Restoration companies rely on leads to drive their business. An efficient way to generate more leads is through pay-per-click advertising from Plumbing Webmasters. If you’ve ever performed a search on Google, you’ve seen a PPC advertisement up-close, whether you realized it at the time, or not. PPC ads appear on top of SERPs.
PPC advertising offers your water restoration company many advantages, such as:
- Analytics / Measurement: Track campaign performance in real-time
- Budget Control: Cap your budget so you never overspend
- Fast Results: As opposed to SEO, PPC works quickly
- Geo-Targeting: Focus ads to specific locations, perhaps those affected by flooding
Search engine optimization is the best long-term internet marketing technique for water restoration companies. With that said, SEO takes time to implement, as does Google’s process to crawl and index a website. PPC is a great way to supplement traffic in the meantime, and produce water damage leads for your restoration company.
How Does PPC Work For Restoration Companies?
While many platforms like Facebook and Bing offer PPC campaigns, most pay-per-click ads originate from Google Ads. Google allows accounts to bid on specific keywords and subsequently appear on the top of results for those search queries. With that in mind, target keywords should be:
- Appropriate: Appeal to users looking for actual restoration services, rather than “How To” articles
- Opportunistic: Presents low enough competition that bidding for the keyword is realistic
- Relevant: Relate to the restoration industry
For restoration companies, the goal is to target industry and local keywords that have a high probability of conversion. Since you are paying on a per-click basis, you want to prevent wasting dollars on clicks that have no chance of becoming customers.
How User Intent Affects Your PPC Campaign
The projected goal of any given user is called the user intent. This is a term used to describe what the user has in mind when performing a search, visiting a website, or completing any other task online. As more users have begun to rely on Google, the platform has honed its user intent strategies to determine exactly what each user is looking for.
Google then presents options in search results format that match its perceived buyer’s intent. When selecting keywords for your PPC campaign, consider what users might look for when they search particular terms. If a user searches attic flood, for instance, they likely want to know how to repair or prevent an attic flood, not its definition.
Predicting your user’s intent can also help create effective landing pages and calls to action. Landing pages that focus on the user’s primary needs convert at a higher rate, which makes your PPC campaign more cost-efficient.
Water Restoration Landing Page Optimization
For a pay-per-click ad to be successful, it must have a corresponding landing page. A landing page is the destination users reach after clicking on a paid advertisement. These pages help continue the transaction process and improve conversion rate optimization.
The goal is to grab the user’s attention and encourage them to complete a call to action, such as clicking a phone number link, which would connect them to your phone line (if using a mobile device). Failure to optimize a landing page renders a paid advertisement effectively useless. Users that click but don’t convert drain your ad budget.
By partnering with Plumbing Webmasters, you can rest assured that your PPC campaign will be properly managed, from ad text to landing page presentation.