Pay-per-click (PPC) advertising is an increasingly popular way for businesses to put their message in front of potential customers. You will come across them fairly often while perusing the internet. You might not recognize them as PPC ads. This is because they are mostly unobtrusive.
PPC can be displayed on a variety of websites. Social media outlets such as Facebook and Linkedin frequently display PPC advertisements. Google has its version of PPC, which they call AdWords. These are the results you often see toward the top of the search result page but separate from the results themselves.
They are called “pay-per-click” because businesses don’t pay to post these ads unless a user clicks on them. This is different from traditional advertising, where the company pays simply for their ad, perhaps on a billboard or TV commercial, merely to exist. PPC doesn’t cost the business money until a potential customer follows the link.
So, now that we understand PPC advertising, how can it help a homebuilder? What benefits can be gained from PPC as opposed to other forms of advertising?
Creates Traffic
People aren’t going to visit your website if they don’t know it exists. Luckily for home builders, their customers are likely to actively search the internet for information relating to the industry. Higher visibility for your company during this stage in the customer’s research dramatically impacts their chances of visiting your website. When someone searches for your industry, your PPC advertisement will be featured above the search results at the top of the page.
People don’t dig too deep into their search queries. Only 5% of people go beyond the first page of search results. This means that the higher you are on the search results page, the better your chance of being seen by your potential customers.
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Better Search Result Rankings
PPC doesn’t directly translate to better SEO and, therefore, better rankings. However, PPC can help your website’s search result rankings more indirectly. For instance, one of the factors Google uses to rank search results is the traffic and amount of interaction with a website. Higher traffic and interaction are rewarded with higher rankings.
PPC brings people to your website. And because the people it draws in are predisposed to be interested in your services, there is a higher chance of interaction. So, although the PPC ads might not factor into your search result rankings, the results of a PPC campaign can produce results that will result in higher rankings.
Directly Targets Your Market
Home builders don’t want to advertise their services to people not looking for a new home. You also don’t want to advertise to people far outside of your service range. Somebody interested in a new home in Alaska won’t help you if your business is based in Pittsburgh.
PPC allows you to target specific geographic areas so you don’t waste money advertising to people you can’t serve. You have a much higher opportunity for conversion when you know exactly who will see your ads.
Specialized CTAs
PPC can further serve home builders by offering customization as to when your ads will be provided. A call to action is a way to incite an immediate response from your potential customer. A compelling call to action for a home builder is to get your customer to call you on the phone. It might seem old-fashioned to elicit a phone call these days, but the opportunity to converse directly with a potential client can be very beneficial.
And if you want to use this method, you want your customers to call when you are in the office. PPC allows you to run your ads while your office is open so these potential leads don’t get lost.
Trackable and Changeable
PPC offers analytic tools to see exactly how successful your campaign is. Is it converting at the rate you would like? Are the generated leads able to be converted into customers?
If your campaign isn’t producing the expected results, change it up. Target a different area or time of day. Refresh the displayed content. PPC ads are easily changed to get you the best results possible.
Low Overhead
And with this ease of change comes a low overhead cost. PPC ads are easy to put together. They are effective. And they don’t require more attention than you are willing to give them after they are running. Home builders have a lot to do. Managing complicated advertising doesn’t need to be at the top of your list when you have houses to build.