As the methods people use to locate services, products, and information change, your roofing company’s marketing strategies must also change to stay relevant and strong in your industry. Search engine marketing is a combination of techniques that focus on SERP appearances in both organic and paid positions. The Roofing Webmasters experts are skilled and experienced in all facets of SEM, or search engine marketing, to deliver real results for your roofing company.
The performance of SEM is gauged through measurement and reporting. The Roofing Webmasters professionals use Google Analytics on clients’ websites to produce insightful and performance-based reports that are accurate and easy to understand. Through analysis, we identify areas of your website that require improvement and outline tangible solutions. Some metrics included in a standard website performance report include:
- Bounce Rate: This metric provides information on how often your site is visited and then left.
- Behavior Flow Report: This crucial report gives information on your visitors’ habits and tracks on-site behavior to track interest and engagement.
- Organic Reach: Use this metric to identify your top organic appearances.
- PPC ROI: This detail tracks the return on investment of your PPC campaigns.
Besides its insightfulness, reporting establishes accountability for marketing companies. Without reports, clients would never fully grasp the value of their marketing, and if it was translating into positive ROI. Of course, roofers know if leads are coming in, but they don’t know the source, or the cost, without competent reports. If your current marketing company fails to produce such information upon your request, now might be the perfect time to make the switch to Roofing Webmasters.
Google Analytics for SEM Reporting
The single most important tool for SEM reporting is Google Analytics. This free platform is virtually limitless in what it can track, measure, and report on. Of course, it requires someone with knowledge of SEM, and internet marketing in general, to organize the raw data into a report that illustrates something useful. Its affiliation with Google makes it all the more impressive, as the data is coming straight from the most important source of all; Google. Advantages to Google Analytics include:
- Conversions: We create conversion goals to measure channel value
- Installation: We install Google Analytics on your website within the code
- Tracking: We set up Google Analytics to track various metrics, pages, and domains
- Troubleshooting: We correct any errors within Google Analytics and its integration
Every roofing company website should be equipped with Analytics tracking. Unfortunately for many, that is not the case, and important digital events are not being recorded. As a result, weaknesses become harder to identify, making improvements less likely. The worst-case scenario for contractors is to throw away monthly bills on marketing services that retain no accountability and have full control over your online presence. Roofing Webmasters values transparency and keeps customers informed.
Addressing Weaknesses in SEM Reports
A quality analytics report identifies weaknesses in your roofing website or digital marketing campaign in general. If the report fails to identify any shortcomings, it’s more likely than not that the reporting is flawed, rather than your website lacking flaws altogether. Even high-performance websites have areas they can improve on. What’s most important, however, is having a service that can address weaknesses, rather than merely cite them. Telling someone their website is broken doesn’t help them fix it. We do both.
As a marketing company that focuses on the roofing industry, we have insights not possessed by other firms. Our years of experience working with contractors gives us a leg up on similar companies. SEM is a big part of what we do at Roofing Webmasters, but we also do so much more. In addition to SEM, we offer SEO, PPC, and social media, each of which can be reported on and analyzed. That’s not even mentioning perhaps our most impactful service; website design. We build custom websites for roofers.