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If you own a contracting company and you’re interested in growing your business, you’ve probably accepted that the yellow pages no longer offer a high advertising return on investment and you’ve started to put those advertising dollars into online marketing—like pay per click (PPC).
Does your company already invest in PPC advertising? If so, we’ve compiled a list of the best PPC ad extensions for contractors. (If I lost you at “ad extensions” or even at “pay per click,” this is not the blog post for you. I suggest you start with our “Is Pay Per Click Worth It?” blog post.)
At Blue Corona, we have a truck load of experience getting contractors more leads and sales from the Web with our PPC services, so keep reading for our tips on which ad extensions to use, or contact us today if you want help getting started with a PPC campaign.
According to Blue Corona’s resident PPC expert (and arguably the best dressed male in our office), Sean Kelly, call extensions are the most essential PPC ad extensions for contractors. Call extensions display the contractor’s phone number next to the headline of the ad or below the ad—enabling the searcher to contact the contractor without clicking on the ad.
Another way contractors can increase the click through rate on their PPC ads is to include sitelinks:
Sitelink extensions should be used to highlight the promotions and price-point advantages of the contractor. They increase the online real estate of the ad and can potentially increase the legitimacy of the ad in the eyes of the searcher.
In addition, a recent Google update allows you to add sitelink descriptions (AdWords previously chose text from other ads for sitelink details).
According to Google,
“In our testing, users have reported that sitelinks with additional detail were more useful and relevant, and click through rates were significantly higher than the same ad with traditional 2- and 3-line sitelinks.”
Google recently announced the beta release of AdWords review extensions, which will allow advertisers to include third-party review snippets in their ads.
So why are Review Extensions such good news for contractors? According to Google,
“Richer information about your business can help potential customers understand why your product or service is right for them. Advertisers have long found it valuable to show positive reviews, awards, or accolades in their ads. Today, we’re bringing this capability to your search ads. With review extensions (beta), you can show accolades from reputable third parties right in your search ads.”
By including a review extension in your PPC ad, you are providing social proof for customers considering your services. Including this directly in your PPC ad can help improve your click through rate, and ultimately, your conversion rate.
Location extensions are nothing new—they simply allow you to add your business address to your ad. For contractors with showrooms, the location extension can be an extremely useful addition to your local ads.
Need Help Setting Up Your PPC Campaign?
Savvy contractors know that the key to getting more leads and booked jobs from the Web is to maximize your first page real estate on search engines like Google. If you own a contracting business and you’re not testing and investing in pay per click (PPC) advertising, you’re missing out.
At Blue Corona, we have a proven pay per click setup and management system specifically designed for contractors. So if you need help setting up your PPC campaign, give us a call.
About The Author:
Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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