Trying to make an impact with a small spend?
Paid Search is one of the most effective ways to spend your advertising budget. Google AdWords offers some of the most precise targeting methods out of all the digital channels. Some ways you can target people are by location, time of day, and in-market audiences. These in-market audiences are Google’s predetermined interests that they place users in based on online search habits. For example, if you have been searching for “new tires for my car” or “brake shops near me” Google will label you as a consumer in the market for a new car. This is incredibly valuable for marketers because it allows you to get in front of the exact people you are trying to reach.
Focusing back on your smaller budget, there are ways that you can target your perfect audience without blowing up your spend. When it comes to Paid Search, it can be the perfect tool for reaching your customers right as they are searching for your services, but you must ensure that your budget is making an impact. To find the right budget you will need to identify that threshold of what amount is getting your brand in the top positions of the Search Engine Results Page (SERP) and what is the most efficient use of your budget. The cost per click may vary but generally ranges between $3 – $7 per click for automotive industry. The goal is all about being smart with your dollars.
Another tactic when it comes to your digital advertising performance is utilizing all online directories available to you. These directories include Google My Business, Yelp, and Angie’s List—they will be the key to attracting your local customers —and the best thing: it’s free to create profiles on these directories. Each of these platforms offers the opportunity to bring awareness and traffic to your auto shop, and play into Online Reputation Management (ORM) as well. Online Reputation Management is defined as the practice of crafting strategies that shape or influence the perception of a business, essentially it is the public’s view of your brand. In these platforms, you can encourage your customers to leave reviews and build a profile for others to research and find. With these reviews will come negative opinions at times, but this is where you can show the public that you are tactful and responsive. By taking the time to respond to customers’ bad experiences, you show empathy and a genuine desire to help.
With all of this said, it takes time and some money to generate leads through digital channels. The goal is to identify and take advantage of every channel that can bring more revenue than cost incurred – aka positive ROI (Return on Investment).
If you are unsure on how to get started and need some expert assistance then don’t hesitate to reach out to the Conceptual Minds team. We are here to help!