What is PPC Management for Electrician Businesses?
The act of creating and optimizing PPC advertising campaigns for electrician businesses is known as electrician PPC management. That is an incredibly simple explanation though, so let's dive a little deeper.
To provide expert PPC management, a paid advertising agency for electricians should get to know you and your goals. This information helps determine the next steps, since the way you'd approach paid advertising for a nearby electrician business is much different from how you'd handle it for nationwide electrician ecommerce site.
Local electrician businesses, for example, are often only searching for contact form submissions or calls. This can be accomplished through PPC advertising that increases traffic to an optimized landing page or sales funnel. If those digital assets don't yet exist, or need substantial improvement, we recommend you start with Google Local Service Ads or Facebook Lead Forms.
Alternatively, ecommerce-focused electrician businesses are most often interested in online sales. This can be accomplished through paid ads that generates traffic to an optimized product page or category page. Google Shopping Campaigns might even make sense to include for some online businesses. Our sales funnels have also helped us to sell subscriptions, products, and services.
The next step in electrician PPC management is understanding the metrics that will be used to optimize and scale. For some electrician businesses, that means looking to platforms like Google Analytics. However, there are other options out there too, like Wicked Reports, Triple Whale, or Northbeam.
To be successful with PPC advertising, your electrician business should utilize multiple advertising tactics and marketing tools. Pay-per-click campaigns for electricians should include plans like:
- Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
- Increase conversions for your electrician business through qualified leads or online sales.
- Better understand ad attribution through the integration of third-party attribution software.
- Showcase social proof through case studies, white papers, video testimonials, and other factors.
- Collect email addresses, create user-generated content, and nurture relationships.
- Test the effectiveness of different ad creatives across different media and ad placements.
A Few of Our Paid Ads experts
Types of Paid Ads for Electrician Businesses
There are numerous ways to run PPC advertising for your electrician business. Let's discuss some of the most common paid advertising being run for electrician businesses.
1.) Local Marketing
You can use nearly any advertising platform to run local ads for your electrician business. One platform may be more effective for your localized electrician business than another. It is important to try out every available option to see which works best for your needs. Let's talk about a few local advertising choices.
There are going to be two options from Google.
The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. With this ad campaign type, the Google algorithm can find the best combination of headlines, images, videos, and service locations to bring you customers. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals. Even local stores use this campaign type.
The second option from Google, if you are in a qualifying business industry, is to check out their Local Service Ads. The Google Local Service Ads offers a pay-per-lead model, which means you get charged a flat fee for each lead the platform provides you. Home service contractors, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.
You can also use Facebook Ads to target people in your local area. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to ZIP codes in the target area. We often rely on nearby Facebook Ads for all types of electrician businesses.
2.) Social Ads
Pretty much any online ad you see on a social network website is going to qualify as a social media ad.
The trick to social media marketing is keeping the ad creatives fresh. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. A weekly change in ad creative is often recommended for higher-spend ad campaigns.
The best part of social ads is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it now. When running search ads, that is quite the opposite since your ads are only going to show when someone is actively searching for what your electrician business offers.
However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.
3.) Search Advertising
You'll want to invest in search engine advertising if you know people are searching online for the products you offer.
There are some people out there who refer to this as electrician Search Engine Marketing, or SEM for short. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine above the SEO placements.
If you've been running search engine ads on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.
4.) Display Ads
Many different message boards, chat rooms, game lounges, news websites (even local news stations), gossip sites, and more run display advertisements.
These are commonly used within the Google Ads and Bing Ads platforms.
To get started with display ads, you just need a set of ad creatives in different image sizes. Both ad platforms have algorithms that help you improve results from your ad spend if you have an understanding of your target audience.
5.) Retargeting Ads
There is a good chance that not everyone will convert during their first experience with your electrician business website, landing page, or sales funnel.
It is almost always recommended to set up retargeting ads to help bring people back to your website after they've had time to think through different options.
You can run retargeting ads on any ad platform, too.
6.) Shopping Ads
This type of search ad was popularized by Google Shopping Campaigns.
To get started with Google Shopping, you just need an ecommerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads account.
With these tools, you can provide Google Ads with an accurate list of all your product data, including title, SKU, image, price, and availability. From there, they will be able to find the right types of search queries to display your products at the top of the search results page.
7.) Video Ads
Social networking websites such as Instagram, Facebook, and YouTube allow you to advertise with video.
If you are interested in running YouTube Ads, you'll just need to set up a video ads campaign in Google Ads.
Facebook Ads is required if you want to run video ads on Facebook or Instagram.
Both ad platforms offer excellent conversion opportunities with video ads. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!
If you have the budget to support ad creatives in video format, look to implement them into your paid ads campaigns.
Tips for Managing PPC for Electricians
We are a team of PPC advertising consultants with extensive knowledge in the latest paid ads trends for electrician businesses and other industries.
Here are some of our best tips to follow for keyword research, audience research, landing page / sales funnel optimization, conversion rate optimization, and ad creation.
1.) Keyword Research Tips
In the context of paid advertising, you'll find keyword research for electricians mostly relates to search network campaigns on the Google Ads and Bing Ads platforms. After all, Bing and Google only show ads based on what people search for that your electrician business is targeting.
For example, a person looking for a electrician business nearby might search "local electrician" on a search engine. Knowing to target that exact phrase wouldn't require in-depth keyword research.
However, what if that exact match keyword wasn't producing enough search volume and the electrician business needed to increase their advertising reach? The solution would require keyword research.
Typically, the PPC advertising manager will discuss with the electrician business about what types of products / services to target more often. A broader keyword targeting plan than exact matches might also be necessary.
For instance, the PPC manager might discover high search volume for "nearby electrician businesses" or even "electrician services." The first phrase is targeting a type of business or organization in the area. In the second phrase, a service is being targeted, which might result in a more lucrative conversion opportunity.
You can also benefit from keyword research when building out negative keyword lists. You can use negative keywords to prevent your paid advertising from showing up in search queries that you know are not likely to result in more homeowners and businessowners.
For example, someone looking for "free services from electrician businesses" or "how to advertise to electricians" isn't likely to convert with your electrician business. However, they might see your paid advertising if you are using broad keyword targeting without any negative keywords like "free" or "advertise".
As you can see, no matter how obvious your keyword research needs might be at the start of building out your campaign, they become more complicated as you begin to scale your ads and reduce wasted ad spend.
2.) Audience Research Tips
For electrician business paid ads campaigns, audience research is often discussed in the context of scaling social media ads. However, Bing Ads and Google Ads also allow audience targeting.
Let's go over a little history on audience research and targeting within the Facebook Ads platform.
In years past, electrician-focused paid advertising managers relied heavily on building out their own custom audiences within Facebook. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers for electrician businesses eagerly took advantage of.
As time went on, data privacy and machine learning both had an impact on custom audiences.
In the iOS 14.5 update, Apple included a pop-up message that allowed users to opt out of tracking for personalized ads. This had a negative impact on Facebook's ability to track user behavior on mobile devices. In fact, it even affected the accuracy of ad attribution reporting.
Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most ad companies for electricians. Their algorithm has become so good at understanding your ideal audience that you typically do more harm than good by choosing your own interest-based targeting.
Though there will still be plenty of electrician business paid ads agencies using custom audiences, the trend is moving toward broad targeting. Don't take our word for it though. If you've been involved in the creation of Facebook ads, you've probably noticed the removal of interest-based targeting options here and there. Maybe you've even seen changes to how "Advantage Detailed Targeting" is recommended during the setup process.
This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting, if you'd like a second opinion.
This isn't to say audience research and targeting is going away. The targeting options within electrician ad campaigns will likely always be manageable to boost performance.
3.) Landing Page Optimization Tips
It is important to focus on a high quality landing page when running paid advertisements for electricians.
When we take on the management of a PPC advertising campaign for electricians, we start by looking over the landing pages to see if they follow best practices. Here are some of the factors we look for in this review:
- Is there a benefit-focused headline?
- Are there any images above the fold?
- What is the quality of the content? Is it well written?
- Do you have a lead form I can use right away?
- Are the call to actions easily noticeable?
- Does the page load quickly?
- Is social proof present?
- Am I able to load the page on a mobile device?
Quality landing pages are the result of many factors. Here is a great write-up about what makes a high converting landing page.
Please, don't spend money on paid advertising until you have a landing page that follows best practices! Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your sales pitch.
4.) Revenue Funnel Tips
You might consider building out one or more sales funnels instead of a landing page. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.
For example, we have a client that promotes an online fitness challenge that you could even join from your local area. While managing their online marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:
- We used squeeze pages to help capture email addresses while building awareness for the program.
- We used lead magnets to provide people with healthy eating tips, fitness tips, webinars, and sneak peaks in exchange for an email address.
- We used application funnels to push people toward the idea of wanting to apply to participate in exclusive programs.
- We used sales letter funnels to serve as the registration system for the online program.
There are many different types of funnels, so your electrician business isn't limited to only these options. Just keep in mind these can be incredibly helpful for gauging interest in a product or service, building out an email subscriber base, and selling a product or service online.
5.) CRO Tips
Having a clear understanding of your conversion rate is critical to making informed advertising decisions. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
- You sell a $100 product or service on your website.
- You have a 1% conversion rate, meaning for every 100 people who visit your website you sell 1 product or service.
- You have a $1.00 average cost per click (CPC), meaning for each person who visits your website you spend $1.00.
- To sell 1 product or service, you need 100 clicks from paid advertising, which would cost you $100. This is known as your cost per acquisition (CPA).
- Your return on ad spend (ROAS) would be 1x, meaning for every dollar spent in PPC advertising you get one dollar in return.
For most electrician businesses, this return on ad spend wouldn't be acceptable. Sadly, we often see this type of ROAS when jumping into new client accounts.
To improve the situation, you hire a paid advertising agency to modify your campaign settings, ad creatives, and landing page experience.
Let's assume those improvements bring your conversion rate up from 1% to 2%. That means for every 100 visits to your website you now sell 2 products. This is twice the return on ad spend! You might be profitable now selling that product or service, if your margins are good.
Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your paid advertising.
6.) Ad Creation Tips
This is potentially one of the most important aspects of a Facebook Ads account, but it also applies to Google Display Ads.
When you run Facebook Ads or Instagram Ads for electricians, you are mostly targeting a cold audience that is more interested in quickly scrolling by advertisements in favor of seeing what their friends and family are up to online.
You should develop an understanding of how to capture someone's attention in a split second.
To do this, you need to build out great ad creatives that make someone stop for a second and say to themselves, "wait a second, what...?"
This doesn't happen by running the same ad creative over and over and over again. Even if it is a good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people nearby.
If you don't change out your ad creatives and test new ideas, you'll suffer from what is called "ad fatigue." This is the state in which your target audience has already seen your ad so many times that they instinctively scroll by it without ever interacting with your brand.
Don't be caught in this situation. You should understand when to pause an ad because it isn't performing as well as it once did. You should understand when to test new ideas, especially if you are emotionally attached to an ad that you spent a lot of time making.
Why Choose WebCitz to Manage Your PPC Strategies
We want to be the PPC advertising partner of your electrician business! As a complete paid ads management company helping electricians, we have multiple internal teams focused on search engine marketing, social media ads, sales funnel development, and ad creative testing. Electrician-focused PPC ads management companies don't all operate this way, since most only have one person in charge of everything. For those electrician business PPC agencies, campaign optimizations and innovative ideas might not be tested often enough to bring about the results you need.
Choosing a paid ad firm for your electrician business is not an easy task. With more than 20 years of experience, you know you can trust the paid ads tactics and plans we suggest for your electrician business. These are often the same PPC tactics we use for our own lead generation.
More importantly, you should choose our paid ads agency because you feel confident we are the right team to help your electrician business grow. Here are a few reasons we suggest considering our paid ads consultants:
- Having been in business since 2004, we have more than 20 years of experience.
- Our paid ads help us rank for keywords we don't yet rank organically for.
- We do not outsource online marketing packages for our electrician business clients, including PPC ads management, sales funnel development, or ad creative services since we have our own internal advertising team.
- If you call us during normal business hours, you will likely get an answer from one of our teammates within a few rings.
Get in touch with our paid ads experts to discuss what we can do for your electrician business! We often provide complete paid advertising management plans to electrician-related small businesses, but we can also augment the marketing department of larger electrician businesses to fill in missing skill sets.
We hope you consider our company when searching for a paid ads company for your electrician business. If you have any follow-up questions, please feel free to send an email or give us a call to start a discussion with the helpful staff at our paid ads agency.
