So you have a HVAC, heating, or cooling business and you are wondering if internet marketing is a viable solution for your organization. While the thought of people searching for condensers or blower motor repair if far from sexy, it becomes very important when the heating or air conditioning systems fails at their home or business. By positioning your business online, you will be among the first results people see when they begin the search for a repair service. While there are several advertising mediums that could be used effectively to market your heating and cooling business online, we are going to focus upon Google Adwords in this article.
What Is Google Adwords?
Google Adwords is a form of pay per click marketing. Pay per click marketing it the form of marketing used to display paid ads above, beside, and below the organic search results. It is also used to display ads in various websites within the Google Ad Network.
In order to setup your Adwords campaign, you will be tasked with selecting keywords that people are likely searching for your service. Since you are a heating and cooling business, a few sample keywords could include:
- Air Conditioner Repair
- HVAC System Installation
- Furnace Maintenance Plan
- Air Conditioner Installation
- Where can I get my furnace replaced in St Louis?
As you can see, there are several variations of keywords that you could choose for you heating and cooling Adwords campaign. The cost to display ads for each of these campaigns is based upon the competition level of the keyword. Generally, keywords with geo-targeting or long tail keywords will cost you less per bid. If you are not familiar with these terms, I suggest you visit the Adwords help center or contact a professional to help you setup your campaign.
How Can Google Adwords Help Your HVAC, Heating or Cooling Company?
Now that you understand the basics of how Adwords works, you are probably wondering how it can help your business. Whenever you setup your campaign and enter the keywords you wish to target, ads will be displayed to searchers when they enter the targeted keywords. This will help you in two ways:
- You are gaining free brand recognition advertising each time your ad is displayed.
- Each time someone clicks your ad, you have the chance to convert them into a paying customer.
What Causes PPC Campaigns to Fail?
A solid Adwords PPC campaign is similar to a solid business plan. You need to have a clearly defined strategy, appropriate cash flow projections, and enough capital to reach your goals. When you first started your HVAC business, you may have started small, or you may have been huge from the start, your Adwords campaign can do the same, but if you do not have a clear strategy, you are already failing.
The Road Map to Adwords Success
Establish a budget – In order to truly capitalize on this method of advertising; you will need to establish a budget for your campaign. This should be the first thing you do as it will allow you to create a fully campaign the stretches the reach of your ad dollars. For example, if you chose the term “HVAC heating and cooling” the competition level is high, meaning you pay more for each click. On the other hand, if you chose the term “HVAC heating and cooling near Mt Vernon Il” the cost per click would be much cheaper due to the lower competition.
Establish a clear goal – When you tear into a furnace, you now have a pretty clear idea of what you will do. You are going to either replace a part, or the entire heating unit to resolve the issue. Your Adwords campaign is really not that much different. You need to decide what you want to accomplish with each ad. Is it brand awareness? Do you just want to build a mailing list to stay in the minds of potential clients, or do you want to convert site visitors directly into sales? If you do not know, do not start advertising until you do.
A/B testing of your ads – If you fail to create more than one version of your ad; how will you know if it is really working? Perhaps different ad text or extensions could be increasing your traffic significantly, but testing is the only way to know. You should change up your ad copy, target keywords, the content and layout of your landing page. Testing should always be part of your Adwords strategy.
Review your account regularly – You will be given a ton of information from the Adwords system. Failing to understand what the data actually means can cost your money through wasted clicks and increase costs per click.
Ready to Get Started?
You should now have a basic understanding of what pay per click marketing is and how it could be used to help your HVAC, heating and cooling company. Remember, taking the time to plan what you want to accomplish and how you plan to do so is crucial. We encourage you to contact us today to get started with your free 15 day trial of our services or take a look around our site, learn more, and contact us with any questions that you may have.