Pay Per Click Advertising: What Is It and How Does It Work?

Are you struggling to reach your target audience online? Consider adding pay-per-click (PPC) advertising to your digital marketing strategy this year. After all, about 85% of shoppers use the internet to find local businesses.

PPC advertising can help you increase brand awareness by 80%. The ROI for PPC advertising is 200%, too!

Learning more about PPC advertising could help you develop the best digital marketing strategy for your business. You can reach more customers online and set your business up for lasting growth.

What exactly is PPC, and how can it benefit your HVAC business? Keep reading these digital marketing tips to find out.

What is PPC Advertising?

First, let’s cover the basics. What exactly is pay-per-click advertising?

Pay-per-click advertising is a form of search engine marketing. You can create eye-catching display or text ads that will appear online. These ads can appear in different places online, including:

  • Google search pages
  • Websites on the Google network
  • YouTube
  • Facebook
  • Instagram
  • LinkedIn

Each platform will allow you to reach a larger audience of potential customers.

You can use precise targeting to specify who you want your ads to appear in front of. For example, you can specify demographics like age, gender, or location. You can also select which keywords will trigger your ads to appear on search engine result pages (SERPs).

With PPC advertising, you can choose to pay when someone clicks on an ad or views your ad. Either way, you’re able to control your advertising budget.

Your cost-per-click will depend on the keywords you’re targeting, as well as competing bids. Your advertising quality score in Google Ads can impact your cost-per-click, too.

Once someone clicks on your ad, they can reach a landing page on your website. Then, you’ll have the chance to turn that visitor into a lead or sale. As you generate more leads, your ROI will rise!

How It Works

Before using digital marketing tips for PPC advertising, it’s important to learn how the platform you choose works. Otherwise, you could waste time and money.

For example, you might use broad targeting parameters. You could begin appearing in front of consumers who don’t convert. You’ll still have to pay for each click or view, even if you’re not generating leads.

However, if your targeting is too narrow, you might miss the chance to appear in front of ideal customers.

Consider working with an experienced HVAC digital advertising agency this year. Their experience and expertise can help you save time. You won’t have to worry about learning how to create campaigns or navigate a new platform.

Their digital marketing advice can improve your cost-per-acquisition and ROI. As you generate more leads and sales, you can set your business up to grow.

So, how exactly does PPC advertising work?

When there’s an ad placement on a SERP, an auction will take place for that keyword. Different factors will determine who wins the ad placement. For example, placing a higher bid and having a high quality score can help you win the top placement.

Reaching the top of a SERP will ensure consumers see your ads before anyone else’s.

Each time someone searches for a keyword you’re targeting, your ads can appear.

To begin using these digital marketing tips, you’ll need to choose a platform like Google Ads or Facebook Ads. Then, you create a campaign. Each campaign will include ad groups and individual ads.

You can specify targeting parameters for each campaign. Then, you can group similar ads within different ad groups.

Remaining organized can help you make more informed decisions when optimizing your campaigns.

The Benefits

As you review this guide to digital marketing and PPC, you might find yourself asking, “What are the benefits of PPC advertising?” There are a few ways PPC advertising can help your HVAC business grow.

For starters, PPC advertising will allow you to appear in front of consumers who already need HVAC services. You might have an easier time generating conversions if you appear in front of ideal customers. With print advertising, you can’t always control who your ads appear in front of.

PPC advertising can save you valuable time, too. Once you create your ads, you can go live almost immediately.

If you want to advertise new products, services, events, or sales, PPC advertising is an efficient option. You can develop the best digital marketing strategy with your goals in mind.

For example, you can use PPC advertising to:

  • Generate brand awareness
  • Reach specific audiences
  • Increase traffic to your website
  • Generate leads and sales
  • Rank at the top of a SERP
  • Gather data about customers
  • Improve your ROI

You can even use your PPC advertising strategy to improve your organic search engine rankings. As you generate traffic through PPC, your search rankings will increase. Higher rankings will help you reach even more customers.

In fact, PPC generates twice as many website visitors than SEO does.

With a strong digital marketing strategy, you can give your HVAC business a boost!

Getting Started

To start using PPC advertising effectively, you’ll need first to update your website. Google will look at your landing pages when determining your quality scores. Your quality score will drop if you’re offering a negative user experience.

Remember, lower scores can lead to lower rankings, making it difficult for people to view your ads.

Make sure your site is fast, mobile-optimized, and user-friendly.

Next, research your audience. Consider the demographics they fall under. Determine what keywords they search for, too.

Next, establish your daily budget. Determine what platform you want to use. Then, create your campaigns, ad groups, and ads.

Once your ads go live, review your campaigns regularly. Determine which ads are performing best. As the campaigns go along, you can make changes to optimize them for better results!

Digital Marketing Tips: Use PPC to Boost Your Business Today

Using these digital marketing tips on PPC advertising can help your HVAC business grow. Remember, you don’t have to develop your campaigns alone. Instead, consider working with an experienced marketing agency this year.

With the best digital marketing strategy, you can reach more customers than ever before.

Want to meet your potential? We’re here to help.

Get started today to give your business the boost it needs!

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