Solar energy is a relatively new but quickly-growing field. It had its biggest year yet in 2016, but the fact that most consumers are still somewhat unfamiliar with its advantages can make it difficult to market. A lot of consumers just don’t realize they have the option to switch, or don’t know what it entails.
This makes it an ideal industry for inbound marketing, or marketing strategies that help potential customers find your business as they’re actively searching for information online. And pay-per-click (PPC) advertising is one of the most effective for reaching new customers and growing your business.
How much more effective though, you ask? PPC visitors are 50% more likely to purchase from you than organic visitors on your site.
WebFX has a dedicated team of 150+ experts who will create an effective and impactful PPC campaign strategy specific to your solar company. You can call 888-601-5359 or click the button below to get your free evaluation today!
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Keep reading to learn more about PPC benefits solar companies, and how you can create a strategy to start generating qualified leads.
PPC is a form of advertising that allows you to place advertisements in search engine results for specific words and phrases. Advertisers place bids on specific keywords, then when users search for those keywords, the advertisers with the highest bids earn a place in the results.
The ads are ranked based on both bids and the quality of the results relative to the search query, but the advertisers only pay if a user actually clicks on their ad. This makes PPC an extremely cost-effective model.
Each ad is made up of a title, link, and two lines of text. The goal is to get viewers to click on the link, which will take them to your website and start them on the process of becoming a lead.
Before a consumer makes the decision to purchase something, they often conduct some online research. Since switching to solar energy or installing solar panels can be a relatively complex decision and an expensive purchase, this is especially true for your industry.
Potential buyers often visit search engines as the first step in their research process, so ranking at the top of search results can be extremely beneficial. For newer companies competing with larger utilities, this can be especially useful, because you may not otherwise be able to outrank the larger companies in the field.
PPC for solar companies allows solar businesses with smaller budgets than their competitors to get in on the action, too. Since you only pay for actual clicks, there is little upfront risk involved. Plus, if one ad performs much better than another, you can stop the lower performing campaign immediately.
If you discover a solar PPC ad that works exceptionally well, you can easily put more money into it, so that you maximize your campaign results. You can also funnel more money into ads whenever it’s convenient for you. For example, you could increase your PPC spending when you find that your employees have more open appointments for installations than usual.
Launching your first PPC campaign can be challenging, but the three tips below can help you start generating results for your solar company.
In order for a solar PPC campaign to work, you have to choose the right keywords. Your keywords should be relevant to your business, specific, and, most importantly, things that your potential customers will actually search.
To help you determine what phrases to use, you can brainstorm keywords related to your services, then use keyword research tools to expand your list.
You’ll want to choose keywords that are specific and include long, descriptive phrases. These are called long-tail keywords.
You could use shorter, more general phrases like “solar power” or “renewable energy,” but they’ll be expensive, because many other advertisers are trying to rank for them. They won’t necessarily get you the traffic you want, either, since they’re so general.
A better choice would be something like “rooftop solar panel installation in Albuquerque.” This will be cheaper, because it’s less common, and is more likely to attract traffic from users who will actually become customers (provided, of course, that your company services the Albuquerque area).
Although a perfect keyword is crucial, it’s only the first step. For a PPC ad to really generate leads, it needs to bring visitors to a landing page that encourages them to move through the conversion funnel.
This is the process each visitor takes from potential customer to paying customer. Its basic levels are awareness of the product, interest in the product, desire for the product and, finally, taking an action such as making a purchase or signing up for an email list.
For a landing page to successfully move someone through the funnel, it should include a call to action that clearly lets the visitor know what you want them to do. It should also be uncluttered and optimized across devices , because an unattractive website that doesn’t load will make people click away.
Once you’ve got your campaign up and running, come back to it periodically and determine its strengths and weaknesses. Which ads were clicked on the most? Which ones had the biggest return on investment? Then, keep what worked and change what didn’t.
Monitoring services like Google AdWords can help you to track your campaigns’ progress. You’ll find that some ideas worked well, while others didn’t.
What works may even change over time. It’s all part of the ever-evolving process, but keeping close tabs on your marketing will help you stay on top of everything.
The solar industry is still a growing one, but companies who take advantage of online channels like PPC have a chance to get ahead of the curve and convert consumers who are still in the research phase into customers.
If you’re considering launching a PPC campaign for your solar company, WebFX can help. Our account managers have years of experiencing creating and managing effective PPC campaigns for hundreds of clients, and we’ll do the same for you.
Contact us today to speak with a strategist and learn more about how PPC can help your company grow!
Find out how WebFX can create an effective Internet marketing strategy for your website. Call 888.449.3239 or contact us online today for a free evaluation.