Can I Sell More Impact Windows Using Paid Advertising?

Nichole Mena
Sep 14, 2021 11:22:14 AM

Marketing strategies are like a car dealership. While every vehicle will get you from "Point A" to "Point B," which works best for your particular needs? Paid advertising may be the marketing Ferrari you're looking for!

Let's face it - it is MORE difficult than ever to just rely on organic and traditional marketing efforts to deliver the leads you want. 

For instance, the #1 search result on Google gets just 31.7% of all clicks (Backlinko). You probably worked hard for that #1 spot, and blogging is an important part of any marketing strategy.

But...those ads on top of Google's search results are grabbing eyeballs too! Therefore, as an impact windows and doors company, it pays to play in this busy landscape. 

Here is everything you need to know about the basics of selling more impact windows using paid advertising.

 

What is Pay-Per-Click Advertising? 

Pay-per-click or PPC advertising is a form of online marketing in which brands pay a fee each time a user clicks on one of their ads. It is an excellent strategy for encouraging qualified buyers to visit your impact windows company's website instead of earning clicks organically. 

The most common form of PPC advertising is through search engines such as Google or Bing. It allows brands to bid for top placements in results pages when someone searches a phrase or keyword related to their products and service offerings.

For example, if a home services company bid on the keyword "Impact windows installer," their ad might be listed as the #1 spot on Google's SERP.

Facebook ads are also becoming a popular advertiser for generating leads with PPC. The social media platform allows companies to create various ads such as standard photos, videos, and carousel ads.

Impact window installers can display their ad across many spots on Facebook, including:

  • Desktop or mobile newsfeed
  • Sidebar 
  • Facebook Marketplace
  • Facebook Audience Network

 

Actionable Tip: 💡

Home improvement companies experience a 6.56% conversion rate on paid Facebook advertisements (Wordstream). Don't miss out! Here are 7 Steps to Improve Your Facebook Ads to Generate Home Services Leads.

 

Example: A Home Services PPC Ad

Google-Search-TypesWhen a user searches for a keyword, targeted paid ads sit alongside organic results. They often blend in with organic listings because they share the same design.

However, the compelling difference for paid advertising is that it often holds the top spot in Google's search engine. 

Every time users click on the paid advertisement, they are sent to the sponsor's website. In return, the advertiser has to pay the search engine a fee. When executed correctly, the cost per click is profitable because the visit is worth more money than what companies pay for it. 

In other words, say an impact windows company pays $5 for a click. The click results in a $3,000 sale. In return, the home services company makes an extraordinary profit. 

Actionable Tip:💡

A lot of time and resources go into building a winning PPC advertising campaign - but is it worth it? I recommend reading  Do People Really Click on Google Ads? for more insight.

Customer Leads Impact Windows

What are the Benefits of Paid Advertising for Home Services Companies?

Local business owners often dismiss paid advertising as something they should allot marketing dollars to. This marketing strategy is forfeited to save time, resources, and money. However, dedicating a little bit of spend toward paid ads can go a long way toward generating leads and growing your business.

Here are two crucial benefits that paid advertising has for impact windows and doors companies. 

 

1) Reach Homeowners Where They Are 

71% of consumers start their journeys to find new products and services by using a search engine (Search Engine Land). Therefore, it only makes sense to advertise where they are: online. That objective often starts and ends with digital marketing.

 

2) Create Targeted Ads for Your Audience 

Paid advertisers such as Google and Facebook have access to a lot of consumer data. As a result, impact window businesses can utilize this information to target their exact target personas. 

For instance, if you primarily service South Florida communities, you can create ads targeted specifically to "Miami Homeowners." By doing so, your company will see higher conversion rates compared to advertising to a general population of people.\

Actionable Tip:💡

Unsure of who your target buyer is? Read our blog post How to Build Effective Buyer Personas to determine who your ideal customer is. 

 

Marketing Strategy Impact Windows

Other Profitable Strategies for Home Services Marketing

Digital marketing is more than running a few Google Ad campaigns. It is more than just publishing the occasional blog post. And it is more than sending a general monthly customer email.

Regardless of how big or small your home services business is, creating a comprehensive marketing strategy is vital for driving business.

Better yet, it is the secret to improving your ROI. 

Now do I have your attention? I know, money talks. ROI is the greatest way to evaluate whether you're allocating your budget effectively. So here are a few key statistics that showcase what your business can expect from digital marketing techniques.

  • Companies generate an average of $2 in earnings for every $1 they spend on Google Ads (Main Street ROI).
  • For every dollar spent on email marketing, businesses get an ROI of $40 (Smart Insights).
  • The cost of content marketing is 62% less than traditional methods (Lauro Media).
  • Companies that use blogging as a marketing tool are 13 times more likely to get a positive ROI (HubSpot).

Actionable Tip:💡

Impact window companies that focus on just one marketing tactic year after year can expect little to no progress. Avoid this headache by dedicating more budget to a multi-layered marketing strategy.

 

Impact Windows Owner Marketing Plan

Paid Advertising? Good. Inaction? Bad.

In today's economy, local businesses cannot afford to focus their efforts on billboards, direct mailers, or other traditional methods. They are both costly and a waste of time. 

Now is the time to switch to more profitable online marketing strategies such as SEO, email marketing, content marketing, and more. For a smooth transition, read The COVID-Era Guide to Getting More Results from HVAC Marketing. Or contact our home services marketing firm to learn how our team can help.

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