Did you know that 93% of all online experiences begin with a search engine like Google? That means that if you want to market to people online, Google is easily the best place to do it. And if you want fast results, that makes pay-per-click (PPC) advertising the strategy for you.
PPC lets you bid on relevant keywords to display your ads at the top of search results, attracting users who have an interest in your transportation services. But what can you do to get the best results from your logistics company PPC?
Below, we’ll cover eight fantastic transportation PPC tips to help you get the most from your campaigns. Read on to learn more about how to optimize PPC marketing for transportation and logistics companies.
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8 top-tier transportation PPC tips
Advertising through Google is a fantastic way to drive conversions quickly. But without optimizing your PPC ads, you won’t see as many results as you’d like.
That’s why you can benefit from following the transportation PPC tips below. By doing each of these things, you’ll keep your campaigns as efficient as possible.
Here are eight ways to give your logistics company PPC a boost!
1. Target branded keywords
All your keywords should be as relevant as possible to the audience you’re trying to reach. That said, you’ll hardly find a more relevant audience than people who are already directly trying to find your company — which is why branded keywords make excellent targets.
Branded keywords are keywords that include your brand name, meaning anyone who searches for them is looking specifically for you. Those users are very likely to convert, so you definitely want to reach them. For that reason, be sure to target your branded keywords.
2. List negative keywords
While most keywords tell Google which searches to show your ads for, negative keywords tell it where not to show your ads.
For example, let’s say you target the keyword “shipping services.” As Google directs your ad to different variations on that keyword, it may come up in searches for “Amazon shipping services.” Since that query is looking specifically for Amazon, it’s not relevant to you.
By adding “Amazon” as a negative keyword, you can prevent your ads from showing up in that search. As a result, you won’t be wasting your ad resources on searches you don’t benefit from targeting.
3. Create custom audiences
If you want to reach even more relevant audiences, you can go beyond simply using keywords. Google Ads has a feature called custom audiences, where you can select specific traits you want to target in users.
Some targetable traits include:
- And more!
If you have a list of buyer personas you use in your marketing, you can transfer the persona traits into custom audiences. By targeting the traits that most commonly make up your core audience, you can ensure that you reach the people who will have the most interest in your services.
4. Launch display ads
While most Google PPC ads appear at the top of search results, not all of them do. You can also create display ads, which appear in the margins of third-party websites.
Whereas paid search ads appear as only a few lines of text, display ads typically feature an image or video within the rectangular format of the ad. As with search ads, clicking on a display ad will take you to a landing page.
Display ads are fantastic for reaching people who might not encounter you in Google. They’re also an excellent way of remarketing to users who have already visited your site. Of course, you can remarket with search ads, too — which brings us to our next tip.
5. Harness remarketing lists for search ads (RLSA)
Another feature you can harness in Google Ads is remarketing lists for search ads (RLSA). RLSA allows you to display paid search ads specifically to users who have visited certain pages on your website in the past.
The way RLSA works is that you direct Google Ads to track traffic to some pages on your website, typically the ones that bring users closest to converting. When users visit those pages and then leave, Google starts targeting your ads to those people.
Since everyone you reach with remarketing has already expressed an active interest in your business, they’re some of the most likely people to convert.
6. Use ad extensions
Ad extensions are yet another Google Ad feature you can benefit from using. Typically, PPC ads consist of three elements: The title, the URL, and the description. With ad extensions, though, you can add additional pieces of information above or beneath the description.
Ad extensions can display several types of information, including:
- Phone number
- Site links
- And more!
The advantage of ad extensions is that they may contain a piece of information users are interested in. Maybe a user is looking up your business, so they can call you about your services. If so, having your phone number right there is very convenient for them.
7. Craft CTA-central landing pages
Whenever you create a PPC ad, it has two components: The ad itself and the landing page. While it’s important to make the ad compelling, don’t underestimate how critical the landing page is. That’s where the conversions typically happen, so you’ll want to optimize your landing pages.
To make your landing pages as effective as possible, keep them simple. Don’t bombard users with paragraphs of text and countless links — you should make it very clear what the message of the page is and where you want them to click.
Center the page around a central call to action (CTA) that users can click to convert, and surround it with only a small portion of text describing what they’ll gain from clicking it.
8. Monitor ad metrics
Your work on a PPC campaign doesn’t end when you launch it — on the contrary, it’s only just started. Once your ads are up and running, you have to track their progress. The best way to do that is to keep an eye on key metrics in Google Ads like click-through rate (CTR) and conversion rate.
Some ads will perform extremely well, and you may want to consider devoting a larger portion of your budget to them. For underperforming ads, on the other hand, you should either pause them or reoptimize them to drive better results.
Over time, your upgrades and reoptimization will significantly boost the effectiveness of your campaign.
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WebFX knows PPC marketing for transportation and logistics companies
Want to drive top-tier results for your logistics company PPC campaigns? WebFX can help! With over 1090 testimonials, we’re the agency businesses trust to drive revenue and exceed expectations.
With our PPC services, you’ll get help optimizing your campaigns for all of the above tips and more. You’ll also receive a dedicated account representative to keep you informed about everything we do for you.
- 8 Top-tier Transportation PPC Tips
- 1. Target Branded Keywords
- 2. List Negative Keywords
- 3. Create Custom Audiences
- 4. Launch Display Ads
- 5. Harness Remarketing Lists for Search Ads (RLSA)
- 6. Use Ad Extensions
- 7. Craft CTA-central Landing Pages
- 8. Monitor Ad Metrics
- WebFX Knows PPC Marketing for Transportation and Logistics Companies