November 2019 Industry Update

November 2019 Industry Update

What’s up roofers?

Did you know that Google has released a game-changing new option for targeting your potential clients with paid ads?

Read on to find out all about it and learn what other exciting changes happened lately.

Google Ads 

Google Ads has released an update that will allow you to target your potential clients more precisely than ever before

This new option is called Combined Audience Targeting and it is a real game-changer because, for the first time, it allows you to go into real detail when it comes to choosing who to show your ads to. 

But that’s not all!

Google Ads Editor has also been updated with some cool new features that will allow you to manage your campaigns more efficiently and maximize your budget.

New types of campaigns have also been added so it is now possible to run engagement and discovery campaigns.

For more information, check out full articles:

Search Engine Optimization (SEO)

It’s been a bit bumpy on Google Maps recently  due to the latest Google update. You, too, probably experienced some smaller or larger dips in terms of your Google Maps rankings. 

You can blame it all on neural matching! It’s a fancy word that essentially means Google can now better understand your potential customers’ queries and show you in search results more frequently.  

Anyway, if your website is properly optimized, your rankings should have recovered very quickly. If not, you know how they say…

 

In addition to that, Google also confirmed a few minor algorithm updates that have left some winners and some losers in terms of rankings and traffic.

There are also some good news from Google Maps! They’ve introduced a new option that will now allow businesses to add a custom list of their specific services.

This means that your customers will now find you and your roofing services more easily and you will get much more relevant Google Maps leads for the services you’re offering. 

Another good news is that Google has added a website speed report to their Search Console

This now makes it much easier to identify pages on your website that have speed performance issues so they can be addressed quickly.

Remember, speed is important! It is important for user experience and therefore affects your rankings.

For more information, check out full articles:

    Facebook Ads 

    If you were wondering why you couldn’t access Facebook on November 28, it's not you!

    Facebook has confirmed that there was a major outage on a global scale and it is looking into it.

    Outage aside, there has also been some good news from Facebook! 

    With the new dynamic ad features, you can now tailor your Facebook ads to your customers’ individual preferences.

    This means that one ad can be shown in different formats to different users, based on their previous activity.  

    For example, if a user prefers carousel ads, then that’s how you can choose to  serve them your ads! 

    And it is not only the ad format that can be customized and tailored but also the headline, primary text, and description.

    A great way to appeal to potential clients and get them to click on that ad!

    For more information, check out full articles:

    Now that you’re all caught up, let’s keep up the good work and continue to dominate together!

    Need Help?

    If we can help you scale up your business or you have any questions about what you've just read, feel free to contact us anytime!

    Matt Jacob

    Matt Jacob

    Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

    7 + 3 =

    October 2019 Industry Update

    October 2019 Industry Update

    Did you know that Google just released the biggest algorithm update in the last 5 years? Do you know how that will affect your roofing business?

    Read on and you’ll find out all about it, along with some other exciting stuff.

    Search Engine Optimization (SEO)

    So Google has released its BIGGEST search algorithm update in the last five years. It is a huge leap forward and, according to Google itself, the biggest leap in the history of Google search.

    It is called BERT and it is an artificial intelligence method for understanding content and search queries. It is so complex that it is pushing Google’s own limits!

    BERT will now help Google understand users’ queries more like a human and provide more relevant results.

    So at the moment, everyone is anxiously waiting to see what happens and what effect BERT will have on their rankings and traffic.

    While we wait for BERT to take full effect, we can move our attention to some things that we know for sure, and those are Google’s new, tightened HTTP website rules.

    Google has announced that Chrome will soon stop showing all pages, content, and resources that are on HTTP and will load only those on HTTPS.

    What this means for roofers who still haven’t migrated to HTTPS is that you will basically disappear from the internet!

    That’s right, if your web is still on HTTP, it will stop loading for Chrome users.

      Apart from that, Google has also been testing showing search results without the URLs, but no need to worry because this won’t affect your roofing websites and SEO.

      It might, however, cause some issues for users.

      Without the URLs in the search results, they won’t be able to see exactly which page they are visiting, which opens the door for scammers to steal sensitive information, credit card numbers, etc.

      But it is still in the testing phase for now, so we’ll see what the future holds.

      And now guess what… issues again!

      There have been some problems with indexing and showing new content in Google search results again, which may have affected the traffic to your roofing websites.

      Google has confirmed this and is looking into it.

      For more information, check full articles:

      Google Ads 

      Google is testing a new extension for its search ads that should make it easier to generate more roofing leads.

      This ad extension would allow advertisers to collect information straight from the contact form that is incorporated in the ad itself.

      You’d be able to collect name, email, phone number, and/or postal code directly from the ad, as well as track these leads in real-time.

      The data would then be delivered directly to your client management system.

      Google is also introducing a big change to ad campaigns when it comes to audience targeting.

      Up until now, Google Ads were only based on and triggered by keywords, which means that your ads were were limited to only those users that type in a certain keyword.

      But with this new feature, we should have the opportunity to target a much wider audience based on their interests as well.

      Google will determine these interest groups based on your audience’s previous search queries and their browsing history.

      What this means is that you might be in for a pretty good increase in roofing leads!

      Facebook Ads 

      Facebook is rolling out an exciting new option for all advertisers - search ad placement.

      This means that you can choose to show your ads in both the News Feed and the Marketplace when users are actively searching for roofers on Facebook.

      This gives you direct access to these active users, much more exposure on this platform that has not yet been overrun by your competitors, and more quality leads.

      In addition to that, Facebook is also introducing Campaign Budget Optimization, which will automate your budget optimization across different ad sets.

      This means that the budget will be set on the campaign level and Facebook will then give it to the ad set that is currently providing the best results.

      This way, your money will be spent in the best possible way.

      For more information, check full articles:

      Now that you’re all caught up, let’s keep up the good work and continue to dominate together!

      Need Help?

      If we can help you scale up your business or you have any questions about what you've just read, feel free to contact us anytime!

      6 + 14 =

      Matt Jacob

      Matt Jacob

      Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

      September 2019 Industry Update

      September 2019 Industry Update

      What has been happening lately in the marketing industry? Are there any news and changes that may affect your roofing business? We’ve got the most recent and relevant insights right here!

      Read on to find out in a nutshell what they are.

      Search Engine Optimization (SEO)

      Google has released the September 2019 core update that will impact how Google ranks your website and determines its relevance.

      Since the update was just released, it will take up to a few weeks before we can pinpoint what exactly the update targeted.

      What is clear, however, is that Google likes to play hardball sometimes. It has now tightened the rules a bit and is showing fewer review stars in the search results.

      It has also introduced new types of links, which will impact all websites and rankings in the long run.

      And now a fun fact: Did you know that Google has people manually checking out websites and rating them according to predefined criteria?

      Their goal is to assess the quality of your roofing website, determine if you’re a real company, and check whether you provide​​ all the important information about yourself.

      Well, Google has now tightened the criteria! If your roofing website doesn’t satisfy it, it’s in danger of being penalized.

      For more information, check full articles:

       

      Google Ads 

      With a new and improved design for call-only ads, Google is now helping you drive more quality roofing leads.

      Your company’s phone number will now be more prominent on the top and all your other information below it in smaller text.

      Google Ads have also improved their keyword recommendations for your roofing ad campaigns and they are now more relevant, higher in quality, and more likely to get you additional traffic.

      And finally, Google has made the process of setting up conversion tracking more efficient by allowing it to be done during the campaign creation. This makes it easier for us to prioritize and track your roofing campaign goals.

      For more information, check full articles:

      Facebook Ads 

      Facebook confirmed that Pixel stopped working for a brief period, which may have affected ad conversions, but the issue was resolved the next day.

      Apart from that, a couple of new ad features were released, including in-app checkout for dynamic Facebook ads.

      This means that users will be able to purchase your roofing services or reach out to you straight from the ad now, without leaving the Facebook app.

      In addition to that, Facebook has also rolled out a new ad type – click-to-Messenger ads.

      This ad allows users to get a quick response to their questions as the Messenger launches automatically when they click “Send Message.”

      The results have been positive so far.

      For more information, check full articles:

      Now that you’re all caught up, let’s keep up the good work and continue to dominate together!

      Need Help?

      If we can help you scale up your business or you have any questions about what you’ve just read, feel free to contact us anytime!

      3 + 9 =

      Matt Jacob

      Matt Jacob

      Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

      August 2019 Industry Update

      August 2019 Industry Update

      Want to know more about the marketing industry? What’s happening and how it may affect you and your roofing business? Keep reading because we’ve got the most recent and relevant insights right here.

      Find out in a nutshell what they are!

      Search Engine Optimization (SEO)

      Google has started testing a new way of showing local search results. The main change is that now an ad is shown first, and below are no longer static organic results but a carousel that is swiped.

      In other news, the latest studies have shown that businesses with more reviews, star ratings, and listings on multiple sites will generate a higher revenue (up to 58%), as well as that there is a strong correlation between the number of photos you have on Google My Business and your local search performance. This means the more photos you have, the more website visits, phone calls, and views of Maps you’ll generate.

      In the last few months, there were also some indexing problems that may have affected the traffic to your websites, and which Google has further addressed. There was a glitch during one of their index updates, which was eventually fixed, and going forward, Google promised to address any issues more promptly.

      For more information, check full articles:

      Google Ads 

      An exciting change was brought to us last month concerning Google Ads. They are now available in the form of a new and more engaging visual format – Gallery Ads. This image-based ad can include up to 8 images, with a unique caption for each.

      In addition to that, Google has also been pushing towards automating the bidding process as much as possible, which, according to them, will maximize your conversion value and help optimize your budget. 

      For more information, check full articles:

      Facebook Ads 

      Facebook has been doing some maintenance and announced a big cleanup of the interest targets. As they emphasize, this shouldn’t affect you very much as most of those targets are outdated and very rarely used, and the cleanup will even make interest selection easier and more manageable.

      As of the end of August, your mobile Facebook Ads will also become smaller to match the new mobile Facebook design and improve user experience. Two key changes include a smaller aspect ratio (i.e. smaller image) and fewer lines of primary text – there will only be 3 lines shown before you need to click “See More.”

      And finally, Facebook has been testing placing your ads in users’ search results instead of the News Feed, determining their potential benefits for businesses. Hopefully, there will be plenty and we’ll see them in the near future.

      For more information, check full articles:

      Now that you’re all caught up, let’s keep up the good work and continue to dominate together!

      Need Help?

      If we can help you scale up your business or you have any questions about what you’ve just read, feel free to contact us anytime!

      1 + 2 =

      Matt Jacob

      Matt Jacob

      Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

      Full Guide to Using Google and Facebook in the Roofing Industry: How Much to Invest and What to Expect

      Full Guide to Using Google and Facebook in the Roofing Industry: How Much to Invest and What to Expect

      Many marketers and digital marketing experts – or better to say “experts” – think of roofing as just another industry, just another area of expertise. So why not get into this one as well? Why not try marketing different roofing companies?

      Well, because it’s not just another marketing area that you can simply “get into.” The roofing industry is a very specific niche and requires some specific know-how in order to successfully market it. The same general rules don’t usually apply to it, which is why many digital marketing agencies fail when trying to tackle it.

      The thing is that roofing is a very competitive market. There are dozens and hundreds of different roofers in one area, depending on its size.

      We’ve been dealing with roofers for a long time now, analyzing all the ins and outs of this industry, and perfecting our methods day in and day out.

      What we’ve come across numerous times is desperate roofers who’ve either been scammed or who simply can’t find the right marketing expert who will tell them → this is what you have to do, this is how much you have to invest for the best results, this is what you will get.

      And since no roofer wants to waste their hard-earned money, these questions are completely legitimate and you should get some straight answers and not some crappy lines and empty promises.

      When partnering up with a digital marketing company or an expert and starting digital marketing campaign(s) for your roofing business, you should know exactly what you are getting into. You should know how much money you should invest and what you can expect with that amount.

      And that is what we get you. No bullshit, no empty promises. We give you facts, information, and results. So, take a look at the thing that matters the most in the end – numbers, leads, and $$$.

      How Much to Invest for the Best Results?

      What matters to you the most? Leads, of course. So, how much money do you have to invest in order to get some exclusive roofing leads? That is the burning question.

      When it comes to lead generation, there are several ways you can go – the three main ones would be SEO, Google Ads (former AdWords), and Facebook Ads. Or a combination of them, of course.

      The amount of money to invest in a certain roofing campaign will primarily depend on the size of your target area and the number of cities you are targeting, i.e. it will be based on population. The bigger the area and the population, the bigger the competition. There will be more roofers to beat and the average cost per click will go up as well.

      So, let’s crunch some numbers. Here you have the average amount of money you should invest in SEO based on population:

      • For a population of up to 50k – invest $500, get 10 to 20 leads
      • For a population of 50 to 150k – invest $500-$750, get 20 to 30 leads
      • For a population of 150 to 300k – invest $750-$1500, get 30 to 50 leads
      • For a population of 500 to a million – invest $1500-$2500, get 50 to 100 leads
      • For a population of more than one million – invest over $2500, get over 100 leads

      When it comes to Google Ads, we are talking about cost per click. So, the average cost per click will also depend on the area size and will be as follows:

      • $10 in smaller cities
      • $20 in middle-sized cities
      • $30-$50 in bigger cities and metro areas

      What matters here is how many actual leads will come out of those clicks that you’ve paid for. We are talking about the average conversion rate here (the number of clicks you need for one lead).

      Industry conversion rate average is 5%, which means that you need 20 clicks for one lead.

      Our conversion rate is 15-30%, which means that with us, you will need only 5 clicks for one lead.

      With our above-average conversion rate, your ad spend will be much lower. If we crunch some numbers, this means that if you are paying $10 per click, with us, you will spend only $50 for a lead in the end, as opposed to the industry average, which would be $200.

      When it comes to Facebook Ads, the cost per lead will also depend on the size of the area, but also on the type of market you are targeting. The price can vary from $5 for hail market and smaller cities up to $50 for metro areas.

      The average conversion rate here (leads turning into jobs) is 20-40%, depending on whether it is retail or insurance market.

      Facebook or Google – Which Is Better?

      Both Facebook and Google have their pros and cons so the question should actually be what suits you best. In the majority of cases, the best option is the combination of both because they function based on some different principles. So, let’s briefly go over those differences.

      The main difference is that Google is an active environment. This means that when you need something – information, a product, a service, a roofing service in our case – you will go on Google and type it in. You’ll get different organic results and ads, check out the roofing companies and if everything looks good, you’ll give them a call.

      Facebook, on the other hand, is more passive. People can be sitting in a cafe, a restaurant, in a waiting room, scrolling through Facebook, and trying to pass some time. Here, you will need to catch the user’s attention and try to get them to click on your ad.

      The main advantage of Google here, whether it is organic searches or Ads, is the active environment and the targeted search for roofers, which makes the quality of leads higher. However, you are also restricted by the number of people that are searching for a roofer every month. The bigger the city – the more leads you get.

      When it comes to Facebook, you are not restricted by this number. It is unlimited when it comes to potential leads, but when compared to Google, the quality of leads is a bit lower. But then again, so is the cost per lead.

      In the end, when everything is taken into consideration, it is more or less a level playing field. What is important is that you have a partner, a digital marketing expert by your side who will know all the ins and outs of this kind of marketing, who will make the most of it each time, who will adapt it to the very specific roofing niche, as well as to your individual needs and markets.

      With us, you will always know where you stand, how much to invest, and where your money is going. Don’t waste time and money anymore but give us a call and join our proven MADMAT system.

      Matt Jacob

      Matt Jacob

      Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

      How to Write a Facebook Ad Copy That Converts

      How to Write a Facebook Ad Copy That Converts

       

      One of the social media platforms that receive the highest amount of visitors each day is Facebook, which makes it pretty obvious why it is easy to reach your potential clients on this platform. Whether it is marketing for B2B or B2C, Facebook Ads make it easy for marketers to reach the right target audience.

      When it comes to advertising, especially on a social media platform, then it is evident that images and video convert well. However, this does not mean that you must overlook the power of words. Having a compelling ad copy will compliment your image or video which will make your chances of conversion better.

      If you want to make sure that your investment in Facebook Ads is money well spent, then here are a few tips on how to write a Facebook ad copy that converts.

       

      1. Write to Your Target Audience

       

      If you have a specific audience that you are targeting, then using Facebook Ads is great, because you get to choose the demographic of your audience and more. This means that you know almost exactly for whom you are writing. Therefore it is vital to keep this in mind when writing the ad copy so that you can make it appealing to that “specific” persona.

       

      2. Select the Right Image

       

      When you find the perfect words for your ad copy that are sure to bring conversions, that is excellent! But that does not mean you do not have to pay attention to the visual. Many times, the visual is what attracts the audience first, so make sure that the image or the video you choose lines up with your ad copy.

       

      3. Have a Clear Call-to-Action

       

      When running a Facebook ad, you will need to have a clear goal. Whether it is selling a product, getting leads or building brand awareness, it is essential to have a call-to-action. If you do not have it displayed in your ad, then the users will not know what to do next or where to click.

       

      4. Provide Value in a Short Form

       

      It is very tempting to want to describe all you have to offer in your ad, but when it comes to advertising, this is not the way to go. No one wants to scroll through their Facebook feed and read about your list of offerings on a sponsored ad, which is why most people are more likely to scroll past. Therefore, it is better to keep your ad copy short and at the same time provide some value to your target audience. You can focus on what someone will get out of using your product or service or how it will help them.

       

      5. Keep It Simple

       

      Even if you come up with a catchy phrase that goes with your product or service, it does not mean that everyone will understand what you are trying to say. Therefore, it is best to try and use simple language that is easily understandable. If someone sees your ad, they should immediately understand what you are offering, how it will benefit them, and what they should do next.

       

      Final Tip

       

      It is not always possible to create a winning ad copy the first time around, but luckily you can run an ad on Facebook for as little as 5 dollars. By running a test ad, you can analyze your ad copy and make some improvements if you see it is not getting you what you want. Another way to go is to run two different ads with the same image but each with a different ad copy. The one that gets the most likes, comments or conversions is the winner.

       

      Matt Jacob

      Matt Jacob

      Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

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