Reach More Homeowners With Display Advertising

by Joanna Donaghue, January 14, 2021

In 2021, there are many ways your roofing company can reach homeowners and convert them into customers. From search ads to remarketing campaigns, the options are almost endless. For our clients at Roadmap Agency, we’ve found that Display Advertising works really well at capturing leads for little cost. Unlike Search Ads or other forms of digital campaigns, Display advertising can be really inexpensive to run. In this article, you’ll learn what Display Advertising is and how to best use it for your business.

What is Display Advertising?

When you browse the internet, you’ve probably seen those banner ads at the top and side of pages. These are Display Ads. These types of ads can be static images, animations, or just text with a logo. Many advertisers like to use flashy ads to attract attention but we’ve found that simple image ads do just fine. The end goal of a Display ad is to create awareness of your roofing services and to get people to contact you.

If you’re interested in launching a Display campaign, there are some options. The most popular platforms for Display Advertising are Google and Facebook but there are alternatives like Taboola and Apple Ads. If you’re going to run a Display campaign, we’d highly recommend going with the tried and true Google or Facebook. Lesser known platforms have limited reach and capability.

How Do I Pay For Display Advertising?

With Display Advertising, marketers can either pay for each click (PPC) or impression (CPM). PPC stands for Pay Per Click and is a bidding model where the advertiser pays for each click on their ad. CPM stands for Cost Per Mille. Mille is a marketing word that stands for one thousand impressions. CPM is cost per thousand impressions. With this bidding type, advertisers pay for each thousand impressions of their ad.

What are the Different Types of Display Advertising?

When it comes to advertising on the Display Network, marketers have three options: Placements, Contextual, and Remarketing.

  • Placements: Advertisers are able to choose the placements on the Display Network where their ads will show. A placement could be on a website, app, social media, or video content. For example, if you chose a specific website as a placement, you could run your ads on that site if it’s part of the GDN.
  • Contextual: Advertisers are able to use topics and keywords to target specific groups of websites, apps, and video content across the web. For example, a roofing company could choose to run their ads on websites with content about roof replacements.
  • Remarketing: Advertisers are able to retarget previous website visitors to bring them back for a purchase. When a person visits your website, a small cookie is placed on their browser and tracks them as they browse the web. If they leave your website without making a purchase, you can target them with ads and get them to come back.
Reach More Homeowners With Display Advertising

What are the Pros and Cons of Display Advertising?

Display Advertising is a very effective way of reaching new customers online, but it comes with some pros and cons.

Pros:

  • Variety: Display Ads come in many different shapes, sizes, and types. There are banner ads, bumper ads, video ads, skyscrapers, and the list goes on. This gives you the opportunity to choose the best advertising format to meet your goals.
  • Measurable: There’s an old saying about what’s not measured is lost. This is very true for marketing. With Display Advertising, you’re able to measure the performance of your ads down to the very penny. You can keep track of how many impressions it got versus clicks and who converted.
  • Broad Reach: Both Google and Facebook partner with thousands of websites to run ads across the web. Advertisers have access to thousands of websites, apps, and videos across the internet. This lets you reach more people while keeping your costs low.
  • Targeting: Because of Facebook and Google’s huge reach, you’re able to effectively target the right audience. As a roofing company, you can target people who are reading articles about roofing or watching roofing videos. When a homeowner is reading information online about roofing options, you’re able to show your ads to them.

Cons:

  • Ad Blockers: In the past decade, Display Advertising has grown exponentially. Everywhere you look on the web, a banner ad can be found. To declutter the web, ad blockers have been created. An Ad Blocker is a browser extension that works to block ads on the internet. While not every ad is effectively blocked, the majority are.
  • Ad Blindness: Because of the popularity of Display Advertising, the web has become cluttered with them. People are so used to seeing these ads that they’ve become blind to them. This means less people are clicking on these ads.

Should my Roofing Company use Display Ads?

With most things marketing, the answer is it depends. It truly depends on your situation, industry, and goals. At Roadmap Agency, we’ve had great success with Display Advertising for our roofing clients. We’ve seen an increase in lead generation while spending very little. During the holiday season, we ran a Display Advertising campaign that got one client 7 new leads and spent only $26 per lead.

There’s no argument to be made against the power of Display Advertising. It’s one of the most effective ways online to create brand awareness and get new leads. But it’s also very complicated. You’ve got to decide on the right platform, bidding strategy, ad assets, and target audience. Once you’ve got all your ducks in a row, you have to continuously monitor the campaigns to ensure they’re performing well. To truly get a great return on investment from your Facebook or Google campaigns, the ads need to be consistently measured and adjusted. We’ve seen Display Advertising generate new revenue for our clients at a very low cost. If you’re looking for a new revenue stream, I’d highly recommend looking into Display Advertising.

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