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SEO vs. PPC: A Guide for Pest Control Companies

Pests are a common issue plaguing homeowners across the country, with around 76% of people dealing with a pest problem each year. As a pest control company, there’s no doubt that countless potential customers need your services. But are customers able to find you when they look for companies in their area to help them with their infestations?

Traditional advertisements, like brochures and radio ads, can only get you so far. A digital marketing strategy is essential for every pest control company. It can be challenging to know whether SEO vs. PPC is the best way to increase your customer base. 

This guide will discuss everything you need to know about SEO and PPC. Discover ways to drive more traffic to your business’s website and boost your sales. 

What’s SEO?

SEO stands for search engine optimization. It’s the practice of optimizing your web pages so they rank high in the search engine results pages. There are a few different types of SEO:

  • Local SEO: Increasing your visibility with local customers
  • Off-Page SEO: Building authority and trust with other websites
  • On-Page SEO: Creating content that your users are searching for

One of the main components of SEO is keyword research. An SEO expert will look for keywords that are relevant to your business. Your target audience will be searching for these types of phrases. 

By incorporating these keywords into your website content, you’ll drive more organic traffic to your site. 

What Are the Benefits of SEO for Pest Control Companies?

SEO is a great way to attract local customers. You want them to click on your website and hire you. While the ultimate goal is increased sales, there are other advantages to implementing an SEO strategy. 

Get High-Quality Leads

SEO attracts quality leads. When you incorporate keywords centered around your pest control services, you’ll generate higher interest in your company. Search engines, like Google and Bing, will connect your business with users that are actively looking for your services. 

Improve Your Outreach 

While you don’t see the results from SEO overnight, it continues to provide you with organic traffic for many months. Your website will start to rank higher as people start to click on it. A robust SEO strategy ensures that you’ll continue to increase your leads. 

Find Your Target Customer 

Implementing a solid SEO strategy means that you’ve gained a deeper understanding of your ideal customer and what they’re looking for. You can tailor your messaging and optimize your SEO strategy when you know who you’re targeting. Defining your target customer increases your relevant website traffic as you build strong customer relationships. 

What’s PPC?

PPC stands for pay-per-click advertising. Companies pay a fee every time a person clicks on their ad. A PPC ad shows up at the top of a search engine results page. 

You can also use PPC on social media platforms, like:

  • Twitter
  • Facebook
  • Instagram
  • LinkedIn

Just like with SEO, keyword research is important in a PPC campaign. Unlike SEO, PPC delivers immediate traffic and results. You can target the users you want to reach with your ad based on different factors, like:

  • Age
  • Location 
  • Background
  • Age

The costs for a PPC campaign vary. With this type of advertising, you bid on a specific keyword. 

Keywords can be highly competitive. The more competitive they are, the more they’ll cost you when someone clicks on your ad. On the flip side, more people will see your ad since a lot of people are searching for that specific keyword. 

How your PPC ranks depend on various factors, such as:

  • Your ad and keyword relevancy and quality
  • How much you bid per keyword 
  • Your landing page that they’re directed to once they click on a keyword

What Are PPC Benefits?

The idea of spending money on an ad campaign might seem unappealing to you, especially if you’re a small pest control company. Let’s discuss some of the advantages of a PPC campaign. 

Improved Advertising Techniques 

You have more control when running a PPC campaign. In addition to targeting specific types of customers, you have a lot of flexibility when creating ads. Some of the things you can incorporate into the ad text include:

  • Sitelinks
  • Bullet points
  • Pricing
  • Locations 
  • Phone numbers

You can include relevant information that’ll entice your potential customer to click on your ad, and get redirected to your landing page. 

Position Yourself Above the Competition

PPC ads appear above the fold. Three ads typically appear on mobile devices and four ads show up on a desktop browser when someone searches for something. Your potential customers will always see your ads as they scroll down the page. 

Improve Your Spending

While a PPC ad charges you each time a person clicks on it, you can determine how much you want to spend. You can set daily or weekly limits.

Once your limit is met, your ad will stop appearing. This enables you to stay within your spending limits and not blow your budget. 

Which Is Better – SEO vs. PPC?

Neither marketing strategy is better or worse than the other. Both PPC and SEO provide you with ways to improve your organic traffic. Most digital marketing campaigns incorporate both tactics since they complement each other. 

PPC helps pest control companies achieve their short-term goals. If you’ve just opened your business or don’t have an online presence, you can get eyes on your website immediately. 

SEO is great for meeting your long-term objectives. You might look into an SEO campaign if you already have a strong customer base but are looking to improve your visibility online. 

Partner With an Experienced Pest Control Digital Marketing Agency

Figuring out the intricacies of SEO vs. PPC can be confusing, especially if you don’t have experience in the area. You need to work with a professional digital marketing agency that works with pest control companies. They’ll have the skills and expertise needed to elevate your business. 

The digital marketing experts at Marketing Pests are here to help you launch an SEO and PPC campaign. Contact us today to schedule a strategy call. 

Ready To Level Up Your Marketing?

There’s a lot you can do to position your pest control company well in the online world. Your competitors are going above and beyond to get found online, and you’d better do the same if you want to rise above.

It all comes down to understanding your customer. Once you know what they need, finding a way to draw them is easy. Build your marketing efforts around your ideal customer and you’ll see massive results.

If you’d like to discuss how you can generate better results online, let’s schedule a time to chat. You can pick a time that works for you now by going to scheduling a free Lead Flow Acceleration Session with us.

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Kristin Fowler
Director of Marketing
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