For a small handyman business or home improvement contractor, advertising strategies like pay-per-click (PPC) are among the most effective and powerful for generating qualified leads. However, the world of digital marketing is fiercely competitive and ever-changing. Your business has to stay on top of all those dynamic PPC trends to generate more handyman leads and new customers.
Since 2017, the founder and CEO of Handyman Marketing Pros, Jason Call, has guided clients all over the U.S. to bigger and better heights with his innovative and successful digital marketing and PPC strategies. Below, we’ll outline the top five PPC trends that can help your handyman business drive growth and success in 2023.
2023’s Top 5 PPC Trends for Advertising and Growing Your Handyman Business
Before we go into details regarding 2023’s top trends for PPC campaigns, let’s start with the basics. We’ve all used search engines and noticed the first few listings at the top of each page (and a couple in the middle, too) have a small tag that says “Sponsored.” Those are PPC ads.
When someone searches for specific keywords, queries, or information related to your business, your PPC ads will display within the top few listings on the search engine results pages (SERPs). You have complete discretion to choose your budget, and you only pay if a user actually clicks on your ad, which improves cost efficiency and reduces wasted ad spend. Even better, you control when your ads appear to users by targeting specific factors, including locations, keywords, and timeframes.
Now that you have a basic understanding of how PPC ads work, let’s dig in to the top trends for 2023.
1. Optimizing PPC Ads for Voice Searches
According to recent data, around 50% of people in the U.S. use voice search every single day. By optimizing your PPC campaigns for voice searchers, you can take advantage of the growing popularity of this technology. Compared to typing, voice search queries tend to be longer, more conversational, and in sentence form. Your handyman business can adapt its PPC ads for voice searches by:
- Using long tail keywords and phrasing
- Optimizing ad copy to include natural language and eliminate technical jargon
- Including “how to” and “near me” with your keywords
- Changing statement headlines into question form
Pro Tip: Improve your PPC marketing strategies even further by adapting your website to accommodate voice searchers. For example, adding structured data makes it easier for search engines and voice assistants to assess and understand your website’s content. Also, be sure to keep your company website mobile-friendly and responsive, as most voice searches originate from smartphones and mobile devices.
2. Leveraging the Power of AI and Automation
If you own and operate a handyman business, chances are you don’t have a lot of free time to spend creating advertising and marketing strategies. And they’re hard work! From development to launch, you’ll need to put in constant effort and attention to maintain your PPC campaign until it produces optimal results.
Now, you can eliminate a lot of the tedious labor and manual tasks by leveraging artificial intelligence (AI) and automation. The result? A more efficient and streamlined workflow.
With AI technology, you can automate certain tasks related to PPC ads. One example is using AI to construct a smart bidding algorithm. This program analyzes real-time data from users to optimize the bidding cost of each click, reducing ad spend. Another standard feature is auto-adjusting bids based on changes to your budget or market trends.
3. The First-Party Data Takeover
In 2023, the value of first-party data for marketing (including PPC ads) is clear. The primary benefit is the critical insights you can identify and leverage to refine your PPC campaigns for more precise targeting and greater personalization.
Third-party cookies have gone the way of the VHS and DVD. Collecting consumer data directly from the source is the newest method, thanks to external factors like stricter privacy laws. So don’t waste any more time or money on third-party data collection. Gathering information straight from your potential customers also lets you engage more with leads and build stronger customer relationships.
Pro Tip: Turn your website into a gold mine of client information using features like message forms and email subscriptions. Then, do the same exact thing to your social media pages.
4. Improving the Precision of Audience Targeting
In 2023, companies are spending more time and money than ever before on hyper-accurate audience targeting. Adopt this PPC trend for your own benefit by pinpointing the market and demographics that produce the highest conversions and ROI (return on investment) from your advertising budget.
So why not start now? Google Ads has a feature that allows you to narrow down the specific people and groups you want to see your ads the most. Here’s the cherry on top: You get to improve the relevance and personalization of your PPC ads to maximize campaign performance.
5. The Marriage of Social Media and PPC
The final trend on our list is comprehensive PPC and social media integration. In today’s world, the majority of people use social media platforms to find, research, and communicate with local businesses. In 2023, merging social media and PPC advertising methods has become the latest trend. You can also use both strategies to gather first-party data and engage with leads and potential customers.
Drive Success for Your Handyman Business with These 5 PPC Trends for 2023
As a small business owner, evolution is the key to success in today’s hypercompetitive marketplace — particularly when it comes to advertising your handyman company.
The tactics that were so successful last year may not provide the same ROI this year, which is why keeping up with PPC trends forms the core of effective lead generation and customer conversions.
If you need help creating digital marketing and PPC campaigns, the crew here at Handyman Marketing Pros is here to offer our industry expertise and professional guidance. Reach out to us now at 530-444-6204 to schedule a strategy call with Jason and the rest of our talented team.