May 28, 2018
There are multiple ways using which you can advertise or promote your plumbing company on the internet. Talking about the different types of advertising options, PPC is a type which is being widely used by many businesses these days. The concept of PPC ads is very simple. Whenever a PPC ad campaign is clicked by an online user, the business advertising has to pay the ad publisher.
But why would a plumbing company consider PPC, a paid form, over something free such as social media? The reason is the speedy results that a PPC campaign provides. If you strategically plan the PPC campaigns for plumbing company, you can get good web traffic and leads for your business. To successfully run PPC campaigns for plumbing company, there are certain things you need to keep in mind.
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The Ad Strategy
Before you started working on PPC campaigns for plumbing company, you will definitely have a set goal in mind. If not, then decide your goal before starting with PPC. Your goal could be to enhance brand awareness, increase web traffic, acquire more lead or all of them. Once you have the goals decided, it becomes much easier for you to select a bidding strategy as per your goals. Google AdWords is known to have a set of bidding strategies which you can select from, based on your need. These strategies can be broadly classified into four types.
- Impression-based
The impression-based strategy focuses on creating an impression of your plumbing company ads. There are different approaches using which you can create an impression of your plumbing ads on the search engines. You could try using the target search page approach, which helps you with an automated set of bids to make your ads appear on the top of the SERPs. The vCPM (Cost Per Thousand Viewable Impressions) is a type of manual strategy that enables you to select the maximum amount you will pay for every 1000 impressions. This strategy is good if you aim for brand awareness and not traffic or clicks. The other automated strategy of the AdWords is the target outranking. This strategy allows you to select domains that you want to outrank and mention the number of times you would want your ad to rank higher than the selected domains.
- Conversion-based
The conversion-based strategy focuses on getting you leads. Within this strategy, there are different types that help you achieve your goal. The CPA (Cost Per Acquisition), as the name suggests is used to boost the website conversions. The Return On Ad Spend (ROAS) approach also helps to boost conversions. However, the approach is created based on specific ROAS. If you aim to simply maximize your strategy on website conversions only, then you can bid on the maximize conversions approach.
- View-based
The view-based bid strategy has only one approach, that is the Cost Per View (CPV) bidding. This type of strategy is specifically used for video ads. In this strategy, all you have to do is enter the maximum price you will pay for each view.
- Click-based
The click-based strategy focuses on how many clicks your ad will get. To bid for the same, there are two approaches. The first is the maximize clicks approach. It is an automated system that simply asks you to set a daily budget. The system then automatically manages the bids to get you optimum clicks. The other approach is the CPC (Manual Cost Per Click). In this approach, you are free to manage your clicks on your own. Also, in this approach, you are able to select bids as per each ad group or keywords.
The Ad Relevance and Quality Score
The whole concept of search engine functions on the principle of relevance. In a general search conducted by an online user, based on the keyword used by the user, the most relevant result is shown at the top. This principle of relevance in search engine makes it necessary for you to ensure that you check for your ad relevance. So how do you determine your if your ad is relevant? The factors that determine your ad relevance are the optimum use of the targeted keyword in your ad copy, the association of keywords to your landing page and the relevance of these keywords to your target audience.
But how does identification of ad relevance help? A relevant ad copy has a great impact for high CTR (Click Through Rates), and it is also an important factor in your ad’s quality score. A quality score is something that is generated by Google AdWords. It is a rating system which rates your ad on a scale of 0 to 10. The score is automatically assigned to your ad based on each search that matches with the keywords you used and the bidding strategy that you use. For example, if you come up with an ad for advertising your plumbing services in Edmonton, you will use the best set of keywords to rank well only for Edmonton searches. If this strategy works out and your ad ranks well based on relevancy to a user, you automatically get a high-quality score. Getting a higher quality score would mean that you get a better rank on the SERPs and lower CPC (Cost Per Click), which will eventually result in a good return on investment.
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The Ad Keywords
As it has already been established, keywords play a pivotal role in PPC advertising. This makes it an important task for you to device a keyword management process in order to make optimum use of keywords in your ad copy. If you do not plan a keyword management process, you may end up using repetitive or irrelevant keywords. This will not only waste your marketing budget but also yield bad results.
To make sure you do not make such mistake, there are two things to keep in mind when working on keyword management. The very first thing you need to pay attention to is keyword research. Keyword research is needed as you simply cannot use any term to rank your ad high on the SERPs. What you need is the knowledge of what keywords your target audience is actually using. This means that simply using words related to your business such as plumbing or plumber is not going to help you as there are millions of plumbers. You need to be more specific and also may be local to tap the right target audience in the right location. The identification of these specific keywords is an intensive process, so you could try using some keyword research tools such as Google Keyword Planner, Ubersuggest, Keyword Tool, etc. to find the optimum keywords for your PPC ads.
Once you have identified your target keywords, it is essential that you group them into categories so that you know which keyword to use for what type of campaign. Keyword grouping also helps in streamlining your ad copy by letting you focus on one group at a time for a specific type of campaign. This will eventually lead to higher conversion and better quality score.
The Campaign Setting
Apart from planning the keywords and campaign approach, you need to pay attention to how you want to set up your PPC ad campaigns for plumbing company. Start with the type of ad campaign that you want to run. There are two major types of campaigns you can choose from. You can opt for the search network campaign in which your ad text will appear on SERPs based on its relevance to a search query. Alternately, the display network campaign makes your ad appear on a publisher’s website based on the website’s content. You could also run your ads on both search engine results as well as display networks.
While you are working on your PPC ad campaign setting, do not forget to consider the types of devices people use to surf the internet. A majority of users these days prefer to use their mobile phones or tablets instead of a computer. This is because it is much easier to unlock your phone and look for plumbers closeby instead of switching your PC and finding one. Therefore, to make your PPC campaigns for plumbing company successful do not miss out on mobile PPC. The other very essential aspect to check is the location setting. As a plumbing company, you will only be catering to customers in a certain location and would want customers only from that location. To get these local customers, you will have to choose the geographic location. If you fail to do so, your ad campaign will run globally and never achieve the ranking it is aiming for.
Effective Call-to-action and Landing Page
You may have an amazing ad copy with accurate detail for an online user. However, if your ad copy does not have a call-to-action, your ad copy is simply a piece of content for the online users to read. An ad copy will make the users interested, but you still need a call-to-action to make a conversion out of an interested user. When including a call-to-action in your PPC ads, make sure they are clear and visible.
Now the big question is what happens once the user clicks on the call to action? The call-to-action will direct the user to some page on your website. This page is known as a landing page. Landing pages can be already existing pages, or you can decide to create new landing pages for your new PPC ad campaign.
When creating landing pages for your PPC ads, there are certain things you need to keep in mind. First, you need to make sure that the landing page that you are connecting to the ad is relevant to the ad. For example, if you run a PPC ad for pipe replacements but do not connect it to a relevant landing page and simply redirect the user to a random service page, the user may feel confused and bounce back. The other thing to keep in mind is to include a call-to-action in your landing pages as well. If you do not have a call-to-action on your landing page, the user will not know what to do next and will simply leave your page. So to convert the incoming users into customers, make sure to add adequate call-to-action on your landing page. For example, if you have a good landing page for sanitary fixtures, then add a call-to-action stating something like ‘Get a Quote’.
These are some things you need to keep in mind while running PPC campaigns for plumbing company. There are many more aspects of PPC that you need to know to make a successful campaign. Try your hands at creating PPC campaigns for your plumbing services and if you get confused or need assistance, feel free to reach out to the experts of PPC campaign creation.
