The act of managing electrician PPC ads involves creating and optimizing paid advertising campaigns for electrician businesses. However, this explanation is quite basic, so let’s delve into it further.
In order to offer high-quality management of paid ads, a paid advertising company specializing in electricians needs to familiarize themselves with your needs and objectives. This knowledge is crucial in establishing the subsequent actions, as the approach to PPC advertising for a local electrician business differs significantly from that of a nationwide electrician ecommerce site.
In order to achieve success with paid advertising, it is essential for your electrician business to employ various advertising strategies and marketing tools. When it comes to pay-per-click campaigns for electricians, it is important to incorporate tactics such as:
- Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
- Increase conversions for your electrician business through qualified leads or online sales.
- Better understand ad attribution through the integration of third-party attribution software.
- Showcase social proof through case studies, white papers, video testimonials, and other factors.
- Collect email addresses, create user-generated content, and nurture relationships.
- Test the effectiveness of different ad creatives across different media and ad placements.
Marketing and Advertising Challenges Faced by Electricians
Allocating Your Online Ad Budget Properly
Understanding the strategy to spend money wisely in the world of Google Ads, which includes campaigns, ad groups, keywords, match types, negative keywords, ads, extensions, mobile ads, bidding, budgeting, and more, is not easy for an electrician.
Having to Rely on Outside Help
When you are occupied with your trade, your primary concentration is on resolving the electrical problem at hand rather than promoting and selling. As a result, this frequently necessitates seeking assistance from others, which can result in wasted expenditure.
Tips for Managing PPC for Electricians
Below are a few guidelines we recommend for conducting keyword research, audience research, optimizing landing pages/sales funnels, improving conversion rates, and creating ads.
Keyword Research Tips
When it comes to paid ads, keyword research for electricians mainly focuses on search network campaigns on platforms like Google Ads and Bing Ads. This is because Bing and Google display ads specifically based on the search queries that align with your electrician business’s target audience.
If someone wanted to find an electrician business in their area, they could search for “local electrician” on a search engine. Understanding the importance of focusing on that specific phrase would not necessitate extensive keyword research.
If the electrician business needs to increase their advertising reach because the exact match keyword doesn’t generate enough search volume, they would need to conduct keyword research to find a solution.
Audience Research Tips
When discussing scaling social media ads for electrician businesses’ paid advertising campaigns, audience research is commonly mentioned. Nonetheless, it’s important to note that Bing Ads and Google Ads also provide options for audience targeting.
Let’s examine the history of audience research and targeting in the Facebook Ads platform, taking it one step at a time.
In previous years, advertising managers with a focus on electricians heavily depended on the creation of their own custom audiences on Facebook. One of the highly attractive aspects of Facebook Ads was its capability to gather user data, which electrician advertisers eagerly utilized.
Over time, custom audiences were affected by both data privacy and machine learning.
Landing Page Optimization Tips
When running paid advertisements for electricians, it is crucial to prioritize a high-quality landing page.
To begin managing a paid advertising campaign for electricians, our first step is to review the landing pages to ensure they adhere to best practices. The following are some of the factors we consider during this evaluation process:
- Is there a benefit-focused headline?
- Are there any images above the fold?
- What is the quality of the content? Is it well written?
- Do you have a lead form I can use right away?
- Are the call to actions easily noticeable?
- Does the page load quickly?
- Is social proof present?
- Am I able to load the page on a mobile device?
Many factors contribute to the creation of quality landing pages.
Conversion Rate Optimization Tips
To make informed advertising decisions, it is crucial to have a clear understanding of your conversion rate. While the average conversion rate typically falls within the range of 1-3%, it significantly varies depending on industries, products, and services.
To help demonstrate the effect of conversion rates, let’s go through a simple scenario step by step.
- You sell a $100 product or service on your website.
- You have a 1% conversion rate, meaning for every 100 people who visit your site you sell 1 product or service.
- You have a $1.00 average cost per click (CPC), meaning for each person who visits your website you spend $1.00.
- To sell 1 product or service, you need 100 clicks from paid advertising, which would cost you $100. This is known as your cost per acquisition (CPA).
- Your return on ad spend (ROAS) would be 1x, meaning for every dollar spent in paid advertising you get one dollar in return.
When jumping into new client accounts, it is unfortunate that we frequently encounter this kind of return on ad spend, which would not be considered acceptable for most electrician businesses.
In order to enhance the situation, you decide to employ a PPC advertising company to make adjustments to your campaign settings, ad creative content, and landing page experience.
Structure Your Ad Campaigns by Location
The location where you are situated can significantly impact your likelihood of acquiring a client in the trades. For instance, when searching for a plumber in Hingham, MA, I am more inclined to choose one located within a 3-mile radius of my current location, rather than one situated in downtown Boston. Since manual labor often involves urgent circumstances, close proximity is crucial.
This is a factor that advertisers must always consider when setting up and organizing their campaigns.
Cater Your Ads to Targeted Locations
Continuing from the previous tip, it is crucial to remember including the location in your ad text. Even if your targeting and keyword strategy is excellent, if the ad copy does not prominently feature the location, a competitor’s ad with more detailed information will probably get the click instead of yours.
To achieve more actionable outcomes from searchers, it is important to be clear about the location and avoid any ambiguity.
Run Competitor Campaigns
Having a competitive strategy in place for blue-collar advertisements is crucial in order to stay ahead of your competition. It is common for searchers to seek out a particular electrician company, specifically one that is known or has been recommended by someone they know. This presents an opportunity to outshine that company by bidding on keywords related to their competitors.
Create Authentic and Trustworthy Ad Copy
The success of your website traffic or receiving direct phone calls from your ads heavily relies on your ad copy. This is particularly important in industries where customers frequently compare businesses in close proximity to each other. Therefore, carefully considering and strategizing ad copy is crucial in such situations.
Let Your Customers Speak for You
When a contractor or electrician is scheduled to visit your home for a repair, consumers are understandably wary of potential scams. We are familiar with stories where individuals pay exorbitant amounts of money to fix their chimney, only to encounter the same issue the following week and find out that the contractor has disappeared.
Customer testimonials are more important than ever due to the following reasons.
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