When people’s cars experience problems, it’s never good news for them — but as an auto service center, you have the opportunity to help them out. Not only can you fix customers’ cars, but you can earn a revenue doing so if enough customers find and rely on your services.
To attract people to your business, though, you need to have a compelling online advertising campaign, and that starts with pay-per-click (PPC) advertising. PPC for auto service centers allows you to reach a wide audience on both Google and third-party websites.
How do you get the best results from your PPC campaigns? Let’s take a look at seven simple ways you can give your auto service center PPC a boost.
Read on to learn more, and then partner with WebFX — the digital marketing agency with over 500 client testimonials — for our auto service PPC services. Just call 888-601-5359 or contact us online to get started!
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7 top-of-the-line tips for improving auto service center PPC
With 93% of all online experiences beginning with a search engine, it’s not surprising that Google’s paid ads are a fantastic way to advertise your auto service. To get the best results from your auto service center PPC, follow these seven tips!
1. Target relevant, long-tail keywords
First, all your keywords should be highly relevant to your business and your ads. Make sure your keywords and ads match in regard to user search intent. When you target a keyword, think about what users want to find when they search for it, and make your ads fit that need.
On top of that, the bulk of your keywords should be long-tail — that is, several words long. Since they’re longer and therefore more specific to user search intent, long-tail keywords tend to have a narrower range of competition.
2. Watch your competitors
Whether or not your competitors are outperforming you in the PPC space, you should be aware of your competition’s strategy.
When a competitor is doing something that seems to be working for them, you may want to consider optimizing your campaign to do the same. Likewise, when you see an area where they could be doing better, you can take advantage of that weak spot to outperform them.
None of this is to say you should copy what your competitors do — rather, you should observe their movements so you can come up with your own strategies for outdoing them.
3. Bid on branded keywords
If there’s one type of search you should dominate with your PPC advertising, it’s searches that directly include your brand name. After all, users searching for those terms are searching specifically for your business, and you don’t want competitors stealing that traffic.
You can target branded keywords with some of your campaigns to ensure you rank for your brand name. If your business is called Buckland Auto Service, be sure to bid on keywords like “Buckland auto tire rotation.” If you don’t, your competitors might, and in doing so they’ll take away your potential customers.
On that note, though, you can also consider bidding on your competitors’ branded keywords. If you see a competitor who’s failed to bid on their own branded keywords, you have the chance to display your ads in their search results and divert their traffic to you.
4. Create display ads
Not all PPC for auto service centers is relegated to the top of Google search results.
Google Ads also allows you to create display ads, which appear on third-party websites. These ads are a great way to further expand your online audience and reach new potential customers.
One of the advantages of display ads is that you can choose which sites you want to use them. To start with, keep them off questionable sites, such as those with violent or sexual content.
You can also direct your ads to particular “genres” of websites — you may want to focus them toward an automotive site rather than, say, a children’s gaming website.
5. Use negative keywords
While long-tail and branded keywords are among those you do want to target with your PPC campaigns, there are some keywords that you don’t want to appear for.
Fortunately, Google Ads allows you to solve this problem by creating lists of negative keywords — that is, keywords you want to prevent your ads from showing for. Generally, you would want to use this feature to keep from accidentally targeting irrelevant keywords.
For example, if you choose to target numerous keywords that include the phrase “oil change,” you could inadvertently end up displaying your ads for a keyword like “lawn mower oil change.” That keyword isn’t relevant to you, so you’d want to list it as a negative keyword.
6. Employ RLSA
Sometimes, PPC for auto service centers can help you reach new people and generate leads. In many cases, though, PPC ads are most effective with people who already have a vested interest in your services. How do you target those people, though?
The answer comes in the form of remarketing lists for search ads (RLSA). RLSA is a feature in Google Ads that lets you direct your ads to users who have already visited your website. You can tell Google to show a given ad to anyone who’s visited a certain service page, and it will.
Since these users have already displayed an interest not only in auto services, but in your auto services, it will be that much easier to convert them with a PPC ad. One ad could be all it takes to remind a user that they need your services – and encourage them to revisit your site.
7. Monitor results and test new ads
Even after you have all your PPC ads set up, your work isn’t done — in fact, it’s only just starting. For PPC to be effective, you have to continuously monitor it to ensure that it’s working effectively.
Google Ads allows you to view metrics like conversion rate for all your campaigns. When you spy ads that aren’t driving results like they should be, you can replace or improve them.
You should also take the time to frequently test out new ads and campaigns, which will allow you to continue boosting the quality of your PPC.
Want to speak with an expert? Call us at 888-601-5359
Give your online advertising a boost with WebFX’s auto service PPC services
Need help getting your PPC advertising off the ground? WebFX would love to give you a hand!
Our team of over 200 experts knows all the inner workings of PPC just as you know all the inner workings of a car, and we can help you work out all the kinks in your campaigns.
With our auto service PPC services, you can get assistance with each of the tips listed above. You’ll also receive a dedicated account representative to keep you informed and involved with everything we do for your marketing.
To get started with us, just give us a call at 888-601-5359 or contact us online today!
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