Flooring Contractor PPC Agency

What is PPC Management for Flooring Companies?

PPC ads management for flooring contractors refers to creating and optimizing paid advertising campaigns. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide premium PPC management, a PPC advertising firm for flooring contractors often starts by getting to know you. This information helps determine the next steps, since the way you'd approach paid ads for a local flooring company is much different from how you'd handle it for nationwide flooring contractor ecommerce site.

For example, local flooring companies are often only interested in contact form submissions or phone calls. This can be accomplished through paid advertising that grows traffic to an optimized landing page or sales funnel. We recommend Google Local Service Ads or Facebook Lead Forms if those pages/funnels don't exist or need to be reworked.

In contrast, ecommerce-focused flooring companies are most likely to be interested in online sales. Pay-per-click advertising can be used to boost traffic to an optimized product or category page. In some cases, it might even make sense to include Google Shopping Campaigns in your strategy. We've even utilized sales funnels to help sell products, subscriptions, and services.

The next step in flooring contractor paid ads management is understanding the metrics that will be used to optimize and scale. For some flooring companies, 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 paid advertising, your flooring company needs to use multiple tactics and marketing tools. Some of the best paid advertising services for flooring companies include tactics to:

• Get traffic from search engines, social networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Increase conversions for your flooring company 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.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Test ad creatives across various ad placements and between different media formats.

Types of Paid Ads for Flooring Companies

The options for running paid advertising for your flooring company are numerous. Let's discuss some of the most common paid advertising being run for flooring companies.

1.) Local Advertising

You can use nearly any advertising platform to run local ads for your flooring company. Depending on the nature of your nearby flooring company, you may find better success in one platform versus another. It is important to try out every available option to see which works best for your needs. Now let's discuss some local advertising options.

Google is going to offer two options.

In the first case, you can run traditional Google Ads, possibly using the newer Performance Max campaign type. This is a very dynamic ad campaign type which utilizes multiple headlines, images, videos, and service locations to allow the Google algorithm to find the best combination of assets to bring you customers. We often use Performance Max campaigns for professional services companies, such as accountants, lawyers, dentists, and physicians.

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. We often use Google Local Service Ads for home services contractors, like plumbers, electricians, roofers, and heating installers.

You can also target people in your local area using Facebook Ads. The first step is to set up a campaign with ad sets restricted to certain geographic areas. For all types of flooring companies, we often use Facebook Ads.

2.) Social Media Ads

Pretty much any online ad you see on a social network site is going to qualify as a social ad.

The trick to social ads is keeping the ad creatives fresh. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. For higher spending ad campaigns, you might need to look at weekly ad creative edits.

One of the best things about social media advertising is that you can target audiences who aren't yet aware of your product or service. The opposite is true when you run search advertising since your ads will only show when someone is actively searching for what your flooring company has to offer.

It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.

3.) Search Ads

If you know people are looking online for the products or services you offer, you'll want to invest in search advertisements.

There are some people out there who refer to this as flooring contractor 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 advertising on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.

4.) Display Ads

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local area news stations), gossip websites, and more.

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. It also helps to have a general idea of your target audience, but both ad platforms have their own algorithms that help you produce results from your ad spend.

5.) Retargeting Ads

Not everyone is going to convert during their first experience with your flooring company website, landing page, or sales funnel.

To help people return to your website after they've thought through various options, retargeting ads are almost always recommended.

Almost any ad platform can be used for retargeting ads.

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 for your flooring company.

With these tools in place, you'll be able to provide Google Ads an updated list of all your accurate product data, including the 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

You can run video ads on Instagram, Facebook, YouTube, and other social networking websites.

If you are interested in running YouTube Ads, you'll just need to set up a video ads campaign in Google Ads.

To run video ads in Facebook or Instagram, you'll need a working Facebook Ads account.

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 Flooring Contractors

With in-depth knowledge of the latest paid ads trends for flooring companies and other industries, we are a team of paid advertising specialists.

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 flooring contractors mostly relates to search network campaigns on the Google Ads and Bing Ads platforms. After all, search ads only show up based on what your flooring company targets on Google or Bing.

For example, a person looking for a flooring company nearby might search "local flooring contractor" on a search engine. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase.

However, what if the exact match keyword isn't generating enough search volume and the flooring company needs to expand their advertising reach? Researching keywords would be necessary for the solution.

The next steps might involve the PPC advertising manager discussing with the flooring company about what types of products / services they want to target more often and within what geographic areas. It might also require some broadening of the keyword targeting.

For instance, the paid ads manager might discover high search volume for "nearby flooring companies" or even "flooring contractor services." The first phrase is targeting a type of business or organization in the area. The second phrase is targeting a service, which might result in a more lucrative conversion.

When building negative keyword lists, keyword research can also be beneficial. You can use negative keywords to prevent your paid ads from showing in search queries that you know won't convert to more customers.

For example, a person searching for "free services from flooring companies" or "how to advertise to flooring contractors" is unlikely to convert with you. However, they might see your PPC 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

When you hear audience research talked about for flooring company paid advertising campaigns, it is often within the scope of scaling social ads on Facebook and Instagram. There are options within Google Ads and Bing Ads for audience targeting as well though.

We'll review some audience research and targeting history within Facebook Ads.

Facebook custom audiences were heavily relied upon by flooring company paid advertising managers in the past. As a matter of fact, one of the most appealing features of Facebook Ads was its ability to collect data on users, which advertisers flocked to take advantage of.

As time went on, data privacy and machine learning both had an impact on custom audiences.

When Apple released its iOS 14.5 update, they included a pop up message that allowed users to easily opt out of personalized ad tracking. 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 agencies for flooring contractors. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.

Though there will still be plenty of flooring company paid advertising firms using custom audiences, the trend is moving toward broad targeting. You can see it for yourself. Every few months Facebook rolls out updates that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.

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. There will always be targeting options that can be manipulated within flooring contractor ad campaigns to squeeze a little extra performance.

3.) Landing Page Optimization Tips

The quality of your landing page will be a big factor in the success of your flooring company PPC advertising campaigns.

Let's begin by examining the landing pages for your flooring company to make sure they follow best practices. In this review, we consider the following factors and more:

• Is there a benefit-focused headline?
• Are there any images above the fold?
• Is the content written in a compelling manner?
• Am I able to find a lead form right away?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Is there social proof?
• Am I able to load the page on a mobile device?

There are so many factors that come into the design and development of a quality landing page. Here is a great blog article about what makes a results-driven 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

As an alternative to a landing page, you might want to consider building out one or more sales funnels. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

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 flooring company 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.

1. You sell a $100 product or service on your website.
2. You have a 1% conversion rate, meaning for every 100 people who visit your website you sell 1 product or service.
3. You have a $1.00 average cost per click (CPC), meaning for each person who visits your website you spend $1.00.
4. 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).
5. 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 flooring companies, 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 flooring contractors, 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

Let's work together on PPC advertising for your flooring company! As a complete paid ads management company helping flooring contractors, we have multiple internal teams focused on search engine marketing, social media ads, sales funnel development, and ad creative testing. This is not true of all flooring contractor-focused PPC ads management companies, since most only have a single person handling all the tasks. For those flooring company PPC companies, campaign optimizations and original ideas might not be tested often enough to bring about the results you need.

There are many factors to consider when researching paid ads companies for your flooring company. With more than 20 years of experience, you know you can trust the paid ads strategies and tactics we suggest for your flooring company. As a lead generation firm, we often use similar PPC tactics.

Flooring companies should choose our paid advertising agency because they feel confident we are the right team. Consider our PPC professionals for the following reasons:

• We have been in business since 2004, which means we have more than 20 years of experience.
• We rely heavily on sales funnels and PPC advertising to shore up our organic search rankings.
• We do not outsource digital marketing services for our flooring company 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.

Let's discuss what our PPC specialists can offer your flooring company! While we often provide complete paid advertising management packages for small flooring companies, we are also able to augment the marketing departments of large flooring companies.

Our team would appreciate the opportunity to be considered when your flooring company needs a PPC marketing company. To start a discussion with the helpful staff at our PPC agency, send us an email or give us a call if you have any follow-up questions.

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