10 money-saving tips by Happy Contractor that we use to dramatically lower your Pay-Per-Click costs

1. We create ads that attract more customers and save your company money.

As an example of ad design that can save you money, we put your company phone number in your PPC ad. Some customers call your company off the ad even before they visit your website. When this happens, you just got a free call. There was no click and Google charged you nothing. As a bonus, a higher percentage of such callers will hire you — they’re anxious to get their job done.

2. We create a “Negative Keyword” List for your company.

Here’s how this important money-saver works for you: Let’s say you’re an electrician in Boston. You want people to click on your ad but not if they’re searching for “how much does an electrician in Boston earn,” or “electric toaster repair.” Over the years, we’ve accumulated a list of hundreds of such “Negative Keywords,” words and phrases that non-customers type in. If someone types one of these Negative Keywords into the Google search bar, your ad will not show. We make sure your ad will come up only for people who are likely to hire you.

3. We create ads designed to attract your most profitable customers.

One plumber may like to do emergency calls, another plumber may specialize in copper re-pipe jobs. General Contractors may do custom room additions or they may focus on kitchen and bathroom renovations. Whatever your company’s specialties are, we’ll create ads that attract the specific customers who are looking for the kind of work you find most profitable and most want to do.

4. We schedule your ads to show only when they will make you money.

This is one of the best ways to save money with PayPerClick ads. We schedule your ads to show only when a live person will answer your office phone. After hours, if searchers who click on your ad call your company and get a voice mail, they will almost always hang up without leaving a message. We can save you a large fraction of your Google adwords bill by coordinating your ads with your business hours.

5. We remove your ads from places where they’re wasting your money.

A lot of web pages have ads on them. As the default setting, Google posts your ads on many web pages that they judge “relevant” (they call this the Google Display Network program). For example, someone looking at a weather webpage in Seattle may see an ad for a Seattle electrician. Scattering your ads over web pages that are only loosely related to your trade or service area can run you up a large AdWords bill but yield few jobs. The Return on Investment is poor for the Google Display Network. In our years of experience with AdWords, contractors waste lots of money this way. We adjust the settings on your Pay-Per-Click campaign to place your ads where they’ll make you money, not waste it.

6. We use the AdWords Open Match, Phrase Match, and Exact Match options to minimize your cost-per-click expenses.

AdWords provides several settings that can be adjusted to increase your ROI (Return on Investment) and Money Savings. We maximize your customers and minimize your expense when adjusting your Open Match, Phrase Match, and Exact Match options.

7. We can lower your cost per click.

We focus not only on minimizing wasted clicks; we also focus on minimizing the cost of each click by qualified customers. Google assigns a “Quality Score” to an ad and charges less per click on ads with higher Quality Scores. We use a number of techniques to enhance your Quality Score and reduce your costs.

As one example, the Quality Score goes up if the webpage that AdWords customers click through to, called the “landing page,” is tightly related to the ad. An HVAC contractor with an ad for a whole house humidifier might receive a lowered Quality Score if his landing page speaks only about heating and cooling without mentioning humidifiers. In this example, we would provide the landing page with text (as well as special computer coding) on humidifiers and the problems some people experience with overly dry air.

8. We continually improve your Pay-Per-Click ads to enhance their profitability.

As your ads run, we monitor the search terms typed into Google that trigger them. This allows us to refine the ads to increase customer appeal. For example, we may find that many more people than expected are searching for a contractor in a particular town that you serve. We can design an ad for you which includes the town’s name so that customers will know that you serve it.

9. We discover new “bad” words to add to your Negative Word List.

Each week we check every search term anyone has typed into Google to find your company. This information allows us to continually cut down on clicks that waste your company’s money. For example, if someone triggers an electrical contractor’s ad by typing in something like “electric razor,” we add this “Negative Keyword” to the contractor’s AdWords campaign on top of the 500 or so that we loaded in when first starting the campaign.

10. The biggest cost savings of all – UNLIMITED FREE CLICKS!

We can transition your company’s Internet marketing from paid clicks to free clicks. Every time someone clicks on your company’s Pay-Per-Click ad it costs you money. But you can get free clicks by pushing your website into the top rankings of free website listings of Page 1 of Google, Yahoo, and Bing. When a searcher clicks on your site in the free website listings, clicks cost you NO money.

Your AdWords campaign yields detailed data on searches which resulted in clicks on your ads. This data tells us which towns and neighborhoods and which services got the most clicks and exactly how customers worded their searches. Using this information, we can design a Search Engine Optimization (SEO) program that will boost your website onto Page 1.

The Return on Investment for Search Engine Optimization is high because it can yield ten times as many clicks as an AdWords campaign, and each click is free. Surveys have found that 90% of all clicks by searchers are on the free website listings on Page 1 of the search engines.

If you would like to boost the number visits to your website many times over with free clicks, we can create a custom SEO program for your website. Please call us at 800-990-5811 to discuss whether SEO makes sense for your company.