HVAC PPC Advertising
HVAC PPC advertising can give you a much needed edge in an industry market that is highly competitive and one that’s swimming with companies that offer the same services.
HVAC PPC Advertising? Is it the Way to Go for HVAC Contractors?
Whether we like it or not, the HVAC industry is very competitive and running an HVAC company does come with its fair share of challenges. Regardless of how good you are at doing your job, the frustrations of waiting for the word to spread about your business can push you to the brink of madness.
Keep Your Money Close To You
You do have plenty of options open to you but these options require a huge investment up front. Things like billboards are costly and right now is not the time to take a risk with such a vast amount of currency, especially when the results can often be less than pleasing. This stress added to the additional pressures of trying to keep your team all busy and paid. There has to be an easier, more cost-effective way to drive leads to your business, right? If you really want to be in front of the very audience searching for your services, you have to go to where they are. Seems logical enough, doesn’t it? Pay-per-click puts you in the thick of the activity.
Keyword choice is key.
When you create an ad campaign with Google Ads you may feel the need to add every HVAC related term under the sun, however, that is not necessary. Every keyword you select is eating away at a chunk of your budget. If you only have 10% of the keywords converting, the rest are just eating your budget away. The bottom line is don’t be tempted to add everything for fear of missing opportunities. Remember that the more money you spend on the wrong keywords, the more each conversion is going to cost you in the long term. Focus your budget on the right keywords and drive leads instead of wasting time and money on the wrong keywords.
Target the right keywords.
If you are a first time PPC campaigner it will have to be a few months of keyword data collection through trial and error before you have enough data available to narrow it down to the keywords that produce the most leads and conversions.
Search terms are equally important.
Gather around 2 – 3 months worth of data from your active Google Ads account and use the filter to determine the search terms that led to conversions on that campaign. This is also vital in calculating your ad spend.
Reduce wasted money on ad spend.
Use the report you generated for search terms and direct your ad spend to the terms that led to conversions. Don’t spend on those that didn’t. Using the reverse filter method you can identify the search terms that didn’t convert.
Track every move.
Track your conversions accurately. This is the downfall of many HVAC companies. You will find that some campaigns produce a lot of clicks with no conversions and others may have a lot of conversions but no sales. If you aren’t tracking properly then you will be lost when it comes to determining which campaigns are worth their value to run. Make use of Google Tag Manager and Google Analytics to track your campaigns. A CRM such as Salesforce is useful to track all your clicks through to the revenue that those clicks have generated. It will be a course of trial and error but once perfected you will be set up to run a profitable campaign.
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Time is of the essence.
It is important to spend enough time managing your PPC campaign to truly benefit from positive results. You have to spend the time in the account to achieve the results you desire. Remember that if the results aren’t forthcoming, you have to work harder to reach your goals and recover the money spent on a fruitless campaign.
Get in touch with our team here at CI Web Group
HVAC companies can benefit tremendously from PPC advertising campaigns if you keep to the plan. Focus your ad spend on the right keywords, track absolutely everything. And spend the necessary time optimizing your campaign.