Pay-Per-Click Advertising for Home Services Businesses


When you are operating a local small business, digital marketing is probably low on your list of priorities; many small business owners assume that if they have a website, and if the business is listed on local business directories online, then that is as much digital marketing as you need to do.  Besides, you hardly have any free time to devote to marketing, between invoicing, making sure all your bills are paid on time, and of course performing the services that your company advertises.

Why Local Small Businesses Need Digital Marketing

When the Internet makes you feel like the whole world is falling apart, put down your devices and look around at your local community.  You will see local businesses that provide valuable services to people in your city and employment opportunities for the inhabitants of your city.

 

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Pay-Per-Click Advertising for Home Services Businesses

When you are operating a local small business, digital marketing is probably low on your list of priorities; many small business owners assume that if they have a website, and if the business is listed on local business directories online, then that is as much digital marketing as you need to do.  Besides, you hardly have any free time to devote to marketing, between invoicing, making sure all your bills are paid on time, and of course performing the services that your company advertises.  In fact, online marketing is at least as important for home services companies as it is for local businesses that operate out of a storefront location, such as restaurants.  Some aspects of digital marketing are easier for business owners to do by themselves than others.  While you might be able to build a serviceable website that ranks on the first page of Google search results, pay-per-click (PPC) advertising works best when done by professionals.  The WordPress developers and digital marketing experts at High Converting Media can operate successful PPC advertising campaigns for your home services business.

Why Local Small Businesses Need Digital Marketing

When the Internet makes you feel like the whole world is falling apart, put down your devices and look around at your local community.  You will see local businesses that provide valuable services to people in your city and employment opportunities for the inhabitants of your city.  Some of these are home services businesses, such as the following:

  •   Flooring installation
  •   Swimming pool installation and maintenance
  •   Gardening and landscaping
  •   Interior decorating
  •   Home renovation and remodeling
  •   Pet sitting, dog walking, and dog grooming
  •   Gutter cleaning
  •   Window washing

Word-of-mouth advertising helps local home services businesses find new customers, but most new customers first find out about the business through Google searches.  There is a lot more to online advertising than simply buying advertising space on websites that you think your prospective customers will visit.  You need an integrated strategy that will persuade Google that your company is the one that customers in your local area want to hire; in other words, digital marketing is about making Google promote your business in ways that only Google can.  This involves techniques such as website design, search engine optimization (SEO), and pay-per-click (PPC) advertising.

What Can Pay-Per-Click Advertising Do That Search Engine Optimization Cannot?

Some business owners mistakenly think that digital marketing is nothing more and nothing less than SEO, but this is a mistake.  SEO is about getting your site to appear first on the list of organic search results for a search term related to your line of work and your geographic area.  If you can rank first for search terms that really matter, like “gutter cleaning Monmouth County” or “above ground pools Elkhart,” then you have achieved an important goal.  SEO is about proving that your business is reputable, but PPC advertising is for special promotional campaigns; think of it as running an ad in a newspaper for a Memorial Day sale, except doing it on Google for whatever occasion you think will cause more people to seek out businesses like yours.

PPC ads appear above the organic search results, and they are marked “ad.”  If you want Google to display a PPC ad for your business, you must bid on the search term that, when entered by a user, will cause your ad to display.  All the businesses that want their PPC ads to appear in response to the same search term place bids on the search time, and the highest bidder gets their ad displayed the highest.  You express your bid in terms of how much you will pay Google each time a user clicks on your ad.

It would be too expensive to run PPC ads constantly; most of the time, SEO is what brings new visitors to your site.  At certain times of year, though, certain home services are in high demand.  These are when you will want to run PPC ads.  Building a successful PPC ad campaign requires a lot of practice figuring out what works; therefore, it is best to put the professional digital marketers at High Converting Media in charge of your ad campaign.

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