Our paid advertising model is broken into two main parts.
People looking for our service that are geographically located outside of our targeted area. This user is not located in our geographic target of interest, but we are willing to serve them Ads at a lower cost to gain their business. Their search will be triggered by a geo-specific search or ‘city search’ that will take them to a city page that coincides to their specific service-related search query.
People in our service area looking within our geographically targeted area. This users is already located in our geographic target of interest, as a result, their search will be triggered by general service-related keywords, not geo-specific or ‘city searches’.
Target Market
Now let’s review what variables we consider when choosing these specific targets. Here are just a few of the factors that we consider may affect or influence your campaign's performance and targeting strategy:
Type of residence: house, condo, apartment, or commercial building.
Population & Density
The Average Median Income
Owner Occupied Homes, including the size or square footage of residence or building and age of the residence or building.
Now we can layer those census data points with our clients obstacles. Here are three main issues that an Electric Company might encounter that we must consider before we deploy our campaigns.
Seasonality
Specific kinds of electrical installation have grown over the past five years, benefiting companies willing to expand into information technology systems and modern electrical infrastructure work. Newer buildings require more extensive and complex electricity distribution systems that include voice, data and video cabling and outlets. Other work includes installing and maintaining backup power systems, modern climate controls, wireless networks, telecommunications and fiber optics. As a result, this field does not experience seasonality very heavily, rather, if it is affected, it ebbs and flows with Commercial and Residential Construction industries.
Drive Time
Ideally, a technician would prefer not to travel for more than 25-30 mins to a job - think about how that affects your territory and targeting area, it might be smaller or larger than you expected. Be sure to consider any other obstacles such as rivers or long bridges that might require a little extra travel time to cross.
Not all Jobs are Created Equal
Even if we see that our campaigns are able to generate a number of leads, they might be producing low to average paying jobs such as simple diagnostic house visits. Keep your clients return on investment in mind and evaluate their acquisition costs as well as their lead count. On average, we should be able to provide any Electrician with a 5X to 7X return.
When a Pod receives a new sale, one of their first priorities will be to understand what jobs and services their new Electrician wants to attract through paid advertising and other channels. While the salesman will have performed their initial uncovering as they close out a territory, it’s important that the Marketing Manager and / or Project Manager perform a second uncovering to make sure that the information they relay to their SEO and PPC teams is both up to date and accurate.
An easy way to accomplish this is to send over our Electricians Standard Service List! The client can easily check off which jobs or services they wish to target and what they hope to avoid in the process. The team can uncover and relay which jobs or services are most important to the client in order for their respective team members to have attention on the client's preferences. An easy way to do this is to ask the client the level of priority they would rate for each service such as: high priority, medium priority or low priority. This will help your paid advertising team understand the client's goals and relay a proper strategy to accomplish them.
The Electrical vertical has the following services and specialties and each set of ad groups requires its own, unique landing page experience. Here you will find a list of standard landing pages with A/B variations along with geo-specific variations. This creates an all-encompassed and comprehensive approach to user experience that is mirrored through our ads as well.
Here you will find the specific services that we are ready and equipped to target based on the clients business model.
Electricians and Paid Advertising
Paid Advertising Strategy
By reviewing Scorpion’s historical data, we’ve been able to gather the information necessary to provide average values for our Electrician Campaigns. Below you’ll find conservative numbers that demonstrate the results you may use as a standard when determining the success of your Electrician Campaigns.
Cost per Lead
Cost per Click
Conversion Rate
Click Through Rate
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What kind of results are we seeing through our Electrician campaigns?
Scorpion Results
Sources
Information Sources