A paid advertising campaign can have a big impact on how often storage seekers find your facility over your competitors. There’s just one problem—many storage facilities end up wasting their pay-per-click (PPC) advertising budgets without knowing it.
While a paid search campaign seems fairly simple, there’s more to it than meets the eye. Before setting up your campaign, you should know a few things about PPC in order to save your budget for what’s important.
Have a Specific Landing Page for Your Ad
When you advertise online, you want to be able to lead the consumer back to your storage facility’s website and ultimately make a sale. In order to do this, you need to have a specific page for ad clickers to land on. Let’s say you’re offering a special on moving boxes. You should lead anyone who clicks through the ad to a page where they can get moving boxes. This is how you get the most for your money.
Monitor the Market and Keywords
With PPC campaigns, you’ll have to change the direction you’re going in constantly. Keywords have natural peaks and valleys. You could be bidding on a keyword today at a high rate and then tomorrow get in at a lower price. Being aware of these changes will give your storage facility a step up on the competition.
Also, if a generic keyword isn’t converting, try getting more specific. For example: If you’re trying to draw in college students as storage renters, change a “cheap storage” keyword to “cheap storage for college students.” This makes it harder for your competitors to outbid you, and you’ll be targeting the right audience.
By having a unique landing page for your ad and monitoring keywords, you’ll be able to see better returns on your ad spend and drive more business to your storage operation.
