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google ads for roofing

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Tutorial for google ads for roofing?

  1. This answer was edited.

    Follow the below steps for optimizing google ads for roofing

    1. Track conversions
    2. Take control of your market with call-only ads
    3. Organize Your Campaign for Success
    4. Ad copy is important
    5. Ad extensions can help you beat your competition
    6. Keyword Negatives Are As Important As Keywords You’re Targeting
    7. Put your brand up for bid
    8. Keep retargeting! Keep retargeting!
    9. Bids for location need to be adjusted

    1. 

    Any business that doesn’t have the right tracking set up to evaluate the effectiveness of their marketing campaigns is crazy. You can’t effectively improve your PPC campaigns if you aren’t tracking conversions (An action that indicates a quality lead) and ROI. The only way to find out if that one keyword with a low cost per click, high click-through rate (CTR), and great search terms is driving leads or just getting you meaningless traffic is without conversion tracking. Depending on your company, you may track the following as conversions:

    • It is possible to do this by setting up a call extension and making a conversion tracking for the amount of time that you consider a lead to exist.
    • Form fill submission
    • Request an appointment online submission

    If all three are possible, this is the best option.

    2

    Advertisements that can only be used to make a call are called call only ads. These ads are great because they get straight to the point and let your sales team close over the phone. Allowing homeowners to call right from the ad gives your company a good chance to close on the lead before they call the next company.

    For roof repairs, call-only ads are ideal, as homeowners want to talk to someone right now, so they can fix the problem. Call-only ads are best suited for local keyword searches since the searcher is likely to be urgent and wants to speak with someone on the phone rather than conduct research.

    Here are a few keywords to consider for your call-only ads:

    • Roofing contractor near me (keyword + near me).
    • (Local roofing company).
    • (Roofing companies in Rochester).
    • A keyword + a city can be used (Roof repair Rochester NY).

    3.

    The structure of your Google Ads campaign will affect your cost per lead. Structure affects your quality score, which affects your cost per click, which affects your cost per lead, and ultimately affects your cost per acquisition. Many roofing companies offer more than one service or product, so your campaign structure should reflect this. Consider offering the following services, for example

    • Roofs made of metal.
    • Shingles made of asphalt.
    • Repair of roofing.
    • Cut off.
    • Installation of a new roof.
    • Roofs with flat surfaces.
    • Commercial roofing services.
    • A Windows PC.
    • There are doors.
    • The siding.

    All of the above should be their own ad groups, since their ad copy will be relevant to that service and directed to their respective landing pages. Once your campaign structure looks good, your ad copy needs to stand out from the rest.

    4.

    Home service companies compete with all the local companies running PPC ads, Google’s Local Service Ads, and directories such as Home Advisor, Thumbtack, and more. Your ad copy needs to rise above all the clutter in such a competitive landscape.

    For the ad copy, Google gives marketers 3 headlines and 2 descriptions; however, the 3rd headline and the 2nd description may not always appear. The headline 1 should include the keywords you are targeting, the headline 2 should be a call to action (Call for a free estimate, schedule an appointment, etc.) Your description text should emphasize how you are different. The company offered an interest-free loan, 25+ years of experience, and full insurance, for example.

    5.

    Aside from ad copy, Google has provided advertisers several ad extensions that could help your ads dominate SERPs (Search Engine Results Pages). This is especially important on mobile devices since they are likely to see just one or two ads before they need to scroll.

    The use of ad extensions will increase your CTR (Click-through rate), resulting in a higher quality score, leading to a lower cost per click, and a higher market share for your roofing company. Google offers a lot of them, but here are the ones Roofing contractors should implement on their Google ads campaign immediately.

    • Share links on your site using sitelink extensions. A blog post, testimonials, services, an about us page, FAQ, contact us page, anything that will assist the searcher is good to include here. A Sitelink takes up the most space on Search Engine Results Pages (SERPs) compared to any other extension.
    • In the callout extension, you can add short 25 character descriptions after your description lines. You can use these to entice the searcher to take action or provide additional information that makes your company stand out. You can, for example, get quick installation and an A+ rating from the BBB, free estimates, and lifetime guarantees.
    • When adding structured snippets, Google offers advertisers several headline options. The most appropriate headlines for contractors are Types, Highlights, Neighborhoods, and Services. You could use this to highlight the services you provide (Roofing, Windows, Siding, Repairs, Decks). Types could be used to show the types of roofing you offer (Dimensional Shingle, Spanish Tile, Wood Shake, etc.). When a company services only certain parts of a city or town, or if your goal is to target your most profitable ones, neighborhoods can be a wise choice.
    • The call extension allows someone who sees your ad to call directly from their mobile device without having to visit your website. You need this for all roofing companies since you want people to reach you during business hours. There’s nothing wrong with not offering 24/7 emergency repairs. You can set it up to show when you want it to.
    • When someone is searching for a roofing contractor, they won’t just show up at your door, but the location extension will allow them to see where your business is located, see your business hours, and show your ad in Google Maps.
    • There is a creative way to use Google’s price extension for roofing contractors to display prices since they vary from house to house. You can use it to showcase free estimates with a price of $0.00. Price extensions are not designed to get people to click on the extension, but to take up more of the SERP and demonstrate you are a no-risk contractor.

    Some of the extensions described above may not show up with your text ads every time. A number of factors play a role, including keywords, search history, ad position, quality score, and competition. To be able to deploy all of the tools in your toolbox when needed, you need to have all the options possible.

    6.

    A strong negative keyword list should be included at the beginning of your campaign.

    Since roofing keywords are highly competitive in paid search, negative keywords are especially important. Your budget will be spent quickly on unwanted traffic without them. You can begin by using some of the following negative keywords, your list will depend on the type of services and the location of your business.

    • Anime.
    • Cities in your immediate vicinity that you won’t work in.
    • Competition in your area (unless targeting competitors is part of your strategy.
    • Employment.
    • Employers.
    • Photos.
    • Watch videos.
    • You’re at school.
    • Make your own.
    • It’s marketing.

    Your cost per lead will be lowered and you will achieve a higher level of relevance for the searches your ads are displayed for if you are consistently checking your search terms.

    7.

    It is difficult to grasp the concept of bidding on your brand keywords. If someone is searching for you brand they want to work with you right? Why should you spend the extra dollars to get that customer?

    In an ideal world, every search for your brand, would mean they are or will be your customer, but that is not always the case. The names of most roofers are related to the industry. Roofing and construction companies such as Johnson’s Roofing & Windows or Terry & Sons Construction come to mind.

    Thus, when someone types in your brand name into Google, PPC Ads are more likely to appear than in other industries. The reason is that they are targeting keywords such as “Roofing & Windows” or “roofing”. When competitors show up, bidding on your brand’s keywords will help you stay at the top of the page.

    Due to your quality score and ad relevance, your brand’s keywords usually have a low cost per click. If you bid on your brand, you will pay a low cost per click, and your competitor will pay a high cost per click, capturing those low funnel leads.

    8.

    If someone needs a new roof, they will do some research, ask for recommendations and shop around for the best price before making a decision. Often times the potential customer is ready to contact you, they click on your ad or website, but their children come home from school, or their dog knocks over the garbage can, life gets in the way. With display retargeting you can reel that lead back in.

    A cost-effective way to get more leads is display retargeting because these leads are warm, they have already visited your website!

    If a person lands on your contact page or spends one plus minute on it but does not fill out your form fill, you can retarget them. Your $500 off new roof offer can be featured in an ad you place with this audience (follow them around on other websites).

    By setting up your Facebook pixel on your website, you will be able to retarget users who reached your website from your Google ad and catch them in their Facebook feed. Donna is reaching out to you for an estimate on a new roof because she remembered she never contacted you.

    9.

    All roofing companies know the most profitable neighborhoods and zip codes in their city. With location bidding you can set your bids higher in those more profitable neighborhoods giving your company a higher chance of getting in front of those homeowners.

    You may pay more for clicks and leads in these areas, but they’re more profitable. Alternately, you can decrease your bids in the less profitable neighborhoods and zip codes. It will ensure that your advertising dollars are being maximized.

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