Many locksmiths have found that Pay Per Click (PPC) advertising on the major search engines (Google, Bing & Yahoo) is a very effective way of generating leads. Getting your PPC campaign to be highly optimized, relevant, focused and results-oriented will give you a far higher Return On Investment on your PPC dollar spend.
PPC for Locksmiths utilizes different keyword “nuances” which can save you a lot of money. Research and selection of relevant keywords are crucial, especially considering how expensive some locksmith keywords can be. Our experience has shown that using long tail keywords (phrases with three or more words) can be very effective, as well as building up a list of negative keywords so that your ads are not shown to the wrong audience.
Locksmith PPC adverts are often too general and don’t address your potential customers greatest “Pain Points.” It’s crucial to ensure that your ads also focus on your specific area of expertise or on what makes you better than your competitors, and reflect that throughout the campaign. For example, people searching for a locksmith after getting locked out of their cars should see specific ads with a Call To Action (example: Call 24/7, Arrive 15 Min).
When potential customers click on your PPC ad, they should be directed to a highly specific and relevant Landing Page that provides information about the services you offer for people searching to deal with a particular issue, for example, automotive locksmith solutions.
Your landing pages should also have a Call To Action that is clear, easy and measurable. If your business has different areas of expertise, then your PPC campaign needs to be broken up into the specific areas (different ad groups), such as automotive, home/business, emergency locksmith, etc. Each campaign and area of expertise should have its own dedicated landing page.
It is also critical to keep in mind that, in general, most people are now searching for services using mobile devices. Naturally, this is especially true when someone has been locked out of their home/business or automobile. It is more likely that individuals searching for a locksmith will be using their mobile phones, instead of a computer.
Consequently, locksmith landing pages need to be responsive, meaning that they automatically adapt to mobile devices by shrinking content and images and adapting them to your visitors’ mobile device. Let’s not forget that people prefer to scroll up and down rather than click on mobile devices, hence a dedicated landing page provides a better user experience to a searcher looking for a solution. What’s more, these pages load super fast and reduce the possibility of visitors abandoning your site because it loads slowly.