For pest control companies, it’s critical to capture the attention of potential customers in your market. Digital marketing offers affordable and effective solutions to attract high quality leads and convert them into paying customers. There are numerous digital marketing tools and options available.
Since most people turn to the internet to solve their problems, running an online advertising campaign can get you the visibility you need to stay ahead of the competition. In this article, we’ll discuss why Google Ads can be a great investment for pest control companies looking to grow and how to get the most out of your advertising budget.
Benefits of Using Google Ads for Your Pest Control Business
Hands down, Google is the top search engine on the planet. In fact, over 93% of searches happen through Google. Essentially, pest control companies can leverage Google Ads to gain access to nearly everyone in their target market. This is the primary benefit of leveraging Google Ads in your digital marketing strategy. However, there are many other benefits that businesses can take advantage of.
- Cost Effective – Depending on your selected criteria, Google Ads can be extremely cost effective even for small pest control companies that are just getting started. However, this will only be the case if you understand your Google Math and have a high sales conversion rate. Visit this page to learn more.
- Immediate Visibility – Organic traffic to your website through careful SEO (search engine optimization) practices can take a lot of time. Google Ads can give companies immediate visibility to their target audience.
- Remarketing Options – In some cases, people might visit your website and decide not to contact you or purchase your services. Google Ads has features that allow companies to target prior website visitors with advertisements.
- Flexibility and Customization – Google Ads provides a lot of flexibility to customize the look and message of your advertisement. You can even customize targeted keywords and the time of day you want your ad to appear in search results.
- Ad Extensions – Pest control companies can use ad extensions to enhance their Google Ad by including location, contact information, and a list of services.
- Tracking and Analytics – The Google Ad platform provides robust tracking mechanisms and measurement tools, allowing pest control companies to monitor the performance of their campaigns in real-time. Businesses can track metrics such as impressions, click-through rates, conversions, and return on investment (ROI). This helps to make data-driven decisions and optimize your campaign over time.
Tips for Getting the Most Out of Google Ads
As with any marketing tool, successfully advertising your pest control business on Google Ads depends on having the right strategy in place. Carefully planning and executing your ad campaign can help drive a large number of local customers to your website and business. Here are some industry best practices to get your started.
1. Conduct Thorough Keyword Research
Google’s algorithm works to match its users with the most relevant and accurate results based on their search criteria. There are many factors that determine which websites and advertisements get seen. When placing a Google Ad, you will have the option to select a list of keywords that are associated with your advertisement. Your ad will appear when users search for those specific keywords. For this reason, it’s important to carefully research which keywords are most likely to perform the best.
There are a handful of key criteria to consider when selecting your keywords including search volume, trends, and difficulty. Search volume tells you how many people search for that specific keyword. While high-volume keywords get more visitors, there is often more competition driving up your cost-per-click as you jockey with competitors for the top spot.
Selecting more specific keywords, often referred to as long-tail keywords, is a good strategy as these tend to have lower levels of competition. You should also select local keywords such as the name of neighborhoods, towns, and counties that you service. This will ensure that your ad is only shown to people in your operating area.
2. Select the Right Option
Google offers two main options for advertising your pest control business – Google Ads and Local Ads. There are pros and cons to each option. Google Ads tend to be cheaper than Local Ads. They show up above the standard search results and businesses are charged when someone clicks through the ad to the linked website or landing page.
While Local Ads do cost more, they show up in the search results above traditional Google Ads. The other advantage is that businesses only pay for customers who contact them by messaging or calling via the ad. The volume will likely be lower with Local Ads, but the quality of the leads will be higher.
Either option can be beneficial to pest control companies depending on their digital marketing goals and objectives.
3. Craft a Compelling Advertisement
Landing a top spot in the search results by purchasing a Google Ad is only half the battle. You need to convince your target audience to click through the advertisement to your website or contact your business to schedule pest control services.
Crafting a high-quality ad can be challenging for non-marketing professionals. Since you have limited space, you need to include the most compelling and engaging information. Start with drafting a strong headline that grabs your customer’s attention and highlights the value you offer. Your ad description should emphasize the benefits of choosing your company and have a clear call-to-action (CTA) such as “Call today” or “Schedule a Free Inspection”.
4. Optimize Your Landing Page
Getting a potential customer to click on your ad is a huge accomplishment. Once they are directed to your website, you need to keep them engaged. Make sure that your landing page is up to date and immediately continues the conversation from your ad. If your ad is centered around termite mitigation, your landing page should be all about your termite removal services. A misaligned landing page will result in the person clicking back to the Google search results to try out another link. Other factors that can turn users away from your website are slow loading speeds, poor graphics, and confusing layouts.
5. Use Data to Strengthen Your Ad Campaign
Your first attempt at running an online ad campaign may not produce the results that you had hoped for. There are numerous factors that play into your success including the quality of your ad, levels of competition, and local search volume. To get the most out of your campaign, you may have to make adjustments to your ads, keywords, or campaign settings to improve your conversion rate.
Google Ads provides companies with a number of important metrics to help you understand what is working and what isn’t. By slowly adjusting your campaign over time, you can steadily improve the results and increase your ROI. This can be a slow and painful process so it’s important to give it some time before throwing in the towel.
Launch a Professional-Grade Google Ad Campaign
Gaining visibility to your target market through Google Ads is a great option. However, many pest control owners find the process confusing and overwhelming. At Rhino Pest Control Marketing, our team can help you create an ad strategy, craft a compelling ad, and manage the campaign from start to finish. Contact us today to learn more about our Google Ad support services.
