3 Top Mistakes When Doing PPC for Home Services

We've heard a lot lately about the plight of small businesses in America. Our economy is weak. Many companies are struggling to stay open after being shut for weeks or even months and the addition of new rules and regulations. It's taking its toll. Your home services company is a small business. You need to consistently bring in new clients, which means advertising. Yet, it's hard to set aside the money right now for expensive radio and television ads. How can you bring in the new clients you need without going over the budget you have to set for yourself? By advertising in a way that is incredibly successful and also inexpensive! This means learning all you can about PPC, or pay-per-click advertising. These PPC solutions for home services are a fantastic way to get your name out there, without spending the money necessary for a television commercial.

 

When it comes to learning how to market a home services business like yours, it can be very easy to make mistakes. Sure you know how to paint a house or fix a leaky faucet, but marketing online often includes a confusing amount of budgets, keywords, and technology. Mistakes that are made can seriously reduce the effectiveness of advertising online. Here are a few common mistakes you need to watch out for:

 

#1 Trying to reach everyone. In years past, you may have put a commercial on television with the hopes of reaching everyone in the city. But does everyone need their HVAC repaired right now? No. Does everyone who searches "emergency air conditioner repair" need your services? Yes! Overly-broad marketing is a thing of the past and it is time you update your way of thinking.

 

#2 Ignoring your written content. A well-done PPC strategy is a lot more than just bidding on ads. What do the ads actually say? One way to know if yours aren't written correctly is if you have high impressions and low clicks. This means people are seeing your ads but are not being enticed to click on them and move through the journey to actually become clients. The good news is that you aren't spending any money. The bad news is that you don't have a very effective ad. You'll need to go back to the very beginning to see if you made a decision along the way that needs to be corrected. It's time to find new keywords and rewrite that copy!

 

#3 Keeping your marketing strategy the same for a long period of time. Marketing is in a constant state of change. What people searched for last year may be very different from what they're searching for now during the Coronavirus pandemic. Even a few months ago, you can bet that no one was wondering if their HVAC tech would wear a mask in their house but they are now! You need to keep up on key trends and evolutions in consumer behavior.

 

If you recognize any of these mistakes as something you've been doing, don't panic. It's time you bring in experts who know exactly how to handle PPC solutions for home services. Once this professional PPC team takes over, you can get back to doing what you do best- running your home services company and satisfying your customers!