Why focus on PPC advertising strategies in the home services sector?
Home services are highly sought after online. This makes them both in high demand and high supply. And that pushes CPCs to higher numbers. PPC advertising remains a powerful tool for generating leads for home services, but the online environment has become more complex and difficult.
Whether you work for an agency specializing in home services or you market i barbara radabaugh vice president of marketing n-house, finding effective strategies is essential for your industry. In this post, we’ll take a look at the most effective PPC advertising strategies tailored for home services. We’ll show you how you can maximize any budget and succeed in this competitive industry.
Let’s take a look at the entire PPC strategy process together, from campaign setup t turkey data o targeting and optimization, which will meet both short-term and long-term sales goals and help you generate quality leads and increase conversions.
Campaign strategy
The campaign strategy will depend on the length of the sales cycle.
For home services there are:
- Short sales cycles with immediate service needs such as plumbing repairs.
- Long sales cycles, such as remodeling services.
For short sales cycles
Most home services with short sales cycles will use Search campaigns . If you’re targeting repairs, it’s likely to be an immediate need, so the sales cycle could be as short as a day or even less. For example, someone might search for “local plumber” or “gas boiler service on-call.” Both potential customers are looking to quickly find a professional service for an immediate need, so a Search campaign is the best option.
Search campaigns will represent most or even all of the budget for home services, as people search online for a specific service they need urgently – right now. And they search on Google, Seznam, Yahoo or other search engines.
For long sales cycles
Some services, such as swimming pool construction, have a longer sales cycle than one day.
This allows you to test multiple campaign types simultaneously and target different stages of the journey, including:
- search;
- display;
- remarketing;
- video ads
- and maybe even Performance Max.
Ongoing services, such as janitorial services, carpet cleaning, pest control, etc., can have short or long sales cycles. Customers don’t always need immediate contact. People often look for long-term providers without urgency. These services can benefit from search and other types of targeting campaigns.
Display campaigns with longer sales cycles can target audiences likely to be interested in ordering a service, interest-based audiences, remarketing