PPC Basics: Common Mistakes Plasterers Should Avoid
If you’re a plasterer looking to boost your business online, you might have realised how effective Pay-Per-Click (PPC) advertising can be. It’s that direct line to potential clients searching for your specific services. But, like any tool, using PPC optimally involves avoiding some common pitfalls. Fortunately, there are ways to ensure your plastering services receive the attention they deserve without breaking the bank. By understanding these common errors, you can streamline your efforts and improve your return on investment.
Over the past few years, we’ve seen plasterers miss out on potential opportunities due to PPC campaigns that weren’t up to scratch. That’s exactly where our expertise comes into play at Wired Media. If you’re interested in learning more about how to set up your campaigns effectively, check out Plasterers PPC for expert guidance.
Going Too Broad with Keywords
One of the biggest issues involves going too broad with your keyword selection. It seems logical: cover all bases, right? But really, it leads to wasted budget. Instead, you should focus on more specific keywords that are highly relevant to your plastering services. Think about what your ideal customer might actually type into the search bar. If you specialise in lime plaster restoration, include that specificity in your keywords. The more targeted, the better, because this means your ads will reach people who are more likely to require your specific services.
Ignoring Negative Keywords
Negative keywords are just as crucial as selecting the right positive ones. They help prevent your ads from being shown for irrelevant searches, saving you money. For example, if you only work with residential clients, include “commercial” as a negative keyword. It’s a simple step that makes a huge difference to your PPC performance and ensures your budget is spent reaching the right audience.
Not Focusing on Local Targeting
Since most plastering jobs are location-specific, it’s essential to focus your PPC efforts locally. There’s not much point in paying for clicks from areas you don’t serve. By narrowing your audience to your service area, you’re more likely to get enquiries that convert into actual jobs. Use location extensions to show your business address, helping local customers find you more easily and increasing your visibility in relevant local searches.
Overlooking the Importance of Ad Copy
Good ad copy is the backbone of any successful PPC campaign. All the right keywords won’t make up for poor copy. Your ads need to be compelling and reflective of the services you offer. Highlight what sets you apart – maybe it’s your years of experience or your specialised techniques. Ensure call-to-actions are clear, inviting someone to contact you or visit your website directly. Regular testing and refining of your ad copy will keep it relevant and effective.
Forgoing Regular Performance Reviews
And then there’s complacency. Even if your PPC is set up perfectly, without ongoing analysis, you might miss opportunities to optimise further. Reviewing performance regularly means you can tweak underperforming keywords, adjust bids, and continually refine ad copy. Look at which keywords are driving the most traffic and which convert into job leads. Pay close attention to your cost per conversion metric and adjust as necessary to maintain efficiency.
Not Using Ad Extensions Wisely
Ad extensions can enhance your ads without extra cost, providing additional information that encourages more clicks. If you haven’t been using site link extensions, callouts, or call extensions, you’re missing out on an easy way to boost ad performance. For plasterers, extensions like lead forms and structured snippets can highlight specific services offered or list areas you serve. These additions make your adverts more comprehensive and useful to the searcher.
Conclusion
A successful PPC campaign for plasterers requires careful attention to detail and ongoing adjustments. By understanding and avoiding these common pitfalls, you will be in a far better position to manage your budget effectively and attract the clients you desire. Always think of your PPC strategies as a continual work in progress, ensuring tweaks and adjustments are made for ever better results.
If you’re ready to take your PPC campaigns to the next level, our team at Wired Media is here to assist. We offer specialised PPC management for Plasterers, ensuring you get the most out of your digital advertising efforts.
