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.
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.
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.
When it comes to advertising on the Display Network, marketers have three options: Placements, Contextual, and Remarketing.
Display Advertising is a very effective way of reaching new customers online, but it comes with some pros and cons.
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.