Roofers are constantly tasked with the challenge of finding new ways to reach potential customers. The competitiveness of the industry makes it hard to be successful without great effort or capital. One of the best strategies you can utilize to reach homeowners is Pay Per Click advertising. More than ever, people are choosing the businesses that are listed at the top of Google. These days, people barely scroll past the first few listings. If your business isn't in the top four positions on Google, you'll miss out on a ton of traffic. Pay Per Click is one of the quickest ways to ensure your roofing company has a top seat in the search results.
When considering a digital marketing strategy, many people like to turn to SEO. While search engine optimization is effective, it's more of a long term strategy. It can take up to 6 or 8 months for a SEO strategy to kick in. This is because search engines like Google or Bing are slow to crawl and index websites. Many roofers want immediate results and this is where Pay Per Click advertising comes in. Pay Per Click, or PPC, is a method of online advertising where the marketer pays for each click. In the old days when people advertised in the newspaper, they'd pay in advance for a spot in the classified section. It usually was costly to do so and impossible to measure. With Pay Per Click Advertising, you only pay when someone clicks your ad. Your ad could be shown to a hundred people and you wouldn't have to pay unless someone clicked.
It may be free to show your ad, but there’s a catch. As a for-profit company, Google wants to make money. It's how they are able to manage the company's huge overhead. If Google shows your ad but nobody clicks on it, they're losing money. To solve this problem, Google introduced Quality Score. What is Quality Score? It's simply a rank from 1 to 10 that Google assigns to your ad. Google uses a number of different factors to determine the Quality Score of your ad. If your ad doesn't get any clicks, it'll receive a poor Quality Score and Google will be less likely to show it. This will hurt your chances of driving traffic to your website and getting new customers. For this reason, it's important to create unique ads that will capture your customer's attention and motivate them to click.
With old forms of advertising, it was difficult to measure your return on investment. A century ago, department store mogul John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” With traditional marketing, you’d pay a newspaper or television station to run your ad but you couldn’t measure how many people saw it or if any of them converted. Pay Per Click advertising solves this problem. The true beauty of Google Ads is the amount of data you have access to. You can see what areas people convert the most in, how many people clicked your ad, and what ad copy works the best. This information can guide you in making key decisions about your business.
Another powerful benefit of Pay Per Click advertising is the flexibility. If you’re operating on a small budget, you can build a campaign that meets your needs. Some of the roofers we work with will start off with a $500 budget to see what works. Because Google Ads provides so much data, they’re able to immediately tell what is working and what isn’t. If their ads are performing well, they can scale easily and draw in more customers. If the strategy isn’t creating a good enough of a return, they can change tactics easily. Whether you want to drive more website traffic or conversions, you can easily test different strategies and pick the best for you.
If you're looking to grow your business through digital marketing, PPC is a strategy that shouldn't be overlooked. Whether you want to build brand awareness or get more roofing jobs, Pay Per Click advertising lets you tailor the marketing to your needs. You can start with a small budget and grow from there. If something doesn't work, you can easily determine the problem and switch tactics. Many of our roofing companies have seen great success from Pay Per Click campaigns. The roofing industry is a competitive market and it can be challenging to stand out. Pay Per Click is an effective strategy for helping you to stand above your competition and take a bigger slice of the pie. From Facebook to Google to Bing, there are many platforms out there that offer PPC advertising. It's up to you to choose the best one for your marketing goals.