[PPC] Pay Per Click fraud warning – Construction Marketing

If you’re in online construction product sales (or any product sales for that matter) you may very well be using pay-per-click advertising.  At first glance it’s a simple concept. You only pay when people click on your link. The trouble with the system is that fraudulent clicks can seriously dent your pocket and bring about no additional sales.Read More

Damned if they publish – Digital marketing strategy

The internet has provided a platform where anyone can comment, without any editorial control at all.  It’s been a rapid revolution which has taken control from the hands of those who make a business out of publishing. Some commentators have even complained and questioned whether such important things as expressing opinions should be left in the hands of the masses!Read More

Green waste. Ecobuild 2010 – Construction Event Marketing

Digital marketer upset by lack of digital marketing at Ecobuild – no surprise there then! Yes, it was green, seriously green in fact, but from where I was standing it was more ‘green behind the ears’.

Sure, there was some fantastic energy saving, efficiency driven, eco-friendly, sustainable products and services on show – and some great ‘looking’ stands too. In that respect and from an eco-building product and discussion perspective the event no doubt delivered – other more knowledgeable people than me can debate that.

So, my problem is?Read More

Home pages for Construction websites – Online Construction Marketing

“At Pauley Creative we have been designing and building websites and home pages for construction industry websites for over ten years and the trends for best practice in terms of design, build and strategy have changed sporadically over time. However, the basics remain the same. Within this piece I will give you a better understanding of what you should be expecting of your home page as well as the customer experience your users should expect too”.

Click here to read the full Article

By Nick Pauley – Principal – Pauley Creative

Straight to the point – Construction copywriting

There’s no point in putting together a wonderfully integrated marketing campaign if the words don’t ring bells for the readers. Writing good ad copy isn’t easy. The more I read other people’s marketing literature the more I realise that writing is a talent that not everyone has. There’s the architects firm which promises to “assist” its clients when I’m sure what the clients need is someone to carry out the job – not assist them. There’s the quantity surveyors practice that offers me the “best possible solution”.  It’s so easy to fluff around the subject and not say exactly what you mean.Read More

Speed could damage your profits – Construction Marketing

Speed, or lack of it, is going to become an issue again. How fast your page loads is already a factor in Google AdWords quality score but speed’s going to be added to the organic ranking algorithm. Now’s the time to check your loading speed.

Let’s say you’re selling construction sealants for instance. It might seem a good idea to show your visitors immediately the amazing range of epoxy sealants you sell but listing everything – from fixing sanitary ware to anti-vandal sealants -on the home page isn’t terribly clever and now it’s going to annoy Google too [Remember, relevant content is king].Read More

Honesty is the best policy – Construction Marketing

The – now rather inaccurately-named – search engine optimisation (SEO) business has been very hard at work for the past few years generating content to populate the internet and thereby raise search engine ranking. This is how it works.

A manufacturer of, for instance, vapour barriers and damp-proofing membranes writes an article containing all the relevant keywords. This is submitted and published by third party web sites – in this instance construction industry web sites and ezines. Prospective customers searching for the keywords “vapour barrier” or “damp-proof membrane” find the article, maybe they even click on the link to the manufacturer’s web site. But that’s not the only benefit of writing the article. The manufacturer’s web site is also rewarded with additional points towards its search engine ranking because the link is from a highly-regarded web site.Read More