iMarket Solutions Blog : Archive for the ‘PPC’ Category

Beyond Google Ads: The Benefits of Using Microsoft Advertising

Friday, November 20th, 2020

What is Microsoft Advertising? It is a program that’s pivotal for your business in taking advantage of search engine marketing for contractors. Microsoft Advertising merged with Bing in 2019 to provide a similar service to what Google does. It powers your ads for search engine results across their particular Microsoft Search Network. You only pay when someone clicks on your ad, so Microsoft only shows your ads to the people that are most likely to click them. 

Unlike Google, Microsoft has a whole Search Network at its disposal. While Google just uses the Google search engine, Microsoft spreads your ads along different search engines like Bing, AOL, Yahoo!, and DuckDuckGo! Basically, you get some serious bang for your buck with ads powered by Microsoft Advertising, even if it’s not as powerful as Google.

“But Who Uses These Channels?”

While we like to think that everyone just uses Google to search except for a tiny minority, you’d be surprised at what the numbers actually say. Yahoo has an 11.7% share of the US market, AOL and DuckDuckGo both have 1%. While this might not seem like a lot, the numbers all add up to a substantial amount of people who use these search engines. 

“Tell Me More…”

When was the last time you asked Alexa or Siri a question that needed to be searched? All of those voice recognition devices use Bing to answer questions. Everything except for Google Assistant. 

  • It’s bigger than you think. Microsoft controls one-third of the global market share for paid search.
  • It’s got high volume. There are 133 million unique searches on the Bing network.
  • It’s got exactly who we’re trying to reach. Over one-third of the Bing network users make more than $100,000 a year in personal income.
  • It’s got unique searchers. Bing Ads reach 45 million US searchers that are not reached by Google. Microsoft Ads also has 36% less competition to reach those unique searchers than Google Ads does.
  • It’s cheaper. Microsoft Ads have a 33% less average cost per click. You pay less for the same amount of clicks on Microsoft than you do on Google.

How Does Microsoft Advertising Work?

Microsoft Advertising functions almost identically to Google Ads. Both of these advertising networks make it easy to tailor specific ads towards specific customers, capture customers from all types of devices, targeting local customers who are available to make appointments, and more. The differences between these two advertising networks aren’t in how their ads work, but the target demographics for each network.

The Benefits of Microsoft Advertising

Here’s the deal. Google targets a larger population which makes it the search engine giant of our world. But Microsoft still targets a huge population of people that might actually be a demographic that we’re looking for. Take a look at some of the statistics below:

  • They’re older. The median age of a Microsoft user is 45 years old, which is significantly older than the median age of a Google user.
  • They’re wealthier. Because of this age difference, 33% of Microsoft users have a household income that goes above $100,000.
  • Microsoft is preloaded. 75% of all work computers come pre-loaded with Bing and Microsoft Edge, which is where these ads show up!
  • They’re more educated. Over 50% of Microsoft users graduated from college. This trends directly with the previous data points we’ve mentioned.

Let’s face it, Microsoft Ad users are more likely to be homeowners, have higher purchasing power in this market, and they’re more likely to be a customer than those who search on Google. While Google might have more search volume, Microsoft has a smaller, yet substantial, user base that is much more likely to pay for services.

Hold Your Horses!

Don’t go overboard here. We’re not saying everyone should jump ship from Google to Microsoft. Google still represents 93% of the market share, and Google still has a higher search volume than Microsoft. Google is essential to any advertising campaign, and even targets more languages than Microsoft, which can make all the difference in some markets. Google is also an innovator in this industry. Whatever changes occur, will always occur on Google first.

Why Not Both?

The more platforms you use, the bigger your potential outreach will be.

Microsoft isn’t better than Google, and Google isn’t better than Microsoft, they’re different. The idea that you need to choose one platform because it’s bad to advertise on multiple platforms is a complete myth! You’re not competing with yourself, or taking away from Google Ads if you’re adding Microsoft to your brand’s advertising channels—you’re expanding your reach.

Let’s Get You Started

iMarket Solutions only works in the Home Services industry so we are the experts for this kind of marketing. Take your local contracting company to the next level by letting us develop an advertising strategy that is proven to help you succeed.

Contact iMarket Solutions today. Dedicated to Contractor Success.

Continue Reading

Q4 Marketing Tips Part 2: Building Your Digital Brand

Tuesday, October 20th, 2020

What does your contracting business need to build your digital brand? At iMarket Solutions, we have a vested interest in your digital marketing strategies. But we will be the first to admit you’re not going to get everything you need from your marketing efforts using just digital strategies.

You’ll need to consider your marketing plan as a whole, which we covered in Part 1 of this 2-part blog series. We’ve provided a basic overview below!

SEO Blog Posts

As part of our process, iMarket provides new clients with an overview of on-page and off-page SEO best practices. Part of this includes your SEO blog posts. These blog posts should be keyword-driven while also providing value and interest to the reader.

Well placed blog posts that focus on local events, how your services will benefit the reader and why YOU are the best contractor to provide those services is one of the many important facets of a digital marketing plan.

Social Media Ads

Do you know where your customers live? No, we aren’t talking about their home address. They live on social media! Many contractors still dismiss the power of social media, thinking it doesn’t apply to them or their marketing plans. The reality is, this is where your customers are, and you need to go there in order to monetize your customer base.

Social media engagement is not just about posting funny memes or celebrating employee birthdays and milestones—although there are certainly arguments for doing this on your Facebook and Twitter pages, etc. You should also be taking advantage of social media advertising.

Paid Ads

SEM (Search Engine Marketing) or PPC (Pay-Per-Click) focuses on bringing traffic to your website through paid ads. Google and Microsoft Advertising utilize a bidding strategy to help contractors control their advertising budget and bid on keywords relevant to their services they offer while targeting the customers they want. 

Social Media Retargeting

Also called remarketing, this keeps your company visible to website visitors by ensuring that your online ads follow potential customers around the internet—including their social media pages. We would love to discuss with you how you can put the power of Google remarketing and social media retargeting to work for you!

Local Service Ads by Google

Local Service Ads by Google, also called Google Guaranteed, is one of the more recent developments in contractor digital marketing, and only available for certain industries—including yours! Google is always making changes, and low-cost leads will change as the Google model changes too. But it will serve you well to take advantage of this, and iMarket stays abreast of all these changes as they’re happening to help our clients make the best moves for their digital marketing plan.

Targeted Email Marketing

Email marketing is going to bring you one of the best costs-per-lead in the contracting industry. As long as your content is interesting and informative, your customers will open the email and read it. Of course, there is a lot more to email marketing than simply that, and we’re here to help you figure it all out.

Email is the medium that today’s web users are most comfortable with—they’d rather do their own research online before picking up a phone to call you. So this is another case of “meeting your customers where they’re at”!

Partner with the Right Marketing Team

Haven’t partnered with iMarket yet? We work only in the home services industry, so we are the experts when it comes to the complexities of contracting businesses. We want you to succeed and we’re here to help you do just that!

When you’re ready to upgrade your marketing, reach out to the team “Dedicated to Contractor Success”—contact iMarket Solutions!

Continue Reading

Key Updates to Google My Business and Google Ads with COVID-19

Thursday, June 25th, 2020

A lot has changed over the past several months. Many of us have updated our lifestyles so that we spend more time at home, include face masks as a part of our outfits when we do go out, and perhaps wash our hands more often than we used to. There has been a large effort involved in trying to adjust to all of the changes that have come with the effort to stop the spread of COVID-19.

Of course, along with all the changes to our offline lives, there have been plenty of changes to how things are working online too. Google has brought their fair share of changes to their Google My Business and Google Ads products in an effort to adjust to changing business needs.

Our job here at iMarket Solutions is to make sure we keep you updated on what is going on with Google and how their changes and updates are going to impact your business.

3 Key Updates from Google You Should Know About

Here are some of the changes involving Google My Business and Google Ads in response to the current pandemic that we think you should know about:

Google Ad Credits for Small Businesses: Google announced in March 2020 that they would be allocating $340 million in ad credits for small businesses impacted by the COVID-19 pandemic to help them stay connected with their customers. Google first started to release these ad credits in New Zealand and after several weeks, began rolling these out to U.S. businesses last week. The maximum amount provided to small businesses will be $1000 per eligible company (so if you have multiple accounts, the grant will only appear in one of them.) If you receive funds from the Google Ads credits, the ad credit will be automatically applied to either a Google Search, Google Local Services or Google Display Account as determined by Google. The credit can not be moved to another Goggle account and must be used on the account applied to by December 31, 2020.

Google My Business Reviews Have Returned: Starting in March, Google halted the publication of new reviews and replies to reviews in Google My Business. This applied to any businesses that were not a part of the healthcare industry. Google has since resumed publication of reviews in Google My Business for companies in the home services industry. This is great news! The reviews submitted during this “pause” have now been published as well. Make sure you continue to request reviews from your customers—and don’t forget to reply to any new reviews that pop up, too. Remember that 82% of consumers read reviews for online businesses!

Updates to the Google Algorithm: Google didn’t skip a beat when it came to updating their search engine algorithm. This latest Core update started in early May and the rollout was completed around the middle of the month. The algorithm update will impact search engine results for content based on questions of quality, expertise, presentation, production, and comparison. Moving forward, it is advisable to check on-site content to ensure it conveys expertise, authoritativeness, and trustworthiness as this will affect your organic leads and traffic, along with your keyword visibility.

If you already work with iMarket Solutions, then you know that we will continue to keep you updated on changes like these as they can affect your online presence. We work hard to be a reliable provider of COVID-19 resources for contractors. This includes keeping you abreast of anything that can impact your business.

Of course, if you have any questions, you can reach out to your marketing coordinator at any time. If you don’t already work with us, we would love to talk to you and become your go-to resource for your digital marketing strategy.

We are Dedicated to Contractor Success. Contact iMarket Solutions today to learn more.

Continue Reading

Google Ads Grants Rollout in U.S.

Friday, June 19th, 2020

Exciting news – Google announced that they are rolling out Google Ads grants to eligible customers in the U.S. this week!

In March, Google pledged $340 million in Google Ads credits to support small and medium sized businesses impacted by the COVID-19 pandemic. Grants started rolling out in other countries in recent weeks, and began applying to U.S. customer accounts starting this week.

All eligible U.S. customers will receive a notification by the end of this week if they’ve been awarded a grant. Grant amounts will vary by customer and are awarded in an amount determined by Google. Grants will also apply to a single account. For example, if you had Local Service Ads by Google, pay per click, and display remarketing, the ad credit would only apply to one of those accounts.

iMarket’s search engine marketing team is closely monitoring all client accounts, and so far has seen more than $23,000 in ad credits provided for COVID relief to eligible clients. If you are a current iMarket client subscribing to PPC, Remarketing or Local Service Ads by Google, your Marketing Coordinator will be reaching out to discuss whether you’ve received a grant and which of the products the grant was applied to.

If you’re not currently in the iMarket family, contact us to learn more about how we can support your paid search success.

Continue Reading

Using Brand Awareness to Stand Out and Build Business

Monday, June 1st, 2020

Does your pay-per-click (PPC) advertising match the branding for your company? If it doesn’t, you may want to consider adjusting your ads to be more on-brand. 

Think of a brand that you like or whose products you purchase frequently. Can you picture their logo from memory? What about the color scheme of their vehicles or their products? If you have a company brand that you can think about off the top of your head, it means that they have done a great job on their brand advertising to increase brand awareness.

Now imagine that for your own company. What does it look like? How does your clientele recognize you? What stands out to people who haven’t used your services yet or to people who have?

Your brand awareness is an important factor that you need to consider as a part of your strategy for search engine marketing for contractors, especially in regard to PPC.

Your Brand, Brand Awareness, and Brand Advertising

Let’s start with defining your brand. Your brand is a combination of the promise you make to your customers, including what they can expect from your services, and what differentiates you and your services from your competitors. In short, your company brand is who you are, who you want to be, and who people perceive you to be, including everything from your name and logo to the products and services you offer.

Your advertising brand strategy is the how, what, where, when, and to whom you plan on communicating and delivering your brand messages, and it must match your branding in order to increase brand awareness.

Brand Awareness to Build Equity

Brand awareness can be defined as the extent to which consumers are familiar with the distinctive qualities or image of a brand of goods or services. Strong brand awareness is built with consistent, strategic branding, which leads to strong brand equity, or added value brought to your company’s products and services. This increased brand equity or value can allow you to charge more for your brand than what an identical, unbranded product may command (think about this in terms of the cost for Coca-Cola versus any other generic soda brand).

When you have an established brand and you are building up your brand equity, your messaging in areas such as your landing page content and your ad copy becomes a vitally important part of your strategy. This is because they can either help or hinder continued brand awareness.

This is where your paid search/PPC strategy comes into play.

Using Paid Search to Your Advantage

Paid search as a part of your branded advertising strategy helps to increase brand awareness by increasing your presence on the search engine results page (SERP). When you incorporate paid search ads into your marketing strategy, it allows you the advantage of setting the parameters for that ad, including allowing you to bid on your name.

Why Bid on Your Name?

Bidding on your name is, in a way, like bidding on the idea that a customer will have enough awareness for your company brand that they will search for your name online. You bid on this by setting up your paid ads with your name as the keyword.

If you are wondering why you should bother with bidding on your name for your paid search strategy, we have six reasons why it’s a good idea.

  1. It helps you take up space. Bidding on your name ensures you take up more space in the SERPs and increases your chances of conversion.
  2. Better control. Paid ads, unlike organic listings, give you more control so you can set them up to match your company brand—which is what your customers are searching for in the first place.
  3. Keeps out competition. It may seem odd but the truth is that if you don’t bid on your own name, your competitors will.
  4. Improved cost-efficiency. Using branded keywords helps you get more bang for your buck because it offers high relevance in regards to the search term, a high-quality score, and a lower cost.
  5. Helps with lead generation. Bidding on your name can help to generate higher quality leads from high-quality traffic.
  6. Ties together your branding. When you bid on your own company name, you are better able to make sure that your online and offline presence (ie. Your website and your company vehicles) match and resonate with customers.

Your paid search can help boost your brand awareness by delivering the right brand messaging on the search engine results page. This means that, if done right, it will communicate, visually and verbally, the key tenets of your brand. By ensuring your paid search matches your brand and creates brand awareness, it will help bring customers to you to build additional brand awareness, increasing your brand equity and thereby your value so on.

Looking to give your search engine marketing strategy a big helping hand? That’s what we are here for. Contact iMarket Solutions today to learn more. Dedicated to Contractor Success.

Continue Reading

Google & Facebook Grants Eligibility

Thursday, April 23rd, 2020

In March, Google and Facebook pledged millions in grants for small businesses impacted by COVID-19. Eligibility requirements and timelines were announced this week, so we’ve summarized the most important updates below.

Google Ads Grant

Eligibility Requirements:

  • Must have Google Ads account spend in 10 out of 12 months of 2019… AND
  • January and/or February 2020

Eligible customers receiving the grant will be issued 1 credit for future Google Ads spend. The ad credit amount will vary based on each customer’s past Google Ads spend, and will be applied directly in their Google Ads account. Google anticipates credits will be issued beginning in late May and will continue to roll out in phases.

Visit our YouTube channel for short, weekly updates on how COVID-19 is impacting paid search and other digital strategies.

Facebook Small Business Grant

Eligibility Requirements:

  • Have between 2 and 50 employees
  • Have been in business for over a year
  • Have experienced challenges from COVID-19
  • Be in or near a location where Facebook operates

To find out if your area is eligible, visit the Small Business Grant website and navigate to the “See Eligible Areas and Apply” section. Or watch a quick video on how to check eligibility for Facebook grants.

If you’re an iMarket client, contact your Marketing Coordinator with any questions regarding the grant eligibility. If you’re not a client, contact us today to learn how we can help you navigate the changing digital strategies impacting contractors.

Continue Reading

What You Need to Know about Google Ads and COVID-19

Friday, March 27th, 2020

Summary of Google Changes

In an effort to curb the spread of misinformation, Google is suppressing ads across multiple platforms such as Google Ads and YouTube, that contain any term relating to COVID-19 or coronavirus, regardless of whether they are “approved” in the interface. This applies to keywords, ad copy, and creative. Further details can be found below. 

What Does This Mean? 

It means that even if you put keywords or ads targeted for the COVID-19 pandemic, you would see zero search volume on those pieces because Google is actively blocking them.

Why Is Google Doing This? 

Google is working to protect users from being capitalized on by companies trying to cash in on the virus, and to also ensure that information provided related to the virus is accurate and timely to help searchers in the best way possible. You can read more here about Google’s efforts to protect users.

Are We Using Those Terms in Our Ads? 

iMarket’s paid search team has reviewed all client ad copy to ensure there are no references to coronavirus or COVID-19 related keywords that would impact the visibility of your ads. 

We have been adding sitelink extensions to some ads that direct your customers to your blog post(s) regarding your business operations and safety precautions to help educate and reassure your customers during uncertain times. 

What Does This Mean for Other Digital Mediums?

Local Service Ads by Google 

The Local Service Ads by Google (LSAG) platform does not allow contractors to add language related to COVID-19. The biggest impact COVID-19 is having on LSAG is actual strategy adjustments where a contractor may change their business strategy, for example, to focus less on maintenance and instead focus primarily on replacement/installation. 


Google is actively working on removing any content that spreads false information about COVID-19 or makes claims about preventing the virus instead of seeking medical treatment. If you are creating content about Indoor Air Quality, use caution about what you claim these solutions can actually do to mitigate the transmission of the virus. 


Facebook has updated its advertising policy to protect users from individuals and companies trying to exploit the pandemic for financial gain. This means Facebook is prohibiting ads for products that refer to the coronavirus and COVID-19 in ways intended to create a panic or imply that their products guarantee a cure or prevent people from contracting it. For example, ads for face masks that imply they are the only ones still available, or claim that they are guaranteed to prevent the virus from spreading will not be allowed to run on Facebook, Instagram, or Facebook Display network.

Google Pledges Google Ads Credits

Google announced March 27 that they are pledging $340 million in Google Ads credits for small and medium-sized businesses in an effort to support businesses impacted by the COVID-19 pandemic. Details have not yet been shared regarding how much a typical business will receive or how far the credits will stretch, but they will be notifying eligible advertisers about available credits in the coming months. You can read ongoing updates from Google here

We Will Keep You Informed

The team at iMarket is evaluating other platforms and digital marketing mediums, and will continue to provide updates and adapt strategies as other changes come to light. Please contact your Marketing Coordinator with any questions, or contact us at 800-727-3920 to learn how iMarket can support your business. 

Continue Reading

5 Google Updates That Will Impact Home Services SEO in 2020

Wednesday, March 25th, 2020

With 2020 in full swing, do you have all of the info you need to master Google’s search results? If your answer is no, our team is here to give you the details!

Google pushes updates out on a daily basis, so it would not be surprising if you’ve ever felt overwhelmed. The most frustrating part can be that most updates will have zero to little impact on your business, but you certainly don’t want to miss the ones that do.

Keeping home service businesses including HVAC, plumbing, electrical and solar in mind, we’ve collected the top 5 Google updates that will have an impact on your business moving into 2020. 

#1: Google Added Favicons to Organic Search Results

In late May of 2019, Google introduced favicons to mobile organic search results. At the time, it had been over a year since Google had made a major change to the design of search engine result pages. A favicon, which is a small visual that represents your brand, is now placed to the immediate left of a search result, next to the URL of the featured page. Starting in January 2020 Google began testing this treatment in desktop results as well.

Because a favicon is unique to your website, it’s a great way to draw attention to your result using colors and shapes that will draw the eye. Websites that do not define a favicon using Google’s guidelines will show a standardized, blue icon that looks like a folder. As a home service business, it’s important to use whatever tools are available to help your business stand out against the competition. We recommend using a favicon that contrasts against a white background. 

#2: Search Ads Are More Integrated within Search Results

Where favicons are displayed for organic search results, Google now displays a black “Ad” disclaimer next to PPC ads. Based on a user study which asked 428 users to identify ads over organic results, “users were unable to distinguish them between 77% and 83% of the time…”

Google’s new favicon result appears to show an improvement in user advert recognition, however, there is also a large increase in the percentage of users who think that natural search results are adverts.”

While Google is still testing this format on desktop, we may see a behavioral change in the way users interact with organic and paid listings. If your home service business is not capturing leads through different marketing mediums, you may miss out. 

#3: Google Has Recently Rolled out a Core Algorithm Update

Google continually tweaks its search results on a daily basis, but generally reserves major changes to its Core Algorithm for a few limited batches within a year. The Core Algorithm is essentially Google’s secret sauce, so when changes are made to this formula, it will have a major impact on search results globally.

Though Google has not released the nature of the most recent update in January 2020, one thing that contractors can count on is that if they have low-quality content, they may see a negative impact in their search rankings. On the flip side, contractors that have high-quality content may see a positive impact in the search rankings. Since fully rolling out, iMarket websites have seen a 3.83% increase in keyword visibility on the 1st page of search engine results.

#4: Search Crawlers Have a Better Understanding of Searchers’ Intent

In October of 2019, Google released BERT (Bidirectional Encoder Representations from Transformers), an update that impacts around 10% of search queries. The purpose of this update is to better understand natural language and searchers’ intent. More specifically, it enables search robots to process words in relation to all other words in a sentence, rather than one-by-one in order.

This is especially relevant for home service topics that may produce unrelated results such as “garbage disposal,” which may be a garbage disposal system, but it could also be a garbage disposal facility. The role of BERT is to catch the meaning of search queries to produce more relevant results.

#5: Organic Click-Through-Rates Have Declined on Mobile

With content-rich Google attributes such as PPC ads, Google Local Service Ads, rich snippets and Google My Business owning the top half of search result pages, user behavior is leaning away from the traditional organic click that we have become accustomed to in the last two decades. The result of this is that over half of all searches result in a paid-click or no-click action according to leading search data vendor Sparktoro.

With this being the case, it’s more important than ever that home service companies use a varied marketing approach to ensure that they reach their audience. Companies that focus on their brand, building a presence through SEM, SEO, Google Local Service Ads, and reputation management, will have the upper hand in this “zero-click” environment.

Amp Up Your Home Services Marketing Goals for 2020

What are your goals for 2020? Knowing how these Google updates will impact the home services industry, are you thinking of adding SEM? Reach out to our team let us know what you’re ready to learn more about this year.

To learn about what we offer, contact iMarket Solutions today. We are dedicated to contractor success!

Continue Reading

6 Paid Search Trends You Should Know

Friday, December 20th, 2019

The world of digital marketing is growing and changing every day. This is due, in large part, to the changing ways that consumers hunt for information along with the rapid advance of technology. For the business owner, this evolution means that knowing a bit more about certain online search trends can help your digital marketing strategy—especially if you are using this information to stay ahead of the game.

We’ve selected six paid search trends that we think you should know about which could help to improve your ability to reach your potential customers.

There are certainly more than 6 trends to be aware of, but these are the trends that will help you the most when it comes to adapting your marketing strategy to ever-advancing technology.

1.      SERP Marketing

SERP refers to the Search Engine Results Page, where the user will see everything from Google Local Service ads, to Paid Search Ads, to organic search results, to Google Reviews and more. One of the goals of your marketing strategy should be to dominate page one of the SERP, because this will make you optimally visible to your ideal customer.

When you are looking for methods to do this, one thing to remember is that Google is now changing how it analyzes a search term. Now, instead of simply looking at the term typed into the search box, Google is looking at the context behind a search to analyze the user’s intent. This means it can now provide personalized results.

In translation: thinking like your customers, and thinking like Google, will help you make the most of the SERP page. And that is exactly what you want. The other trends we are discussing in this post all tie back to this.

2.      Digital Marketing Personalization

When we say that personalization is vital to your marketing strategy, we really mean it. Previously, search results and ads were sales-focused, essentially the online equivalent to an ad showing up in your mailbox whether you were interested in a product or not. In contrast, now content need to be personalized to the consumer to ensure it reaches the right person at the right time.

Why is this so important? Because 80% of people surveyed have said they are more likely to do business with a company that personalizes their experience based on that consumers’ wants and needs. It isn’t surprising that you are more likely to get business from someone who is on the hunt for HVAC or Plumbing services than you are from someone who isn’t and who simply came across your ad or organic SERP result by mistake. 

3.      Google Local Service Ads

The days of hunting through a Yellow Pages book or scanning the newspaper for service technicians are long gone. So are the days of doing a generic search on Google and hoping that you find a business somewhat nearby. Google Local Service Ads are geared to meet consumers where they are at. When you incorporate Google Local Service Ads into your marketing strategy, you are saving time and money. 

This is because you are paying per lead rather than per click, which ends up being much cheaper. Additionally, your business will be included in any voice search results done via a Google Assistant. Add to that the fact there are no keywords to manage, and Google Local Service Ads can end up being a huge boost to your marketing plan. Google Local Services Ads should never replace paid search ads, however they’re a powerful way to work with your already existing paid search methods. 

4.      Voice Search & Home Assistants

Now that we’ve mentioned voice search and home assistant, it’s important to understand that home assistants like Alexa, Google Home, Amazon Echo or voice search assistant on your phone are becoming more helpful and commonly used than ever. And we want you to remember them in your marketing strategy because your customers are using them to find you.

By 2020, at least 50% of all searches are expected to be done via voice search, whether through a home assistant or a smart phone. This, of course, will make an impact on the wording used for the search results. What you want to remember as voice searches become more the norm is that by using a more conversational tone on your site and gearing your content towards providing answers to questions you are more likely to be the one that comes up as a result to their search.

5.      Zero-Click Search Results

A zero-click search result refers to when an individual gets the information they want without ever needing to leave a search results page. Up to 61.8% of search results are now zero-click results and are largely common with mobile and voice search results. This is why we were talking about that search engine results page so much at the beginning; most of your customers will stop here!

So, if they don’t click through to anything, how do you reach out to a potential customer with this trend? The key here is to be that featured snippet or quick answer that is featured at the top of the page. Your content, whether via a blog or webpage, should be geared to answer the question that brings up this SERP. This makes you a resource and a name they know…and are more likely to click on after they get their answer.

6.      Search Marketing & Social Media

These two trends are a unique and important pair. Search marketing is marketing that is geared to answer the question your customer is asking in order to reach them. However, you earn their trust with your social media. A growing number of people are using social media to decide whether they want to work with a company. 

Being visible isn’t enough at this stage; your social media is vital to earning the trust of your customers so they feel comfortable with that first click. Combining these trends together helps you drive both leads and awareness at once.

Remember Your Content

When it comes to search engine marketing for contractors, making sure that you stay up-to-date on these trends will help you immensely in allowing your business to grow and thrive. Within these trends though, one major point to remember is this: your content plays a huge role in who will notice you and when. 

Content that is geared the right way (i.e. personalized, answering a question or providing important information) will help you reach the right people at the right time. When you start to meet your customers where they are you’ll see that difference.

Looking for help with your search engine marketing? That’s what we are here for. iMarket Solutions helps contractors thrive in their digital marketing. Discover how we can help boost your paid search results by contacting us today.

Continue Reading

How Can You Attract More Website Traffic?

Wednesday, November 20th, 2019

Your website is the core of a successful digital marketing strategy. After all, 95% of customers find businesses online through their websites. But having a website with an attractive design, eye-catching calls-to-action, and friendly navigation doesn’t mean prospects will actually see it. A website that potential customers can’t find may as well not exist at all. Driving traffic to a website is what makes a digital strategy work.

Finding methods to pull more traffic to a contractor website is a core part of how iMarket Solutions helps our customers succeed in a competitive marketplace. Just as a strong digital presence through a website is essential for digital marketing success, so is a well-considered strategy created to channel traffic to the site.

You have a great website—What marketing tools will drive more traffic toward it and toward your business?

Top Marketing Tools for Stampeding Customers to Your Website

There are an immense number of digital marketing tools available to send potential customers to your contractor website. Here are a few we consider essentials:

Search Engine Optimization: SEO is still the number one tool to make your website visible to search engines and people searching for your services. A website optimized to garner traffic needs relevant keywords and phrases that search engines can easily locate and interpret. The landscape of SEO continually shifts, so any strategy to attract customers to a website must evolve to stay current with the algorithms and guidelines of the major search engines.

Social Media: Mid-sized businesses require social media to send people to their sites. Social media may seem like an impossible maze to navigate, but all these platforms have the same basic use: to develop “word-of-mouth” campaigns with a wide range. Your customers are already “hanging out” on social media, where you can approach them with a casual pitch rather than an aggressive hard-sell. A strong social media presence not only increases website traffic, it achieves other goals like building trust with customers and increasing the chance of conversions.

Search Engine Marketing: Search Engine Marketing (SEM) means using pay-per-click ads on search engines to attract traffic to your site when customers are looking for relevant services. You pay a variable amount to the search engine based on how useful customers find the ads. The better your SEM strategy, the more traffic your site receives and the less you pay for the pay-per-click ads.

Responsive Website: When we call a website “responsive,” it means the site responds to a visitor’s screen size and orientation, then alters the layout for the best visitor experience. Your potential customers use a plethora of devices to access your website. From screens as large as smart TVs to smaller smartphone screens, a successful website must adapt to whatever device a visitor uses. Don’t let customers slip away because they can’t easily navigate your site on their device of choice.

Managing Tools Into an Effective Strategy

This isn’t a comprehensive list of methods to increase website traffic. No list can be comprehensive, because digital marketing technology sprints toward the future with the speed of a cheetah. You don’t have to worry about exhausting yourself chasing that cheetah—with iMarket Solutions, you have the perfect ally to keep pace with both current and future tools. We specialize in creating success for HVAC, plumbing, and electrical contractors, so we understand how to design a strategy to drive relevant traffic to your website. We use cutting-edge technology to see that your contractor website is not only visible to prospects, but engages them, creates trust, and drives them to contact you.

For the help you need to grow your business and website traffic with an exceptional digital marketing strategy, contact a member of our team. We have the experience, knowledge, and tools to make your contractor business a success by increasing website traffic. For more than a decade, our team has sailed atop the churning sea of digital marketing, making the sailing smooth for contractors like you.

iMarket Solutions is a leader in digital marketing solutions to help contractors thrive. Contact us today to assess how you can boost traffic to your website and boost conversions.  

Continue Reading