Well quite simply it is a form of advertising where roofers bid on keywords and when someone enters those keywords into Google it triggers an auction. The search engine giants then look at the amount bid, along with several other factors to determine who wins the auction before choosing which advert appears at the top of the results.
There are numerous benefits of AdWords for roofing companies, the biggest being it gets results fast! A well-managed pay per click campaign can get you to the top of Google within hours. It also targets the right people in the right locality. With an effective bid management strategy, it can provide a killer ROI and unlike traditional advertising it can be altered to maximise results. Properly managed and optimised PPC for roofers can have a significant impact on the amount of leads and conversations your website generates.
SEO creates better long-term results for roofers and shouldn't be neglected in favour of PPC but it is a time-consuming strategy which takes a while to produce results.
There are certain times and situations where pay per click advertising for roofing contractors really comes into its own, for example, if you launch a new website PPC can drive traffic to your site, generate leads and create instant visibility. Perhaps there has been a terrible storm in your area over the weekend. Your website might not have the keywords relevant, but an optimised advert offering emergency roof tile replacement or storm damage assessment within a 10-mile radius might just hit the mark.
The more clicks you receive an any given advert the greater your CTR and this is an important factor in determining your "quality score" It could take a while to get things right doing it yourself and any poorly performing campaign will have a negative impact on future click through rates. Why take that chance? We have managed £1000's in marketing budget for roofing contractors across the country building campaigns that maximise click through rates and produce measurable results.
The advert you see in the search results, is in fact, a landing page and while they are not web pages and require a different skillset to get right, they do need to be optimised and designed correctly to produce results. When Google look at your landing pages they are looking for these 4 things:
An effective landing page must relate to whatever the user is looking for so it important to keep it simple. Your roofing company might be in London but there are lots of roofing companies in London vying for that #1 position. Therefore, you will achieve better results if you have a landing page for each area you cover for example Chelsea, Kensington etc. You can even break it down into local postcodes for greater focus. The information you provide must also match the potential customers query, if someone is looking for "a green roof" everything on that landing page should tell them about green roofs, nothing else.
Successful landing pages must show an element of trust not only does it impress the potential customer but also Google. Describe exactly the service you will provide and don't promise things you are not able to deliver. Let the customer know how you will utilise any information they provide and how your website will interact with their browser if you will be using cookies for example. It's a simple thing that can make a big difference.
It is important to make sure your landing pages for roofing load quickly and are easy for the user to navigate, otherwise they will leave and bounces will have a negative impact on your success. Keeping it simple, well organised and including an irresistible call to action is best practice. If you don't know how to use and optimise headers, menus and implement CTA buttons leave it to the professionals. Our expertise in designing landing pages for roofing contractors means we get it right.
Just because you offer similar services to other roofing firms doesn't mean your landing pages should be the same. Templates have their place in the digital world but not for landing pages. Google reward originality if the content is still relevant and it is the best way to stand out and give your local roofing company the edge over the competition.
Contrary to popular belief pay per click advertising for roofers doesn't need to cost the earth. We understand that local roofing contractors have limited resources when it comes to marketing, which is why we use PPC to complement our online marketing services for roofers. Keyword research establishes which search terms work best and are most cost effective, focusing on locality, long-tail searches and negative keywords can keep spend to the minimum while maximising results.
1. You set your budget
2. It can produce really quick results (If you get it right)
3. Targets the consumer at the right time, right place
4. Can improve other online marketing by showing what keywords work
5. You only pay when someone clicks
6. Helps with Branding
7. Drives traffic to your website
8. Can provide a fantastic ROI
Pay per click or AdWords for roofers is worth the investment if you want to see measurable results in a short time.
It can help with organic SEO by showing what search-terms work best for your roofing company and it can increase quality leads and traffic to your website.
Why not give us a call to discuss your options, after all we have helped roofers, like you, make the most of this advertising model and seen it make a big difference to their business.