As we step into 2022, more residents will be looking into home renovations and repairs. We can also safely say your fence company will be looking for clever SEO tactics to reach out to these residents. However, with a new year comes new marketing solutions mixed in with some long-standing optimization tools that’ll increase your organic traffic.
For ideas on how to improve PPC (pay-per-click) performance from the PPC experts for fencing contractors, trust in our tips below.
How To Improve Your Keyword Choices
Online searches typically begin with a person’s queries or interest in a product or service. As these potential shoppers conduct their research, you want the choice of words they search for to match your website or blog post keywords. Upon doing so, SEO will rank your website higher in the search engine, resulting in more traffic and a higher PPC rate.
The best way to ensure this lies in choosing the quality of your keywords over quantity. The standard PPC campaign traces its success back to a mere 12% of keywords, making the rest obsolete. When you notice this, it’s time to get rid of keywords with a poor performance rate.
While figuring out which keywords don’t perform properly may take some trial and error, some possible ways to pinpoint them would be to look for keywords that are:
- Low in search volume
- Too broad to make your website stand out from competitors
- Too selective to fall under most basic searches
What Are the Types of Keywords?
How to improve PPC performance heavily depends on the keywords you choose. High-performance keywords with a heavy click-through rate (CTR) and accurate VPN directed to each geographical location will provide a large influx of traffic to your site. However, keywords take many forms, including:
- Broad Keywords: Broad or head keywords usually encircle the main topic of your business. For instance, words like “fence,” “fencing,” or the city/state of your business stand out as broad keywords. These keywords are in a large volume of searches, meaning an abundance of competitors will pop up alongside your company.
- Long-Tail Keywords: Long-tail keywords consist of more detailed phrases that may include the broad keyword within them. Since long-tail keywords are more specific, the cost per conversion and links to your competition prove lower. While broad keywords work best for high-level pages, these more specific searches work well for smaller companies.
- Primary Keywords: Primary keywords resemble broad keywords since they reflect general information about your business. For instance, primary keywords include “fence” or “fence company.”
- Secondary Keywords: Secondary keywords resemble long-tail keywords since they are longer phrases that hone in on what your website offers, including “types of fence styles,” “best materials for your fence,” and “the process of installing a fence.”
- Negative Keywords: Ensuring certain searches don’t provoke an ad for your company is just as important as ensuring that others do. Adding to your negative keywords list prevents keywords related to the topic but aren’t relevant to your company from suggesting your site. They will weed out PPCs that won’t convert.
While you have free and paid tools at your disposal to help you determine which words are right for your company, professionals like the ones at Fence Marketing Pros can help you reap the top benefits of pay-per-click. Let us worry about constantly changing Google algorithms. You can concentrate on your company.
Why Are Mobile-User-Friendly Campaigns Essential?
In the digital age, people take their searches on the go. Whether on a road trip or waiting for a bus, at least 45% of people search more on their phones than on their laptops. Therefore, the success of how to improve your PPC performance can hinge on your website’s user-friendliness.
If a cell phone user stumbles onto your website while searching for a quality fencing company only to find a PC layout that is difficult to read, they will instantly click away. They’ll prefer your competitor’s easy-to-scroll layout compared to your small text. The right layout will therefore guarantee a better chance of your website visitor responding to your call-to-action and increasing your conversion rates.
Should You Renovate Your Landing Page?
How to improve your PPC campaign performance also relies heavily on the first things that greet your visitors when they land on your home page. Your first appearance can make or break a potential client’s mind as they decide on the right fencing company for their needs.
Although you may have set up your website the way you wanted when you first created your company, never wash your hands on further optimizing your PPC campaigns. That includes:
- An Intriguing Design: Not only does a vibrant color scheme and ample images make a website more engaging, but they also give a sense of professionalism. As opposed to a black font in the form of hard-to-read block paragraphs on a white background, broken-down texts and visually pleasing aspects pique curiosity.
- Easy-To-Find Information: If your visitors are intrigued with your website but still have questions, they’ll want to reach out. If they can’t find a phone number, address, or online chat room, it won’t take long before they visit a competitor’s website that has easier access. That’s why it’s best to place your NAP at the top of your page, alongside internal links to other pages.
The best way to check your digital marketing performance is to run A/B tests. Two versions of your website can help you to understand which performs best.
However, regularly testing your web or ad copy or learning about the ever-evolving world of PPC can be overwhelming. If you’re looking for a company that can teach you how to improve PPC performance or learn how Facebook marketing for fence companies works, call Fence Marketing Pros at 888-565-2744 today!