Business is changing. The way in which we chat to customers is very different to what it was before, as is how they engage with us. For example, online reviews determine a company’s reputation which directly impacts enquiries. As more customers turn to the web to look at self storage options, digital marketing is no longer a luxury, but a necessity. One key component of online advertising is PPC, otherwise known as pay-per-click advertising. Discover what it is, its benefits and best practices here.
What does PPC mean?
When searching for something on Google, the result will come back with three different elements; organic searches, a map pack, and lastly, paid ads. These paid ads which appear at the top of the screen with an ‘Ad’ label before it, form the basis of pay-per-click marketing. Usually, businesses will hire a pay-per-click specialist or outsource a digital marketing agency that will bid on targeted keywords or phrases in the ad copy to appear at the top of the search engine results page.
Benefits of PPC marketing
There are a number of advantages of adopting this type of strategy, the first being that it’s a cost-effective way to boost website traffic. Rather than paying a standard rate for an ad, clients only pay for the number of clicks the ad generates (pay-per-click, get it?). This is a smart and sensible way to improve your facility’s overall performance online while still staying within the budget.
Unlike traditional forms of advertising, PPC ads only appear when someone searches for specific keywords you’ve targeted in your ad copy. This makes marketing more accurate and effective as it’s being fed directly to an interested consumer rather than being cast over a giant pool of random people in hopes that someone will bite. PPC ads are particularly beneficial for small self storage facilities as customers can easily find them through a simple location search.
With PPC marketing, businesses can see the results of their campaigns in real time. This transparency allows you to better manage your marketing budget, pause ads that are performing well and allocate more budget to those that aren’t.
Focus on long-tail keywords
It’s a common misconception that keywords need to be short and concise to be effective. In fact, evidence shows that long-tail keywords are easier to rank and have a higher conversion rate. Why? Simply put, long-tail keywords are more specific and are therefore able to easily reach customers who are searching for something in particular. If for example you choose to use the keywords ‘secure boat storage in Bermuda’, it will easily reach your target audience as opposed to simply using ‘boat storage’. So, when it comes to keywords, more is more.
Regularly review your budget
Markets change, even more so online, so it’s important to review your budget on a regular basis to ensure you’re making the most out of it. Check to see which campaigns aren’t performing well and see whether some can be better optimised or where your ad spend can be shifted.
Don’t forget about CTAs
One of the first rules of advertising is to compel the audience to take action, not tomorrow or the day after, but now. A great way to do this is to incorporate a strong CTA or call to action prompt in your paid media ad. These phrases should be short, succinct and powerful, guiding the customer to purchase a product from your store or make an enquiry. ‘Get a quote today’, ‘Click here’, and ‘Learn more’ are a few common CTAs that drive results.
At Digital First, we offer self storage operators a variety of specialised digital marketing services, including PPC marketing. Whether you’re looking to optimise your website or boost enquiries with paid ads, we’ve got the knowledge and skills to take your facility to the next level. Contact us today to find out more or get a free online audit today. You can also follow Digital First on Facebook to stay up to date on industry trends and tips.