Roofing PPC Advertising

Roofing PPC: How Google AdWords Can Drive New Customers to Your Charlotte, NC Business

Attracting new customers to your roofing business in Charlotte, NC, requires investment in various digital marketing strategies to help promote your business and gain exposure to your target audience. One essential component of a comprehensive digital marketing strategy is using Google AdWords pay-per-click (PPC) advertising, one of the only ways guaranteed to reach your market.

While Google AdWords PPC advertising is crucial to any roofing company’s ongoing success, knowing how to take advantage of this resource requires careful consideration and knowledge of the platform’s best features. So, what is Google AdWords PPC advertising, and how can you create ads that drive high-quality leads?

What is PPC Advertising?

Pay-per-click, or PPC, advertising is an internet marketing strategy where advertisers pay fees whenever a potential customer clicks on an ad. This digital advertising method allows you to pay for targeted site visits, and it’s estimated that companies earn $2 for every $1 spent on PPC advertising.

PPC advertising has different variations, but one of the most common is search engine advertising. These ads appear at the top of search engine results pages like Google to ensure customers see your content before anyone else’s website.

Google AdWords is the most commonly used PPC advertising platform, allowing roofing business owners to create ad campaigns that appear across Google services. Google AdWords ranks your advertisements based on their relevancy, ad quality, ad size, and price of your total bid. These campaigns appear across all Google services.

The Benefits of PPC Advertising With Google AdWords

PPC advertising is undeniably crucial for your overall marketing strategy. But what are the tangible benefits of using PPC advertising on Google AdWords? Below are a few of the top benefits of PPC advertising to transform your current advertising efforts:

  • PPC ads drive high-quality leads. Non-paid ads aren’t guaranteed to drive high-quality leads to your website that will potentially turn into customers. Because PPC ads are visible and targeted to specific demographics and search terms, they’re far more likely to drive quality leads to your business, meaning you’ll reach your target audience.
  • PPC ads increase conversion rates. Beyond driving leads, PPC ads increase the chances of improving your conversion rates. The standard conversion rate in Google Ads across industries is 3.75% for search ads and 0.77% for display ads, meaning you have a higher possibility of converting website users into paying customers.
  • PPC ads generate new business opportunities. Beyond exposing you to your target audience, PPC ads with Google AdWords open up a world of new business opportunities that you can use to expand your roofing company. These opportunities could include collaborations with different businesses or investors looking to contribute to your business.

How to Leverage Google AdWords PPC Advertising

With the right strategies, you can leverage Google AdWords PPC advertising to reach potential customers who are actively searching for roofing services in Charlotte, NC. But what tactics should you use to ensure your Google AdWords PPC campaigns are effective in achieving your goals?

Careful Keyword Selection

Keyword research is at the heart of any advertising campaign, and paid Google ads are no exception to this rule. Investing in keyword research and carefully selecting keywords that will have maximum impact is critical to how successful your PPC campaign will be.

Choosing the right keywords lets you connect with your audience based on their search intent. Keyword research has numerous benefits, including:

  • Allowing you to craft effective landing page copy for your advertisements
  • Allowing you to identify the volume of keywords related to your roofing company
  • Allowing you to understand your customers’ wants and pain points
  • Allowing you to understand what your audience is thinking and what they want in a solution

The Google Keyword Planner tool is a resource for discovering new keywords most likely to connect with your target audience. It can help you select the best keywords for your Google AdWords campaign.

Additionally, paying close attention to long-tail keywords is crucial to maximizing the impact of your Google AdWords efforts. Long-tail keywords have a specific intent and are more closely related to what your audience seeks in a solution. The longer and more specific your keywords are, the more likely you’ll find customers tailored to your business.

Since long-tail keywords are generally less competitive, you have a better chance of landing at the top of Google search engine results pages. Be sure to include keywords without oversaturating your quality content with them, as this will come across as low-effort to Google and harm your rankings.

Budget Management

While Google AdWords is a useful tool for using PPC ads to reach your audience, your advertising budget is crucial to ensure you see successful results without exceeding your company’s capabilities.

Luckily, Google AdWords provides resources to maximize your budget without exceeding your PPC advertising budget. Using Google AdWords, you can set a maximum cost-per-click bid, which represents the highest amount you’re willing to pay for ad clicks. Higher bids mean your content is more likely to receive traffic, while lower bids reduce the chances of generating clicks and conversions.

You can also use Google AdWords to set an average daily or shared budget for your PPC campaigns. The average daily budget is the amount you’re willing to spend daily on a specific campaign. In contrast, a shared budget is the amount you’re comfortable spending across several campaigns for the same client.

Some strategies for maximizing your advertising budget include:

  • Having clear, defined objectives, such as generating leads, increasing sales, driving website traffic, or boosting brand awareness, align your budget with these goals.
  • Allocate your budget strategically across campaigns, ad groups, and platforms.
  • Prioritize high-quality and long-tail keywords relevant to your roofing company, and review and refine your keywords frequently to optimize your ad performance.
  • Adjust your advertising bids based on factors like ad position, conversion rates, and keyword performance.
  • A/B tests different ad campaigns, calls to action, headlines, and other elements to determine which combination best utilizes your budget.
  • Have budget limits for daily or monthly spending to control how much you spend on underperforming campaigns.
  • Assess your competitor’s PPC advertising strategy and make adjustments to remain competitive.

Effective Ad Copywriting

Ad copywriting plays a significant role in building your overall brand image and online presence, and effective copywriting can determine whether a customer chooses you or a competitor. However, while effective ad copywriting plays a role in how legitimate Google views your ad and where you rank in paid search results, you might struggle to create copy that connects with audiences.

Beyond using keywords strategically within your written content, there are several steps you can take to ensure your ad copywriting is successful. The following are some of the crucial things to consider when creating ad copy:

  • Focus on addressing your user needs in your copy and emphasize the benefits of your roofing service
  • Use keywords throughout your ad headline and description
  • Use specific, relatable calls to action rather than generic sales language
  • Use the Google Ad Strength tool for insights into how many users react to your advertisement.

Analyzing Campaign Performance

Tracking, analyzing, and adjusting your Google AdWords PPC advertising campaigns is paramount to your ongoing success and your company’s sustainability. Successful campaigns require frequent adjustments to meet modern audience needs and stay competitive.

Google AdWords provides numerous resources for analyzing your PPC campaign performance to ensure you’re maximizing your advertising budget. First, you’ll need to set up and monitor conversion tracking to see how effectively your ad clicks lead to specific customer actions. Google allows you to implement conversion tracking whenever a customer completes a specific action on your website, installs your app, completes an in-app action, or calls your company after viewing your advertisement.

Beyond conversion tracking, Google provides resources to measure your return on investment (ROI), which allows you to understand the real impact of your PPC advertising efforts on your business and whether you’re profiting from your PPC ads. Ideally, the value of your conversions should be higher than the amount spent on getting conversions.

Google also provides a search terms report, which includes a list of terms customers have used that resulted in your ads being viewed and selected. This report shows how closely the search terms that triggered your ads are related to the keywords used in your campaign, allowing you to refine your keywords and maximize your budget.

You can also check your ads’ quality score, which estimates how relevant your advertisements, keywords, and landing pages are to potential customers. Adjusting your ads to meet user needs should result in a higher quality score, translating to better ad positions. You can utilize Google’s ad reports by linking your Google AdWords and Google Analytics accounts.

Maximize Your PPC Advertising With Blue Fin Digital

Google AdWords PPC advertising is an excellent resource for your Charlotte, NC, roofing business, and implementing PPC advertising can help you take your business to the next level. Professional ad campaigns are possible using resources like Blue Fin Digital. Blue Fin Digital is a digital marketing agency that provides all the resources necessary to maximize your online advertising efforts.

Contact Blue Fin Digital today to learn how we can help you maximize your Google AdWords presence!