As the autumn season arrives, a change in temperature will affect HVAC businesses, some more so than others, depending on their geographic location. HVAC companies that know how to take best advantage of Pay Per Click (PPC) marketing can use seasonal changes to their advantage, and use market inefficiencies to keep business at an optimal level, year round.
Consider these 3 PPC tips for HVAC contractors:
Tip 1: Change Your Keyword Targets
Each season, the market demand for several heating and cooling services go up and down. For example during the summer months, contractors should see a boost in demand for the following services:
- AC Repair
- Central Air Installation
- Ductless AC Repair / Installation
In contrast, the cooler months, particularly winter in most regions, will see a boost in these service types:
- Furnace Repair
- Heater Installation
- Heater Maintenance
The spring and fall seasons will see spikes as well, perhaps not as pronounced as the summer and winter months, but also highly dependent on the location and climate. Regardless of the circumstance, keyword targets should align with the seasonal market demands. Using keyword research tools and location targeting, contractors can highlight services depending on the need for them within a given service area, and at a certain time period.
Tip 2: Geo-Targeting Ad Campaigns
With knowledge of seasonal-dependent keyword relevance, contractors should further optimize their PPC campaigns with location targeting. While there are several ways to cut wasted ad spend, one often overlooked factor is geo-targeting. Consider these 3 tenets of geo-targeting:
- 1. Only market where you serve – advertising to users who live outside your service area wastes marketing dollars on people who cannot be converted into customers
- 2. Run location specific campaigns – The appeal of an advertisement will vary based on the location from where it is consumed, one way to optimize revenue is to alter campaign ads to target the consciousness of certain communities
- 3. Supply for Demand – Pockets of towns and cities within your service radius might be under supplied in some facet of HVAC service type, which you can then market to and create that opportunistic supply
Much like keyword variance, location specific targeting takes advantage of market variables. Just like the seasons call for different types of services to be in greater demand, so to do locations. Effective marketing is really about connecting with the consumer, and understanding how each of them is different, helps you segment PPC campaigns.
Tip 3: Spend Marketing Dollars Wisely
The 3rd and final PPC tip for today’s post is related to both of the previous ones. In fact, it ties them together as a complete marketing objective. To keep your revenue consistent year-round, you will have to account for market variables that include seasons, locations, and more. But to truly have this strategy work optimally, you must set a dynamic budget. This includes:
Just as we said keyword relevance fluctuates based on season, so to does the amount a company should spend on paid search. In certain climates, budgets for the spring and autumn seasons may require a significant decrease in investment. Since home’s are not too hot, or not too cold, families become less reliant on heating and cooling units. There is still opportunity during these seasons, and both optimizing and budgeting for them helps keep revenue at its optimal and consistent level, regardless of time.
Weekly and Monthly Budgeting
Exactly how specific can budget control get? Extremely. There is so much data available today, that marketers can actually determine the very time of day that a person is most likely to spend money on home service repairs. With this knowledge, budgets can be scaled based on something as specific as month, and even week. A review of your previous ad campaigns can help determine which months have been most successful in the past, and why that was the case.
The bottom line for HVAC PPC campaigns, is efficiency. Squeezing every last dollar out of the campaign based on research supported targeting, adds up to an impressive total at the end of the year. HVAC Webmasters can help you with every aspect of your PPC campaign. To further discuss this opportunity, give us a call today at (800) 353-3409.