Running a contracting business without an online presence isn’t an option anymore. But what type of online marketing is right for your business? One method of marketing that’s gained popularity, but also skepticism, over the years is paid search. Also known as Pay-Per-Click (PPC) advertising and Search Engine Marketing (SEM), paid search is all about building strong accounts and analyzing the data to see how you can best optimize the data you find.
2018 Search Statistics
According to SE Leads, 43% of internet searches performed today use a local keyword and 86% of those searches convert to a phone call or visit to the physical location of the business. 61% of searchers consider local results to be more relevant than standard, organic search results, according to Resource.com.
Without knowing these statistics, however, or understanding why they are important, it’s easy to fall for one or more of the following misconceptions:
Myth #1: Paid Search Is Expensive
The thing many small business owners miss about paid search is that you pay for the clicks that your ad actually gets. So, if your ad campaigns are set up correctly, each click is going to ideally be from someone who is interested in your services.
Each of these clicks’ costs will vary depending on your keywords, keyword match type that you are bidding on, competitors bidding on that keyword, and the quality of your account. So, sure, you can spend a lot of money. But you don’t have to. You’ll want to work with a PPC expert to see how you can maximize the spend for the best ROI.
Myth #2: Clicks Don’t Convert
Have you set up tracking to actually learn whether or not your ads are converting? The fact of the matter is, about 97% of consumers go online to find local services. They’re looking for you, but it’s up to you to take steps to give them the information they need to make a decision.
With paid ad tracking, you have the ability to eliminate wasted spend on irrelevant keywords, provide a true cost-per-lead, retarget previously missed leads and sales, and improve your cost-per-click and ROI on your paid campaigns.
Myth #3: You Can’t Track the ROI of Paid Search
Yes, you can! Refer back to Myth #2, and know that with the right conversion tracking tools and KPI’s (key performance indicators) you can create highly effective strategies that convert into leads. Google Ads and paid search are not “set it and forget it” strategies, which we’ll get to in myth #4.
Myth #4: You Can “Set It & Forget It”
Paid search is effective, and it’s an excellent online marketing tool to utilize. But we never said it’s easy to implement! If you set up a Google Ads campaign without knowing how to find the right keywords, target audience, how to write good ad copy, or set up proper tracking, then it likely won’t work the way you want it to.
Beyond knowing how to run a successful paid search campaign, you also need to learn how to maintain the success of a campaign once it’s live. Once you have this down, paid search/PPC advertising can provide you with the same flexibility and opportunity for success on day 100 as it can on day 1, as long as you are consistently doing keyword research and updating your information as you track your business and conversions.
One of the perks of using this Google product is that Google tells you what people searched for that triggered your ads, and you can look at that report to make sure that those are the types of keywords you are bidding on. If your ads are showing up and you’re getting impressions (views) but not clicks, then your ads may be coming up for the right keywords but you may have to adjust the ad copy, as something is preventing viewers from going further. Then when they do click, you want to look at whether they’re converting once they get to the relevant landing page.
Myth #5: Position 1, Page 1, Is All That Matters
Page 1 is important, yes. But position is not as important. Allow us to elaborate—you want your ad copy to work on making people choose you over the other people in the 4 ad spots on the page.
If you get a top spot in the search result, it doesn’t guarantee that your ad will be clicked. It has as much chance of being clicked as the other 3 showing on the top of the page. There’s also a probability that you’ll have to pay too much for the clicks in position 1. In short, you don’t want to bid to position, you want to bid to profitability.
Myth #6: You Must Own Single Word Keywords
The majority of searches now are long tail keywords with at least 4 words and full questions. This is becoming even more common with voice search from things like Alexa and Google Home. For instance, a consumer may say, “Hey Google, find me an air conditioner repair in Dallas” which would stick you in their results if you used that long tail keyword.
The types of keywords you choose depend on what works best for your advertising campaign and budget. That’s why you have to look at what you have available for budget to spend and bid on the keywords that are going to bring in the most leads with the budget you have. Shorter keywords can be good for mining for how people are searching. But if you want to bring in leads, you typically want to have long tail keywords.
There are two more myths we want to talk about. The first one is that many business owners believe that competitors can click on ads and drive up costs. They can. But, Google has an extremely sophisticated click fraud program in place that detects and filters out invalid clicks in real time so that businesses only pay for authentic traffic.
The second myth is that you shouldn’t use Google Local Services, SEO, PPC, and Reputation Management together, which is far from the truth! While it will depend on the specific needs of your business, using these together will help you build trust as an authority.
“What If I’ve Tried PPC Advertising and It Didn’t Work for Me?”
To put it simply, and to reiterate the points made above, the key to successful PPC advertising is proper account setup and ongoing management of your PPC advertising. It must be updated on an ongoing basis, and you need to have the right people who know how to run your PPC account.
Looking for some expert help with your PPC for contractors? Look no further than iMarket Solutions. Contact us today and learn about our full suite of contractor marketing services.