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In this series about marketing for plumbing & HVAC we discuss pay per click (PPC) ads and using Google Adwords. If you’ve heard the other trainings in this series then you understand the importance of having a website, SEO strategy, and social media marketing. Now its time to dive into PPC. Find out why it's important to include PPC as a part of your internet marketing strategy and how to make the most of your Google AdWords campaign by listening to this training.
In this training we will show you how to maximize your leadflow via Pay-Per-Click & Google AdWords for your Plumbing or HVAC Businesses.
Should PPC even be a part of your plumbing &HVAC internet marketing strategy?
Before you even begin your paid search campaign you need to start with why. Some people may wonder if they should just stick with SEO and social media marketing and forget paid search campaigns altogether. While SEO and social media marketing are great ways to get your brand out there, and absolutely vital to an internet marketing strategy, you really want to have a comprehensive strategy. You already know that the most important piece of online marketing is having a great website, but showing up in the paid search should be a part of your overall strategy for your plumbing and HVAC website.
Why do PPC campaigns fail?
Many people complain that when they try PPC campaigns they fail. This is usually due to a failure to understand the Google AdWords auction process. A PPC campaign is not just about picking keywords and bidding higher than the competition. There's a whole quality score process involved. Google wants to serve relevant results. If you don’t build your campaign in a way that matches what the searcher types in and your quality and relevancy scores are low then you won’t get much value on the cost per click. Make sure that when you are driving paid traffic every interaction on your page is well thought out. Ensure that your next PPC campaign is a success by listening to this training now.
What is the structure needed to minimize cost per lead and to maximize investment?
- Conversion tracking is a must! You have to know how many leads come from the spend. You shouldn’t spend a dime if you can’t look and say whether you made money or lost money from a campaign.
- Break the campaign down into various services that match the exact group. That's how you get a higher relevancy score. Understand the keyword match types.
- Make sure you know the negatives. You don’t want the clicks of people who aren’t looking for you.
- Make sure your text ads entice the customer. Understand how to write compelling text ads. Make sure your ad is different and more relevant than the competition.
- Leverage your ad extensions, that is what is below the ad that takes up more space.
- Land the customer on an awesome and well thought out landing page. How well does your click convert into a caller?
Are you tracking results?
What are your key performance indicators (KPI’s)? You need to know much you spent and how your money was spent. What is your average cost per click? What is the average cost per lead? You can’t improve what you don’t measure which is why conversion tracking is so important. Once you know your KPI’s you can dial in your campaign to really work for you. A Google Adwords campaign can seem expensive at $1500-$2000 per month, but you should focus on the return on investment rather than the cost. You cannot put your AdWords campaign on autopilot, a successful campaign takes split testing, tweaking, and fine-tuning. If you find yourself struggling with this give us a call to see how we can help you out.
Outline of This Episode
- [5:42] Should PPC even be a part of your internet marketing strategy?
- [12:55] Why did your PPC campaign fail in the past?
- [16:08] Some examples of how Pay per click can work
- [27:00] What is the structure needed to minimize cost per lead and to maximize investment?
- [32:11] How do you track your conversion?
- [34:21] What are the KPI’s?
- [39:07] How to structure the campaign and get the best results
- [55:48] A recap
Connect With Josh
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Paid Search is the key to unlimited scalability in terms of lead-flow for your Plumbing or HVAC Business. (With paid search you have a lever that you can turn on demand to increase traffic & calls into your Plumbing or HVAC Business).
- Discover how the AdWords engine works - You have to understand how the AdWords auction process works if you intend to succeed with paid search -quality & relevance is the answer.
- The secrets to maximizing quality score - In order to drive lower cost per click & ultimately cost per lead - Ad Groups, the right keywords, compelling text ads, site links & strategic landing pages are critical
- Proven examples that you can swipe & deploy - We will share our proven winners as it relates to keywords, ad groups, text ads, & landing pages.
- The KPI's & how to track them - You should not invest a penny into AdWords or any other form of paid search without the proper tracking in place to gauge your cost per lead…
Download our Internet Marketing & SEO Guide at https://www.plumberseo.net/free or call us at 866-610-4647.
