Cochrane & Associates, LLC

Pay-Per-Click Advertising in the Environmental, IH & IAQ Industries


Source: Cochrane & Associates, LLC

The founder of the IAQ and EH&S industries’ only dedicated marketing consulting firm provides tips on PPC advertising.

Phoenix, AZ, April 17th, 2012 -- People in the environmental, industrial hygiene (IH) and indoor air quality (IAQ) industries often ask if they should try pay-per-click (PPC) advertising as part of their overall marketing plan.  It is an excellent question and the general response is it’s worth giving it a try.


While many companies that have been successful utilizing PPC, others have been disappointed with the results.  However, because it is such a controllable marketing method companies should give it a try.


Here’s how it works:


Pay-per-click advertising is a form of online advertising that allows companies to bid on various keywords and phrases to allow their paid advertisement to appear in the paid section of Google and other search engines (typically on the top and right side of the page).  This can be a valuable tool for companies that otherwise are organically appearing on page 2 or beyond during normal internet searches.


To get started, a company needs to register with the search engine for a PPC account.  This is a quick and easy step.  Keywords and phrases are then picked which will trigger your paid listing to appear.  Whichever company bids the highest amount for that keyword or phrase will appear first, followed by the second highest bidder and so on.


The more specific the keyword or phrase, typically the better the results and the cost to appear is often much lower.  For example a mold remediation firm in Tampa might not want to choose “Mold Remediation” as their keyword.  It may be more cost effective and provide better results to use “Mold Remediation in Tampa”.


Many companies involved with environmental, IH and IAQ services and products tend to be local or regional.  This is not a problem with PPC advertising as most paid advertising services allow users to target internet searchers by their location.  This means an IAQ service provider in Cleveland will not be paying for people who are searching from Chicago if they have geo-targeted their PPC advertising program.


With the keywords picked, one then develops a simple ad for the company.  This typically includes a title, subheading and brief description.  Each time someone types in the picked keyword or phrase the advertisement will appear.  There is no cost unless the advertisement is clicked.


A great feature of PPC advertising is the company controls the process.  If business is suddenly booming and a company can’t keep up with orders they can turn off the PPC program by simply logging into their account.  PPC advertising also allows the user to set daily limits on how much they are willing to spend.  For example, if the phrase “Mold Remediation in Tampa” costs .25 a click, a company can set a maximum limit of $10 per day so that after 40 clicks their advertisement no longer appears. 


Industry professionals and associations can learn more PPC advertising, marketing and public relations by visiting &, emailing or calling (602) 510-3179.


About Cochrane & Associates, LLC

Cochrane & Associates is a business development, public relations and marketing consulting firm that specializes in the environmental, mold and indoor air quality industries. The company has worked with many of the industries’ leading institutions and companies.  They are also the innovators behind the IAQ Video Network.

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