Although both SEO and PPC are excellent tools in moving your website content to the top of web searches as an AV Integrator, this article will be focusing on the world of pay-per-click marketing, specifically. Chances are, if you have a website and familiarity with how the internet works, you’ve probably heard of PPC.
That’s a good start. But before you can dive into this PPC world of setting ads and watching the leads funnel in, you need to start with the basics. Being patient with the building process is important, because once you have the keywords, ads, and budget set in place, you’ll be able to unlock the power of PPC.
Make sure to read these six PPC tips carefully if you want to see your AV Integration lead generation results move to the next level.
1. Get Google Ads Set Up
First things first: you need to get an account on a PPC management site before moving forward with the actual planning and ad creation.
Google Ads (formerly known as Google Adwords) is one of the most popular and well-used PPC platforms for a reason: Google is by far the most-used search engine, and it’s not even close.
It is also completely free to set up an account and load your ads in. The only things you’re paying for are the actual clicks that come as users visit your AV Integration site through the Google Ads.
At the beginning of your campaign in Google Ads, you set your own budget of how much to spend in total. Although the pricing of specific clicks fluctuates depending on the relevance and frequency of certain keywords, you have the ability to decide how much of an overall budget you want to spend and what your daily spend will be. You can stop at any time.
The best thing about utilizing Google Ads as a PPC tool for AV Integrators is the fact that it is extremely targeted and aimed at customers who are looking for your services. Pay-per-click removes the shot-in-the-dark approach to marketing. By paying for specific clicks, you are inherently gathering potential clients exactly when they are searching for your AV Integration solutions.
Download this free guide to learn more about how to set up a Google Adwords account, and learn more about PPC.
2. Come Up with Killer Keywords
Did you know that users who click on PPC ads to visit a website are actually 50% more likely to follow through with a purchase, compared to those who simply clicked on a standard search result?
As an obvious result of those statistics, PPC for AV Integrators is probably looking pretty beneficial to you right about now. The outcomes of PPC are great, but in order to capitalize, you have to ensure a few things. Before creating your literal ad, the first thing to focus on is the crucial, clear keywords list. Once you’ve built that list out, your ad creation process will be simpler.
The keyword-setting process that goes into PPC for AV Integrators is an important one. The keywords that are created are the way you determine who sees your ads – and when. When they search for something, if it is a keyword you have created, or very close, your ad will have a chance to show up.
When it comes to PPC marketing for AV integrators, be targeted with your keywords. Sure, you can target your campaigns around high-traffic searches like “new speakers” or “video systems,” but you’ll generate much higher click-through rates and conversion rates around more targeted searches, like “install a new church sound system”.
There’s a ton of strategy that goes into breaking up your keyword campaign structures, but the most important thing is to stay focused.
3. Create Clear Ads
This probably seems like a no-brainer. If you want to use ads to bring users to your site, obviously you have to create them first! However, while this is blatantly understood, what is not understood by many people is the ad creation process.
Too many businesses completely miss the mark on this crucial aspect of PPC for AV Integrators. It is vitally important to have a clear and universally understood ad that can be interpreted by anyone who has the basic knowledge of AV Integration. Using extremely technical language or jargon at the start of your ad may not bring you the traffic you’re looking for right away.
In order to gain the most traction and be effective with your ads, you need to have a consistent presence. This means keeping your ad titles/headlines consistent with the landing page they are directing users to. Keeping the continuity among wording within the ad and the page to provide Google with more information pertaining to your ad.
Going back to the keyword setting process – as I said before, that sets the foundation of your ad visibility. If you have that clear presence up-front on a webpage, you have a much higher chance of your open rate and click through rate increasing as well.
The higher up you are in the search results, the better your click-through rates will be. After all, listings on the first page of search results receive 41% of the clicks – those are pretty high chances that your top-of-page ads will be clicked.
Lastly, be sure to keep your audience in mind when creating these PPC ads. Ensure the AV Integrator content grabs their attention and most importantly– is readable and understandable.
4. Determine Your Budget – Stick to it
As I said before, when creating ads you will have a certain budget to set for clicks. Make sure this budget is agreed upon and set early in the PPC process.
The last thing you want is for your AV Integration ads to be performing great and gathering leads/new clients for a few months and then you realize you’ve spent triple what you had originally planned to spend.
Granted, the process of PPC is not always a straight shot, where the budget is concerned. You may decide later on that your leads are so beneficial to your overall AV Integration company, that opening the budget a bit more would only increase your overall revenue rather than hurt it.
On the other hand, you may decide that there are so many new leads and clients coming in that you can’t handle anymore. As a result of that, you may decide that it is better to pause the ads for the moment until you can get a better handle on your production.
These are both the tricks of the trade and nuisances that will become more second-nature as time goes on.
5. Message Match Your Landing Page
This is very crucial to the success of your PPC campaign for AV Integration. There needs to be a landing page that all of the traffic is driving to. For example, if your ad is about video conferencing, you should have a landing page solely dedicated to video conferencing with a form on it so you can collect information from potential clients.
This process is often called message matching from your landing page to your ad is important. It helps display a clear and uniformed front. Mixed messages are very confusing and hurtful for your business. If the potential client doesn’t understand what you offer or are viewing conflicting messages online, they are more likely to stay a potential client instead of an actual client.
Ensure that these landing pages are built properly and convey your information in a clear and understandable manner. It would be very unfortunate if your landing page was not optimized or matched to the specifications within your ad, and you lost leads in the process.
Message matching for your PPC ads as an AV Integrator is pivotal to the success of your campaign, don’t skip this step!
6. When in Doubt: Talk with the Experts
Even with these few simple tips for PPC for AV integrators, pay-per-click management remains a complicated and time-consuming matter. Without the right team supporting you through the process, you could find yourself drowning in everything that you have to get done.
At New North, we have certified PPC marketing experts who will work with you on your campaign from the identification of customer needs, to the continual management and optimization of your PPC campaign.
You deserve to have marketing that truly represents your AV integration company.
Let us help you succeed.
To learn more about New North’s PPC marketing for AV integrators, contact us today.