If you are looking for ways to boost your building business’s online exposure, then you might have considered PPC, or more specifically, AdWords. You might have done a little research, or tried it out a little, and decided that it was too costly or difficult to use this type of advertising as a part of your online marketing strategy.
However, while it is true that AdWords can be tricky, there are some great tricks and tips you can use to get more out of AdWords for your home building business.
Target Ads to Landing Pages
One of the best ways to get more out of AdWords is to make sure that your various ads are directed at appropriate landing pages. For instance, if you are advertising new home building, direct visitors to a page about new homes. If you are advertising renovations, direct them to a page about renovations. The faster the average internet user can find the information they want, the more likely they are to stay on your site long enough to contact you, and that, after all, is the goal of online marketing strategies.
Use Geographical Targeting
If you are a home builder, then there is a good chance that you only operate in a specific geographical region or regions. Make sure that your AdWords campaign is set to display in those locations only, and that you exclude areas you don’t work in.
[Read More: 4 Steps to Building a Profitable AdWords Account]
Don’t Ignore Mobile
The latest research suggests that as many as 50% of the visitors to an average website is browsing on their phone. When you’re setting up your AdWords campaign, bear that in mind. In fact, it may be better to restrict your ads to search only (and leave out display) than it is to leave out mobile search results.
Use Common Misspellings
This is an old trick, but one that is still worth considering. The idea is simple: use common misspellings of your keywords in addition to the correctly spelled versions, and you should pick up some additional traffic.
Focus on the Long Tail
Long tail keywords and keyword phrases are one of the oldest tricks in the online marketing strategy playbook for a reason – they still work. Long tail keywords are designed to attract internet users who are close to making a buying decision, and who are more likely to become a sale. So, instead of just using ‘custom home builder’ you might choose something like ‘custom sustainable home builder in New York’. These keywords attract a smaller group of people, but there is less competition, and they are usually further along in the buying cycle.
Sign Up for Remarketing
If you’re going to use AdWords, then using remarketing or retargeting is one of the best tricks out there. Retargeting is when a tracking cookie is loaded onto your visitor’s computer while they browse. When they leave your site, your display ads will continue to pop up on other sites that are running AdSense, which in turn will bring them back to your site.
Whether you use one of these AdWords tricks or all of them, PPC campaigns can be a great part of a comprehensive online marketing strategy for home builders, and they are still well worth considering.