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.)