If you want to run a successful HVAC company, you have to be more than good at your job. People have to know that your company exists and, to do that, you have to run an effective PPC campaign that will bring in new customers to your business.
Referrals from previous customers are great and can generate a lot of unique and repeat customers, but this method can be slow and unpredictable. Advertising avenues like radio ads and tv commercials can be very effective, but they are costly and if done incorrectly, they can turn customers away.
Today, you can do most of your company advertising online using the Pay-Per-Click, or PPC, marketing strategy. When done properly, this method of advertising can generate continuous, well-targeted leads and streamline your customer acquisition.
A bad pay-per-click marketing strategy, however, can cause a waste in ad spending and low customer acquisition. Here are some common PPC mistakes to avoid when marketing your HVAC company.
When people search for a service online, they use keywords to find what they need. A common mistake HVAC companies make when starting their PPC campaign strategy is not imagining the proper keywords a customer may use.
If your HVAC company is posting an ad, using keywords like “good customer service,” “affordable,” or “friendly” will not help people find your company. Your company may have all of those qualities, but if a potential customer is looking for an HVAC company, they are probably not going to use those keywords.
Using keywords like “heating repair,” “AC unit repair,” “ductless heating,” or “heating service” would most likely yield better results because these are the keywords that people will most likely search for.
HVAC companies should also avoid using not enough or too many negative keywords.
Negative keywords are search terms that you want your campaign to avoid during a search. Having too many negative keywords will make it so your ad doesn’t show up at all and having too few can cause wasted spending on keyword searches that are not properly targeted and yield few results.
If you are an HVAC company, another common mistake to avoid is not having a landing page or having a very generic landing page.
If someone looks for your page and can’t find it or they see a generic page that is low quality with no information, this can drive them away to a more professional-looking HVAC company whose services and contact information are more prevalent.
Losing potential customers like this results in a lower rate of customer conversion, which can increase your Cost-Per-Acquisition or CPA.
Key performance indicators or KPIs are a way to tell how your company is doing overall on a long-term basis. Clicks, click-through rates or CTR, customer conversions, cost per click or CPCs, and other conversion rate data are all common KPIs.
By tracking your KPIs, you can determine the Return on Investment or ROI that your company is getting from your campaign and make the necessary adjustments in your campaign strategy to improve your KPI numbers.
It is common to start an ad campaign and immediately expect results. Unfortunately, this is not always the case, and it is easy to become impatient and end your campaign within a few weeks when they don’t see results. This is a big mistake.
PPC campaigns take time and patience before they can be effective. Having patience as your ads take the time to gather data is crucial. Without it, you can’t make informed decisions on how to handle your PPC marketing plan moving forward.
Running effective PPC campaigns isn’t easy, but by avoiding some of these most common mistakes, you will be ready to create a high-performing, high-conversion PPC campaign that will drive consistent leads and potential customers to your HVAC company.
If you have concerns about your campaign and would like to yield better results, HVACMarketing1on1 can give you the tools you need to succeed.