The home elevator industry is on the rise, and with it, the competition for online visibility. Pay-per-click (PPC) advertising is a powerful way to reach potential customers actively searching for home elevators and lifts. However, many home elevator businesses fall into common traps that can significantly hinder their PPC success. At Triad Media Lab, we've helped numerous companies in this industry navigate these challenges and achieve exceptional results. Let's explore five costly PPC mistakes and how you can avoid them to elevate your business to new heights:
- Not tracking revenue
- The Mistake: While leads and cost-per-conversion are important metrics, they only tell part of the story. Failing to track revenue attributed to your PPC campaigns can leave you in the dark about your actual return on investment (ROI).
- The Fix: Instead of tracking leads and focusing on cost-per-lead, set up goals to track sales and revenue within your CRM. While we might not be able to send this back to Google/Microsoft (since the sales journey usually lasts more than 60 days for elevators), it will increase visibility on what is working and what is not. This data-driven approach will help make better decisions when optimizing the campaigns and improve lead quality.
- Neglecting Microsoft ads
- The Mistake: While Google Ads dominates the search engine market, ignoring Microsoft Ads (formerly Bing Ads) means missing out on many potential customers.
- The Fix: Expand your reach by running campaigns on both platforms. Microsoft Ads often offers lower competition and cost-per-click, allowing you to reach a wider audience with your budget. Make sure you have a specific Microsoft approach since search terms and user behavior differ from Google’s.
- Limited negative keyword lists
- The Mistake: Failing to implement a robust negative keyword strategy can lead to your ads showing for irrelevant searches, wasting your budget on clicks that are unlikely to convert. This is very common in the home elevator industry, particularly with search terms from competitors.
- The Fix: Go beyond standard negative keywords and review your search term reports regularly to identify irrelevant or low-performing keywords. Do this at least once a week. Think about adding competitor keywords to your negative lists to avoid driving up the costs of your campaigns. Also, make sure to gradually remove top-of-the-funnel search terms with low intent to make better use of your budget.
- Wrong ad group structure
- The Mistake: A poorly structured ad group focusing solely on core keywords can result in higher costs and low quality scores.
- The Fix: Create tightly themed ad groups with relevant keywords and ad copy. This improves ad relevance, leading to higher quality scores, lower costs, and better ad positioning. Consider incorporating long-tail keywords and variations to capture a broader range of search queries. Some ad group examples would be core terms (elevator and lifts), location terms, pricing terms (home elevator cost), brand terms (both the company and elevator brands), and volume testers (top-of-the-funnel searches).
- Not Optimizing the Landing Page Experience (Having a Pricing Calculator is a Must)
- The Mistake: Sending PPC traffic to a generic landing page without a clear call to action or optimized user experience. Irrelevant information can result in high bounce rates and missed conversions.
- The Fix: Create dedicated landing pages that align with your ad copy and target keywords. Include clear and compelling calls to action, and provide essential information about your products or services. For the home elevator industry, a pricing calculator can be a powerful tool to help potential customers estimate costs and make informed decisions.
Conclusion
Home elevator businesses can significantly improve their online advertising performance by avoiding these common PPC mistakes. At Triad Media Lab, we specialize in helping companies in this industry leverage the power of PPC to reach their target audience, generate leads, and sell more home elevators. Contact us today for a free consultation!