5 Steps That Will Enhance Your Construction Company’s Return On Investment From Pay Per Click Advertising
One of the quickest ways to generate increased traffic to your construction company’s website is by using paid advertising and, in particular, pay-per-click advertising, such as Google Ads or Facebook Ads. However, you must approach the use of pay-per-click advertising with a plan and ideally follow the five steps which an expert digital marketing company advise that you should follow.
We presume you want a good return on the investment you will make in paying for pay-per-click traffic, and by following the five steps outlined below, you have a much greater chance of realising that return. If, instead, you create a pay per click campaign with none of these steps being part of that process, then you are almost certainly not going to see a significant return, and worse, you could even see much of your advertising budget wasted. Here are the five steps:
Spy On Your Competition
We are not talking about you emulating James Bond but instead giving yourself a chance to emulate the success your competition might be having with their pay-per-click ads. By spying, we mean for you to look for ads on Google and Facebook relating to your business sector and determine what is good and what is wrong about them. Read through the ad copy and look at any images used for ideas about the standard you should aim for.
Focus On The Most Cost-Effective Keywords
Many business owners use up their entire ad budget far too quickly because they target the most competitive keywords, meaning they pay the highest cost per click. Unless you have an unlimited budget, you should target keywords that can still produce an acceptable level of traffic to your website but are less competitive, and thus each click will cost less. Ideally, you want to balance high, medium, and low competition keywords.
Use Geographical Keywords
Unless you are a construction company operating anywhere in the world, your potential clients will likely be found within a limited geographical area. As such, when searching for a construction company, they will likely add their location to that search term. This is where you can generate a lot of low-cost traffic by adding the locations in which you operate, such as the towns and cities, to your existing list of keywords in your pay-per-click advertising campaign.
Check Every Ad For Errors
You would be amazed at the number of ad budgets that have diminished, and yet no traffic was sent to the website in question because the business owner posted the wrong URL in their ads. Just one letter out can mean disaster, so for every ad you create, do not just check the ad copy, but check every element of the campaign, including URLs, scheduled times, locations, and your maximum cost per click. The decimal point in the wrong place can be just as catastrophic as a typo.
Assess And Improve Your Ads
No ad campaign is set in stone because you can measure it, assess what is working and what is not, and then amend any aspect. This includes changing images, editing the ad copy, altering your budget, and amending your audience. However, only make one change at a time so that you can measure the difference that specific change has made, and then move on to the next amendment.