In order to compete online as a pest control company, it requires sophisticated PPC (Pay-Per-Click) campaigns.
Google Vs. Facebook
This day in age, Google is still the dominant player when it comes to driving quality pest control leads. However, more and more Facebook is also becoming an option for pest control companies that are unable to spend heavily on their Google ad budget, or due to the competition within your local market, are unable to obtain high ad positioning.
Google PPC For Pest Control
Let’s start with Google. The most important thing to do when you are getting going is to make sure that your geo-targeting is set correctly. More often than not, we find that many pest control companies mistakenly advertise outside their targeted geographic market.
One of the reasons for this is that by default Google advertises “In Or About” your targeted location. This means that if Google feels your ads should show up in Zimbabwe, then they will show your ad there. Surprisingly, this happens nearly on a daily basis where people’s ads are showing up in the wrong places, often times outside of the US.
“In” NOT “In Or About”
In order to correct this, make sure you are only targeting people “In” your area, not “In Or About” your area.
No Broad Match Terms
The next most common mistake on Google is using Broad Match search terms. By default, if you say you want to advertise on pest control as a keyword, Google can replace those words with anything that they think is relevant.
You could even show up for the term pesky rabbit takes charge of iowa caucus. From Google’s perspective. pesky and pest are similar words. And, control and charge are similar words. So, it makes sense to their algorithm to have your ad show up there, even if the person is in Indonesia (if you haven’t fixed your geo-targeting settings yet).
Exact, Phrase, and Broad Match Only
To fix this, try using only Exact Match, Phrase Match, and Broad Match Modifier Terms, such as:
- [Pest Control Iowa]
- “Pest Control Iowa”
- +Pest +Control +Iowa
What To Bid
Next on this list is bidding. If you bid too high, you blow your ad spend on a few clicks. If you bid too low, your ads don’t show up or they show up at the bottom of the page.
When in doubt, a good default bid for the pest control space is about $10.00 per click. And, you should seek to get leads for about $40.00. With time, you may do significantly better than this, but you want to convert about 25% of the clicks that come to your website into leads.
Next on the list is landing pages. Be care not to send traffic to your normal homepage. A typical homepage only converts at about 10%. So, we want a very simple, mobile optimized landing page that allows for Click-To-Call links. If a person can view the landing page on a mobile phone and click to call you without scrolling, it’s probably on the right track.
If it feels like this list is getting long, and you just want someone to do this stuff for you so that you can focus on your core business, feel free to reach out and let us know.