Considering that over 75% of people start their search for a contractor over the Internet, wise contractors will want to establish a strong presence there. The best thing about the Internet is that it is so inexpensive for a small businessperson to form a website available for the world to see. Unfortunately the worst thing about the Internet is that is so easy to start a website and hence, so crowded. It makes no difference how well done your website is if no one can find it.
The best way I have found to immediately drive a herd of customers to your website is through paid advertising. If you do a search on Google or Yahoo, you will see listings on the top and down the right side of the page with paid listings. Pay Per Click Marketing is a science of its own but a contractor can make a spectacular return on investment just by knowing the basics.
The first step in a Pay Per Click Campaign is finding relevant keywords terms to find great keywords. There are limitless numbers of word-tracking tools, but lets say however you wanted to advertise to prospects who were good candidates for a bathroom renovation. What would these people search for: The term "bathrooms" is too broad. While you would definitely find some people who are looking for a bathroom renovation, you would also come across many browsers looking for a new toilet seat that click on your ad because they thought: "oh, maybe I'll remodel the bathroom someday too, I wonder what that costs?" That is a horrible situation because you pay every time someone clicks on your ad, and browsers can eat up ad budget quickly. A more focused keyword to advertise to would be "bathroom remodeling + Boston, MA" That is a really focused term and someone who types a search phrase that closely is apt to be a very good candidate to invest pay per click money in. A terrific free keyword tool can be used here: https://adwords.google.com/select/KeywordToolExternal
The next step in a successful ad campaign is creating compelling ad copy. If you put up an ad that says: "Great Service, Great Prices, Bathroom Remodeling," you are likely to produce a bored yawn from your prospect. Is that exciting or does the ad seem unrealistic that someone would have both the terrific service at rock bottom prices in the remodeling industry. You only get one second of your prospect's attention and this just failed. A more compelling headline might be "How Much Does a Bathroom Renovation Cost in Boston?" Now you have identified a major a major question your prospect is asking him or herself. We have found that headlines that identify what a prospect is thinking tend to outperform the boring ads in the first example by a factor of 10. That is a serious difference.
No Contractor should try to master the intricacies of pay per click marketing and try to run a business at the same time; at the highest level pay per click can be as complicated as rocket science. Yet, using simple techniques like relevant keyword research and creating compelling ad copy can produce terrific results. Pay Per Click Advertising is still the focal point of my marketing at my company - ZN Custom Building. Pay Per Click can pay huge dividends and in this economy, it can mean the difference between success and failure.