Bidding Strategies for Pest Control PPC Advertising
August 1, 2023
Are you struggling with driving more leads to your pest control business? Pay-per-click (PPC) advertising might just be the solution you’ve been looking for.
This digital marketing strategy has proven to be one of the most effective ways to generate pest control leads. However, to maximize your return on investment (ROI), you must understand and implement the right bidding strategies.
As the name suggests, PPC advertising is a model where advertisers pay a fee each time their ad is clicked.
For pest control businesses, this model presents an opportunity to get in front of potential customers at the exact moment they’re looking for your services.
But, here’s the catch: the PPC landscape is competitive. If you want to stand out, you’ll need a robust and dynamic bidding strategy.
The ABCs of PPC bidding strategies
At its core, a bidding strategy is a method or approach to optimizing your PPC campaign based on your business goals. But, before diving into specific strategies, it’s important to understand two key terms: cost-per-click (CPC) and maximum bid.
CPC refers to the actual price you pay for each click in your PPC campaign, while the maximum bid is the highest amount you’re willing to pay for a click.
The balance between these two factors will greatly influence the success of your campaign in generating pest control leads.
Manual vs. automated bidding: What’s best for your pest control business?
When setting up your bidding strategy, one of the first decisions you’ll need to make is whether to opt for manual or automated bidding.
With manual bidding, you have full control over your maximum bids. This strategy is particularly useful when you have a strong understanding of how much a click is worth to your business and want to maintain tight control over your budget.
However, it’s time-consuming and requires a significant level of PPC expertise.
On the other hand, automated bidding takes the guesswork out of setting your maximum bids. Google’s algorithm adjusts your bids in real time, based on the likelihood of your ad leading to a conversion.
This strategy is convenient and can save you time, but it may also lead to higher costs, as the algorithm prioritizes reaching your advertising goals over cost-effectiveness.
Making sense of different automated bidding strategies
Let’s explore some of the most common automated bidding strategies that could help your pest control business acquire more pest control leads.
Maximizing clicks
As the name suggests, this strategy is all about getting as many clicks as possible within your budget. It’s a great option if your main goal is to increase traffic to your website.
Target cost-per-acquisition (CPA)
With this strategy, you set a target CPA, which is the average amount you’d like to pay for a conversion. Google’s algorithm will then adjust your bids to get as many conversions as possible at your target CPA.
This strategy is ideal if you have a clear understanding of how much a conversion (e.g., a customer booking a pest control service) is worth to your business.
Target return on ad spend (ROAS)
This strategy optimizes bids based on the return you expect from your ad spend. You’ll need to set a target ROAS, and Google will aim to reach that target across all your campaigns.
This is a valuable strategy if your main goal is to maximize ROI.
Making your bidding strategy work for you
Now that you have a basic understanding of bidding strategies, it’s time to consider how to make them work for your pest control business.
One of the most important factors to consider is seasonality. The pest control industry is highly seasonal, with demand peaking during the warmer months. This means you may want to adjust your bidding strategy throughout the year.
During peak season, a maximizing clicks strategy might help you reach more potential customers. However, during the off-season, a target CPA or ROAS strategy could be more beneficial to ensure cost-effective conversions.
Additionally, remember to continuously monitor and adjust your strategies. The digital marketing landscape is always changing, and what works today might not work tomorrow.
Regularly analyzing your campaign performance will help you identify areas of improvement and adapt your strategies as needed.
Effective bidding strategies are key to generating pest control leads through PPC advertising.
Whether you opt for manual or automated bidding, make sure your strategy aligns with your business goals and the unique dynamics of the pest control industry.
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