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\u2019s market the majority of homeowners turn to Google, Bing and other search engines to find roofers that can come to the rescue.<\/p>\n
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.<\/p>\n
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:<\/p>\n
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 \u201croofing equipment\u201d. Also, if your account is not set up correctly, you could be paying for clicks that are completely out of your service area.<\/p>\n
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.<\/p>\n
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.<\/p>\n
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.<\/p>\n
Also, if a PPC agency spends less on clicks for a particular month, then you should be the one to keep the money!<\/p>\n
(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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You pay Google (or other search engines) to bring potential customers to your website. Once they come to your website, you need to make sure they immediately know what you do and how to contact you.<\/p>\n
I recommend building a customized landing page that prominently displays your phone number and a contact form. Most people are not interested in reading your \u201cAbout Us\u201d page. Most potential customers want your contact information or someone to contact them ASAP.<\/p>\n
With a customized landing page, it is easy to measure the exact number of phone calls and form submissions you receive from your PPC campaign. You constantly need to be monitoring your campaign to make sure you are getting the maximum number of leads based on your budget.<\/p>\n
This is also an important part of the optimization process (more about this in the next tip).<\/p>\n
For the first few days of your new PPC campaign, I highly recommend you use a low budget. I recommend using no more than $1,000 with Google your first month just to make sure your campaign is set up correctly.<\/p>\n
With PPC campaigns, the more information you have, the better you are able to optimize your campaign. This means you can determine the services to promote, the geographical areas to target and the time of the day where your prospects are most likely to look for a roofer.<\/p>\n
Even if you think you set up your campaign 100 percent correctly, it is still a best practice to start slowly and then increase your budget when you are completely confident.<\/p>\n
One of the best features of Google is that you can use image ads for your past website visitors. These image advertisements appear on other websites to people that have previously been on your website. For example, visit CNN.com and you will see ads for websites you\u2019ve previously visited.<\/p>\n
Previous website visitors have already shown a clear interest in your company. With remarketing, you ensure they remember your company\u2019s name when they are ready to make their purchasing decision.<\/p>\n
A Pay Per Click campaign is easy to set up. However, it requires time, effort and expertise to make your campaign profitable. If you follow these seven tips, you will greatly increase the chances of receiving a steady stream of qualified phone calls.<\/p>\n","protected":false},"excerpt":{"rendered":"
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