I’m Nolen Walker, the founder and CEO of HVAC Webmasters, a digital marketing agency for heating and cooling professionals. Over my 10+ years of first-hand experience, I’ve found that HVAC retargeting ads are more affordable and effective than traditional paid advertisements.
Consumers who’ve previously interacted with your brand are more likely to convert than “cold” users. Retargeting ads effectively complement your customer acquisition efforts and help your potential customer move down the sales funnel.
I’ve written a guide on Retargeting and Remarketing for HVAC Companies better to understand the great potential of this underutilized advertising strategy.
What Are Retargeting Ads?
Retargeting or remarketing ads are display advertisements shown to internet users who have previously demonstrated interest in your HVAC service. Their previous interest is most frequently tracked through browser cookies in the form of website visits and user engagement.
Retargeting Ad Examples
Let’s take a simple example. You are online shopping for an anniversary gift for your wife. You are looking at some diamond necklaces, and you visit a few sites. After looking at five different sites and being unable to decide, you decide to call off the search for the day.
The next day, you resume your search and notice that you see ads from websites you visited searching for an anniversary gift. In this hypothetical situation, you were made the target of a retargeting ad.
A retargeting ad uses cookies or pixel identification to track web browsers who have visited your website but did not make a transaction or fill out any information form. Then, it shows them ads for your website on other platforms as they browse the internet – even as they browse away from your website.
Source: https://www.doverphilahvac.com/
Retargeting Benefits for HVAC Companies
Retargeting ads are beneficial for two major reasons:
- Effective: Studies have shown that conversion rates rise when a customer has interacted with your brand but not made a purchase and sees your ad as a retargeting strategy.
- Affordable: The cost per conversion on retargeted users is considerably lower than traditional ads
Furthermore, retargeting ads get higher click-through rates than typical display ads because they are displayed to people who have actually shown interest in your service.
Long-Term Impact of Retargeting Ads
Retargeting ads play a vital role in your sales funnel. Not everyone who visits your website will be ready to purchase your HVAC services. Not everyone visits a website for the same reasons. Some people are indeed ready to buy immediately. These are what are known as prime leads.
In the HVAC industry, a prime lead maybe someone who visits your company’s website and needs emergency HVAC service. In other words, they are on your website for the specific purpose of paying for your services.
Others are conducting research. They may need an HVAC service soon, but the work isn’t urgent. These people are likely to visit your website, see what services you offer, find out which areas you service, find out whether or not you offer free estimates, and may even jot down your number.
Retargeting ads are essential to keeping your business and brand at the forefront of potential customers’ minds. As they browse the web away from your website, they will see an ad for your company and remember that you are an option for their HVAC needs.
How to Create Effective Retargeting Ads
Creating effective retargeting ads boils down to the ad creative and the ad targeting. See more below.
Here are some of the most effective methods of ad retargeting:
- Creative: The copy and visuals for retargeting ads should speak to consumers who’ve previously interacted with your business
- Search Intent: You can actually make it so that your ad displays to certain people who have done specific online searches. This method uses keyword tracking. In other words, you might target someone who has recently done an online search for “air conditioning replacement.”
- Email: If you have had email correspondence with a potential customer but didn’t make a sale, you can target these specific people with ads reminding them of your services.
To retarget ads to people who have visited your site, you can craft your ad based on the specific pages they browsed. For example, you tracked a potential customer who visited your page on air duct cleaning.
You can target that person specifically for that service. In this case, creating an ad that promotes a special discount you may be offering on duct cleaning may be most effective. Limited-time offers are typically effective in these situations.
In fact, with retargeting ads in general, it’s important to make an offer that will entice the potential customer back to your site. Limited-time offers may help spur them to action. Free service add-ons related to their visited service page may also be helpful.
Create Unique Landing Pages
Consider where your potential customers go once they click on your retargeting ad. Hint: It shouldn’t be on your homepage. Instead, remarketing must correspond with the specific message of the ad, which should lead back to the page that they visited on your site in the first place.
Crafting service-specific landing pages is just as crucial to creating enticing retargeting ads. When a person clicks on an ad, it should take them to a place where they can learn more about the service they’re interested in.
Choosing a Retargeting Platform
You should advertise on four major platforms: Facebook, Google, YouTube, and Instagram. Google is essential because you get space on the actual Google search results when advertising with them. Google also partners with many websites where your ad can be displayed.
Facebook is also notorious for remarketing campaigns because of its pixel technology. You can run Facebook Ads campaigns exclusively for users who’ve visited your HVAC company’s website.
Retargeting Services for HVAC Companies
Retargeting ads (sometimes referred to as remarketing) require a lot of thought and planning. So, if you need expert help crafting and setting up your HVAC retargeting ads on the most prominent platforms, my agency can help.
My team at HVAC Webmasters offers ad services, digital marketing, and SEO services. I know what it takes to drive more traffic to your site and convert more leads for your business.
