In an increasingly digital world, all businesses need an online marketing strategy - and construction companies are no exception. One potential tactic to consider is pay-per-click (PPC) advertising.
But is investing in local PPC worth the cost for construction firms?
Digital marketing ideas for construction companies like pay-per-click ads can generate more sales leads if executed correctly.
Below we analyze the pros, cons, and best practices around PPC for construction companies to help you decide if it should be part of your digital marketing mix.
The Benefits of Local PPC for Construction Firms
There are a few key advantages that make PPC worth exploring for construction businesses targeting local markets:
● Cost-Efficiency - You only pay when someone clicks your ad, so you can control expenditures. And PPC platforms like Google Ads provide advanced targeting options to laser-focus budget on high-intent searchers.
● Measurable Results - PPC provides clear metrics on impressions, clicks, conversions, and more, allowing for optimization over time. You can track ROI on ad spend more directly than other tactics.
● Flexibility - Campaigns can be paused, adjusted, or expanded quickly based on performance and seasonal budget fluctuations that construction companies often experience.
● Competitive Edge Locally - Many smaller construction firms still lack PPC expertise, so it's less competitive. And you can target very specific regions, cities, or zip codes.
Key Things to Consider Around PPC
However, PPC has some definite drawbacks to weigh as well when deciding on feasibility:
High Maintenance
● Campaigns require constant fine-tuning and vigilance to work. Lacking expertise internally, it often necessitates hiring an agency.
Risk of High Costs
● While flexible, campaigns can quickly become expensive if not optimized properly or if targeting overbids on broad terms.
Focus on Landing Pages
● Simply driving more traffic alone won’t convert visitors. You need dedicated landing pages and strong leads capture.
Lag Time on Results
● It takes repeated exposure over weeks or months for clicks to convert into sales. Requires patience.
Stiff Competition
● On broad terms like “construction companies,” costs are prohibitive. Need to target long-tail, geo-focused keywords.
Below we explore top best practices construction companies should follow to run PPC campaigns successfully:
Prime PPC Tips for Construction Firms
Do keyword research to identify the specific search terms your ideal potential local customers are using related to services offered. Tailor ad copy and landing pages around those themes.
Geo-target ads down to the metro region, city, or even zip code level using location parameters in Google/Bing Ads. Hyperlocal targeting allows for more cost-efficient spend.
Use negative keywords like “jobs” or “materials” to avoid irrelevant clicks that won’t convert. PPC platforms allow you to add negative keywords.
Create dedicated landing pages that align to the precise service relevant to the user’s search query, such as “Residential Home Additions.” Avoid sending all traffic to your generic homepage.
Add calls-to-action encouraging visitors to book consultations or estimates to capture lead info. Offer discounts or limited-time incentives to boost conversions.
Track ROI diligently and calculate your target customer acquisition cost threshold to determine if campaigns hit profitability over the long-term.
Consider search partners beyond Google and Bing, like Yahoo Gemini, Amazon Ads, or Facebook to open up additional channels for impressions.
Conclusion: Set Aside a Small Budget to Test PPC
In closing, local pay-per-click advertising can prove highly effective for construction companies if executed properly through precise targeting, landing page optimization, and constant performance tracking.
However, given the risks around potential high costs, it may be best for construction firms to start with a limited test budget to validate feasibility before allocating more significant spend.
If aligned closely to business goals and metrics, PPC can become an integral component of a robust digital marketing strategy for construction brands over the long haul.
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