Pay Per Click (PPC) advertising is an excellent option for small businesses trying to gain a foothold in their local markets. It evens the playing field, so to speak, and allows people in need of your services to see your ad.
It’s not just for beginners either. Even larger businesses utilize PPC ads to supplement their digital marketing strategy. Still, whether you are the new kid on the block or an established paving company, there are some rules that you should adhere to if you want to get the most bang for your advertising buck.
In the following post, Contractor Webmasters will be sharing some tips for effective asphalt & paving PPC ads.
#1 – Establish A Budget
Before you embark on your asphalt & paving PPC campaign, you need to set a cap on how much you’re willing to spend on it. Begin by calculating the cost per click. CPC will give you a good idea of what your PPC campaign will be costing you per day. Every company will be different in terms of how much they can reasonably spend per day on PPC. So carefully compare your advertising budget with how much you will be spending on PPC per day and set a spending cap.
#2 – Manual Bidding Vs. Maximize Clicks
Popular PPC services like Google Ads give you the option to set your bid limit for each keyword manually. The manual bidding process helps you keep complete control of your budget and spending. Alternatively, you can use an automated system wherein you set an overall budget limit but let their system determine the amount for each click within that overall limit. If you don’t have a lot of time to set spending parameters for each keyword you are vying for, Maximize Clicks would be the best option for you. If you want more control over the emphasis placed on specific keywords, manual bidding would be best.
#3 – Reach for Low-Hanging Fruit
When it comes to asphalt & paving PPC, it doesn’t hurt to reach for low-hanging fruit. It’s a tried and true strategy. What we mean is that you should be targeting low competition keywords. Low competition keywords are ones that your local competition has omitted in their PPC campaign. They are low cost and can help you get noticed by people looking for specific services. Low competition keywords are a great choice if you offer niche paving services that most contractors don’t. Using long-tail keywords that include your city and state is another way of weeding out the competition and zoning in on your target market. To help you find low competition keywords, try one of the many online keyword research tools.
#4 – Invest in Remarketing
Remarketing is the process of showing your ad to people who have already interacted with your website or brand. In other words, it places your ad in front of people who are more likely to click on it. Remarketing (sometimes referred to as retargeting) is ridiculously effective. On average, remarketing ads have a click-through rate that is ten times higher than typical display ads. They can boost your PPC ad’s engagement rate by a very significant margin and increase conversion rates. Overall, a remarketing tool can make your asphalt & paving PPC ad campaign more efficient.
#5 – Craft Quality Landing Pages
Your PPC ads are only half the battle. You have to encourage the customer to take action once they have clicked on your ad. A quality landing page becomes a vital factor in your asphalt & paving PPC ad campaign. Here are some general tips for crafting an effective landing page:
- Keep Content Relevant: The Content should be congruent with the statements and topics of the PPC ad.
- Stay Above the Fold: Keep the most important information near the top of the page.
- Include Alluring CTA’s: Your landing pages should always have strong calls to action: links or buttons encouraging visitors to take further action.
- Write Well: Your landing pages should also be well-written, free of spelling errors, and to the point.
Everything you Need for Effective PPC Ads
Here at Contractor Webmasters, we offer you complete PPC ad services. Our goal is to turbo-charge your asphalt & paving PPC ad campaign from local targeting to landing page optimization. We offer you the assistance you need from beginning to end, and customer conversion is always at the forefront of our efforts. Whether your business is new or well-established, call on us for PPC ad services that will take it to the next level.