Plumbing Display Remarketing Campaigns You Should Be Running Right Now
As a plumber in 2021, you likely want to know how to see the best return on search results possible. When it comes to generating plumbing leads online, remarketing ads are the golden ticket. In fact, searchers who see retargeted ads are 70% more likely to convert than those who don’t. That translates to remarketing ads being almost 10x more effective than your average ad. But why is remarketing so effective?
According to Google there are multiple reasons why retargeted ads see such a higher return. As a plumbing company, you want to have the largest online reach possible, as well as be able to focus on the individuals that are most likely to convert. With retargeted ads you can show your ads to people who have previously visited your site and are actively searching, therefore most likely to convert. You can also create focused lists that hone in on exactly who you want to remarket to, such as individuals who visited your site and clicked on a certain page but did not end up converting. Although creating remarketing campaigns takes time, it’s easy to see how beneficial they can be for plumbing companies and other home service businesses.
How It Works
What is Remarketing?
Depending on how long you have been researching or implementing remarketing techniques, you may be familiar with one or more of the ways to remarket to customers. Standard remarketing is the form that most businesses are familiar with and is simply the process of showing your ads to past visitors as they browse other websites on the Google Display Network. Remarketing lists for search ads allow you to target customers that were on your website but did not convert and are now browsing Google. Customer list remarketing is the final method that we recommend to beginners. With this technique, you are able to provide Google with a list of contact information that your customers have provided. When those contacts are signed into their Google accounts they will see ads for your business on multiple websites.
There are additional remarketing techniques that we recommend looking into once you really understand the role remarketing is going to play in your plumbing company’s advertising plan. Dynamic remarketing is a more advanced remarketing technique that updates the content in your ads based on the content the customer is looking for. These ads take more time and effort to implement but can be extremely beneficial in the long run. Additionally, video remarketing, which shows ads to people who have interacted with your videos or YouTube channel, can be highly effective but also takes significant time and money to create high-quality videos.
Types of Remarketing Ads
There are multiple ways to remarket to potential customers in your area, and familiarizing yourself with those types of remarketing ads will help you determine the best fit for your plumbing company.
Most common remarketing ads for plumbing companies:
- Search Remarketing Ads: These ads appear at the top of search results when the searcher has already visited your site and is now searching for specific or related services.
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- Display Remarketing Ads: Ads in the form of images or videos that appear on websites within the Google Display Network.
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- Dynamic Remarketing Ads: These ads can be tailored to show specific services that website visitors looked at or interacted with when they visited your site.
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- Video Remarketing Ads: Your ads appear as auto-play videos to customers who have previously visited your site.
plumbing Display ad campaigns
Lean On Trust & Credibility
These ads can be used to establish your plumbing company’s credibility and might help answer the question, “Why should I call your company over other plumbing companies?” We recommend focusing on value propositions such as free estimates or high-quality warranties that set your company apart from competitors. It can also be beneficial to highlight any awards you have won, positive testimonials, or five-star reviews.
Promote Special Offers
As a plumbing company, you likely already know that special promotions can be a great incentive to get new customers. Similarly, these discounts can be promoted in your remarketing ads to sway potential customers who otherwise may not be incentivized to convert.
Highlight A Specialty or Seasonal Service
Do you offer emergency plumbing services? If so, you might want to consider promoting a sense of urgency with your remarketing ads. When done correctly, the sense of urgency remarketing ads will encourage the potential customers who see them to act now rather than wait and see if they really want to hire plumbing services.
Customize Ads By Service Area
It’s always a plus to focus on the location of your plumbing company services in order to better connect with new potential customers. Using this same approach with your remarketing ads will show searchers in your area that you are a local company dedicated to serving other locals with your plumbing services.
By using these remarketing tactics and ad campaign examples in your plumbing company’s marketing strategy, we think you will see an even greater return on your advertising investment. Don’t forget that it’s never too late to make a great second impression and win the job!
