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A comfortable, attractive home makes a real difference to how people live and work, and demand for interior design has stayed strong as people invest in the spaces where they spend their time. To stand out from the competition and help customers find your business, digital marketing is the place to start. A PPC campaign can put your website at the top of search results right away and increase your online visibility significantly.
To help home service businesses that specialize in interior design get the most out of their PPC campaigns, here are the practices that matter most.
Find your low-performing keywords and work out why
Every keyword in your campaign should be doing something for you, whether that is earning clicks or conversions. You can spot low performers by the low clicks, impressions and conversions they generate. To improve your campaign, though, it is not enough to find these keywords and toss them out.
There is usually a reason certain keywords perform worse than others. A keyword may generate plenty of clicks but few conversions, and in that case modifying it is often better than dropping it. Something as simple as adding “modern” before “bathroom remodeling” can make all the difference if that is what your visitors are looking for.
Use negative keywords to stop paying for the wrong clicks
Negative keywords are terms you do not want your ads to show for. Without them, people who are not looking for your services can click your ad and cost you money. Add negative keywords to filter out those searches, such as “DIY home projects,” “free” or “jobs.” When you add a phrase as a negative keyword, Google Ads will not show your ad when someone searches for it. Review your search terms report regularly to find new negatives to add.
Send each ad to the landing page that matches it
Where does a visitor land when they click your ad? If the answer is your homepage for every ad, you are likely losing leads. In some cases that works, but in most it is not enough.
Your interior design business may offer several services, such as bedroom, kitchen and bathroom design and remodeling. Send each ad to a landing page built for that specific service. The page is more relevant to the search, and visitors do not have to click around to find what they came for.
Focus on local searches to avoid wasted clicks
As an interior design business, you will most likely want to focus on local PPC. Location targeting keeps your ads in front of people in the area you serve, so you do not waste money on clicks from people you cannot work with. Remember that people who search for “interior design services” plus your city may still see your ad no matter where they are, so choose your location targeting settings carefully.
Learn from competitors’ keywords
You can build your keyword list from scratch, but sometimes you want to compete directly with a specific business in your area. Competitor research tools show which keywords drive traffic to their sites, and those terms can inform your own campaign. Understanding what their customers search can help you shape your ads and win some of that traffic.
Balance reach and relevance with phrase match keywords
Google Ads offers three main keyword match types: exact, phrase and broad. Exact match limits your ads to searches that closely match your keyword, which can restrict your volume. Broad match reaches the widest audience, but it can show your ads for irrelevant searches, especially when your campaign does not have strong negative keywords and conversion tracking behind it. You do not want to pay for visitors who are unlikely to convert because what they are searching for is not what you offer.
Phrase match is a good middle ground. Your ad can appear for searches that include the meaning of your keyword, such as “interior designer for small apartments,” without being shown for something completely unrelated.
Use PPC for fast results while SEO builds
You may be planning a complete digital marketing strategy that includes website design and SEO. SEO is an important part of ranking well, but it does not deliver overnight results.
In the meantime, a PPC campaign can generate immediate traffic and get the ball rolling. You pay only when someone clicks on your ad, so you are not paying for people who see your listing and keep scrolling.
SmartSites can build and manage your PPC campaigns
A strong online presence helps interior design businesses build credibility and a recognizable name over time. A well-run PPC campaign is one of the quickest ways to get started, whether you are waiting for your SEO strategy to take hold or running a seasonal promotion.
Not every interior design business has the time to handle digital marketing in house. At SmartSites, we take care of every part of your PPC campaign from start to finish. The work does not stop at launch. Constant monitoring and adjustments are needed to get the results you want.
SmartSites has planned and run thousands of PPC campaigns for clients across many industries. We take the time to understand the unique needs of your business before recommending the best approach. Contact us today to get started on a PPC campaign for your interior design business.
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