Welcome to the 2018

International Roofing Expo!

@roofingexpo
Exhibit Hall Hours

Tuesday
11:00 am - 5:00 pm
Wednesday
11:00 am - 5:00 pm
Thursday
11:00 am - 3:00 pm
 Show Floor Education

• Exhibitor-Presented Seminars – Booth #2829

• The Roofing Institute – Booth #932

Sponsored by: Johns Manville

• GAF Education Center – Booth #1400

 Show Floor Highlights
• Business & Technology Pavilion
• Exhibitor Product Clinics - Get an up-close look at the
products, equipment, materials and services from:
• Equipter - Demo Booth #1351
• OMG Roofing Products - Demo Booth #1601
• SOPREMA - Demo Booth #1623
• Metal Marketplace - Sponsored by:
• Product Showcase – Booth #2159
Sponsored by:
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or go to the URL link provided.
Thank you to our Industry Partners:

Show Sponsor: Booth #1933

Official Publication: Booth #245

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Grow Your Roofing Business
Using Paid Social Media Ads

Presented By Aaron Hockel of AltaVista Strategic Partners

 Today’s Agenda!
1. Social Media Ads 101 Crash Course
2. Understanding Objectives and Outcomes
3. Ad Strategy Schools of Thought
4. Building Facebook and Instagram Ads
5. Building LinkedIn Ad Campaigns
6. Quantifying Social Media Ad Campaign Results
7. Setting Yourself Up For Success
8. 5 Point Summary & Questions
Social Media Ads 101
Crash Course
Has Anyone Here Today Done
Billboard Advertising?
 Facebook/Instagram Ads
What you need to know:
1. Best suited for residential roofers
2. Focused on native (in-feed) ads on mobile, tablet, and desktop
3. There is a difference in boosting posts and running ads
4. Can be used to accomplish a wide range of objectives
5. Reach specific geographic and demographic audiences
6. Instagram ads are executed using Facebook’s ad interface
7. Facebook ads can be effective for branding and lead generation
8. Recent changes to Facebook make them more important than ever
Example Facebook/Instagram Ad
 Boosted Posts vs. Facebook Ads
Boosted Posts: Facebook Ads:
• Post must be on business page • Built in Facebook Ads Manager

• Only appear in Facebook feed • Place ads on Instagram feed

• Do not have a CTA button • Advanced CTA button options

• Basic bidding and targeting • Advanced bidding and targeting

 LinkedIn Ads
What you need to know:
1. Best suited for commercial roofers
2. Focused on native (in-feed) ads on mobile, tablet, and desktop
3. Used to target specific audiences using professional data
4. Reach specific geographic and demographic audiences
5. Sponsored content and lead ads are very similar to Facebook ads
6. Sponsored InMails are targeted message ads unique to LinkedIn
7. LinkedIn ads are great for branding and reaching B2B customers
Example Sponsored LinkedIn Ad
Defining Objectives & Outcomes
 Definitions

Objectives and outcomes should be thought of in the simplest terms

possible. Here are two very basic and easy definitions:

• Objective: The user action we want the ad to cause

• Outcome: The desired result of the user action

 What are potential objectives?

• Clicks on our ad • Signing up for a newsletter

• Viewing a video • Downloading a coupon

• Reaching new customers • Like comment or share our ad

• Claiming a special offer • Sending a chat message

 What are potential outcomes?

• Inbound leads • New page followers

• Increased brand awareness • Having a chat conversation

• Website traffic • Content engagement

• Nothing
Objective & Outcome In Action

• What’s the objective?

• Coupon downloads

• What’s the desired outcome?

• Client requests to download the
coupon generating a lead

• Any secondary outcomes?

• Content engagement
• New page followers
 Objectives vs. Outcomes: 3 Takeaways

1. Determining your desired outcome is always the first step in any

paid social media marketing campaign.

2. Make sure to choose the campaign objective that best aligns with
your desired outcome.

3. Campaign objectives and outcomes are not 1 to 1. An objective

can lead to primary and secondary outcomes.
Ad Strategy Schools of Thought
 3 Ad Strategy “Schools of Thought”

There are three schools of thought on how roofers can leverage paid
social media ads, each with its own distinct objective and outcome:

1. Lead Generation – promoting offers and incentives

2. Awareness & Branding – promoting positive brand mentions

3. Content Based Lead Magnets – promoting free content

Lead Generation Ads
Branding & Awareness Ads
Lead Magnet Ads
 Pro’s & Con’s of Lead Magnet Ads
Advantages: Disadvantages
• Tend to convert at a higher rate • Requires you to create content

• Build marketing/prospect lists • Technical website challenges

• Promotes industry expertise • Do not create immediate leads

• Atypical ads in roofing industry • Require ongoing remarketing

 What Social Media Ads Make
Sense For Roofing Contractors?
 Three Starting Questions

Before deciding on a platform or making pre-conceived judgements,

answer these three questions:

1. What is my desired outcome from the ad campaign?

2. What type of customer (audience) do I want to reach?
3. What is the value proposition or content of my ad?

Let these answers guide you to the right platform and ad type!
 Aaron’s Roofing

Consider the following scenario for Aaron’s Roofing:

• Aaron’s Roofing focuses on residential roofing statewide in California

• Realtor relationships and referrals are a great lead source
• They offer same day estimates to help homeowners in a bind

What type of ad campaigns could Aaron’s Roofing use to generate

more realtor relationships and referrals?
 Aaron’s Roofing Ad Ideas
LinkedIn Sponsored Content Facebook Traffic Ads
• Create a post, page, or lead • Create a post, page, or lead
form about referral program form about referral program

• Promote post to realtors • Run ad based on users interests

• Geo-target ad to California • Geo-target ad to California

• Create new leads for interest in • Create new leads for interest in
referral program referral program
 Recommend Ad Strategies
Of the three ad schools of thoughts, two strategies are easiest for
roofers to build and execute in-house:

1. Lead generating ads that highlight offers and incentives using

native lead forms or website based landing pages

2. Awareness ads that position your brand and services in front of

large audiences of potential customers – think about the billboard!
 Building Your Facebook &
Instagram Lead Ad Campaign
Choose Your Objective
Define Audience Location
 Key Audience Demographics
Home Targeting Options Demographic Filters
• Ownership – Rent vs. own • Financial – Annual income

• Type – Single vs. multi-family • Buyer Profiles – Coupon users

• Value – $50,000 to $2M+ • Behavior – Likely to buy home

improvement services
• Composition – Family-based
households
Define Audience Demographics
Easy “Is This Working?” Test
• Monitor the audience size gauge

• The potential reach should

decrease for every adjustment

• If potential reach increases, it

was entered incorrectly

• Build a target audience size “in

the green”
Select Your Ad Format
Select Your Ad Images
 Facebook Image Creative Tips
• Images must have minimal text overlay to be approved

• Facebook offers a free library of already sized stock images

• High quality real-life photos will work better than stock photos

• Use images that show what people can expect to get

• Images should be bright, colorful, and high resolution

 Facebook Ad Copy

• Present your offer or value prop in a clear concise manner

• Use ad copy that relates to your ad image

• Use one consistent call to action – our example uses “Download”

• Review desktop and mobile layouts – does it change our message?

Insert Your Facebook Ad Copy
Setting Up Our Lead Form
Accessing Facebook Ad Leads
 Following Up On Facebook Leads
Did anyone notice what was missing from the whole process?
Here’s why there was no actual coupon to download in the process:

• Use the submitted email to send them the coupon

• Use the phone number to call confirming receipt of the coupon

• Use both channels to ask about their roofing needs and set a meeting
Building Your LinkedIn
Lead Ad Campaign
 Just Like Facebook Ads?
LinkedIn ads will follow many of the same best practices and ideas as
our Facebook ads. Here’s the most important ones:

• Start by choosing your outcome, then set your objective!

• Use clear concise ad copy to convey your offer or value proposition

• Lead ads will use a native form – follow up quickly and professionally!

• LinkedIn ads are great for branding and generating website traffic
Choosing Your Campaign Objective
Selecting Your Campaign Outcome
Audience Targeting Options
 LinkedIn Audience Building Tips
Building audiences on LinkedIn is very different from Facebook
because you can target based on professional data:

• Key targeting filters include geography, title, skills, and groups

• Avoid targeting based on company name and industry

• Target the largest relevant audience possible – more is more!

How Is This Different Than Facebook?
Ads on both platforms are launched with an objective, reach a
demographic audience, and drive an outcome. Here’s the differences:

• LinkedIn Lead ads will target based on professional data

• LinkedIn Lead ads require larger audiences to be successful

• LinkedIn Lead ads sponsor content that has already been posted to
your company page – this is very similar to a boosted post!
LinkedIn Mobile Lead Ads
• Clicking learn more launches a
lead form auto-filled with
LinkedIn contact information

• The lead forms function very

similarly to Facebook lead forms

• Leads are stored in the LinkedIn

ad manager dashboard
Quantifying Social Media Ad
Campaign Results
 3 Must Measure Metrics

Use these three calculations to evaluate the success of your lead ad

campaigns on Facebook, Instagram, and LinkedIn:

1. Return on Ad Spend (ROAS) – ROI calculation: revenue/ad spend

2. Cost Per Lead –Ad spend/number of leads

3. Cost Per Close – Ad spend/number of closed deals

 Traffic & Reach Campaign Metrics
Metrics become harder to quantify for traffic and reach campaigns, but
are still very important. Here are the most important ones:

• Cost Per Impression – Ad Spend / [total impressions/1,000)]

• $500 Ad Spend / [80,000 impressions/1,000] = $6.25 Cost Per Impression

• Cost Per Click – Ad spend/clicks (this is very important for traffic ads)

• Cost Per Engagement – Ad spend/total engagements

Setting Yourself Up For Success
 Helpful Pointers Before You Start
• Do not give your ad 2 days then kill it because it does not work

• Commit at least $10/day for 1 month to your first campaign

• Commit at least $10/day for 1 month to your second campaign

• Copy ideas from ads that get your attention – they worked on you!

• Follow up on leads quickly and professionally – do not let them sit!

 Click Thru Ad Success
Click thru ads generate brand awareness, website traffic, and leads on
both platforms but require a great landing page.

• Make sure your landing page loads quickly and is mobile friendly

• Match the offer/message of the ad to the content of the page

• Include a CTA on the page that matches the desired ad outcome

• Run traffic ads that generate clicks to blogs – especially on LinkedIn

 5 Point Final Summary
1. Social media ad formats and platforms exist for all types of roofers

2. Determine the desired ad outcome – then choose your objective

3. Use simple copy presenting one clear offer or value proposition

4. Lead ads will be the most quantifiable type of social media ad

5. There is trial and error involved – do not be easily discouraged!

 Questions?

Presented By Aaron Hockel of AltaVista Strategic Partners

aaron@altavistasp.com or 443-960-4004
Come see us today at booth 665 in the Technology Pavillion