23 Marketing Mistakes Roofers Make – Mistake #4 Turning Adwords On and Off
Working in the roofing industry for over a decade has allowed Art Unlimited the opportunity to identify the dead giveaways that hurt a business’s marketing. Each week, we’ll be sharing those common mistakes.
By Art Unlimited.
Mistake #4 – Turning On and Off Your Adwords Account
This section needed its own heading because it’s a whole beef by itself. As a roofing contractor, if someone consistently gives you business and you love working with them, sometimes, you give them a deal or a discount on something if they are a good client. Well, Adwords is the same way. If you turn it off during your busy months because you say, “Well, I’m booked out till next February, I don’t need any more leads,” or, “It’s the winter months. Nobody is calling about a new roof. I don’t need to keep spending money in Adwords,” we start getting a little twitchy. Here’s why:
Whenever you discontinue all your spend with Adwords, you’re basically telling Google that you’re ending your work with them. This means the following:
- You will spend more than your competitors to bid on keywords when you start up your campaign again.
- Your quality score is lost (thus giving you higher pay per click costs)
- You will lose data about how your campaigns perform if you delete your account and have nothing to compare it to in the future
- You lose brand recognition to your competitors in the off season
- Google won’t give you any special treatment
We could go on and on, but basically, you end up spending more in the long run. It’s just not healthy for your account to start from square 1 every time you turn it on again. We recommend that you keep your spend running on a low amount in the off season with ads that are more about customer goodwill and brand recognition than just pushing for more hard leads. This allows your account to stay active and your customers to stay happy.
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