Ready to dive into paid advertising for your home energy business? We’re here to guide you! Follow these four best practices to kickstart your PPC campaign:
1. Perform Keyword Research to Identify Relevant Home Energy Keywords
The first step in starting your PPC strategy is identifying relevant keywords for your ads. These keywords dictate where and when your audience will see your advertisements.
Use a keyword research tool, such as SemRush, to generate keyword ideas based on a core term. Keep in mind the cost-per-click (CPC) of these keywords, as this reflects how much you’ll pay each time someone clicks on your ad—aim for low CPCs to maximize your ad budget.
By finding relevant, budget-friendly keywords, you’ll position your home energy business for success with PPC.
2. Craft Compelling Ad Copy to Drive Clicks
While targeting the right keywords is essential, your ad copy is equally important for driving clicks. The ad copy is what users see in the search results, and it plays a big role in whether they click on your ad.
Make sure your ad copy includes critical information that encourages clicks. Since you have limited space, focus on the most important points. Highlight what makes your home energy services stand out—whether it’s free assessments or cost-saving solutions for homeowners—and weave those selling points into your ad text.
3. Leverage Ad Extensions to Boost Clicks
Given the limited space available in your ad copy, ad extensions offer an opportunity to provide more information and increase click-through rates.
Ad extensions allow you to display additional details, such as phone numbers or direct links to specific pages on your site. Some useful extensions for home energy PPC campaigns include:
- Price extensions
- Call extensions
- Sitelink extensions
- Structured snippet extensions
- Callout extensions
- Location/affiliate location extensions
- Promotion extensions
Make sure the extensions you choose align with the goal of your ad. For example, if you want potential customers to contact your business, including a call extension would be ideal.
4. Test and Refine Your Ads to Improve Performance
Your first PPC ad might not produce optimal results, which is why testing is essential for ongoing improvement. Continuously evaluate your ads to enhance their performance and maximize your return on investment.
You can experiment with various elements of your ad, such as:
- Keywords targeted
- Content on your landing page
- Ad extensions used
- The wording in your ad copy
When testing, make sure to adjust only one variable at a time. This will help you isolate the impact of each change and determine what’s most effective for your campaign.