Four Ways To Optimize Your Pest Control Ads in 2019

Paid advertising is a very viable and important part of the digital age of marketing.

Your customers are online, searching, and ready to make decisions when it comes to their needs–especially in pest control.

More likely than not, you are going to have customers who are looking for an immediate fix to a pest problem and you want to be the pest control operation to save the day. That means, you need to optimize your online paid advertising.

Here are some ways you can create a moer optimized and seamless buyers journey for your pest control customers in 2019:

Review Your Analytics Data

If you are not looking at your analytics data you are receiving either from Google Analytics, Google Ads, or another analytics platform, you are not using the data to optimize your ads.

Seeing how people react to your ads and where they go once they see an ad is important. If you are seeing many impressions but not many clicks, perhaps you need to look at the ad copy to find it more inticing to your target audience.

Or, maybe you are seeing a lot of clicks, which cost you per click, but are not leading to conversions–a sign you may need to look at targeting, demographics, ad schedules, etc. to avoid junk clicks.

Use Responsive Ads

Responsive Ads are a newer feature on Google Ads that allow you to place many different variations of an ad in one place, allowing Google Ads algorithmns to analyze data and show the copy combination that brings in the most traffic, clicks, or conversions.

This takes a lot of guessing out of the mix when it comes to testing different ad copy. While it is automatic, you do still want to make sure you are manually checking in as well to ensure the best ad is being shown that is netting the best return.

Keyword Research

What would ads be with words? Nothing. Keyword research is a wealth of information and search platforms allow you to see what users typed in to allow your ad to show. This can show you as a pest control business what words to target and what words you may want to not target as well.

If you are seeing a lot of people searching for organic pest control and you offer that, make sure that keyword is in your ad (and also on the landing page you send them too–see below).

If you are seeing phrases come up with no relation to pest control such as spider veins or bee stings, which you do not treat, you want to also add words to the negative keyword list so that your ads are not being shown for these search queries.

Direct Ads to Quality Sites

The cycle of an ad is more than just a click. Your customer is looking for pest control in your area, they type in a phrase, then see your ad, and hopefully click. Now what?

The ad should be sent to a landing page that provides quality information about the search query the customer looked for. This is a time to optimize your websites on a per-pest basis so that an ad for Ants sends the user to an Ant page, using Ant-related keywords. This eliminates the user having to search further by landing on just a home page or a junk page that does not offer any useful information they had sought out.

These are a few ways you can optimize ads in 2019. If you are not sure where to start or do not have paid marketing as a component to your pest control business, consulting with a marketing firm or lead generation company may be your best next step.