Using PPC Advertising to Bring More Customers to Your Mold Removal Business
Updated on February 7, 2023
Mold removal is a critical service for many homeowners, which means that there is a wealth of new customers out there that need your services. At the same time, the competitors in your area are also trying to snag those new jobs so you need to beat the competition.
If you're looking for ways to bring in more customers for your mold removal business while standing out from competitors, look no further than PPC search advertising.
PPC (pay-per-click) advertising can be a highly effective way to get new leads and customers without spending a fortune—as 87% of small business marketers would agree.
In this blog post, we will discuss how to use PPC advertising to get your mold removal company in front of the right potential customers. We'll also give you some tips on how to make sure your website is converting those visitors into leads!
PPC is an Underused Lead Generation Tactic
In today's age, one of the most difficult parts of owning a small business like your mold remediation company can be standing out from other businesses in your area.
Not only do you have to focus on providing the best services you can for your customers, but you also have to constantly try new avenues to stand above the rest.
If you're not using PPC lead generation, you could be missing out on a key method of putting yourself ahead of other companies in the area.
But for many small businesses, undertaking a new marketing strategy is not as simple as just deciding to use it.
In fact, planning and strategy were reported as the biggest challenge when it comes to PPC marketing, so if you feel overwhelmed by starting to plan for PPC campaigns, you’re not alone.
Fortunately, if you take the time to learn how to use PPC search ads effectively, you’ll be well on your way to increasing your company’s visibility.
Keywords and Their Role in Mold Removal PPC
PPC advertising is a rapidly evolving field, and keyword research is a critical part of any successful campaign.
The most effective keywords are relevant to your product or service, have a high search volume, and are reasonably competitive. However, even the best keywords can become obsolete over time or may not be as relevant to your customers as you originally thought.
That's why it's important to continually monitor your keywords and make adjustments as needed. Regular keyword research can help you stay ahead of the curve and keep your PPC campaigns relevant and effective.
By taking the time to monitor and update your keywords on a regular basis, you can ensure that your mold removal PPC campaigns remain strong and responsive to the ever-changing landscape of online marketing.
Google Keyword Planner
Google Keyword Planner is a tool that helps you find the right keywords for your mold removal PPC campaigns. It can also be used to estimate how much traffic those keywords might generate and how much it would cost to bid on them.
Keyword Planner can be a valuable tool for developing a PPC strategy, especially if you are just getting started and feel overwhelmed by the prospect of keyword bidding.
By researching which keywords are most popular and relevant to your product or service, you can ensure that your ad is seen by customers who are actually interested in what you have to offer.
In addition, Keyword Planner can help you save money by finding keywords that are less popular but still likely to generate conversions.
By using Google Keyword Planner, or any other keyword tools, you can develop a more effective and efficient mold removal PPC strategy, saving time and money in the process.
Google Keyword Budget and Smart Bidding
As a small business without the extensive marketing resources of larger enterprises, it’s imperative that you set a budget and stick to it. Thankfully, Google makes it easy.
Taking advantage of every facet of Google's PPC Ad toolset will launch your mold removal PPC advertising campaigns straight to success.
Keyword Budget
With Google, you can easily set a daily budget for your PPC ads so that you can implement your strategy without breaking the bank. This is a crucial step in ensuring you don't burn through your keyword budget right out of the gate.
However, it's important to remember that in order to be successful with PPC advertising, you need to allocate enough money from the outset to see results so that you can continue to optimize your strategy.
Having a budget that is too small from the beginning is similar to not having enough fuel on the plane—you won't get off the ground without it.
Google Smart Bidding
Google Smart Bidding is a tool that uses machine learning to automatically adjust your bids in order to help you get conversions at the best price.
The idea is that by using past data, Google can predict which keywords are more likely to result in a conversion and adjust your bid accordingly. This can be a valuable tool for mold removal companies looking to get the most out of their PPC advertising campaigns.
However, it is important to remember that Google Smart Bidding is not perfect and there is always some risk involved with any automated system. As such, it is important to monitor your campaigns closely and make sure that you are happy with the results before scaling up your use of this tool.
performance max campaigns
Performance Max Campaigns is a new goal-oriented advertising tool that allows you to advertise a single campaign across multiple channels. This means that with the effort of creating one campaign, you can reach customers on YouTube, Google Maps, Gmail, and more.
Performance Max Campaigns use smart bidding to optimize your ads in real-time and provide valuable insights on what changes you can make to reach your goals.
This new tool is great for small businesses like yours because it lets you make the most of your limited budget. You can set specific goals and work toward achieving them without getting too bogged down in the process.
Mold Removal Keyword Negatives
We’ve already stated that a PPC strategy starts with choosing the right keywords. But it's not enough to just identify the keywords that you want to target.
You also need to be aware of the keyword negatives—the terms that you don't want your ad to show up for. If you're not careful, you could end up wasting a lot of money on clicks that will never convert.
The first step is to make a list of all the possible keyword negatives. You'll want to think about what mold searches you don't want to pay for, such as "ceramic molds.” While this search includes the word "mold" it's most likely not the kind of mold that your company deals with, so you'll want to add it as a keyword negative.
You can use tools like Google Keyword Planner and Google Trends to help you with this research.
Once you have a comprehensive list, you can start adding negative keywords to your PPC campaigns. This helps ensure that your ad is only shown to people who are actually interested in what you're selling.
Ignoring keyword negatives can be costly, so make sure you take the time to do your research and add them to your campaign. By doing so, you'll be able to focus your budget on the keywords that are most likely to convert and maximize your ROI.
Track Your Ads with PPC Reporting
Once you have a grasp on the keywords you do and don't want to bid on in your mold removal PPC campaigns, you'll need to have a solid way to track the success of your ads.
PPC is not a “set it and forget it” type of strategy. If you want to see success, you’ll need to establish effective ways to report on your PPC successes and failures.
Fortunately, it’s fairly simple to track the effectiveness of your PPC campaigns— 91% of small business marketers agree.
With adequate reporting, you will easily be able to see successes and failures so that you can continue to adjust your campaigns without losing out on key opportunities or wasting your money.
Conversion Tracking
Conversion tracking is an essential tool for any mold removal business using PPC advertising to generate leads because it allows you to know which keywords and ad campaigns are actually driving results.
Conversion tracking allows businesses to see which keywords and ads are leading to clicks, and more importantly, conversions. This information is vital for making informed decisions about where to allocate resources in order to maximize ROI.
Additionally, conversion tracking data can be used to improve the overall effectiveness of PPC campaigns by identifying areas of opportunity and making necessary adjustments.
We understand that the generous amount of information Google provides can be overwhelming.
If you are just getting started and are feeling bombarded by data, we recommend starting small and simple with the conversion rate, cost per conversion, and overall conversion columns.
Quality Score
Quality Score is a metric used by Google to determine the quality and relevance of your mold removal PPC ad. The higher your Quality Score, the more your ad will be seen by potential customers and the less you will pay for each click.
Quality Score is based on a number of factors, including the relevance of your keywords, the quality of your landing page, and your past click-through rate.
Service Direct results based on PPC campaigns we run for our in-house mold remediation traffic
By making sure your ad is relevant and useful, and your ads are directing searchers to a dedicated landing page, you can reach a large audience at a low cost.
A solid goal to strive for with your PPC ads is a Quality Score of 7 or more. This way you can be sure you are getting the greatest bang for your buck with your mold removal PPC ads.
3RD-PARTY PPC TOOLS
In addition to the in-house tools that Google provides to boost your PPC ad campaigns, there are a number of 3rd-party PPC tools available. These tools have varying levels of cost and ease of use, so it’s crucial that you do the research to determine which ones will work best for you.
Plus, with 30% of small businesses not using external tools in their search marketing strategy, you can use these tools to get ahead of the competition!
Types of PPC Tools Available
- Management: Direct from the search engine tools that help you create and manage PPC campaigns
- Reporting: Provide valuable insights into the success of your PPC campaigns
- Research: Deep dive into keywords and competitors to determine where to allocate spend
- Landing Page: Host dedicated landing pages for your PPC campaigns
- Campaign Optimization: Shows how to improve campaigns and automate for success
- Attribution: Allows you to track when a customer clicked on a PPC ad even when they did not convert from that specific click
Ultimately, quality over quantity is the recipe for success when it comes to using 3rd-party tools to enhance your PPC strategy. By choosing a couple of high-quality tools that align with your overall goals and resources, your paid search campaigns will generate many quality leads.
Make Sure Your Website Encourages Conversion
Your PPC ads are only as good as your landing pages.
If you're driving traffic to a page that is poorly designed, hard to navigate, or lacking in quality content, you're not going to see the results you want from your PPC campaign, no matter how well-crafted your ads may be.
That's why it's essential to focus on both the quality of your ads and the quality of your landing pages.
A well-designed landing page will be user-friendly and compel visitors to take action with clear CTAs. By contrast, a poorly designed page will drive visitors away without converting them into leads or customers.
In fact, we found that it is more harmful to have a bad website than to not have one at all.
So if you're serious about making PPC work for your business, make sure you're paying attention to both your ads and your landing pages.
High-Quality Content
In order to encourage conversion on your mold removal site, you want to make sure the content is clear, concise, and useful to searchers.
This means avoiding long paragraphs that require potential customers to sift through them in order to find the information that they are looking for.
Instead, consider using bulleted lists to highlight your services and value propositions (this is also a great place to focus on adding keywords to boost your organic SEO).
Highlight Clear Calls to Action
Clear calls to action are essential in order to get the most out of your PPC ads. They help to focus the audience, increase understanding, and create a sense of urgency.
Without a strong CTA, your message is likely to fall flat.
Focus on what you want potential customers to do when they get to your mold removal site, such as "Call 555-555-5555 Now for Emergency Mold Removal.”
Source: getairpure.com
Use landing Pages to Encourage Conversion
In order to see success with your PPC ad campaigns, you will want to send clicks to dedicated landing pages. These pages have clear CTAs and are directly related to the copy in the PPC ad they direct from.
By sending customers to landing pages, you are able to avoid searchers getting bogged down by additional mold removal copy that might not relate to their situation.
This is a key practice in paid advertising, with 86% of small businesses using dedicated landing pages on their PPC campaigns.
SERVICE-SPECIFIC PAGE EXAMPLES:
- Basement Mold Removal
- Emergency Mold Removal
- Mold Testing
- Residential Mold Removal
- Commercial Mold Removal
- Crawlspace Mold Removal
Source: restorationlocal.com
Technical Elements of Your Site
No matter how optimized your PPC ads are, if people are bouncing from your site due to poor technical elements, you are wasting money. For that reason, it's essential that you take the time to ensure your mold removal website is fast loading and optimized for mobile.
Load Speed
According to a study, 1 in 4 users will bounce from a website that takes longer than 4 seconds to load. Based on this alone, it's easy to see why load speed is directly related to the success of your PPC ads.
Fortunately, there are steps you can take to increase load speed and easy tools to test the load speed of your site.
Mobile Optimization
Because 66% of consumers are researching small businesses on their mobile devices, it is essential that your mold removal site is optimized for mobile. Otherwise, you could be losing out on a significant portion of leads simply because your site just doesn't look right on a smartphone.
Taking the essential steps to optimize your site for mobile will boost the success you see in your PPC ad campaigns.
IN CONCLUSION
If you want to see a significant increase in the number of new customers coming through your (virtual) door, it's time to start investing in mold removal PPC advertising.
Remember to focus on keywords, budgeting, and website performance—these will be key to seeing results from your investment. If you need more help getting started or fine-tuning your strategy, our team is here for you.
Download our mold remediation marketing guide today for even more tips on how to make PPC work for your mold removal business.
