PPC 101 for Home Service Businesses: What’s Pay-Per-Click Advertising? Posted by Cory Brollier | 8.30.16 11:58am

As a business owner, you may have heard of the term “pay-per-click advertising,” or “PPC,” and wondered what it was all about. How do PPC ads work? And why do people pay to be in the search results when they can just rank in the organic (or free) results? I’m here to answer these questions for you and explain how PPC advertising can be a game changer and a money maker for your home service business.

What is PPC?

When you Google a term, the results page shows both paid results and organic (or unpaid) results. The paid results are the sponsored listings at that the top and bottom of the page (labeled “Ad”), and the organic results are in the middle. The image below shows 4 PPC ads that appear at the top of the page.

The paid results operate on a pay-per-click (PPC) advertising model. With this model, you only pay when your ad is actually clicked on, rather than just shown. This makes it so you only have to pay when someone actually engages with your ad.

Search engines such as Google and Bing give businesses the opportunities to run PPC ads in search results for specific keywords (such as “Denver drain cleaning”). If the business has a high enough bid and meets other criteria, its ad appears high up in the search results—such as in one of the top 4 results on Page 1).

Why Pay to Be in the Search Results? Can’t You Get in the Results for Free?

If you know about search engine optimization (SEO), you know that you can get into the search results for free by properly optimizing your site for search engines. So why pay for search ads?

There are a few answers to this question…

First, it can be extremely challenging and take a long time to rank organically (or for free) for certain keywords—especially the most competitive ones. While you can improve your organic ranking over the long term with search engine optimization (SEO), PPC ads get your immediate exposure for the keywords you want to get found for.

Second, if you are ranking in some of the top organic results, a PPC ad helps to solidify your business’ presence on the page. The online searcher sees your business name multiple times, which helps raise awareness and credibility.

Third, PPC comes with targeting options that gives you more control over who sees your ads. You can target your PPC ad based on various factors, such as keyword, geographic area, device, and even time of day.

What Can PPC Ads Do for My Business?

Potential customers in your area are looking for business like yours, but they may have trouble finding you because of the huge competition for keywords in search engines. PPC advertising puts your business front and center when your customer uses a specific keyword in a specific location. And the more your business gets seen, the more calls and new jobs you can get.

The key is to not think of your PPC advertising as an extra expense, but rather an opportunity to ramp up your web presence and outshine your competitors. While you will have to spend money, you’ll be able to make it back and turn a profit by generating more website traffic, better leads, and more jobs.

Let a Google Premier Partner Handle Your PPC Ads

Whether you need help with plumber advertising, HVAC advertising, roofer advertising, or another type of home service advertising, Scorpion is here to help. As a Google Premier Partner that has been recognized as 2016 Google Platform Innovator of the Year, we are experts at managing business’ AdWords campaigns. We are also a Bing Ads Elite SMB Partner, which make us the perfect choice for small and medium-sized businesses looking to advertise on the Bing/Yahoo ad platform.

Contact us to talk about how you can drive more business with PPC ads!

About the Author
Cory Brollier is Vice President of Sales at Scorpion. He is a Google AdWords-certified industry specialist who has 20 years of experience working in the Internet and technology space. He has helped thousands of companies use online marketing to increase their revenue. Cory’s favorite part about his job is hearing about all the new business his clients are receiving from their campaigns. Outside of work, his favorite thing to do is spend time with his two kids.