Whether you’re crafting a powerful SEO campaign or writing irresistible copy for your PPC ads, you already know that keywords can make or break the success of your marketing efforts. There’s no getting around it: No matter how strategically executed, your campaigns stand or fall based on your target keywords. If you’ve selected the right keywords, you’ll grow your business with more web traffic and conversions. But choose the wrong keywords, and you’ll start falling behind the competition.
Maybe you’re using Google Ads to research keywords—or you’ve been spying on the local competition to see which keywords they’re targeting. Even if you’re doing all the right things, your latest campaign might be falling flat. Why? Because you’re not paying attention to consumer search trends.
Consumer search patterns are constantly changing—and that poses a huge challenge to marketers. Over the last year, COVID-19 has dramatically changed the way consumers engage with power washing companies. To thrive in 2021 and beyond, you’ll need to anticipate future trends and adapt your marketing strategies accordingly.
So, how can you get in front of the right people at the right time? What keywords should you be targeting to grow your business and capture new leads? And does it really matter whether you’re targeting terms like power washing instead of pressure washing? Here’s what you need to know to capitalize on industry-specific consumer search trends.
When you pick up the phone, how often do you hear the terms power washing and pressure washing? Chances are, you probably hear both terms used interchangeably—even though they’re not really the same thing.
Both pressure washing and power washing companies use pressurized water to remove dirt, debris, and other materials from hard services. They use similar processes, but there are a few differences between each service. Most homeowners turn to pressure washing companies to clean their windows, patio, or fence because pressure washing is less harsh on hard surfaces. Meanwhile, power washing is better suited for large commercial spaces, long driveways, and bigger patios.
Even though you’re already familiar with the differences between power washing and pressure washing, most of your customers probably aren’t. So, when choosing the right keywords to target, you need to think like a customer.
Start by identifying your target audience for your specific marketing campaign. Then, put yourself into their shoes when crafting your initial list of target keywords. If a customer wants to find your services online, what would they type (or speak) into Google? You might ask other people, like friends, family members, or even current customers, for insights into which phrases they would use to find your services.
Sure, thinking like a customer can help you target relevant keywords, but it’s only one piece of the puzzle. Your search ads are triggered by keywords, and you want to get your ads in front of as many people as possible. That’s where strategic PPC keyword management comes into play.
Keyword management is the lifeblood of any great PPC campaign—and you need to choose the highest-performing keywords to bid on that are most likely to drive clicks and conversions. Here are some strategies to refine your keywords for better targeted, more effective PPC campaigns.
Most of the time, our clients tell us that keywords like power washing or pressure washing are way too broad to get the job done. People searching for power washing might be looking for power washing supplies or DIY advice, and they’re probably not going to click onto your website unless you’re offering exactly what they need.
To get in front of the right people, you need long-tail keywords. Long-tail keywords are groups of words or phrases that are much more specific than individual keywords. This way, instead of casting a fishing net, you’re casting a lure.
For example, you might target residential driveway power washing instead of power washing. You’ll target qualified leads who are actually searching for your services. In turn, your ads will rank better because they’ll be more closely related to the user’s search.
Keyword match types, or keyword modifiers, are special tags you can attach to your keywords to make them even more specific. There are four types of keyword modifiers:
Between February 2020 to July 2020, monthly calls to home services providers spiked by 36 percent. With in-person interactions limited by lockdowns, more consumers have relied on call channels to reach agents. Home service marketers predict that call volume will remain higher than it was during previous years, with more consumers using phone calls to acquire information and schedule appointments. So, what does that mean for your business?
It means that consumer behavior is changing—and you can use call tracking to capitalize on the latest consumer trends and patterns. With more consumers calling agents for information, your sales team needs to ensure a seamless customer experience. On top of that, your marketing team needs call tracking to analyze consumer data.
A comprehensive call tracking solution gives your marketing team the data they need to identify which keywords are not only driving the most calls but the highest quality calls. With the right data at your disposal, you can optimize your marketing budget by focusing on the keywords that drive the most revenue.
To dominate the competition, you need to analyze your results. You should be checking your data regularly to identify any trending keywords, along with new keywords your competitors might be using.
A low click-through rate means that your ads aren’t matching search queries. A perfect score would be one click for one impression, but you want to aim for something more realistic. According to Wordstream, a good Google Ads click-through rate is over 4 to 5 percent, while the average hovers around 1.91 percent.
Once you’ve identified high-performing keywords, start utilizing these keywords across all of your content. Incorporate them naturally into blog posts, social media ads, meta descriptions, and landing pages where they are relevant (but don’t overuse them). The more relevant keywords you use across your content, the easier it’ll be for your target audience to find you when they need you.
Crafting a successful power washing marketing strategy requires much more than keyword research. It’s all about using the tools at your disposal while understanding your target audience and carefully predicting which terms they’re actually typing into the search box.
At the end of the day, analyzing consumer trends is the best way to ensure your ads show up at the right time and in the right place: when potential leads are searching for the pressure washing (or power washing) services you offer.
Not sure which keywords are right for your business? Struggling to pinpoint your target audience? Our team is here to help you grow your business with strategic keyword research and powerful PPC campaigns.
