At the top of our list of HVAC Marketing Strategies is Pay Per Click
Pay Per Click (PPC)
Pay-per-click marketing is one of the most effective and cost efficient modes of marketing today. It is basically a way to use search engine advertising to drive clicks to your website. And it works primarily in two ways.
- You can buy a sponsored ad at the top of Google’s search results page and assure that your business is one of the first options that shows up when someone does a search with your business keywords.
- Your business can run PPC campaigns on Facebook or LinkedIn. A targeted ad is created that appears on the FB or LinkedIn accounts of those who would be most interested in your products or services. Any time your ad is clicked, the user is sent to your website, and you pay the search engine a small fee.
An excellent and well-designed PPC ad campaign will generate a high percentage of quality leads making the fee a very worthwhile investment. So if you are wondering how to grow your HVAC business, we have some great tips for you!
Tips for HVAC PPC Marketing
We want to help you squeeze the most from your HVAC marketing strategies. That is why it is essential for your business to know and implement an HVAC PPC marketing campaign. Most of the best PPC practices revolve around the research and use of keywords!
Tip #1 – Create a Dynamic PPC Keyword list
It is vital to include words and phrases in your keyword list that are:
Descriptive: they must clearly align with your business, what you do or sell.
Targeted: they must lead people to your website and get them to click through.
Extensive: you must have a list that not only includes the most common keywords but includes what are called long-tail keywords which are more specific and less common, but still effective in searches and also less expensive.
Growing: your list should continue to grow and be refined over time to stay relevant.
Building your HVAC PPC marketing begins with keyword research and continues by growing and refining your PPC list of keywords. Though the process demands time and effort, when it is done right and refined properly it becomes a continual lead-driving engine bringing clients who are interested in your services and actively searching now or in the very near future directly to your website.
Tip #2 – Carefully Manage your PPC Campaign
It is not enough to get a PPC Campaign started, you must continually manage and refine for better results. When HVAC PPC Marketing campaigns are continually optimized for SEO they become ideal vehicles for building your customer base and maximizing the Return on Investment (ROI) of your business.
By regularly assessing the performance of your PPC ads and adjusting them you can maximize the quality and number of your leads. A few cheats to help you in that process are:
- Continually add relevant new keywords to your PPC campaign.
- Optimize your ad groups by making them smaller, more relevant and more targeted. This will improve your click through rate and overall Quality Score with the search engine.
- Expand and Refine Landing Pages by revising Calls to Action (CTAs) so they are more responsive to search queries and lead to more click throughs and conversions.
- Identify expensive keywords, especially ones that aren’t performing well, and remove them.
Tip #3 – Team Up With Social Media
One of the cutting edge areas of marketing is to harness the growth of social media, 60% of small and medium businesses report gaining new customers through the use of social media. The explosion of social media has created wide ranging opportunities for getting your business message spread far and wide.
Fish where they Bite
It seems crazy but the average person today spends 2.5 hours on social media daily. This is where people are interacting with others and increasingly are getting information and receiving advertisements. Staying relevant means going to where people are engaged and active. By building a presence on social media, answering questions and building relationships you will be fishing where people are biting.
“42% of marketers report that Facebook is critical to their business.”
Use as many Social Media sites as you can to place PPC ads, connect with potential clients, deliver your newsletters, videos and/or blogs, etc. Facebook, LinkedIn, Twitter, YouTube as well as other social media outlets will help you build your brand and your business!
Final thoughts
Getting your HVAC PPC marketing off the ground is easier said than done. The good news is that you have options. You can hire a marketing guru for your business, to lead this process and contract with a team of marketing experts who will carry out the step by step strategy. Or you can approach a full service marketing agency with your goals in mind, and work with them to develop and grow your quality inbound leads for your business.
Here at zo agency we work to build long term relationships with our clients. We call it Tribe!
We will work diligently to discover your vision, your passion, your needs, your hope and dreams for your business and then will create an overall marketing plan that meets your needs and fits your budget. Visit us today at www.zo.agency
