Today homeowners looking for a roofer turn to the search engine. Think of Google as the modern phone book where potential customers search for the right home improvement professionals.
When done correctly, a Google Ads campaign can drive more visitors to your website, increase the number of calls from prospects, and improve your sales. However, a Google Ads campaign with errors can cost you valuable marketing dollars. Make the most of your efforts and budget by avoiding common mistakes. Read on to learn how to avoid three Google Ads mistakes that cost roofers money.
1. Do not use exclusive keywords
Optimizing your website and ads with the right keywords may sound like a given at this point in your digital marketing journey. However, have you ever heard of negative keywords? With Google Ads, you can define negative keywords so that you don’t waste your marketing budget on them.
Negative keywords are those that drive non-roofers customers to your website. Avoid spending money on these keywords by defining them in Google Ads. For example, someone looking for a contractor for a different area of their home (window, siding, kitchen, bathroom, etc.) may inadvertently be approached by a Google ad and directed to your website. You don’t have to spend your PPC budget on clients not looking for help on their roof. Save your budget to attract potential customers looking for a roofer.
To define negative keywords in your Google Ads account, sign in and click the “Keywords” section. You will see negative keywords and can add a list there. It’s a good idea to start with 50 negative keywords and add them to the list as needed. You can also open the Google Ads Editor Help for more instructions on adding negative keywords and avoiding targeting users who are not in your target market.
2. Using Broad Match
One big mistake to avoid when creating Google Ads for your roofing company is having all of the keywords set to broadly match. This is the default match type. While this mistake is easy to make, it can be costly.
If you keep broad match as the default match type in Google Ads, you will see lots of search terms that will trigger your ads for a very broad audience. This increases the number of people who see your ads, but is not very effective as it does not properly target the audience. Showing your ads to non-relevant audiences (people who aren’t looking for a roofer) won’t improve your business or increase your sales.
Always use the correct type of match. There are several types of matches:
Phrase match: Quotation marks indicate phrase match keywords. The phrase matching option provides more control because the search terms must appear in the same order as the keyword. However, other words can appear before or after the phrase. For example, the search term “roof repair service” does not generate ads for the terms “roof maintenance” or “roofers near me”.
Exact match: Brackets indicate exactly matching keywords. This option helps effectively target users who are looking for terms that exactly match the term or closely related terms. This helps limit the number of people who see your ads to those looking for the exact term or very closely related terms, so you can bring more relevant users to your roofer’s website.
Broad Match Modifier (BMM): The keywords are preceded by a plus sign to indicate a broad match modifier. In order for a search term to trigger your ad, the BMM must be included in the search. For example, if your keyword is “+ roof installer”, the term “roofer” must appear in the user’s search query for your Google ad to trigger. This way you ensure that the people who see your ad are looking for a roofer and not another home improvement or contractor.
Much more specific than broadly matching, the above options will help you avoid getting your ads triggered by searches that contain words that are relevant but not relevant to your demographic. Once you become familiar with Google Ads, you can test and determine which of the above match types are best for your umbrella website. You can review the search terms report to see which search terms are triggering your ads.
It’s important to find a balance between restricting your keywords and not triggering your ads from an overly broad audience who may not be looking for your services.
3. Use only one ad per group
With marketing and advertising, your potential for increasing your ads, website traffic, and sales is limited unless you test different ad copies and designs for your target audience. Using only one ad and its variations for each ad group limits you. It’s best to design at least three ads per ad group. You can then test each of the three ads and see which is the most effective.
Test various ad characteristics, including headings, calls-to-action (CTAs), descriptions, and extensions. Always have a clear call to action in every ad. You may find that a CTA performs better for certain ad groups.
Once you’ve identified the best performing ad for each ad group, you can keep using that successful ad. By replacing ads with better performing ones, you can get more out of your Google Ads campaign.
A powerful tool can only get you this far if you don’t use it efficiently and effectively. Reduce costs by improving your Google Ads strategies and stop wasting a marketing budget on an audience that is not being targeted as specifically as possible.
Take advantage of a Google Ads campaign suitable for roofers by defining negative keywords appropriately, changing the general match from the default to a better match type option, and using more than one ad per ad group. You can successfully reach new customers on a tighter budget, increase website traffic to your roofer website, and attract more customers.
About the author: Jeff Guthrie is the owner of Phoenix Roofing Contractors, a Prowest Roofing Company based in Phoenix, Arizona. The company, which specializes in residential and business projects, offers its customers a wide range of roof solutions. Please visit Phoenixroofingcontractors.com for more information.