, and tailor your PPC campaign to best support those goals. Our team conducts extensive keyword research and uses that to target keywords that the customers you want will be searching, when you want it.
- Working with you to understand your unique business goals
- Creating a list of keywords tailored to your specific business and location, as well as your competitors and other valuable keywords we find during our research
- Customized ad groups that are designed to only target specific users searching for relevant keywords in your area
- Tailored ad text to highlight your company, promotions, and any specials you might be running
- A customized ad schedule to capture leads only when you want!
- Unique landing pages for the services you are advertising
- Ongoing A/B testing options to ensure you’re getting the best results possible
- Maximizing your PPC campaign budget by optimizing your bidding strategy
- Tracking and measuring your results and showing you exactly what the ROI is for your PPC campaign
Your Home Services PPC Experts
If you’re a home services business that wants to maximize your PPC marketing, we’re here to help. Contact RYNO Strategic Solutions today to get started!