If you are using paid online marketing, getting the most bang for your buck should be a priority. Create a detailed plan so that you can see exactly what is drawing customers to your self storage business. The efforts that are not producing any returns should be discarded. Pay-per-click (PPC) advertising can be a worthwhile investment but it should not be done simply because your competitors are doing the same thing. Before undertaking this initiative, evaluate your self storage business and determine the advantages versus the cost. Here are some ways to make your pay-per-click efforts work for you:
Implement tracking and evaluation methods – Create specific contact information for PPC campaigns so that you can track exactly where you are getting conversions. For instance, you can set up email addresses and phone numbers that are used solely for this purpose. By doing so you can credit every inquiry that comes in from those emails or phone numbers to your PPC efforts. If you are seeing a good return on your investment, then continue your PPC campaign. If not, it might be time to revise your strategy.
Keep a watchful eye on your quality score – If you are familiar with AdWords, then you should have heard about Google’s Quality Score. This is the system by which Google ranks advertisers against each other. The frequency of your PPC ads will rely to some degree on your quality score. You can improve this score by monitoring the keywords you use and ensuring that you eliminate words that score poorly.
Put ads through sufficient testing – In order to determine which ads work and which do not, you will have to put a few ads in every ad group. After an evaluation period, remove those ads with average scores and keep the ones that have been working well for your self storage organization.
Customize your efforts – While it may be easy to just use Google’s default settings, it might not be the best thing for your self storage business in the long run. Google’s “broad match” feature will allow your ad to appear in searches that might not be directly related to self storage. To avoid this, set your ads up to look for phrases instead of only keywords. This will ensure that you do not get unnecessary clicks. There are a lot of different factors involved in a PPC advertising campaign and following these tips can help to make your self storage business stand out from the millions of other advertising messages on the web. The key to success in this arena is targeting your approach in order to reach key markets.