Pay-per-click (PPC) advertising is a concept where your website is given priority exposure on search engines for a fee related to the number of visitors that it receives.
Each time a visitor goes to your website from a search engine, you are charged a nominal fee. For example, if you get charged $20 for each visitor you get from a search engine, and one in every 10 visits will translate into an actual sale, which in turn generates $500 in profit, you have just made $300 with very little effort.
In conventional advertising, you don’t know your actual reach; but with PPC advertising, you only pay for potential clients that look for you.
Of course, to achieve the click rate you desire on your website, you will need to word it correctly and use a popular platform. The platforms with the biggest reach currently are Google Ads and Bing Ads, and both work in much the same way.
One key thing to remember with a PPC campaign is that you will be attracting people who are looking for your services in the first place. For this reason, your use of keywords is crucial. You need to project a headline and subject matter that draws customers to you. An example could be “Emergency roof repairs in Brooklyn,” for example. You have specified exactly what you do, and where. Make sure that all your relevant contact details, as well operating hours, are mentioned throughout the content, as well.
You can also broaden your exposure by mentioning what types of roofing you specialize in — steel roofing, tiled roofing, industrial roofing, etc. — along with whatever else you want your potential customers to know.
The prominence of your ad will be largely dictated by the quality score, which is based on click-rate, keyword relevance, quality of landing page, and other factors. These will also determine your PPC cost.
Setting up your ad campaign
How you set up your PPC campaign is crucial. To start up a campaign in Google Ads, there are several important steps to follow.
It’s critical to establish your campaign’s goal. Ad objectives will assist you in efficiently driving your campaign. Determine your ad goal and keep it in mind while you prepare your marketing approach. Your ad goal or marketing goal might be to raise brand awareness, generate leads, improve website traffic, or increase website sales. You must prepare your ad strategy for each aim in order to achieve your objectives. A good start is to select Leads.
What sort of campaign do you want to run? You’ll select a campaign type depending on your marketing objectives, brand strategy, and time constraints. We recommend starting with a Search campaign. This will generate a standard ad in Google Ads and is the most likely to achieve rapid results. Other campaign options include:
- Local campaigns
- Video campaigns
- Smart campaigns
- Shopping campaigns
- App campaigns
- Display campaigns
Concisely title your campaign in a way that explains what you do. By ensuring that relevant keywords and search terms are included in your title, search engines will be able to comprehend what you’re offering and will encourage the correct audience to locate your listings. “Roofing” is broad, and will attract the most diverse interest.
To provide you more control over where your ad appears, the Google Network is separated into groups.
Google search results pages, other Google sites like Maps and Shopping, and search sites that partner with Google to show advertisements are all part of the Search Network.
The Display Network includes Google properties such as YouTube, Blogger, and Gmail, as well as thousands of third-party websites.
Select which networks you will run your campaign on. We suggest you run your first campaign on Search Network. Be sure to uncheck the “include Google search partners” box. In the Display Network section, uncheck the “include Google display network” box, too.
Be specific here. You will need to select your location, as well as the radius from the center in which you are prepared to offer your services. Keep your location to the selected area. Simply select “people in your targeted areas” and your ad will only be visible to them.
Calculate how much you are prepared to spend on PPC per day. Taking your monthly advertising budget and dividing it by 30 should give a good average.
Google Advertisements provides you a variety of options to bid for your ads, based on what’s most important to you and your company. The majority of advertisers are focused on clicks, impressions, conversions, or views. We would suggest selecting manual bidding here. This will give you more control over cost-effectiveness.
Setting up your ads
There are a few factors to consider when creating your actual advertisements. You want your ads to entice people to click on them, so your wording is the key here.
Most important. Briefly say what your service is and your location. An example is “Roof repairs – Salt Lake City.”
Mention any groups in your industry that you are associated with, such as “XYZ roofing authority approved”.
Repeat your heading here in the different format, so it looks like “/roof repairs/Salt Lake City”
Use this section to mention some of your benefits — examples can include 24-hour on call, free quotes, low call-out fee, money-back guarantee, etc.
You can also set up more than one ad, using different variations on your wording in each, and then measure these over time to decide which works best.
Once your ad is set up, you can add various extensions to it.
This allows you to link your ad to Google My Business. You will need to sync your ad
to this service. Once that is done, your ad and location will appear on the map above the search information.
This lets you attach relevant telephone numbers to your ad so that interested parties can call you at the push of a button. It’s very handy for emergencies, and a sure way to grow business.
This allows you to mention some appealing aspects of your business. Phrases such as “on-call 24 hours,” “workmanship guaranteed,” and “insurance approved” can all go a long way to enticing new customers.
Link your website or social media page to your ad. This gives your clients insight into the deeper aspects of your operation.
Conversions and call tracking
You will want to use conversions to track the activity on your ads. This is the best way to find out how many people are responding to your ad, and in what way. There are three conversions you need to set up.
- Contact form submissions. Track people that have contacted you through the contact form.
- Calls from landing page. Learn how many people have called you after visiting your landing page.
- Ad extension calls. See how many people have called you directly from the ad without visiting your landing page.
Create separate pages for each group your ad is in. Your landing pages should all contain these important items.
- The main keyword(s).
- No menu. You only want their call or contact details.
- The advantage of your company’s services.
- An image or logo.
- Contact form. Keep this concise — you only need the visitor’s name, phone number, and address.
- Your service areas. Keep this brief but defined.
- Customer references.
- Your accreditations. Professional organizations, or industry governing bodies that you may belong to.
Pay a lot of attention to detail when setting up your landing page. This is what prospective clients will see first, and you will want to make a good impression. Try not to use any negative wording in your text, as this may deter customers.
Keep watching your ads. You will probably find that you will need to tweak your ad content from time, depending on how it is being received.
Don’t be afraid to add to it or expand as time goes on. Remember that the idea is to get people interested and keep them that way. You will have to constantly fine-tune your ads to optimize their effect.
Technology is advancing all the time. In the modern business world, it pays to keep up with the latest trends in how you market your business. Analyzing how your business is received in the marketplace is a necessary and ongoing activity. The information gained will enable you to steer your business in tune with market trends as they change.
The pay-per-click method of advertising has proven itself. It can be cost-effective if set up and managed correctly. It is just about the best and easiest way to let customers look for you instead of traditional advertising, which has little or no feedback. By using PPC, you will know exactly how many people are looking for your business at any given time. The information gained from this form of advertising will be of great benefit