Facebook Ads vs. Google AdWords
There are several advantages that Facebook has over Google AdWords. For one, the traffic on Facebook is cheaper than Google AdWords. Roofing ads tend to be competitive and therefore more costly on Google.
You have more control on who you can target. Facebook’s selective, some say creepy, targeting options allow you to target almost anyone in the world. You can target by demographics, net worth, zip code, home value, etc…
Creating a winning Facebook campaign is a little more complicated than an AdWords campaign.
Unlike Google AdWords, the behaviour of the traffic you will get is different.
When it comes to the commercial side, I would use Facebook more as a supplemental strategy. If I have a database of email addresses, I would upload that database to Facebook and create a custom audience campaign.
Yet, AdWords is still a much more effective strategy for commercial roofers than Facebook despite being more costly. However it is vital that you have a Landing Page that is “Message Matched” to your advert wherever you advertise.
Value First Approach
Now, that you understand that Facebook is different than most marketing channels you have to lead with a value-first approach.
What is a value-first approach?
It’s simply about educating your prospects first by offering a piece of valuable content that can help them in deciding which roofer they might pick. Facebook marketing is interruption based marketing. This means you are interrupting people’s Newsfeeds with an advert.
The best strategy is to create a piece of content that you use to “ethically bribe” a person’s contact information. In the online marketing world, this is known as a “lead magnet.”
Creating an effective lead magnet is about being very specific. You need to offer something of vale related to your advert to encourage them to sign up to your mailing list or to contact you. For example free tips on clearing guttering, or maintaining a flat roof. It must have perceived value and be linked to your advert.
When you have the lead you can follow it up with an email or a phone call and establish a relationship and trust with the potential client.
