The Dos and Don'ts of PPC Advertising for Construction Companies

Dos and Don?ts of PPC advertising for construction companies

Pay per click advertising should be a key component of an overall internet marketing strategy for most medium sized businesses. In order to get the maximum return on your investment, you need to be smart about setting up and managing your campaigns.

Relevance is key when creating any kind of paid search campaign. It is important that users find your content pertinent to the search they have initialized. Without consistency between the search, the ad, and the website, the user?s navigation becomes disconnected and usually will not result in conversion.

Here are a few Do?s & Don?t of PPC Advertising for construction companies:

DO Select keywords that are highly relevant to the product or service you provide.

Example: If you are a construction company providing commercial renovation services, keywords of high relevance would be:

??Commercial Construction Company
??Commercial Building Renovations
??Office Building Construction

DON?T Select keywords that advertise products or services that are not evident on your website.

Example: If your website focuses solely on commercial renovations, yet you do offer residential renovations, DO NOT bid on keywords of this nature.

It is important that a users visit is as relevant as possible, there for the landing page they view must directly associate with their search query.

DO Create an in-depth negative keyword list, ensuring that your ad will not appear for searches unrelated to your product or service.?

Why pay to advertise when someone is search for a free service?

Example: If you do not want your ad to appear for the term ?free? you would add it to your negative keyword list. This would prevent your ad from displaying for searches like:

??Free Commercial Construction
??Commercial Renovations For Free

DON?T List promotions in your ad copy that are not visible on the landing page.

Example: Do not advertise ?Free Consultations? if the call to action is not clearly displayed within 1 ? 2 clicks of the landing page. Not only is this against Google?s advertising policies, it doesn?t look credible?to users who have entered your site via your search ad.?

DO direct users to a landing page that is highly relevant to their search query.

Example: If a user is searching for a ?General Contractor? it is imperative that your landing page is targeted towards this service. Directing them to a page associated with ?Renovation Costs? will appear unrelated and they will proceed to exit the site.

DO use custom geo targeting to specifically select the areas you wish to target.

Example: As a result of specifically selecting the cities/provinces you wish to target, you have the ability to make your ad copy appear even more relevant to searchers.? Including geo targeted keywords like: ?Oakville? or ?Mississauga? allows you to reach users on a more local level, improving your overall?click through?and conversion rates.

In order to maximize a users over all search experience, relevancy is crucial. By creating a cohesive theme between the searchers initial query and their final navigation on your website, you improve the overall visitor flow. A campaign that is able to successfully complete this challenge can expect a significant increase in conversions and high ROI.

Want to learn more about using the web to drive sales? Download our Guide to Capturing Better Sales Leads Online.

Source: http://blog.yourwsiadvantage.com/the-dos-and-donts-of-ppc-advertising-for-construction-companies/

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