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 just 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 their own 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 actually pay to post these ads unless a user clicks on them. This is different than traditional advertising where the business pays simply for their ad, perhaps on a billboard or TV commercial, to simply 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 home builder? What benefits can be gained from PPC as opposed to other forms of advertising?
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. A higher visibility for your company during this stage in the customer’s research greatly impacts the chances of them visiting your website. And when someone searches for your industry, your PPC advertisement will be featured at the top of the page, above the search results.
People don’t dig too deep into their search queries. In fact, 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 chance you have of being seen by your potential customers.
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 in more indirect ways. 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 is rewarded with higher rankings.
PPC brings people to your website. And because the people that it draws in are predisposed to be interested in your services, there is a higher chance of interaction. So although the PPC ads themselves 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 who aren’t 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 any money advertising to people you can’t serve. You have a much higher opportunity for conversion when you know exactly who is going to see your ads.
PPC can further serve home builders by offering customization as to when your ads will be offered. A call to action is a way to incite an immediate response in your potential customer. And an effective 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 actually 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 actually is. Is it converting at the rate you would like? Are the generated leads able to be converted into customers?
If you find your campaign isn’t producing the results you expected, simply 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.
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 a complicated advertising doesn’t need to be at the top of your list when you have houses to build.