Contractors PPC Ads

Charlotte Contractors: Transform Your PPC Campaigns for Maximum Impact

As anyone running an online business knows, pay-per-click (PPC) advertising is one of the best ways to improve visibility and drive targeted traffic. But planning and executing effective PPC campaigns is easier said than done — there are so many different variables at play, each of which can have a huge impact on your success.

Here’s what to know about transforming your PPC campaigns and how resources in the Charlotte area can help.

What is a PPC Campaign?

PPC campaigns are strategies to help digital advertisers reach their target audience with optimized content and scalability. Basically, you pay a fee to your service provider each time someone clicks on your ad. This model is most popular on search engines and social media platforms and is executed through tools like Google Adwords.

So, how do PPC campaigns differ from traditional advertising? Put simply, PPC focuses on actual engagement. Whereas most advertising models charge for impressions (views), PPC only charges when someone takes action (clicks on an advertisement). This is a much more cost-effective way to boost traffic.

Here’s a closer look at the key components of a PPC campaign.

Keyword Research

Keywords are truly the bread and butter of PPC. The keywords you select can make or break your campaign. Be sure to carefully research terms and choose those your target audience uses when searching for your products and/or services.

Ad Copy and Creative

No one wants to click on a visually unappealing ad. Ad copy aesthetics are crucial to running an impactful PPC campaign. Craft compelling ads that clearly communicate your value proposition and encourage clicks.

Landing Pages

A landing page is the page users land on after clicking on your ad. It should deliver on the promise made in your advertisement. For example, if your ad says it will take users to a page about beach rentals in Hawaii, your landing page better be about beach rentals in Hawaii.

Bid Strategy

PPC platforms use a bidding system to determine which ads appear for each keyword. Advertisers can choose from different bidding strategies based on their campaign goals, such as maximizing clicks, conversions, or impressions.

Campaign Structure

Your campaign may involve multiple themes or products. If so, organize it into well-structured ad groups. This can improve relevance and quality scores, potentially lowering CPCs.

The effectiveness of a PPC campaign is measured through metrics like click-through rate (CTR), conversion rate, cost per conversion, and return on ad spend (ROAS). Continually monitoring these metrics is key to measuring campaign success — and improving performance the next time around.

The Impact of a Well-Executed Campaign

When implemented properly, PPC campaigns can significantly boost conversions and drive revenue. In fact, they generate twice the amount of site visitors as SEO, clearly demonstrating the value of bought advertisements over organic search.

So, what exactly can PPC do for your business?

Immediate Visibility

Want your content to be seen immediately? Use PPC. Unlike organic search, which can take months to yield results, PPC ads place your business at the top of the page the moment your campaign goes live.

This improved visibility can especially benefit new businesses. It can help them quickly establish an online presence and capitalize on timely opportunities.

Targeted Advertising

Targeted advertising, or the process by which businesses show ads to the most relevant audience(s), is one of the key benefits of PPC campaigns. If you do business in Charlotte, for instance, you can target your ads to users in the Charlotte area.

Targeted ads can also be based on factors like the device used and the time of day. Consider a business that sells sleep supplements. When are users likely to browse for such products? At night, when they can’t sleep, or in the morning, when the effects of sleeplessness are starting to hit.

Businesses that leverage these factors can ensure their ads reach the right audiences at the right time and in the right way. This is critical to running a successful campaign.

Measurable ROI

Understanding ROI can be tricky for even the most experienced advertisers. Determining the true value of your ads is difficult and often requires specialized tools and knowledge. However, because each aspect of a PPC campaign can be measured, advertisers can more easily evaluate their ads’ effectiveness.

They can then optimize campaigns and allocate more funds to the most profitable tactics. PPC-derived metrics eliminate the guesswork from advertising and offer tangible evidence of the value of your marketing investment.

Greater Flexibility and Control

PPC campaigns offer unmatched control over your advertising efforts. You can start, pause, or stop your ads at any time, which makes it easier to adjust based on performance or budget considerations.

Today’s market landscape is incredibly dynamic, and this agility can make a world of difference in your campaigns. For example, with PPC, you can more easily respond to trends and seasonal demands. If you find certain ads perform better during the holiday season, you can pause them for the rest of the year, saving money.

High-Quality Traffic

You know that saying “bad publicity is better than no publicity”? Well, that couldn’t be further from the truth when it comes to digital advertising. Low-quality, irrelevant traffic can clog up your websites, blocking valuable traffic that’s more likely to convert.

PPC-generated traffic is often of higher quality because it is so targeted. Users who click on PPC ads are typically deep into the buying process and have actively searched for keywords relevant to your business.

Brand Exposure

Not every click will result in a conversion, but PPC guarantees exposure. Having your ads appear for targeted keywords can increase brand visibility and keep it at the top of potential customer’s minds.

Keep up with PPC over time, and you’ll find that your audience expands. You’ll get plenty of the expected customers, and you may even attract a new type of audience that you hadn’t thought to target.

Greater brand exposure also increases the odds that the same users will click on your ads twice (or more), and customers are up to 70% more likely to make a purchase when they are retargeted.

Competitive Advantage

PPC advertising can give you a major competitive advantage, especially if you’re operating in a market with oversaturated organic search results. The key is in leveraging well-researched keywords to create attractive ad copy.

Small to medium-sized enterprises stand to gain the most from PPC campaigns. They often struggle to compete with larger businesses through SEO alone. PPC essentially levels the playing field, making it easier for smaller businesses to capture a share of valuable internet traffic.

How Charlotte-Based Contractors Can Make the Most of PPC

No matter where you do business, PPC is an art — it takes time and trial and error to perfect. But there are definitely some nuances that come into play depending on where you’re located. In 2022, 97% of people used the web to find local companies, highlighting the importance of targeting local markets.

Charlotte, NC, contractors looking to improve their PPC campaigns can utilize a number of tools and methods to improve outcomes. First, set your campaign’s geographical targeting to specifically include Charlotte and, if relevant, neighboring areas such as Concord.

For maximum effectiveness, incorporate Charlotte-specific keywords into your campaign. Think about local neighborhoods, landmarks, and terms frequently associated with the city. For instance, you might include “uptown Charlotte services” or “Ballantyne fitness centers.”

Charlotte is known for its vibrant culture, so why not take advantage of local events? Stay abreast of what is happening in the city and adjust your campaign accordingly. Find ways to integrate upcoming events and sports teams into your ad copy. For example, you might consider aligning your advertising with Carolina Panthers game days or referencing local festivals—this is a great way to draw a local crowd.

You can also look into ad extensions to provide more information directly within your ads. Location extensions can show your Charlotte business address, making it easier for potential customers to find you. If you target a lot of mobile users, you’ll definitely want to utilize call extensions, which allow them to inquire about your services.

Lastly, make sure to direct your PPC traffic to landing pages specifically designed for the Charlotte market. These pages should reflect a thorough understanding of the local audience’s preferences and needs. Include locally relevant imagery, references, and other types of copy that shout, “Hey, Charlotte! We know what you need, and we’re here to provide it.”

A restaurant’s landing page could highlight popular menu items in the Charlotte area or offer discounts tied to local events. A localized landing page provides a more personalized user experience and increases the chances of converting Charlotte-based traffic.

There’s no doubt about it: PPC is useful, and it can be even more useful when aligned with local markets. By taking the time to understand your Charlotte audience, you can transform your PPC campaign for the better and be well on your way to boosting conversions.

Ready to get started? Contact Blue Fin Digital today to see how PPC can help you as a contractor and attract more Charlotte-based clicks.