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