Mastering Paid Search for the Home Services Industry: Insights from CAMP Digital’s Latest Podcast
In the latest episode of Around the CAMPfire, CAMP Digital’s podcast series, host Megan Bedford chats with Logan Bergevin, CAMP Digital’s Director of Search, to dive into the intricacies of optimizing paid search for the home services industry. Learn how to maximize your home service business visibility and convert more leads through effective search engine strategies.
From Data to Digital Marketing
Logan’s journey into digital marketing is rooted in his early work with data, notably using ground-penetrating radar to locate Holocaust sites in Lithuania. This experience taught him that “data always tells a story,” a principle he now applies in digital marketing to help businesses craft data-driven strategies.
Navigating the SERP for Home Services
Understanding the layout of the Search Engine Results Page (SERP) is crucial in the home services industry. Logan explains the key areas where businesses can appear, including Local Services Ads (LSAs), paid search campaigns, the map pack, and organic results. With Google’s evolving SERP, the importance of paid placements is growing, making it essential for businesses to optimize their presence in these key areas.
Budget-Friendly PPC Optimization
For businesses with tight budgets, Logan recommends narrowing targeting to high-intent, low-funnel keywords, understanding the urgency of the customer journey, and refining unique selling points (USPs) like same-day service or warranties. Competitor analysis also plays a vital role in standing out in a crowded market.
Advanced Strategies: Day Parting and Capacity Optimization
Day parting, or adjusting ad spend based on operational hours, can be a game-changer. Logan discusses how CAMP Digital’s Capacity Pro dashboard takes this further by integrating with clients’ call boards, allowing real-time ad spend adjustments based on current capacity. This ensures efficient use of marketing dollars and enhances trust with potential customers.
Challenges and Opportunities with LSAs
Despite recent changes to LSAs, such as fewer desktop spots, they remain a cost-effective advertising option. Logan advises businesses to fully utilize all LSA features, including optimizing location targeting and maximizing budgets for higher-quality leads.
Exploring Performance Max Campaigns
For those looking to diversify their strategy, Logan discusses Performance Max (PMAX) campaigns, which use Google’s entire marketing network to create an omni-channel experience, helping businesses reach potential customers at various buying stages, even before they actively search for services.
Leveraging High-Funnel Campaigns for HVAC Installs
Logan emphasizes the importance of targeting consumers during the longer transaction windows of HVAC installs, using high-funnel campaigns and affinity segments to stay top-of-mind as consumers compare quotes.
Cost-Effective Brand Awareness and Re-Engaging Dormant Customers
Higher funnel campaigns are cost-effective in boosting brand awareness, increasing the likelihood of consumers choosing your company when ready to purchase. Logan also highlights the power of re-engaging dormant customers through targeted ads based on customer lists from CRMs like ServiceTitan.
The Game-Changer: Offline Conversion Integration (OCI)
Offline conversion integration (OCI) offers full visibility into the customer journey, enabling precise ad targeting and more efficient use of marketing dollars. Logan explains how even smaller businesses can now benefit from OCI as Google reduces the minimum customer list size.
Key Performance Indicators and Future Trends
Logan advises focusing on key performance indicators like cost per conversion and click-through rates to measure paid search success. He also discusses the increasing role of AI and the growing demand for personalized content in digital marketing, noting that companies that adapt to these changes will thrive in the competitive home services market.
Click here to listen to the full episode.
Around the CAMPfire is a content partner of Chad Peterman’s “Can’t Stop the Growth” podcast.
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Whether you’re looking to increase your online visibility, drive more traffic to your website, or boost your conversion rates, our team of experts is here to help. Ready to explore CAMP Digital’s comprehensive solutions for your home service business? Connect with an expert today!
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