Home Services continues dominating the top categories list on our weekly Pay Per Call market report. Pest Control falls within that category. We talked with Pest Control campaign expert Dave Maman, WeCall CEO, about Pest Control campaigns and how to best optimize them.
Dave started in the Pay Per Call industry with Pest Control campaigns. As one of his favorite verticals to work with we decided to dig into his knowledge base to create the best Pest Control campaigns.
What are some strategies you use for running pest control campaigns on search, and what is the #1 thing you wish you knew before you started running google pay per call ads?
“Pest Control We chose this vertical because of the timing and the ease of the campaign…It’s Pay Per Call 101…Pest control is a search based type of service. Someone has a need for a pest control service they’re going to go to google…The key is to have laser focus on the intent of the user and giving them exactly what they need.
Have customized pages and dynamic key word insertion. Tailor your landing page results to what the searcher is looking for. This leads to more conversions.”
– Dave Maman, WeCall
He’s right, using customized landing pages and dynamic keyword insertion to further maximize conversions really pays off.
The key to any successful marketing campaign is to have a laser focus on the intent of the consumer and to give them exactly what they need. With Google Ads, a lot of marketers sometimes make the mistake of thinking that a general landing page will do the trick — it won’t!
The best way to stay laser focused on consumer intent is to tailor your landing page results to exactly what the searcher is looking for by using customized pages and dynamic keyword insertion.
For example, if you are running a pest control campaign and someone is searches for “Bed Bug Treatment Near Me”, you’re going to get a far better result by taking them to a landing page with images specific to bed bug treatment, and then using Dynamic Keyword Insertion from the search query to then insert new copy into the landing page that’s tailored specifically to what they are looking for.
This put together creates a sense of authority, builds trust and provides users with a better customer experience. For Google Ads, it ultimately results in an improved quality score, a lower cost-per click, and more conversions.