When it comes to advertising architecture firms online, marketing strategies that might work for other industries have to be altered just a little bit. After all, your prospective clients usually turn to you with a very specific need, which makes lead generation a little trickier.
That said, the right kind of digital marketing can really make a difference in your success rate. And one of the best methods is still paid advertising. Here’s what you need to know about it, why it is important, and why all architecture firms need to use this method.
What is Pay-Per-Click (PPC) Advertising?
Pay-per-click (PPC) advertising is simply a type of online marketing where companies pay to make it to the top of Google search and other related products. It allows you to stand out from the competition while helping potential clients discover who you are.
The caveat here is that you’re paying to have the privilege of showing your digital advertisement in these spaces. While some firms might balk at the idea of the added cost, most who are savvy in their marketing efforts know that this is the fastest way to see results.
Why is PPC Marketing Important for Architecture Firms?
PPC and search marketing are important for architecture firms for numerous reasons. However, the biggest one is that your ideal customer is already looking for you. That’s right, they’re the ones typing in search keywords to try to find someone who offers your services within the community that you work in.
By using paid advertising, you can ensure that you’ll show up at the top of those listings. Since the person who used Google to find your ad is already in the market for working with an architecture firm, this gives you a potentially warm lead from the very beginning.
Is PPC Better Than SEO?
Of course, that added cost is certainly a turnoff for architecture firms that are worried about their marketing budgets. And that’s why many of them wonder whether pay-per-click advertising is better than search engine optimization (SEO).
The truth? Your architecture firm really needs both. SEO is great for a long-term marketing plan, as it is both somewhat free and still gets the end result of adding your architecture firm to the top of the keyword listings. However, the downside is that it takes quite a bit of time to achieve those first-page rankings. And that’s assuming your competition doesn’t have a huge stronghold first.
With PPC, you’re able to shoot to the front of the line by simply placing ads for specific keywords. In the end, this allows you to get instant gratification results versus having to wait months or even years to start attracting new leads.
Why You Still Need a Good Landing Page for Lead Generation
While we’re on the subject of lead generation for your architecture firm, let’s take a moment to reflect on the importance of pairing your ads with a good landing page.
Think of it this way, you wouldn’t send a gorgeous invite to a boring party, right? Pay-per-click ads are like that. (Emphasis on the click.) When someone follows your paid ad to your website, you want to make sure it matches appropriately.
Be sure to make it easy for them to get the information they need, while also filling out a form or setting an appointment on a calendar app. You don’t want to make potential clients jump through hoops to get to your services, so make sure your landing pages are as clear as possible.
Budgeting for PPC Advertising in Your Marketing Plan
When it comes to budgeting for paid advertising, there’s no right or wrong approach. However, it is important to remember your goals as a marketing agency first.
What do we mean by this? Well, take into account how many leads or clients you really want to attract in the next ninety days. While it might sound good to keep yourself fully booked, it might not be totally feasible for your firm to do. That said, a better goal might be something like brand recognition, so you would switch your budgeting to state that you want to achieve 250K views of your ad in the next thirty days.
See what we did there? By setting a clear goal, you can backtrack and determine the cost of paid advertising to get you there. (As a hint, most reputable marketing agencies are more than happy to help figure these numbers out on your behalf.)
Must-Knows About Google Pay-Per-Click Ads
Now that we’ve discussed all the reasons why you should use Google pay-per-click advertising as part of your marketing efforts, let’s dive into the important factors of how it all works.
Display Ads vs. PPC Ads
Before we can go any further, let’s clarify the difference between display ads and pay-per-click ads. Display ads are often based on what’s called cost per mille (CPM), which is just a fancy marketing term for how much you’ll pay per thousand impressions of your ad. PPC ads are based on how much it costs when someone actually clicks your ad and goes to your website. There are benefits to both, so be sure to weigh the pros and cons before starting a campaign.
The keywords you choose are what you want your ad to be tethered to. This means that if someone looks up that word or phrase on Google, your ad will be in the mix of what shows up on that page. While keyword research can sometimes be a bit tricky for architecture firms, understanding the basis behind it can really make your campaigns far more effective.
The price of paid ads fluctuates all the time, even multiple times in a single day. That’s why you set what’s called a maximum bid. This ensures that your cost doesn’t go over that limit. If the ad campaign you’ve chosen is at a higher cost than this figure, your advertisement won’t display.
Conclusion: Driving Traffic to Your Architecture Firm Website with PPC
While this is a very high level view of paid architecture firm advertisement, it does give you quite a good basis on why you should consider this type of digital media. The good news? There are tons of great marketing tools out there to help you narrow down your focus and create winning campaigns.
Plus, as an experienced architecture marketing agency, our team at ER Marketing is here to help. From PPC to display ads, we can help you choose the right keywords that lead to getting in touch with your target market. Please contact us today for more details.