Are you using Google AdWords to attract B2B commercial construction leads? If not, you should. AdWords is Google's pay-per-click (PPC) marketing platform that allows business owners and marketers to create custom ads that are displayed alongside the search results page. When a prospect searches for a keyword related to your business's products or services, they'll see your ad.
Like other PPC networks, AdWords only charged you when someone searches for one of your keywords and clicks your ad. This means you won't be charged for creating or displaying ads. As a result, AdWords can prove highly effective at driving targeted leads to your business at little cost. However, there are a few things you should know to maximize your return on investment (ROI) when promoting your construction business on Google AdWords.
A landing page is an essential component of a successful PPC campaign. Rather than driving traffic to your business's primary website, you should create a dedicated website or web page designed specifically for attracting construction leads. This will allow you to optimize your landing page for the highest conversion rate, thus offering more leads.
When creating a PPC campaign, you must select keywords to trigger your ads. Known as target keywords, they play an important role in the effectiveness of your advertising efforts. If you're trying to attract prospects for your industrial construction service, for instance, you may want to choose target keywords like "commercial construction company," "construction services company" and "construction building companies." Think about what keywords your audience searches for on Google and choose them as the target keywords for your AdWords campaign.
Don't settle for a single ad when promoting your construction business on AdWords. Even if a particular ad is attracting high-quality leads, there's always room for improvement. Therefore, you should create multiple ads, allowing them to ride side by side while gathering data on which ones are most effective. After allowing your ads to run, you can delete the under-performing ad or ads and replace them with new ones.
You should also track conversions at a keyword level. In other words, you should set up conversion tracking so that you'll know which keywords drive leads and which ones don't. Using this information, you can adjust your bids accordingly. It's usually a good idea to increase your maximum bid on keywords that drive leads and decrease your big on keywords that don't drive leads (or drive few leads).