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Contractors—how do you determine the success of your pay per click PPC campaign? I’ll give you a hint; it’s not clicks. If you came to Blue Corona and told us you wanted to start a PPC campaign for your contracting business, we’d tell you (Kanye West style) that we’re very happy for you and we’re gonna let you finish, but accurate measurement and tracking is the best place (of all time) to start.
Before you spend a penny on pay per click, you need to put the right analytics tools in place and gather some baseline data. This is the only way to accurately determine the success of your PPC campaign.
It’s About Conversions, Not Clicks
Once you have accurate tracking in place, the main metric of PPC success you should focus on is not clicks, but conversions. What you really want to know is how many people are actually clicking on your ads and then submitting a contact form or picking up the phone.
Judging your PPC campaign success on clicks would be like one of your clients saying you’re a good contractor simply because you showed up for your appointment. Sure, it’s a great start, but what really matters is how well you perform the job!
The same goes for PPC—what do your site visitors do after they click your ad? Do they immediately click the back button and, presumably, click on a different listing because they couldn’t find what they wanted? Do they fill out a contact form on your website? Do they pick up the phone and call you?
So if a bunch of clicks on your PPC ads has you foaming at the mouth, grab a handkerchief. An effective PPC campaign doesn’t just get searchers to click on your link—it gets qualified searchers (a.k.a. those that are more likely to contact you about your contracting services) to click on your link.
Here’s an example:
Say you are bidding on the term “install windows” and you’re getting a ton of clicks. On the surface, it might appear as though your PPC campaign is successful, but upon further inspection, people are actually looking to install Microsoft Windows. If you don’t have “Microsoft,” “XP,” and similar platforms excluded from the search, you’re going to be paying for a lot of clicks that don’t convert!
Setting Yourself Up for PPC Success
Ultimately, in order to run a successful PPC campaign, you’ll need to tighten up your campaign to make sure you are only getting clicks from qualified website visitors. Like I mentioned above, you’ll need to do this by setting the right negative keywords, and also by setting up appropriate geo-targeting. For most local contractors, your services aren’t going to benefit someone several states away. That’s why geo-qualified PPC campaigns are extremely important for getting quality leads at a lower cost.
In addition, you also need to consider the web page your PPC traffic lands on. Is it the most relevant page for the search? Does it have a clear call to action? There’s no use driving a bunch of paid traffic to a landing page that fails to convert.
Tracking Your PPC Success
I hope you didn’t think you were getting out of this without me talking about the importance of properly tracking your PPC campaign at least one more time—this is a Blue Corona blog post after all. Most contractors – HVAC techs, plumbing companies, roofing contractors, etc. receive far more phone inquiries than email or online inquiries (the ratio can be as high as 12:1!), so it’s critical that you track the phone calls from your PPC campaigns as well as the online leads.
After you track the phone calls, you have to actually listen to and categorize each call! Most call tracking companies will record your calls, but you have to listen to them in order to determine which are leads and which are bogus. Simply basing your PPC campaign success off of gross call volume can be highly misleading! Learn more about our call tracking and call tagging for contractors.
Need Help Setting Up Your PPC Campaign?
At Blue Corona, we have a truck load of experience getting contractors more leads and sales from the web with our PPC services. And as my coworker, the famous Deborah Maselka, would say, we can execute your PPC campaign from “soup to nuts,” including:
- Setting up the proper analytics and tracking
- Keyword discovery
- Bid management
- Ad copy creation
- Ad split testing
- Landing page optimization
- Call tracking
- Call tagging
- And more!
When you’re ready to get started, 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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