Like all business decisions, you should carefully consider who you are going to hire to handle your digital marketing. Digital marketing has the power to level your business up to the next level if done correctly but if it’s done incorrectly you could be wasting money. There are good digital marketing companies, bad digital marketing companies, and companies that just aren’t a good fit for your business. So how do you sort through and determine if you are hiring the best company? Just like when you tell your potential clients to vet the roofers that come knocking on their doors you need to vet the marketing companies!
The best way to choose the right company is to first spend some time doing a little preliminary research. Look at their website, do they have referrals, do they seem like they have an understanding of your industry and know your market? If you feel comfortable after doing the preliminary research then you need to ask them some questions. You can meet them in person or talk on the phone but you need to go through this interview process. After that first interview process, you should be feeling comfortable and confident that they can handle your roofing companies digital marketing.
If you are planning on using Pay Per Click advertising as apart of your digital marketing strategy these are some good questions to ask the experts to make sure they know what they are doing before they waste your ad spend.
When it comes to pay-per-click (PPC), it’s often best to call in the experts. But sometimes even experts need to be put to the test.
The following are a variety of questions and their answers from major search and e-commerce sites like Google, Amazon and Bing. Use them to ask any “expert” you may be interested in hiring to help you with PPC, content and remarketing.
Google AdWords questions to ask your PPC expert
1. How will you manage the Google Quality Score?
Google’s Quality Score is based on three things: keyword, ad text and landing page relevance. To maintain the highest score possible, it’s best to use fewer keywords and use smaller, targeted ad groups. That way, we can write more targeted copy that will more likely find its niche. PPC experts should be very familiar with Quality Scores, how they work and how to improve yours. (And sometimes, you may not want to focus on Quality Score.)
2. Can you explain how the Google auction works?
The auction process goes like this:
When a user enters a search, AdWords pulls all the ads whose keywords match that particular search.
From the ads, any that aren’t eligible, such as ads that target a different country or have been disapproved, will be ignored.
From the ads remaining, only those with a high enough Ad Rank will show results.
It’s a crucial stage of your campaign, so make sure anyone involved with it knows the process and how to get the most out of it.
3. How does Ad Rank affect cost per click (CPC)
When it comes to CPC (the actual amount you’re charged per click), the most you will end up paying is the minimum amount required to hold your ad position. In the Search Network, ads that appear above the search results generally have a higher CPC than those that appear below the results.
Don’t fall for a bad marketing company or one that doesn’t fit with your company. At Roofing contractor Marketing we understand the ins-and-outs of the roofing industry. If you are ready to interview us click here to contact us today.