To successfully run PPC campaigns for a plumbing company, here are certain things you need to keep in mind.
01) AD STRATEGY
Once you have the goals for running PPC campaigns decided, it becomes much easier to select a bidding strategy as per your goals. Google AdWards has a set of bidding strategies. The impression of your plumbing company ads. The view-based strategy focuses on how many clicks your ad will get.
02) AD RELEVANCE
Based on the keyword used by a user, the most relevant result is shown at the top. This principle of relevance in search engine marketing makes it necessary for you to ensure that you check for your ad relevance. The factors that determine your ad relevance are the optimum use of the targeted keyword in your ad copy, the association of keywords to your landing page and the relevance of these keywords to your target audience.
03) QUALITY SCORE
The quality score is a rating system generated by Google AdWards which rates your ad on a scale of 0 to 10. The score is automatically assigned to your ad based on each search that you selected. Getting a higher quality score would mean that you get a better rank on the SERPs and lower CPC, which will eventually result in a good return on investment.
04) KEYWORDS
If you do not have a keyword management process, you may end up using repetitive or irrelevant keywords. Start with the keyword research steps. Simply using words related to your business such as plumbing or plumber is not going to help you as there are millions of plumbers. Use tools like Google Keyword Planner, Ubersuggest, Keyword Tool.io etc. to find the keywords. Once you have a list of keywords, group them into categories so that you know which keyword to use for what type of campaign.
05) CAMPAIGN SETTING
Decide how you want to set up your PPC ad campaign for a plumbing company. Start with the type of ad campaign that you want to run. There are a few options such as search network campaign and display network campaign. Select the audience based on the device, demographics, etc. As a plumbing company, you will only be catering to customers in a certain location. Thus, choose your geographic location carefully.
06) CALL-TO-ACTION AND LANDING PAGE
If your ad copy does not have a call-to-action (CTA), your ad copy is simply a piece of content for the online users to read. You need to add a CTA to convert your leads into customers. The CTA will direct the visitors to the landing page on your website. Ensure that the landing page is relevant to the ad copy. If you do not have a CTA on your landing page, the user will not know what to do next, so include a CTA in the landing page as well.
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