7 Steps to help your Construction & PPC Marketing to have that competitive edge
So, you are struggling to crush your competition, and have that competitive edge. Then, Pay-Per-Click advertising is the way to go. PPC in Digital Marketing makes it quite easier to gauge what your competitors are doing. Compare your efforts with them and then stay ahead with your construction marketing strategies to flourish in your business, digitally. PPC Campaign for your construction business is not difficult as it is assumed. If you pay heed to current digital trends and study your competitors, you can nail it. Here’s how to better your PPC campaigns to beat competitors. Check out 7 major steps to improvise your construction marketing PPC campaign and stay ahead of others:
1. Keyword Research – not just for SEO, but also for PPC
Well, a bit of keyword research is being done before coming up with PPC ads, right! But did you cover all? Keyword research is not like before anymore; now one also has to concentrate on keyword clusters, topics before determining ad groups and campaigns to run. To beat your competitors, you need to search what keywords they are ranking for. Besides Google Keyword Planner there are other tools too like Ahref and Ubersuggest to do the competitive analysis of the keywords. By doing this, you will be able to find your biggest competitors and even bid better than them to be on the top slot. Assessment of competitor keywords is the key to a better PPC marketing strategy.
2. Types of PPC ads – What kind of ads your competitors are running
After being done with the keyword research, observe the types of ads your competitors are running. Yes, you need to take your competitive analysis a bit further and see what kind of text ads the competitors are rolling out. Is it display, remarketing, or video ads. How you can check whether the competitor is running remarketing ads, you need to visit their website and see whether the ads start showing up on sites. You can also see ads on social media platforms. For checking the regular display and text ads, type the name of the services or products on the search, you can see the listing of your competitors’ ads. If you are specific about one competitor, type their company name and services within the search engine box, and you can see the ads. Voila! Isn’t it simple?
3. Competitors’ ad copy – Your key to be on top of the searches
PPC marketing for construction companies gets much simplified if the firms evaluate the competition through their ads. Review first, how the competitors’ ad copies read and look. How the ad copies have been strategized? By reviewing you will get to know how the competitor is formatting the ads, what kind of ad extensions are in use! Are these ad extensions helping in ranking their ads better than yours? Analysis of a competitor‘s ad copy in terms of keywords, format, ad extension and landing page is a must to better your PPC campaigns to beat competitors.
4. Advertisements’ location – Where are the PPC advertisements of the competitors are running?
You know that the PPC ads are there on Google, and on their websites. But, with digital marketing transforming the way we use the internet, the chances are high that the ads are at other places too. Yes, construction marketing is increasing rapidly, and now the ads are on social media, other search networks like Bing, Yahoo, and also in the content pieces. The ads are even playing on other websites if that construction website is an ally to your competitor. So, analyze repeatedly to see where your competitors are placing the ads. If it’s social media advertising campaigns through which they are gaining leads, you too can perhaps pursue it. Or, you can choose to go on a different track and test the waters. PPC marketing of a construction company will suffice when the pay-per-click strategy on displaying the ads on particular locations is chalked out well and planned.
5. Competitor’s landing page – What’s going on in there?
Gone are the days when people used to care less for the landing page. Now, it’s the most important aspect of PPC. Digital Marketers put a lot of thinking on the landing page so that the paid advertising efforts bear fruit. For small construction businesses too, focusing on landing page while doing Pay-Per-Click advertising is quintessential. A landing page that serves the exact purpose of the ad is not only valued, leads to sign-ups and form fills, but witnesses lower bounce rates. So, do review what kind of landing page your competitor has. By analyzing, you will be able to know where you stand and what else you can do for your landing page. Use the tool Crazy Egg to see where the visitors are concentrating on your landing page to stay ahead in the game.
6. Pricing – How your competitors are using pricing structure
If you have services like SunRay Construction Solutions – a National Construction Documents Service provider in Florida, it’s crucial to monitor how your competitors are pricing their services. If SunRay wants its target audience to sign up for NTOs (Notice to Owner services), the company should also check how much its competitors are charging for the same service. It will be helpful to structure your pricing. It’s simple maths, if your services are expensive than the competitor and has no added value to it, you are likely to lose out here.
7. Google Adwords Auction – Use the insights
Using Google AdWords has perks galore. One can use the Auction Insights tool to observe how the campaigns and ad groups are performing in comparison to the competitors. What does the tool do? It lists your top competitors and has these denominators to help: Average Position – Your ad ranking on average as compared to your competitors Overlap Rate – How many times your competitor’s ad is showing in the same search result page as yours Position Above Rate – Know how often your competitor’s ad show in a higher position than your ad Top of the Page Rate – If you ever were on top of the search results, this auction insight will show you. Outranking Share – Whether you ranked better than your competitor’s ad, or did your ad show up when your competitor’s ad didn’t – this insight will help. When it comes to construction marketing ideas, you will find ample digital marketing solutions, but Pay-Per-Click management is one of the best strategies. Reason being, where else you can analyze your competitors well. These are the seven ways to better your PPC campaigns to beat competitors. There is no way not to use PPC competitor analysis to leverage your construction marketing strategy to gain leads and perform better.
