PPC Basics: Setting Up a Winning Campaign for DIY & Hardware Brands
If you’ve ever tried your hand at setting up a pay-per-click (PPC) campaign, you know it’s not as simple as typing a few keywords and hitting ‘launch’. Especially in the fiercely competitive world of DIY and hardware, achieving success with PPC requires a strategic approach tailored to the unique needs of your brand. Here, we’re going to walk you through some concrete steps to help you make the most of your advertising budget, drive traffic, and boost sales for your business. Whether you’re a seasoned marketer or just dipping your toes into the digital space, there’s something here for everyone.
For those of you who target DIY enthusiasts or professional contractors, a custom PPC strategy could be what you need to gain edge. Advertising online allows you to reach customers when they’re actively searching, and your campaigns can be fine-tuned to capture that crucial moment of intent. If you need an overview of the basics, check out our guide on DIY & Hardware Brands PPC first, then return here for a deeper dive.
Research Your Audience
Knowing your audience is half the battle. When it comes to DIY and hardware customers, their searches can range from specifics like “Makita cordless drill” to broader terms like “best power tools”. Differentiate between terms that an enthusiastic DIYer would search for versus what a professional might need. Use tools like Google Keyword Planner to get insights into search volumes and competition.
Crafting Compelling Ads
For DIY and hardware brands, the key is to highlight the unique features of your products. Potential customers want to know details like durability, usability, and efficiency. Make sure your ad copy speaks directly to these points. Avoid being salesy and aim for clarity. Mention any deals or offers you have, such as discounts on bulk purchases or free delivery, which can be a big plus for someone weighing between you and a competitor.
Utilise Ad Extensions
Don’t overlook ad extensions as they can be quite impactful in the DIY and hardware domain. Add location extensions to show your physical store’s proximity to potential customers. Use call extensions for immediate questions or inquiries about stock availability. Sitelink extensions can highlight categories that might interest a DIYer, like “Garden Tools” or “Electricians’ Essentials”. These extra tidbits make your ad stand out and provide additional entry points for searchers.
Negative Keyword Strategy
Negative keywords are an often-underestimated part of PPC that can save you a lot of budget waste. It’s vital for hardware enthusiasts to weed out clicks from irrelevant queries. If you sell premium tools, you might want to steer clear from searches including the word “cheap”. Regularly review your search terms report to spot irrelevant traffic and update your negative keyword list accordingly.
Focus on Landing Page Optimisation
Getting a click is only part of the PPC puzzle. The landing page must satisfy the user’s search intent and provide a smooth path to purchase. For your DIY and hardware offerings, ensure your landing pages are as user-friendly and informative as possible. Prioritise fast loading times, mobile responsiveness, and clear calls to action. Include reviews or customer testimonials from fellow DIYers to build trust and authenticity in your product offerings.
Track and Adjust
Set up conversion tracking to measure actions like purchases, sign-ups, or calls. Once you understand the performance of your campaigns, you’ll need to tweak and adjust. Keep an eye on metrics such as click-through rates (CTR) and conversion rates. If a particular ad group isn’t performing, review its keywords, ad copy or landing page. Regular reviews of your PPC campaigns assure you that your money is working as hard as possible for you.
- Monitor your Quality Score to ensure your ads are relevant.
- Adjust your bidding strategy based on performance data.
Conclusion
With these actionable steps, your DIY and hardware brand can build a PPC campaign that not only attracts traffic but converts those visitors into loyal customers. Remember, the digital landscape is always evolving, so what worked yesterday might not work tomorrow. Keep your strategy flexible and informed by the latest trends and data. If you’re seeking assistance or want to refine your current strategy, consider exploring our PPC management for DIY & Hardware Brands to get ahead in the digital game.
