iMarket Solutions Blog : Posts Tagged ‘SEM’

The Top Myths about Paid Search (SEM): Part 2

Tuesday, May 28th, 2019

In our previous blog post, we outlined some of the biggest myths out there regarding paid search, also known as Pay-Per-Click (PPC) advertising or Search Engine Marketing (SEM). We want to continue that discussion here. Even though those myths are the biggest, they’re not the only misplaced beliefs out there. Keep reading for a few more arguments we’ve heard against paid search and see how marketing experts debunk them.

Myth #1: Paid Search Doesn’t Work

Paid search works, if you’ve structured your account the right way. Advertisers only get charged by Google if someone clicks on their ads, so if the ads don’t get clicked on, Google Ads wouldn’t be a viable revenue stream for Google, and they would not offer it as a product. Research has revealed that Google actually makes over $1 million revenue in a day from Google Ads alone!

Myth #2: Nobody Clicks on Paid Search Ads

Let’s put it this way—if you’re meeting what the searcher needs, they are going to click on your ad! Small business owners are often worried that customers don’t trust paid ads. But the truth is, customers click on whatever looks like it’s going to get them what they need.

Additionally, Google has changed their paid ads to look more and more organic, so even if that is a factor, customers might not even see a noticeable difference. But as it stands, according to research from Moz, people are clicking on paid search ads vs. organic search results more. In fact, sponsored search results account for 64.6% of clicks for high commercial intent keyword searches.

Myth #3: You Don’t “Need” Paid Search—You Rank for Organic

That’s great that you rank for organic! There are a number of benefits to SEO. SEO is, in a sense, the long-term “big brother” to PPC and SEM. You should be using both! PPC gets you traffic immediately, but SEO is building in the background and growing your exposure and ownership in the organic world at the same time.

SEO offers a great long-term ROI, fantastic exposure, branding, and awareness, and it is cost effective. PPC gives you the ability to only pay for results, target a highly specific segment, and provide time sensitive offers that are not always possible with SEO.

Myth #4: Paid Search Isn’t Worth It for Small Businesses

The question isn’t whether paid search is right for small businesses in general—the question is if paid search makes sense for your HVAC, plumbing, or electrical company.

In order to determine whether paid search advertising (or any other marketing strategy) is worth it, you have to know your numbers. First and foremost, you should know how much you’re willing to pay for each lead you receive.

Google Ads enables clients to set a daily ad spend and a maximum bid value meaning all businesses will only spend what they can afford.

Myth #5: You Can’t or Shouldn’t Use Google Local Services, SEO, PPC and Reputation Management Together

We covered this in our previous blog post—this couldn’t be further from the truth. Any marketing methods you choose for your contracting business is going to depend on the specific needs of your business. Your needs may change over time, and you can adjust which products you invest in accordingly. But the ultimate goal is to use the right marketing products together in order to build authority and trust in your brand.

If you want to run a successful PPC campaign, you want the right people on your team, who know how to run your PPC account and integrate it with your other marketing products. That’s what you get with our team!

When you’re ready to discuss how PPC advertising for contractors can impact your brand, contact iMarket Solutions. Speak to a representative today about our full suite of contractor marketing services.

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The Top Myths about Paid Search (SEM): Part 1

Monday, May 13th, 2019

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.

Bonus Myths!

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.

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New Google AdWords Ad Format Brings Lead Generating Click-Through Rates for Home Services

Friday, October 7th, 2016

Big news this summer in the pay-per-click advertising world – In July, Google announced the launch of a new ad format: Expanded Text Ads (ETAs). As the name implies, these new ads significantly increased the available characters in search ads, allowing advertisers to include clearer and broader messaging. They also restructured how headlines and descriptions worked. Below is what you need to know and what we here at iMarket have been doing to adapt to the change for our clients.

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