As we approach the summer months, homeowners are busy making plans to improve their homes and property. And with more people working from home than ever this year, a lot of homeowners are very eager to make their homes as comfortable and beautiful as possible.
If you own a home improvement company, you're making plans to target homeowners with digital marketing so they choose YOU for all of their home improvement needs. With that in mind, here's how home improvement companies can use paid search ads to find customers.
Why should home improvement companies use paid search ads to find customers?
Paid search is an effective marketing strategy for a variety of businesses hoping to target potential customers. For home remodelers and other home improvement companies, it can be difficult to stand out from a crowded field. With paid search, you help increase the chances of showing up at the top of a potential customers' search results and growing your business.
But your paid search ad campaign needs to be done right in order to be effective.
What are paid search ads?
With paid search ad campaigns, you're specifically targeting internet users who are searching for something related to your business. Let's say someone searches "roof remodel." Roof remodeling companies would use paid search ads to display an ad for their business when someone enters related search terms and keywords.
This varies from other forms of ad campaigns. For example, display ads show up on other websites while someone is browsing unrelated content. They're often used as a remarketing or retargeting effort. They can increase brand awareness and visibility, but they don't serve quite the same purpose as a paid search campaign.
Now, here's how to put these ad campaigns to work for you.
How home improvement companies can use paid search to target potential customers
Define your target market
Optimize your website for user experience and SEO
Create your ad campaigns
Identify your target market
The first thing your home improvement company needs to do is define your target market.
This involves getting really specific about the potential customers you have the highest chance of converting into paying customers.
Here are a few ways to do this:
Consider your current customers and their demographics. Chances are, those same demographics will be useful in targeting new customers. Some of the demographics to look at include age, stage of life, spending patterns, location, and interests.
Check out your competition. Look at their current customer base and see how it differs from yours and what they're doing to build their business.
Utilize social media analytics. Take a look at your social media followers. This is another way to learn about your customer demographics, as well as identifying people who MIGHT be interested in your services.
Optimize your website
Is optimizing your website for SEO and user experience REALLY that important?
Take a look at some of these surprising statistics about consumers and websites, and you'll see why the answer is a big YES:
Now that you know how important it is to optimize your website for SEO and user experience, here are some resources for doing just that:
Create ad campaigns
Now it's time to create paid search ad campaigns!
Consider the timing of your ads. If your business doesn't operate in the winter, you won't want to use as much of your budget on ad spend as you would in the summer. In addition to targeting peak times of the year, you can also optimize your ads to show during peak times of the day or days of the week when your target market is likely to be searching.
Digital marketing help
We know you're busy running your home improvement company, and you might not have the time you need to focus on your digital marketing efforts. But that's why we're here to help!
Our digital marketing strategy is built on the foundation of driving measurable results. We take a full-circle approach to online marketing with a focus on increasing conversions, repeat traffic, and generating greater brand loyalty.