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:

• September 2019 Core Update
• Noticeable drop in reviews showing in Google search results
• Google’s nofollow link changes
• Google updated its Search Quality Rater Guidelines

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:

• Google Ads Changes the Design of Call-Only Ads
• Google Ads Introduces Improved Keyword Recommendations
• Google Ads Lets Users Set Up Conversion Tracking During Campaign Creation

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:

• Pixel Outage
• Facebook Testing Two New Ad Features
• Facebook Rolls out Click-to-Messenger Ads

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

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 tests carousel local pack with ads included 
• Review counts matter more to local business revenue than star ratings, according to study 
• New research shows strong link between Google My Business photo quantity and search performance
• More from Google on its indexing issues

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:

• Google Officially Launches Gallery Ads in Beta
• Google rolls out “maximize conversion value” smart bidding strategy

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:

• Facebook to remove thousands of outdated interest targets for advertising
• Facebook shrinks mobile News Feed ads
• Facebook expands testing of search ads

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