What is Pay-Per-Click?

Pay-per-click or PPC advertising is a type of marketing wherein advertisers only pay a fee when one of their ads is clicked. The goal of a PPC ad is to get the person who clicked on it to finish an action such as signing up for an email subscription list or purchasing a product.

Why should Construction Companies use Pay-Per-Click Marketing?

So while PPC marketing is heavily being made use of by businesses across a number of industries, it is still vital to continue SEO marketing efforts as well. PPC advertising and SEO should work in tandem rather than the former replacing the latter.

PPC sounds very similar to something called cost-per-click or CPC. But the two are quite different.

What is Cost-Per-Click, and how is Cost Per Click Calculated?

Cost-per-click is the price you pay for each click in your PPC campaign. You should set your CPC at the maximum price that you are willing to pay-per-click, which is also known as “maximum CPC bid.” You will never pay more than this amount, but you more than likely will end up paying less. What you actually pay depends on the following equation: (competitor’s ad rank/your quality score) + 0.01 = Actual PPC.

Budgeting Cost-Per-Click Marketing for your Construction Business

You can choose between manual bidding (where you choose your own bid amount) and automatic bidding (where you set a daily target budget and Google Ads system adjusts your maximum CPC bids on your behalf so that the maximum number of clicks possible are obtained within that budget).

If you are to gain the most out of PPC advertising for your construction company, you need to do meticulous planning to ensure that your campaigns are successful. Below are some points that you should remember when starting PPC campaign management.

Do Meticulous Keyword Research

First, you should decide what types of keywords you would like to use. Your list can include branded keywords, service- or product-related keywords, high intent keywords, and feature-specific keywords. Using a keyword research tool, you should add to your list and refine it. Once you have a final list of keywords, you need to group all of them into ad groups. Ad groups are groups of keywords that users search for to see an ad campaign.

Write Compelling Ad Copy

Your ad copy is the main text in the advertisement. Most businesses write copy just to include keywords. But while this may satisfy Google, it is not how you entice customers. You will have one chance to make a good impression with your ad. The main body of your ad copy should not sound salesy; instead, it should talk about what benefits your company will give to the reader. The best copy should be in the first two headlines and the first description line

Design Attractive Landing Page

The PPC ads you pay for shouldn’t just lead to a page on your website. Your SEO (Search Engine Optimization) marketing efforts should do that. Landing pages are created to convert traffic and get visitors to complete an action. So when you are designing yours, everything from the headline to the images and layout has to be carefully planned out. All landing pages should be a compelling headline, a relevant image, a form, and a thank you page.

How to Convert PPC Traffic to Get Leads

Unlike other types of marketing like search engine optimization (SEO), PPC generates instant results. This is what makes PPC ads perfect for special promotions, limited time promotions, and events. They are also great for promoting niche keywords and phrases and non-SEO web pages. For construction companies, two types of actions can help you with conversions – phone calls and online forms.

If you are getting traffic but no conversions, you need to revaluate your marketing strategy. Several things go into getting more conversions. This includes understanding your target audience, targeting the right audience, making your value proposition clear, writing compelling copy and noting what works.

PPC advertising for construction companies is a way for you to grow quickly. If you were not already doing PPC advertising, now you know how to use PPC to build your construction business. Because you don’t want to miss out on the valuable clicks, leads, and sales that you could be getting every day. If you are looking for PPC services, PPC for contractors, or PPC campaign management you need not look any further than a marketing agency.

CMGurus offers construction marketing services that will get you ahead of the competition when it comes to pay-per-click marketing.