PPC Keyword Research for Plumbing Companies
Since the internet is just one phone touch away, having more than a highly-rated plumbing company is needed. If your potential clients can’t find you online, it’s as if you’re invisible. Pay-per-click (PPC) advertising is crucial for businesses like yours. But where to start?
Well, let’s talk about the cornerstone of an effective PPC campaign: keyword research. As the owner of a plumbing company, knowing which keywords to target can put your services in front of the right people at the right time. Let’s dive in.
Understand the Importance of Keyword Research
Before we discuss the how-tos, it’s essential to grasp the why. Keyword research helps you understand:
What potential customers are searching for?
How often are these terms being searched?
How much competition is there for these terms?
By targeting the right keywords, you increase the chances of your ads appearing in relevant searches, leading to more clicks, leads, and sales.
Let’s Start with General Keywords.
Begin with general terms related to your industry. Examples include:
- Plumbing services
- Emergency plumber
- Plumbing repair
- Plumbing Company
- Leak detection
- Drain cleaning
- Pipe repair
- Sewer repair
- Faucet repair
- Water heater repair
- Garbage disposal repair
- Toilet repair
- Plumbing contractor
- Residential Plumbing
- Commercial Plumbing
- Plumbing installation
- Plumbing maintenance
- Clogged drain
- Bathroom Plumbing
- Kitchen Plumbing
- Pipe installation
- Plumbing leak
- Blocked toilet
- Water line repair
It’s important to remember that while these core keywords are essential, they are also likely to be highly competitive, especially in densely populated areas or cities. To improve the effectiveness of a PPC campaign for a plumbing business, these core keywords can be combined with additional modifiers, such as location names (e.g., “plumber in [City Name]”) or specific issues (e.g., “basement flooding repair”).
The core keywords should also be used alongside long-tail, longer, and more specific keywords. This can target customers with specific needs and lead to higher conversion rates.
Understanding Long-Tail Keywords and Their Role in PPC
In PPC Ads, not all keywords are created equal. Long-tail keywords are longer and more specific keyword phrases crucial in driving qualified website traffic. Long-tail keywords cater to specific user intent, unlike the broader, more generic ones. For instance, while a user might start their search journey with a generic term, their searches tend to become more detailed and specific as they get closer to making a purchase or decision.
Why Use Long-Tail Keywords in PPC?
The primary advantage of long-tail keywords lies in their precision. By targeting more specific queries, businesses can reach an audience that’s further along in the decision-making process and more likely to convert. Furthermore, long-tail keywords often face less competition than broader terms, leading to lower cost-per-click (CPC) rates in PPC campaigns. This translates to cost-effective campaigns with a higher return on investment.
For plumbers, leveraging long-tail keywords in PPC campaigns can be particularly effective. Here are some examples:
- “Emergency burst pipe repair in Dallas”
- “Best tankless water heater installation near me.”
- “Affordable bathroom sink clog removal”
- “Residential plumbing inspection services in Phoenix”
- “Kitchen faucet leak repair specialists”
- “24-hour emergency plumber in Miami”
- “Basement sump pump installation services”
- “Eco-friendly plumbing solutions for homes”
- “Toilet overflow cleanup and repair in San Diego”
- “Hot water recirculation system installers”
By incorporating such detailed and specific queries, plumbing businesses can ensure they’re reaching customers actively seeking their specialized services. The precision targeting provided by long-tail keywords means that while the search volume might be lower, the conversion potential is often much higher.
Use Keyword Research Tools
Several tools can help you with your research:
- Google Ads Keyword Planner: This free tool provides insights into search volume and competition for various keywords. It also offers keyword suggestions based on your input.
- Ubersuggest: This tool provides keyword suggestions, competition levels, and more.
- SEMrush and Ahrefs: While these tools are pricier, they offer in-depth insights into keyword performance. They can be especially valuable if PPC becomes a core part of your marketing strategy.
Assess Your Competition & Localize Your Keywords
Type some potential keywords into search engines and see which competitors appear in the ads. This can give you a good idea of the keywords they’re targeting and, potentially, the ones they’ve overlooked.
Remember, as a plumbing business, many of your customers will be local. Incorporate local terms such as your city, nearby landmarks, or neighborhoods. For instance:
- Plumber near [Local Landmark]
- [Your City] Drain cleaning
Continually Refine Your List: PPC isn’t a set-it-and-forget-it tactic. Regularly review your keyword performance. Remove underperforming ones and test new potential winners.
How to Conduct Keyword Research: A Step-by-Step Guide
Keyword research is a fundamental part of digital marketing. Whether you’re setting up a Pay-Per-Click (PPC) campaign, optimizing your website for search engines, or curating content, understanding keyword research is vital. Here’s a step-by-step guide to help you navigate this essential process.
Define Your Goals: Before diving into research, outline what you want to achieve. Are you looking to drive more traffic to your website, increase sales, or boost brand awareness? Your goals will shape your keyword strategy.
Start with Brainstorming: Write down terms related to your business, product, or service. Think about the problems you solve and the solutions you provide. This list will serve as your starting point.
Use Keyword Research Tools
Several tools can help simplify your research:
- Google Ads Keyword Planner: A free tool that shows average search volume competition and suggests related keywords.
- Ubersuggest: Provides keyword suggestions, estimated search volumes, and competition levels.
- SEMrush and Ahrefs: Premium tools offering comprehensive keyword analytics, competitive research, and more.
Dive into Long-Tail Keywords
Long-tail keywords are longer, more specific phrases. While they often have lower search volumes, they usually boast higher conversion rates due to their specificity. For example, instead of “shoes,” you might consider “red leather running shoes for women.”
Analyze Search Intent
Behind every search query, there’s an intent. Understand whether users are looking for information (“What is SEO?”), a particular website (“OpenAI website”), a place to purchase (“buy summer dresses”), or a solution to a problem (“How to fix a leaky faucet”).
Scope Out the Competition
- Type your potential keywords into search engines and see who’s ranking on the first page.
- Use tools like SEMrush or Ahrefs to understand the keywords your competitors are targeting.
- This step can help you identify gaps in the market or areas where you can outperform competitors.
Consider Search Volume vs. Competition
- High Volume, High Competition: These keywords can be challenging to rank for, especially for new websites.
- High Volume, Low Competition: Ideal keywords. They can drive traffic and are easier to rank for.
- Low Volume, High Competition: Usually worth the effort if they’re highly relevant to your business and can drive conversions.
- Low Volume, Low Competition: These can be valuable, especially if they’re highly specific and cater to a niche audience.
Localize Keywords If Relevant
Add geographic terms to your keywords for businesses that operate within a specific locale, like “best coffee shop in Seattle.”
Keep Current Trends in Mind
Utilize tools like Google Trends to see the evolving popularity of keywords. This is especially useful for industries that change rapidly or are seasonal.
Organize and Prioritize
After gathering a list of potential keywords:
- Categorize them (e.g., by intent, topic, funnel stage).
- Prioritize them based on their relevance to your goals, search volume, and competition.
Monitor and Refine
Keyword research isn’t a one-time task. Regularly revisit your keyword strategy, monitor the performance of your chosen keywords, and adjust as necessary.