Can Bing and Yahoo Internet Marketing Work for Your HVAC Heating and Cooling Business?
Much like Google Adwords, Yahoo and Bing share a pay per click advertising platform. It is believed that Google is hands down the most popular search engine, but that does not mean you cannot capitalize on the Yahoo/Bing Internet Marketing platform for your HVAC, heating and cooling business. Before we dive into the details of promoting your heating and cooling business via Bing/Yahoo, let’s take a closer look at what exactly pay per click (PPC) marketing is.
How Does PPC Work?
As the name implies, you pay each time someone clicks on an ad that you have made. The amount you pay for each click is based upon the competiveness of the keyword used to display your ad. A secondary payment system that can be used is PPI or pay per impressions. This technique is often used when you are trying to create online brand awareness. This method is also priced using a bidding structure, with the most common payment method being cost per 1,000 impressions.
The Buck Stops Here
As a business owner, you are on the hook for generating sales and making a profit. Spending too long in the red is a sure fire way for your business to fail. Marketing is the key to generating leads and when internet marketing is discussed, three primary methods come to mind:
- Pay Per Click Marketing
- Search Engine Optimization
- Social Media Marketing
Each of these methods has their own pros and cons, SEO for example can take up to 12 months to get you ranked for a keyword and while SEO is an indispensable part of online marketing, if you need conversions now, it shouldn’t be the only method you use. Pay per click marketing differs in the fact that it will allow you to instantly drive leads to your website, but you will pay for each of them. Social media can drive leads pretty quickly as well, but you need to have a fan base for it to work.
Why Use Pay Per Click Marketing for Your HVAC, Heating, and Cooling Business?
Money Talks! When it comes down to driving a near instant return on your investment, you can rest assured the PPC marketing can get the job done. While PPC is not a magic bullet, it comes close some times. When you are setting up your online marketing strategy for your heating and cooling business, PPC will give you the ability to decide exactly how much you want to spend each day. It will also allow you to geo-target your ads to make sure you are only advertising to your service area. Since you can dictate your costs, geo-target your ads, and get instant traffic to your site, I couldn’t see why you wouldn’t use PPC.
Optimizing Your PPC Campaign to reach more HVAC, Heating, and Cooling Clients
Setting up your Bing/Yahoo online marketing campaign is pretty simple and if you have any issues, they provide plenty of resources to walk you through the setup. Where the basic information lacks it teaching you how to optimize your campaign, but that takes money out of their pockets and puts it back into yours. Since our mission is to help you get the most out of every advertising dollar, here are a few ways to get more heating and cooling clients with your ads.
Careful Keyword Selection – At the very foundation of pay per click is keyword selection. The keywords you choose will determine who sees your ads. When selecting your keywords there are two things to consider, how likely is the keyword to convert and how much does it cost? As you know, the cost is based upon the competition level; but did you know some of the best converting keywords are the least expensive? This is because they are long tail keywords and the longer the search phrase, the more specific the intent of the searcher.
Landing Page Optimization – Depending upon how long you have been around PPC advertising, you may be aware of ad scores. This score is determined based upon the quality and relevancy of your ads to the target URL. When creating an ad, you should make sure that the ad lands on a page that delivers on what the ad promises. If you have an ad mentioning “20% off of a full furnace inspection” then the landing page should contain information about how.
Data Tracking and Analysis – A wealth of knowledge is available to you in the Bing/Yahoo PPC dashboard. If you do not know how to interpret that data, you could be missing out on incredible marketing opportunities for your heating and cooling company.
While you can most likely setup and run a pay per click campaign for your HVAC, heating, and cooling business, optimizing it is much harder. If you need a helping hand, our fully managed tracking services can help you unlock the hidden gem in your online marketing data. Contact us today to learn how we can help.