Remodeling + Home Construction PPC

SEO is still one of the best investments you can make in growing your business, but the use of PPC in tandem with a strong SEO strategy is almost unbeatable. If you have keywords where you don’t currently rank well organically, or if your category has low-search volume and needs to bring in users searching for adjacent keywords – PPC is an absolute necessity.

Driving users to your site through Google AdWords & Bing Ads creates a similar experience to organic search, users feel no less inclined to turn into customers simply because they clicked through an ad. They have demonstrated an intent to engage with a business like yours, using PPC means you can kickstart that engagement.

Citation for CPCs and other AdWords benchmarks by industry

Google Adwords – Industry Benchmarks – WordStream

AdWords can be an expensive channel, especially in categories like law or construction – so you need a well-constructed approach. There is more than just an average CPC (Cost per click) to consider – you need to identify your website conversion rate, your target CPA (Cost per acquisition) and determine the CPC you can accept to make it all run. This is the simplest way to state it, but it’s anything but easy to perfect to make it work you need:

• A well-researched set of starting keywords
• An appropriate match-type strategy and bidding protocol
• Bid position testing – test the right position to grab clicks and conversions
• Utilize the search-terms report to identify new long-tail keywords and negative search terms to increase efficiency

Sound easy? It’s a time-consuming process. You can use averages as a starting point to determine the cost of traffic for your industry, but from there it can get complicated quick!

Depending on who you ask, SEM (Search Engine Marketing) is either a synonym for PPC/Paid Search, or is an over-arching term for any marketing done in search engines – organic or paid. Beyond that, PPC/Paid Search/SEM can all be used interchangeably – they all typically refer to using paid ads in a search engine. SEO is all about generating traffic organically, using a combination of Content & Technical SEO tactics to increase your SERP ranking.

Although they are managed in the same advertising platform, Facebook Ads Manager, they have pretty unique characteristics.

How about audiences? 

Who Uses Social Media – Pew Research

Facebook is considered to have an older audience, which is true, but this is a little bit deceptive. Most people between 18-29 (88%) use Facebook, they just have a tendency to use it less – and they also use Instagram (59%). Whereas 79% and 61% of 30-49 year olds & 50-54 year olds use Facebook – but only 31% & 13% use Instagram. You’re getting good audience penetration using just Facebook, but if you want to capture and hold the attention of a larger audience under 29 you need to be in both platforms.

How about ad types? 

Facebook allows us to use lead ads and has multiple placements in the news feed and right-column, ads are 1200×628. You can use static or video ads, as well as carousel (series of slides), canvas (expandable mobile experience), or collections (an ad with multiple products showcased below it).

In Instagram we can place ads in feed, static or video, ads are 1080×1080 – and we can use Instagram Stories ads shot 9:16. There are no lead ads, but we can still drive traffic to your site to create leads and sales.

Excellent question! Utilizing both is an ideal scenario, as you are reaching two totally different audiences. Bing searchers typically stick to Bing, as do Googlers – so utilizing both ad channels is the best way to reach your entire audience. The synopsis of both channels is as follows:

Google: Contains the vast majority of search volume, highly competitive (more search volume, but higher CPCs) and highly relevant traffic. Tends to skew younger, more tech-savvy. Has a broader range of tools to provide advertisers.

Bing Ads: Runner-up in the world of search engines, skews slightly older – primarily utilized by Windows users who are comfortable with the default experience or utilize the built in Windows 10 search bar (powered by Bing). Volume is much lower in Bing, but traffic is more cost-effective.

AdWords allows us to serve display, or text, ads on a huge variety of websites – these sites opt-in to the AdSense network and allow us to show ads for prospecting (interest, demographic, topic, affinity audiences, etc) purposes or retargeting (previous visitors to your website). Google has given us a really great tool for creating awareness & although it has a much lower conversion rate than search advertising – it can be an effective tool.

It’s complex, and is something of a black-box in terms of how properties are valued, but the simple answer is that the historical performance of your ads, the relevance of your ad to the keyword being searched, the quality of your landing page, and your bid are matched in an auction against other businesses. If you are winning in the categories outside of bid you are given a significant advantage, and will have what is called a higher Quality Score, this means you will need to bid less to earn the same position. You will pay the lowest possible amount per click to attain the position above the next business in line.

Ex. If all factors are equal, but you bid $1 and a competitor bids $.75, you will pay $.76.