How HVAC Contractors Can Leverage Pay Per Click Advertising
If you’re new to digital HVAC marketing, you might be intimidated by Pay Per Click (PPC) advertising. However, once you start working with an expert in PPC for HVAC companies, you will find that digital marketing with PPC ads is cost-effective and generates qualified leads consistently. In fact, leads begin to qualify themselves before they contact you.
But, how does PPC HVAC marketing work? How can you leverage PPC ads to grow your business?
What is HVAC Pay Per Click Marketing?
Keeping your HVAC business healthy and growing means consistently finding new leads interested in what you do. But, you may not have time for finding new leads other than referrals from your existing customers. Like any business, you lose customers for various reasons – because they move out of the area, decide to bring HVAC maintenance in-house, or other circumstances change. To help your business stay profitable when customers leave, you need to find new prospects in your local area who are interested in your HVAC services.
Is PPC Digital Marketing?
PPC is a form of digital marketing using paid ads to drive leads to your landing pages to convert.
Let’s unpack that a bit. PPC is a type of paid ad that appears on search engines. If someone clicks on the ad, you pay a predetermined fee.
Leads are people who click on your PPC ad after searching for HVAC companies.
A landing page is the destination page that is linked to the PPC ad. After clicking on your ad, the searcher lands on the page (hence landing page).
In some ways, this is similar to traditional ads where you advertise on TV, and viewers call for a quote. The differences are that PPC ads are more cost-effective and that you can track people’s behavior after clicking.
The goal for PPC ads is to convert leads to giving you their contact information in exchange for receiving valuable content or another free gift. Once you have their contact information, you can start a relationship that results in adding them to your customer list. Most of this can be done automatically, without your active input. Then, you can spend your time where most needed, working on your core business, selling and maintaining HVAC systems.
Working with a Professional HVAC Marketer
Digital PPC advertising can become time-consuming and confusing, especially if you are working with it for the first time. Working with a digital marketing agency experienced in the HVAC industry will give you the best work balance. They will handle the marketing details and you can focus on working with the resulting qualified leads.
Types of PPC HVAC Ads
Since Google is the largest search engine, they also have the biggest PPC ad program called Google Ads. Their ads appear on the search engine results pages (SERPs) above organic search results or in a column on the side. A PPC ad can look like an enhanced search result, but they also appear in other formats. PPC ads can also be found on websites throughout the internet as display ads, remarketing ads, and more.
There are similar ad programs from Microsoft and Yahoo, as well as ad programs on social media sites like Facebook and Twitter. All of these ads target people that have already shown interest in your HVAC products and services based on their behavior.
Using the Right Keywords
Keywords are the words and phrases searchers type into the search bar when looking for HVAC services. Google will match those queries with your PPC ads that use the same keywords.
Understanding which keywords to use for your ad targeting requires keyword research. Since your competitors are trying to reach the same customers as you are, it’s important to select the right keywords to net good results.
Finding the right keywords for your ad campaigns takes expertise and testing. This is one area where an experienced digital marketer can help you succeed with your campaigns. They have the tools to do in-depth keyword research and test a variety of ad formats and ad messages until they discover the ads that generate the most leads.
Creating HVAC Landing Pages
Once someone clicks on your ad, you need to have somewhere for them to go. Landing pages are the next step in qualifying your leads. A dedicated landing page is the best choice to send people when they click your ad. You can track their behavior starting with where your lead clicked an ad, and which ad they clicked. Then, once they arrive on the landing page, you can track what they do next.
The goal of your landing page is to convert leads. Your PPC agency can help you create the best landing page that will result in the most conversions. Conversions are specified behavior such as:
- Watching a video
- Asking for educational content
- Getting a quote
- Joining an email list
- Clicking on another link
Since this process can be automated, you don’t have to spend any time on it until they are ready for a quote.
Finding Your Key Performance Indicators (KPI)
As you work with your digital HVAC marketing agency, you will discover your KPIs through behavior tracking. Behaviors you track may include conversion rate, number of conversions, click-through rate (CTR), number of clicks, which ads drive the most conversations, where leads go after landing on your page, etc.
Once you tally up your tracking metrics, you can determine which metrics are KPIs that drive revenues and profits. Those are the behaviors you want to repeat and scale.
Managing PPC Campaigns
There are a lot of elements to coordinate when managing PPC campaigns, and they can change depending on factors you can’t control – seasons, business climate, news trends. However, you can refine your campaigns through A/B split testing, to get the best return on your investment (ROI) in PPC ads.
Periodic keyword research and A/B testing will keep your campaigns fresh and on point to consistently drive new business your way.