The fundamentals of pay-per-click (PPC) advertising are relatively simple: research your keywords, set your bids, and design your ads and landing pages. However, the real challenge lies in executing each step effectively to maximize your results.
To help your construction company reach more clients and boost your PPC performance, here are eight essential strategies to refine your PPC campaigns:
- Target Branded Keywords
When crafting your PPC strategy for your construction business, targeting the right keywords is crucial for connecting with the most relevant audience. Branded keywords are particularly effective. These include your company’s name or unique terms related to your brand. For example, if your business is named “TopTier Construction,” using branded keywords like “TopTier Construction Services” helps you reach users specifically searching for your company. The advantage of branded keywords is that they attract people already familiar with your brand, making them highly valuable leads likely to convert. - Utilize Negative Keywords
Just as important as selecting the right keywords is excluding the wrong ones. Negative keywords help refine your PPC campaigns by preventing your ads from appearing in irrelevant searches. For instance, if you specialize in commercial construction and your ads start showing up for “residential construction,” you can add “residential” as a negative keyword. This ensures your ads are only shown to those searching for commercial construction services, optimizing your ad spend and improving your campaign’s efficiency. - Create Custom Audiences
To further target your PPC ads, consider creating custom audiences in Google Ads. This feature allows you to target specific demographics such as:
- Age
- Gender
- Occupation
- Location
If your construction business primarily serves commercial clients in a specific age range or location, custom audiences help you focus your ads on these groups. For example, if most of your clients are business owners aged 35-55 in New York, you can tailor your ads to this demographic, enhancing your campaign’s relevance and effectiveness.
- Use Display Ads
While search ads are the most common form of PPC, display ads offer a valuable alternative. Display ads appear on third-party websites, allowing you to reach potential clients even if they’re not actively searching for construction services. This can increase brand awareness among users who may not have considered hiring a construction company until they see your ad. You can target display ads to websites related to construction, real estate, or business services, aligning your ads with sites that your potential clients are likely to visit. - Harness the Power of RLSA
To maximize the effectiveness of your PPC campaigns in the construction industry, it’s crucial to target users who have already shown interest in your services. Remarketing Lists for Search Ads (RLSA) is a powerful tool that allows you to reach people who have previously visited your website. By tracking users who have viewed specific pages or engaged with your content, you can tailor your ads to re-engage these prospects. For example, if a user visits your page about commercial renovation services, you can target them with ads related to that specific service, increasing the likelihood of conversion. - Use Ad Extensions
Ad extensions enhance your PPC ads by providing additional information and increasing their visibility. Instead of a basic ad with just a title and description, ad extensions can include extra features like:
- Site Links: Direct users to specific pages on your site, such as portfolios, testimonials, or service areas.
- Call Extensions: Display your phone number directly in the ad, making it easy for potential clients to call you.
- Location Extensions: Show your business address, helping users find your office or job site location.
- Callout Extensions: Highlight key selling points or unique features of your services, such as “Licensed and Insured” or “Free Consultations.”
These extensions can make your ads more appealing and informative, potentially increasing your click-through rates and driving more qualified leads.
- Watch Competitors
In the competitive world of construction, keeping an eye on your competitors’ PPC strategies is essential. Analyze their ads to understand which keywords they target, what messages they use, and how they position their services. By observing their strengths and weaknesses, you can identify opportunities to differentiate your ads. For instance, if a competitor’s ads focus on residential projects, you might highlight your expertise in commercial construction to capture a different segment of the market. Use this information to refine your own PPC strategy and stay ahead of the competition. - Monitor Results
Launching your PPC campaigns is just the beginning. To ensure ongoing success, you need to continuously monitor and analyze the performance of your ads. Google Ads provides various metrics, such as:
- Click-Through Rate (CTR): Indicates how often people click on your ads after seeing them.
- Conversion Rate: Shows the percentage of users who complete a desired action, like filling out a contact form or requesting a quote.
- Cost Per Click (CPC): Helps you understand how much you’re paying for each click and whether it aligns with your budget.
Regularly reviewing these metrics allows you to identify what’s working and what needs improvement. You can adjust your bids, optimize your ad copy, or test different landing pages to enhance performance and achieve better results.