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Ad Retargeting for Roofing Companies

In today’s world, the population uses online platforms to discover new products, learn about services, and locate different companies. In order to increase conversion rates and ROI, many marketers are now using remarketing strategies, which utilize a code that records each visitor’s behavior and interests and re-presents your roofing company’s information on other platforms and sites. This allows the views not just another chance to see your company name and brand, but also another chance to follow through with the conversion goal.

An internet user’s transition from traffic to the customer is not always linear. Ideally, a user enters your roofing website for the first time and immediately performs a defined call to action, such as clicking a phone number button or submitting a contact form. The reality, however, is that most first-time website visitors do not complete the call to action. A creative way to reach visitors after they exit is retargeting ads. Ad retargeting helps roofing companies in the following ways:

  • Brand Awareness: Appeal to users’ subconscious, displaying ads outside a roofing context promotes trust
  • Conversions: Increase conversion probability with interested consumers
  • CTR: Research shows that users who are already acquainted with your business are more likely to click an advertisement
  • Specification: Segmenting users by specific roofing needs can help you target the right ads to the right users

The roofing industry has always been competitive, and contractors are always looking for new leads. Innovative advertising techniques like retargeting can separate your roofing services from those of local rivals. By retargeting and remarketing to market to users who have already shown a level of interest in your services, you increase conversion rates exponentially. 

How Do Retargeting Ads Work?

So how do roofing companies know who visited their website? Blocks of JavaScript are placed within the website code, prompting your visitors’ browser to store a piece of data known as a “cookie.” This cookie tracks the visitors’ online actions anonymously and presents new pieces of marketing to these customers on other platforms such as other sites, social media, and search results. For a detailed look at the retargeting journey, see below:

Anonymous User – Search Engine – Your Roofing Website – Search Engine – News Website – Facebook – Search Engine – Fantasy Football – Twitter – Home Improvement Website – Instagram – Clothing Website – YouTube – Search Engine – Local Article – Exit

It might seem like an invasion of privacy from a conceptual standpoint. But once you understand that the user remains anonymous, you are less concerned with a breach of ethics. The statistics support the notion that consumers are more likely to invest in services in their second or third encounters with a brand than they are in the initial interaction. Advertising dollars are also spent more efficiently because the user has already shown prior interest, which increases their conversion probability.

Ad Retargeting and Your Marketing Strategy

Retargeting works best in collaboration with other forms of marketing. It should not serve as the foundation of your promotional campaign, but it can be an effective accessory. Other forms of marketing and advertising that should be used alongside retargeted ads are inbound marketing, PPC advertising, content marketing, and blogging. Using all of these methods simultaneously helps your company cover the full spectrum of internet promotion.

Google Ad Remarketing

Google presents multiple remarketing campaign options along with easy setup and retargeting perimeters. Like Google PPC ads, remarketing ads can be customized to target only particular users and can be differentiated by interest, keyword, and even previous customers. These campaigns can be easily created, adjusted, and monitored using the Google Ads site and present an affordable, adjustable marketing avenue that is simple to track and customize.

Facebook Remarketing Ads

Like Google, Facebook also offers remarketing methods along with its PPC options. Facebook remarketing ads are presented to viewers that have previously viewed or Facebook page or clicked on a link. Created like a traditional PPC ad, these ad styles offer customizable features and audiences as well as adjustable budgets and accurate analytics for easy tracking. The Roofing Webmasters team can help you create the ideal Facebook remarketing campaign to get more views, higher conversion rates, and better leads for your roofing company.

2021 is the year to take your roofing company to the next level. If you are stuck with unproductive marketing campaigns from your current company, you can make the switch to Roofing Webmasters. We don’t lock you into long-term commitments, so our partnership is a low-risk investment on your part. We have the skills and drive necessary to maximize your company’s online presence.