ppc for pest

The digital age has triggered many challenges and opportunities for businesses of all sizes. Pest control professionals are luckily part of an industry that can benefit from the changes introduced to the digital marketing world. 

Previously on our blog, we talked about some of the best ways to effectively market your business online. Today, we will deep dive into what’s known as PPC or pay-per-click advertising – and how it can help pest control companies get more business.

Using paid advertising for pest control businesses

First of all, let’s define pay-per-click advertising. PPC stands for pay-per-click, which is a model of marketing where advertisers pay a fee each time one of their ads is clicked on. In other words, this practice is a way of buying visits to your website, rather than attempting to “earn” these visits, which is also why it is called “paid media” or “paid advertising”.

The paid advertising space has grown over the past few years. Search engine advertising is one of the most popular forms of PPC, where advertisers bid for ad placement in a search engine’s sponsored links section. Therefore, when someone searches for a keyword that is related to their business, they show up in the first couple of listings.

For instance, if you are a pest control business, you should bid for the keywords “pest control company” or “pest control services” if you want your ads to appear in the top spots on the Google results page. Every time your ad is clicked on, a visitor will come to your website or landing page, and you will be charged for it.

It is worth noting that there is a lot more to the setup than just adding a couple of keywords and running a PPC campaign. All of this is done through Google Ads, which is the single most popular PPC advertising system in the world. The network operates on a pay-per-click model, where users bid on keywords and pay for each click a prospect makes  on their advertisements.

Thereby, conducting PPC marketing through Google Ads is valuable and effective. However, there are a number of factors that determine how successful your PPC campaign will be, such as:

  • Keyword relevance: You need to work on crafting lists with relevant search terms, target keyword groups, and use proper ad text.
  • Landing page quality: Creating optimized landing pages with relevant content and a clear call-to-action (CTA) is important.
  • Quality score: This is a metric by Google which is directly related to the quality and relevance of your keywords, landing pages, and PPC campaigns. The greater it is, the more ad clicks you will access lower costs.
  • Creative: Lastly, to get more clicks, you will need ad copy that stands out. If you are advertising on the display network, you also need to ensure you make your ads engaging in order to generate more clicks.  

4 actionable tips to improve your pest control business’ PPC performance

Now that we have answered some of the basic questions around pay-per-click (PPC) advertising for pest control businesses, let’s jump to some of the best ways to maximize your investment with this type of marketing.

  1. Keep an eye out for long-tail keywords: Not every campaign in your Google Ads setup should use the same basic keywords. For instance, you should try finding some long-tail keywords which are often considered cheaper and with less competition. For instance, you could focus on keywords such as “top rated pest control company,” or “organic pest control solutions,” or  “pest control near me,” or “get rid of pests effectively” as some of the examples to get you started.
  2. Create keyword or campaign-specific landing pages: One of the most overlooked areas of PPC is not spending enough time to ensure that your landing pages are relevant to your campaigns. If you are sending every visitor to your main website, you are likely to benefit more from creating specific landing pages with a better call-to-action to ensure that more clicks result in conversions, whether that’s calls or booked appointments. Improving the SEO for your pest control website can also help you yield better Quality Scores on your PPC ads.
  3. Diversify your campaigns: Nowadays, Google Ads has many different campaign options that you can use to reach new audiences and diversify your ads. For instance, you could use Display ads, YouTube ads (also set up through the Google Ads platform), ads on Google Maps, etc.
  4. Think outside the box: While Google Ads is definitely the ruler of PPC when it comes to search engine queries, you should always consider other networks such as Bing Ads, or expand your pay-per-click advertising efforts on social media. Facebook and Instagram are some particularly interesting opportunities for pest control companies.

We hope that this guide has helped you understand the basics of pay-per-click (PPC) advertising for pest control businesses, and learn some of the best ways to drive more traffic on your website!

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