FreeWebinar-D4

Prepare to Mobilize: 10 Steps to Prepare Your Business to Go Mobile
Oct. 28, 12 p.m. EDT – Learn how to get the most out of your mobile investment - Click here for details

Guest Blog


Yes, Pay Per Click Does Work for HVAC Pros

And Why It Didn’t Work for You

June 24, 2014
/ Print / Reprints /
ShareMore
/ Text Size+
Trans

Joy Gendusa
Joy Gendusa

So you gave pay per click (PPC) a try, and it betrayed your trust royally. Been there! Let me guess, you were paying like $10 for a click. And then all those pricey clicks had the gall to abandon your website, without even leaving an email address to follow up with. The nerve!

Here’s the deal: you’re not alone. We’ve all been there. There is a learning curve to this Google marketing thing. But, with a little of the right knowledge you can make PPC work for you, and you don’t have to be an online marketing guru.

Yes, it’s a pretty complicated system. No way around it. That’s why I’ve written this three-part series to help you understand how to navigate Google AdWords and turn PPC into a valuable marketing option for your HVAC business.

Part 1, this article, provides a quick overview of what AdWords is and how it works.

Part 2 will supply five ad creation tips on how to maximize your cost per click (CPC).

Part 3 will explain how to navigate the many targeting options Google provides.

Let’s do this thing!

Pay per What?

Pay per click (PPC) is marketing strategy where you run online ads through Google and only pay for the ad space when someone clicks on the ad. Easy enough, right? You pay per click. You know what these ads are, even if you don’t know it. Just do any Google search (maybe type in “air conditioning repair” to really get an idea of what your competitors are doing), and these are the ads at the very top of the search results and the far right. They should be marked by a yellow “AD” next to the link.

Google’s PPC platform is called AdWords. You need an account, and it’s free, but you should wait until you are ready to actually launch a campaign to do so, because Google prompts you to start your campaign right away. (You can always pause it later if you need to, and won’t be charged anything while it is paused.)

Paying for PPC

PPC pricing works on a bidding framework. Basically, when you create your ad, you tell Google how much you are willing to pay to have your ad show up in searches for a particular keyword, like “Denver AC Repair” or “My house is so hot!” Google suggests a good place to start, but you can bid whatever you want. Obviously, the higher you bid, the more often (and higher up on the page) your ad will appear. The way you find out what keywords are best to bid on is by using Google’s Keyword Planner tool, which looks like Figure 1 above.

As you can see, Google provides you with useful metrics on every keyword to help you find good ones to bid on. Ideally, you want to find phrases with lots of average monthly searches and low competition/bids. That isn’t always possible, but it’s a goal.

The Types of PPC Ads

There are three kinds of PPC ads.

1. Text Ads

These ads show up along with Google’s organic (non-paid) search results. They can also show up on other websites if you want (but more on that in the later articles).

2. Display Ads

Display ads are the visual banner ads you see everywhere. That’s because display ads can show up on any site in Google’s Display Network, which is huge and includes many big name sites, like CNN.com, Dictionary.com, HGTV.com, and a ton more. They look like Figure 2 above.

3. YouTube Ads

YouTube ads are the little text ads that show up on the bottom of the video when you are watching Charlie bite his brother’s finger. They are pretty standard and can be clicked on to take you to the website or you can close them.

So that’s AdWords in a nutshell. Hopefully this cleared up some questions for you. But if you are still unclear about any of AdWords functions, shoot me a question in the comments and I’ll do my best to sort it out for you.

And don’t forget to keep an eye out for the next article in this series, where I’ll give you five tips on creating PPC ads that maximize your cost per click.

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

2014 SMACNA Annual Convention

Views from the 2014 SMACNA Annual Convention in San Antonio.

Podcasts

NEWSMakers: Chris Mathis

Chris Mathis, president of Mathis Consulting Co. and vice chair of ASHRAE’s residential ad hoc committee, talks about ASHRAE’s exploration into the residential market. Posted on Oct. 17.

More Podcasts

ACHRNEWS

NEWS 10-20-14 cover

2014 October 20

Check out the weekly edition of The NEWS today!

Table Of Contents Subscribe

EFFICIENCY STANDARDS

DOE has denied AHRI’s petition for reconsideration of walk-in standards. Is it getting harder to reach consensus on efficiency standards?
View Results Poll Archive

HVACR INDUSTRY STORE

2015.jpg
2015 National Plumbing & HVAC Estimator

Every plumbing and HVAC estimator can use the cost estimates in this practical manual!

More Products

Clear Seas Research

 

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

DON'T MISS A THING

Magazine image
 
Register today for complete access to ACHRNews.com. Get full access to the latest features, Extra Edition, and more.

STAY CONNECTED

facebook icontwitter iconyoutube iconLinkedIn i con