Expert Tips For Home Services Companies
The home service industry is ultra-competitive. Whether you are a repair person, plumber, HVAC technician, electrician, or any other expert in the field, the business competition –nationally, regionally, and locally is endless.
In this fight for recognition, the marketing strategy you choose for your business is crucial—the more active the approach you choose, the better.
One of the best, most versatile, and cost-effective strategies you can use for online marketing, especially for home service companies, is pay-per-click or PPC.
In this post, we will discuss some of the most useful PPC strategies for home service companies.
What is PPC?
Pay-per-click is a form of Digital Marketing. You can create ads for your business, bid to display them in search results for specific keywords and encourage people to convert into leads.
The way it works is straightforward. Your listing comes up through chosen keywords before the organic search results on a search engine’s results page or appears on that engine’s vast network. When a user clicks on your listing, you pay the search engine a small fee for advertising.
PPC can be challenging to get started, especially without the help of a specialized PPC Agency. However, once you have begun a well-organized PPC campaign, it will quickly become a vital aspect of your business.
Google is the giant, So obviously, it’s an excellent place for your business’s PPC campaign. Google ads bidding system approach to PPC is pretty simple: companies and advertisers bid for keywords when users search those keywords, Google shows relevant ads, the more you play, the higher your ad will appear in search results, and it’s cost-effective because if your ad is not clicked Google does not charge you.
Google’s the more you play, the higher your ad displays approach is appealing because it allows businesses of all sizes to compete for advertising eyeballs. – in the home services sector, this is important.
Say, for instance, you are a plumber; if you plan your campaign strategically enough, you should be able to get your ad placed relatively high in search results. Combine a good PPC campaign with excellent customer service and five-star work, and your business will be off to a great start.
Facebook ads like Google is another giant. Facebook alone provides tons of users for advertisers to target.
Facebook is well known for offering all of the data it collects on its users. The information includes age, gender, location, job, income, hobbies, and more. Instead of targeting keywords like Google, Facebook ads target interests and demographics.
Not only are Facebook ads affordable, but the platform allows you to choose all of the demographic factors that you want, choose from a variety of ad styles, and fill in the blanks.
If you’re in the home services industry, the ability to have almost limitless ways to target prospective customers is something you should want to take advantage of, and it’s affordable.
Plus, you can use Facebook’s platform for advertising on Instagram since Facebook bought Instagram a few years ago.
PPC is flexible and quantifiable
Advertising in a newspaper at one time was the most cost-effective, efficient, and reliable method of getting your branding across to prospective customers. These days that couldn’t be further from the truth.
Newspapers are not only wildly outdated but placing ads in newspapers has proven to be wildly inefficient in large part because there’s no real way to measure the success or failure of your ad.
Pay-per-click provides you with immediate metrics, is flexible enough to allow you to make changes once the ad has launched, and is adaptable based on your budget and business flow.
If a particular ad isn’t performing, change it.
You can also pause or stop a PPC campaign altogether if the business gets a little hectic or needs time to adjust.
Strategic negative keywords
Including negative keywords – words you don’t want to trigger your ad is a great way to make sure you only bid on the keywords most relevant to your business and to the desired search results you want to yield.
For example, if a person searches for “cheap area plumbers,” they are probably not likely to convert into a well-paying customer.
So, unless part of your marketing strategy is Joe, the plumber who will fix your toilet’s slow flow for very little dough, you might want to include the word cheap as a negative keyword so you can exclude those unintended customers.
Picking Great Keywords
The linchpin to PPC advertising success is selecting the right keywords and targeting your messaging to what people are searching for online.
Be strategic about the keywords you choose. Choosing the first keywords that come to mind may be easy to do. But your keywords are what is going to drive those prospective customers to your website.
Think about what makes you unique, what section apart from your competitors? The phrase “mean what you say, say what you mean” applies here. Think about your business, which you envisioned your business serving when you started it, and speak to those with every keyword you choose to use.
PPC experts are just one call away
At Agency Partner, we understand the ins and outs of PPC. We also understand how vital and beneficial it can be to your home services business. As we discussed earlier, the home services industry is brutally competitive. The competition you are up against nationally, regionally, and locally is not lost on us.
PPC home services advertising is the perfect tool to help you compete with the big companies on the block.
Our team of experts has years of experience getting you the organic search results you want. With our team working for you, you will generate leads and one of the most efficient and cost-effective ways possible.
If your business is in the home services sector and you want more leads, higher and more consistent conversions, and simply smarter digital marketing, give us a call now.
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