PPC Advertising Could Be What Is Missing From Your HVAC Company’s Marketing Strategy

PPC Advertising Could Be What Is Missing From Your HVAC Company’s Marketing Strategy

HVAC installation and repair belongs to the category of businesses that have no use for advertising gimmicks.  It helps to make your company’s vans eye-catching enough that, when people need their air conditioning or heating system repaired, they will remember the name of your company so they can Google it, but this type of local publicity is easy to achieve.  All you need is a catchy name with rhymes or puns, or perhaps a business owner with a striking physical appearance; if you have a long, white beard, then you should go full Santa Claus and wear suspenders in the picture of you on the company vans.  Despite this, the factor that determines whether people hire you is how well you fix their HVAC appliances and how reasonable your prices are.  You don’t need Internet gimmicks; there is no reason to send out tweets or to accumulate hundreds of Facebook friends.  You do need an Internet presence, though; your business needs a website, and you should also list your contact information on online business directories.  These are fairly easy to do on your own, but pay-per-click (PPC) advertising is not.  PPC advertising is an effective way to market your local small business online, but it is difficult to get a return on the investment you put into a PPC advertising campaign unless you have professional digital marketers orchestrate the ad campaign for you.  High Converting Media has an excellent track record when it comes to profitable PPC advertising strategies for small businesses, including HVAC companies.

How Pay-Per-Click Advertising Works

Based on the name, you might assume that PPC advertising is when you pay someone to click on your website in order to boost your SEO rankings, but it is something different.  (There is a gray hat SEO technique where clients pay click farms to click on their websites, but this is not PPC advertising.)  PPC advertising involves buying advertising space wherein your ad displays above the organic search results on Google.  When the user clicks on the ad, it takes them to a landing page, which is the online equivalent of a full-page ad for your site; the landing page contains an online contact form, a button to call your company (when it appears on mobile phones), and a link to your website, as well as a few hundred words of advertising copy.  Instead of paying Google simply to display your ad, you only pay every time someone clicks on your ad; a click usually costs between one and two cents.  Businesses bid on keywords that will trigger the display of their PPC ads.

Why PPC Advertising Is Important for HVAC Businesses

Many customers Google HVAC businesses because of an urgent need for their services; someone who is sweltering in the summer because of a broken air conditioner or freezing in the winter because of a broken heater needs to contact an HVAC repair company now.  They will click on the first thing that Google shows them, which is usually an ad.  If your competitors invest in PPC advertising and you don’t, you will be losing out on a lot of business, even if your company’s website is so awesome that it consistently ranks first among the organic search results.  There are only so many HVAC systems within driving distance of you, and you and a small number of other companies are competing for all of them.

How to Conduct a Successful PPC Advertising Campaign

The word count of a PPC ad and a landing page do not add up to much, but a lot of planning and research must go into a PPC advertising campaign to make it successful.  You must decide which keywords to bid on and how much you are willing to spend per click.  You must also decide what to say on your landing page and how to design its layout for maximum conversion.  If you try to do it yourself, you risk wasting time and money with an ineffective PPC campaign.  The best choice is to entrust your PPC advertising strategy to the WordPress developers and digital marketing experts at High Converting Media.

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