International Door & Operator Industry

JUL-AUG 2018

Garage door industry magazine for garage door dealers, garage door manufacturers, garage door distributors, garage door installers, loading docks, garage door operators and openers, gates, and tools for the door industry.

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Page 25 of 110

V O L U M E 5 1 I S S U E 4 A U G U S T 2 0 1 8 23 23 SALES&MARKETING Experts agree Page One of Google is the best real estate online. Therefore, it should come as no surprise that getting your garage door business to show up is a real challenge. As with any marketing campaign, showing up on Page One is likely going to cost money AND time. That said, a properly- planned and executed Pay-Per-Click (PPC) campaign can be an effective way to obtain that desired Page One placement. Chances are you've gotten solicitations from telemarketers and marketing companies promising or even guaranteeing success. To help you respond to these solicitations, we want to share a few tips on what to look out for. 1. Know Exactly What You Are Buying. Fast talking salesmen can take advantage of your lack of PPC knowledge by making tall promises that won't be kept. Make sure you understand precisely what you are buying before making any sort of commitment. 2. Don't Sign a Long-Term Contract. While it is important to give a PPC campaign a few months to start showing results, we caution against signing a long- term contract. Commit to a 6-12 month testing process to see if it works in your market. From there, you'll have enough data to decide whether you want to keep the program moving forward. 3. Be Wary of Anyone Guaranteeing Success. PPC campaigns can fail for any number of reasons. Other than bidding unreasonably high amounts, it is impossible to guarantee Page One placement. Also, while many companies guarantee a certain number of clicks, they deliver them in a way that doesn't get the phone to ring. Remember, phone call leads matter – 'clicks' do not! 4. Having a Professional Website is a Must. Don't invest a dime in PPC if you do not have a professional and up-to-date Website. Spending hundreds of dollars a month won't bring any results if your Website cannot convert those clicks into calls. Visitors are looking for a professional Website with contact information easily visible. If someone cannot clearly find what you offer, where you operate and how to contact you within 10-15 seconds of arriving at your site, they're likely to move on. 5. Don't Expect to Show up on Every Search. Unless you spend huge amounts of money, you will not show up on Page One for every search. Your marketing company should have a good understanding of your business, as well as the current competition online, and use that information to target specific searches. 6. Tie Results to Your Spending. One of the biggest advantages of PPC is the ability to track results and ROI. Any company you hire should be willing to share results with you on a regular basis. You should also be able to figure out with certainty that a phone call resulted from your PPC campaign. If a company can't deliver that information, it's time to look elsewhere. It is important to remember a successful PPC campaign should increase revenue. Increased exposure and clicks don't mean much if they aren't being converted into new customers. Any company can use technical jargon and promise unattainable results to sound legitimate. However, if they can't explain in plain English how their work will benefit your bottom line, they aren't worth your business. Alain Parcan of Market Hardware, Inc., contributed this article. Alain and his team bring 10+ years of experience in educating garage door businesses so they can market themselves more effectively, including numerous IDA Expos. Market Hardware helps IDA members compete on the Web and offers special discounts for IDA members. You can Reach Alain's team at 888-381-6925. By Alain Parcan, Director of Marketing for Market Hardware, Inc. For Paid Search Success 6 RULES 6 RULES

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