PPC ads. It’s the new mantra for virtually every contracting business that’s looking to grow their quantum of leads in a cost-effective way. However, even with a low cost per lead and a sizeable number of leads, there’s a high probability that your actual usable or ‘opportunity’ leads end up being just a fraction of the surge. So how do you ensure better quality lead generation from your PPC campaigns? Here’s a 7-point plan that’ll help you ensure your PPC campaign isn’t just a loose cannon exploding out there but a laser-sharp targeting mechanism intended exclusively for landing only the leads that matters.
1. Set up proper URL tracking:
If there’s anything as important as landing a lead, it’s knowing more about that lead. Like the campaign that worked as the trigger, the keywords used in the search, the site where the lead came from, the device operated by the customer and so on. Data that will help you understand and target your customers better. A great way to accomplish lead tracking is by using UTM and Valuetrack Parameters. Simply put, these are the additional data that you add at the end of your landing page URLs. For example, without these your roofing business URL would look like: http://www.roofingbusiness.com but with these parameters, your URL would be: http://www.roofingbusiness.com/?utm_source=google&utm_medium=cpc
You could learn more about setting up tracking parameters in your URL by checking the ‘Campaign URL options (advanced) section under Campaign Settings in Google Ads.
2. Target the right keywords:
When a homeowner in Philadelphia needs to get a new roof installed, he’s more than likely to type ‘roofing services in Philadelphia’ or ‘quality roofers in Philly’ or even ‘metal roofing contractors near me’. Identifying keywords that are the most focused and relevant for your business is the first essential step. The point here is, find ‘long-tail’ keywords – that is, keywords that comprise four or more words. Simply because, customers who type in longer search terms are putting in exactly what they’re looking for. This makes better sense for your business than customers who put in general keywords like ‘roofing contractors’ which may be relevant to your business but may still not result in a lead.
3. Create attention-catching ad copy:
Customers will respond more favorably to headlines that say more about a business than just the boring basics. For example, an ad that states ‘Top Roofer in Delaware’ or ‘5 Star Rated Roofer in Delaware’ will grab more eyeballs and lead to better clicks than an ad that reads ‘Local Roofing Contractors’. Anything from specialized expertise to free consultations to experience of your technicians to round-the-clock visits to fair priced services and more, can become a hook for customers who’re screening a marketplace filled with contractors to make the right choice.
4. Incorporate ad extensions:
There are a lot of businesses out there, who’ll be running PPC ads just like your business. How do you make it to Google’s top three spots despite this clutter? The answer lies in using ad extensions. Ad extensions are basically nuggets of extra information that appear along with your ad. Say, a location extension that gives your address. A call extension that prompts customers to call your number or just click the call button. A message extension that allows customers to text you an enquiry. A sitelink extension that will pull customers to other services also offered on your site. A callout extension that tells customers how you’re different from your competitors. Other extensions could involve price, reviews, form and so on. The more information you put out there, the better your ad’s chances of ranking at the top.
5. Create ad campaigns by multiple, focused groups:
Most contractors create ad groups based on the primary expertise or service that they’re offering. To elaborate, the typical ad groups would be around ‘roofing services’ or ‘siding services’ or ‘stucco remediation’ and so on. But to get even closer to the customer, it would be advisable to further sharpen your focus and create sub-groups even within groups. So, a ‘roofing services’ group would have further classifications like ‘metal roofing’, ‘cedar roofing’, ‘Asphalt roofing’, ‘New Roof Installation’, ‘Roof Repairs & Maintenance’, ‘Shingle Roofs Ardmore’ and so on. Creating multiple segments for your ad campaigns will allow your business to target a specific base of customers rather than anyone and everyone out there searching for roofing experts.
6. Create tailored landing pages:
Once a customer clicks on your ad, the next stop is your landing page. This is great news because it means your targeted ad connected with the right customer who now wants to engage with your business to take things ahead. It’s here that your landing page will make the difference between closing the deal and breaking it. The insight here is to tailor your landing pages as per the specific content of your ads.
So if a customer views a metal roofing ad and clicks on it, you need a landing page that talks about your metal roofing expertise, qualified technicians, materials, process and other details pertaining to installation of a metal roof. The ideal strategy would be to create multiple landing pages that respond to the specific needs and requirements targeted by your varied ad groups.
Following landing page best practices like eliminating navigation, adding an offer coupon, including a Schedule a Consultation form, using images relevant to the searched keywords, etc. will maximize your chances of turning clicks into conversions.
7. Create an ad schedule:
You’ve researched the keywords. You’ve readied the landing pages. You’ve created the ads. For all of this to work optimally, you still need one more thing. A proper schedule. A schedule that will enable you to publish your ads on the right days, at the right times. Scheduling by daily or hourly basis will help you track the performance of your ads and take corrective action by reallocating your budget to more appropriate days and times.
PPC campaigns can help your business achieve its lead-growth objectives even better, when done the right way. We hope the strategies listed in this article will help you get the most out of your PPC ads. In case you feel the need of an expert on board who can help you do an even more effective job with roofing ppc, ppc for roofers, digital marketing for roofers or roofing ppc services, connect with us at SocioSquares. We’re a proven digital agency that’s passionately driven to help local businesses grow with the right lead generation strategies. Call us and we’ll be happy to help your business do more with less, when it comes to running a PPC campaign.
