Targeted Marketing PPC

When considering why PPC works, target marketing immediately comes to mind. Pool manufacturers, construction teams, and sales people understand their market. They have to, because with big purchases like pools, the financial and physical barriers to purchase are nearly insurmountable.

You cannot sell a permanent construction to a family renting a home. You cannot sell any pools to people in an apartment. This principle makes absolute sense when dealing on a person-to-person marketing but many business owners do not see how it applies to PPC advertising.

Find out why PPC marketing works.

Target Decision Makers
Because PPC advertising targets specific search terms, it gives you the ability to expose leads to your business on many long-tail keywords (more on that below). Although not 100% true, generally the people who search for a long-tail keyword in the pool industry are qualified decision makers looking to buy a pool.

A long-tail keyword is a search term that differentiates from the myriad of possible sites from a more generic search. For example, someone wanting to watch videos of nifty swimming pools would likely search for “swimming pool videos.” Short, vague, and a large pool of random people using the same search term.

On the other hand, a homeowner wanting to install a pool at their home in Atlanta, GA would search “private pool installation reviews Atlanta Georgia”. This longer keyword phrase is likely to be searched by decision makers starting their information search for a pool construction company.

With a PPC advertising campaign, you can target that specific search and send the homeowner to a page listing several of your best builds for customers, with photos and pertinent information.

Building Leads with PPC
PPC advertising not only allows you to weed out non-qualified inquiries, but it gives you the opportunity to create advertising campaigns linked to specific, valuable content.
Bringing the right information to the right person is the most essential part of a modern sales system. Rather than focusing on the close, present your information in such a way that your leads practically close themselves. All you do is respond to final questions and start planning their build.

With PPC advertising, you can target your ads to your market with the right information and create a funnel to bring the leads into your business. For more information about online marketing systems or PPC, please contact us today.

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