Pay Per Click Marketing for Roofers

Homeowners never know when Mother Nature is going to cause significant damage to their roof. Every house is only one bad storm away from thousands of dollars in repairs. In today’s market the majority of homeowners turn to Google, Bing and other search engines to find roofers that can come to the rescue.

I specialize in Pay Per Click (PPC) management. PPC is a form of Internet advertising in which advertisers pay a fee each time their ad is clicked.

PPC can be a powerful tool to generate new business. It is the only way to guarantee that your website appears when a potential customer searches for a term relevant to your business. However, it can also be an expensive waste of money if your account is setup incorrectly. Whether you decide to manage your PPC campaign in-house or outsource it, you need to follow these tips to make the most from your marketing budget:

Set up the Campaign Correctly

The first tip is also the most important. Make sure your campaign is set up correctly so every single website visitor you get is a realistic prospect for your services. PPC can be a black hole if you are paying the search engines for irrelevant terms, like “roofing equipment”. Also, if your account is not set up correctly, you could be paying for clicks that are completely out of your service area.

Remember, even if you get a bad click, Google still gets paid! Make sure your campaign is laser-focused, so that the keywords, location, device and time of day is most likely to turn into a sale.

Highlight Offers and Specials

For all of your ads you need to make sure you highlight specials and features about your company that will separate you from your competitors. The basic fundamentals are always going to remain the same, but you need to give customers a reason they should be excited to do business with you.

Pay Google and Bing Directly

If you outsource your PPC, it is best to work with a company that has the search engines charge you directly. PPC agencies charge a separate management fee for their services. If you pay a lump sum, then the PPC company does not have to tell you how your budget was divided. Keep in mind the average PPC management fee is about 20 percent of your total spend on Google, Bing and other search engines.

Also, if a PPC agency spends less on clicks for a particular month, then you should be the one to keep the money!

(PPC requires an in-depth knowledge of Google AdWords. It is deceptively easy to create a campaign in-house but I recommend working with an expert to make sure you are maximizing your marketing budget.)

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Gateway Safety Receives Recognition Award from Industrial Buyers Group

Gateway Safety was awarded the President’s Club Recognition for achievement by the Industrial Buyers Group (IBC). Suppliers and distributors are recognized by IBC for their contributions during the year and rated on percentage growth.

“We annually recognize the distinguished suppliers who support the regional independent distributors who are part of the IBC marketing group,” says Rich Poole, IBC’s Industrial Division vice president. “Gateway’s support of our distributors’ sales initiatives and marketing programs earned them this distinction. We are proud to have Gateway as one of our select Preferred Suppliers, and are proud to recognize their contributions to our organization.”

Gateway Safety has been an IBC Preferred Supplier since 2010, partnering with IBC distribution members to provide safety products in eye, face, head, hearing and disposable respiratory protection. Matthew Love, Gateway Safety’s vice president, attended the meeting and accepted the award on the company’s behalf.

“We feel honored and are thankful to IBC for recognizing us with this award,” says Love. “Gateway Safety’s success within the IBC organization can be attributed to the great relationships we have formed with our IBC distribution partners. Safety equipment is a great fit for IBC distributors, since categories like eye and face protection can really complement an industrial product line,” continues Love. “Our achievement with IBC shows that safety products remain a growing market need.”

IBC is one of North America’s alliances of industrial, bearing and power transmission, electrical, and subassembly distributors with more than 550 branch locations.

Arkema Celebrates 50 Years of Kynar 500 Weatherable Resin

Kynar 500 resin is used in long-life coatings that protect some of the world's iconic buildings, including The Pyramid of Louvre in Paris.

Kynar 500 resin is used in long-life coatings that protect some of the world’s iconic buildings, including The Pyramid of Louvre in Paris.

Arkema Inc. has launched an integrated marketing campaign to commemorate 50 years of Kynar 500 resin-based coatings.

Introduced in 1965, Kynar 500 is a weatherable resin for creating long-life coatings with the capability to retain color and gloss. Today, coatings formulated with this pioneering fluoropolymer chemistry provide billions of square feet of protection against weathering, aging and pollution on commercial, industrial, institutional and residential buildings around the globe.

The integrated marketing program, “Kynar 500—The Best Get It,” includes a commemorative 50th anniversary logo, an email campaign, promotions at industry trade shows, public relations, and advertisements in print and online media outlets. Central to the 50th anniversary celebration is an anniversary microsite on kynar500.com that greets visitors with a series of videos showcasing iconic buildings around the world that, with the help of Kynar 500 architectural coatings, have stood the test of time. On the microsite’s landing page, users can download the augmented reality app Aurasma to stay connected to the celebration all year long by scanning the Kynar 500 50th anniversary logo wherever it appears. The anniversary celebration also includes a social media presence on Facebook, Twitter, LinkedIn, Instagram, YouTube, and Google+ that will allow followers to engage with the brand in new and exciting ways.
Kynar 500

Safety Today Websites Offer Safety Training Information

Safety Today's new sites provide overviews of available safety training initiatives.

Safety Today’s new sites provide overviews of available safety training initiatives.

Safety Today Inc. has launched websites for U.S. customers and Canadian customers. Product libraries deliver results in line with relative national standards, including ANSI and CSA International. The new sites provide overviews of available safety training initiatives. The sites’ product libraries are comprised of leading vendor-supported safety products, as well as the company’s own manufactured brands marketed under the Brass Knuckle and Body Armor trade names.

Petersen Aluminum Introduces a Marketing Tool for Construction Professionals

Petersen Aluminum's marketing tool is called Publicize Your Project.

Petersen Aluminum’s marketing tool is called Publicize Your Project.

For construction professionals who have wondered how to get their projects pictured in manufacturer advertisements, on manufacturer web sites, social media pages or published in industry magazines, Petersen Aluminum has built the tool to make it happen. The new marketing tool is called Publicize Your Project, and it’s simple, fast and free. The tool can be accessed on the Publicize Your Project Web page.

Construction professionals who have worked on a project completed in the past two years that includes Petersen Aluminum products are encouraged to submit their project for publicity. All that’s required to submit a project is basic details such as location, building type, products used, completion date plus contact information and at least one photo of the project. Project types can include commercial, educational, medical, office, public/government, retail, mixed-use or residential structures.

Photos of the structures can be amateur in style and taken with a smartphone or point-and-shoot camera. Professional photography also will be accepted. To upload photos and submit a project for consideration, visit http://www.pac-clad.com/publicizeyourproject. The Publicize Your Project page also can be accessed via the Petersen Aluminum home page by clicking on Gallery then Publicize Your Project.

Drexel Metals Signs on as a Member of the Metal Roofing Alliance

Drexel Metals has joined marketing forces with other metal roofing manufacturers by signing on as a member of the Metal Roofing Alliance.

The MRA was formed with the goal of educating residential consumers about the styles and benefits of metal roofing. The membership is made up of metal roofing manufacturers and installers who are eligible to receive customer leads from MRA website.

“The Metal Roofing Alliance has done great work, getting the word out about metal roofing for residential applications,” says Brian Partyka, executive vice president of business development at Drexel Metals. “The MRA marketing plan has been very effective in helping metal become a more acceptable choice for homeowners when they need to replace their failing asphalt shingles. When people are educated on the benefits, it’s easy for them to see that metal is the better choice.”

Partyka, who was also voted to the MRA board of directors, says Drexel Metals’ DM-ARM (Drexel Metals Association of Regional Manufacturers) members will benefit from the MRA lead program.

“We’re excited Drexel Metals has joined the Metal Roofing Alliance,” says Bill Hippard, MRA’s executive director. “The MRA can certainly benefit from the input of the experts at Drexel Metals in guiding the MRA moving forward. Drexel Metals is now a part of our multi-million dollar campaign to increase the residential metal roofing market in 2015 and beyond. We currently have 15 manufacturer members and I hope to bring that to 20 by the end of the year.”

Roof Hugger Updates Library of Literature and Technical Tools

Roof Hugger Inc. of Lutz, Fla., has updated its library of literature and technical tools. Included are Roof Hugger’s 12-page “Proven Solutions for Re-Roofing Metal Roofs” brochure; its 108-page “Design and Installation Solutions” manual; and a new CD-ROM that includes an animated installation video, editable performance specifications, ASTM testing results, 65 AutoCAD installation details, various PowerPoint presentations and much more.

All three are now available to anyone interested by contacting Roof Hugger at (800) 771-1711 or by email. The brochure and manual, as well as much of the CD-ROM contents, are also available for download on the Roof Hugger website.

Heaton to Oversee Atlas Roofing’s Polyiso Division

Atlas Roofing Corp. has announced Steve Heaton will oversee product sales and marketing for the polyiso division, including Atlas Roof Insulation and the Wall CI Board. He will succeed Tom Rowe, vice president—Polyiso Division—who will retire from Atlas Roofing in early 2015 after spending more than 21 years with the company.

“We are pleased to welcome Steve back to the Atlas organization as his expertise in branding and sales management will help further our momentum leading into 2015,” says Ken Farrish, president of Atlas. “We know he will be a great addition to our company with his more than twenty five years in the building products industry, his exceptional leadership and history of working with the Atlas team.”

Heaton has been in the building products and materials industry since 1986. He studied Business & Marketing at USC’s Marshall School of Business and Management at The Wharton School, University of Pennsylvania. He has served in a number of sales, marketing and management roles, including working for James Hardie Building Products for 15 years. Most recently he served as the vice president of Sales at Parex USA. Heaton spent five years at Atlas Roofing when he served as the director of Sales & Marketing for the Atlas EPS division.

Heyco Metals Updates Website

Heyco Metals announces the launch of its updated website where visitors will find product information and documentation, description of services, links to industry resources and a U-Quote page for distributors.

“The updated Heyco Metals website will serve as a resource for current and prospective customers in the architectural and commercial communities,” says William Barry, vice president, Sales and Marketing for Heyco Metals. “It complements our CopperPlus microsite, which was launched in May to promote and educate on CopperPlus, our copper-clad roofing and architectural material.”

Headquartered in Reading, Pa., Heyco Metals produces precision-rolled stainless steel and copper coil for the architectural, automotive and electronics markets. The recent installation of more than 100,000 square feet of CopperPlus at the Lambert-St. Louis International Airport was widely covered in the roofing and architectural metal trade media.

GAF Wins Davey Awards for Television Commercials

The Winners of the 2014 Davey Awards were recently announced by the Academy of Interactive and Visual Arts after receiving nearly 4,000 entries from across the U.S. and around the world. GAF is proud to have received a Gold Award and a Silver Award in the categories of “Film and Video” and “Commercials” for its television commercials starring Jesse the Jack Russell Terrier.

The Davey Awards is judged and overseen by the Academy of Interactive and Visual Arts (AIVA), a 600+ member organization of leading professionals from various disciplines of the visual arts is dedicated to embracing progress and the evolving nature of traditional and interactive media. Current AIVA IAVA membership represents a “Who’s Who” of acclaimed media, advertising, and marketing firms, including Condé Nast, Disney, GE, Microsoft, Monster.com, MTV, Publicis, Yahoo!, and many others.

Linda Day, executive director of the Davey Awards, stated, “On behalf of the Davey Awards and the Academy, we applaud this year’s entrants and winners for their dedication and commitment to perfecting their craft. Congratulations once again for a job well done.”

View the winning commercials.