How to Accelerate Your Lead Flow with PPC For Plumbing & HVAC Contractors
On this episode of the Plumbing & HVAC Internet Marketing show we talk all about Pay-Per-Click Marketing and how you can drive more calls, leads & sales by properly leveraging Paid Search.
Watch the full training video by clicking below:
PPC is the key to unlimited scalability in terms of lead-flow for your Plumbing or HVAC Business. (With paid search you have a lever that you can turn on demand to increase traffic & calls into your Plumbing or HVAC Business).
On this episode you will learn:
Discover how the AdWords engine works - You have to understand how the AdWords auction process works if you intend to succeed with paid search -quality & relevance is the answer.
The secrets to maximizing quality score - In order to drive lower cost per click & ultimately cost per lead - Ad Groups, the right keywords, compelling text ads, site links & strategic landing pages are critical
Proven examples that you can swipe & deploy - We will share our proven winners as it relates to keywords, ad groups, text ads, & landing Pages.
The KPI's & how to track them - You should not invest a penny into AdWords or any other form of paid search without the proper tracking in place to gauge your cost per lead…
NOW…before you say “PPC Does Not Work…”
I want to encourage you to invest an hour of your time learning about the latest changes in Google AdWords, Paid Search and how PPC can actually be the key to almost unlimited scalability in terms of LeadFlow for your Plumbing and / or HVAC business.
Even if you have invested thousands of dollars in PPC in the past and gotten no return…I can assure you…with the right strategy & setup (which I will be showing you on the webinar) you can get a great 3-7X ROI via Paid Search.
Why most PPC Campaigns FAIL
Fail to understand the AdWords Auction Process and the complexity of the Plumbing / HVAC Industry
Setup only ONE ad group for all services (plumbing, emergency plumbing, drain cleaning, water heaters, AC Repair, Heating Repair, etc)
Don’t use specific text ads and landing pages for for groups of keywords
No strong call to action or OFFER on the landing page
How to structure your PPC Campaign
Conversion tracking is a MUST
Your campaign must be broken to to smaller ad groups targeting the various services that you provide so that your text ads match what the person typed
Make sure you have a strong understands of keyword match types & don’t forget about negative keywords
You need to write compelling text ads that resinate with what the customer typed and entice them to click on you vs. the competition
Leverage Ad Extensions to make your Ad Stand out on the Page
You have to land visitors on solid-well thought out pages on your site that are built to convert
Ongoing split testing, tweaking & fine tuning
Conversion Tracking Essentials
Dynamic number sapping with different phone number for PPC traffic vs. organic or direct traffic
A keyword pool with dynamic number swapping so that you can track phone calls back to the keyword & campaign
Webform Tracking
Conversion tracking built into your Ad Words campaign to determine which AdGroup generated the lead
Most Important KPI's
Total Spend
Average Cost Per Click
Average Cost Per Lead (Calls & Web Forms)
Plumbing - $25 - $40 per lead
HVAC - $45 - $70 per lead
Return on Investment
You need to have a DASHBOARD:
If you can track TRUE ROI..even better:
Ad Groups for Plumbing
Ad Groups for HVAC
Questions to ask your PPC Provider:
How much of my budget will go to Google AdWords Spend vs. Management Fee’s
What type of tracking will you be putting in plac...
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