Most online transactions and sales usually begin with a search on Google. People go on the search engine to seek products and help. It’s their first go-to whenever they need a service or finds themselves in a new environment where they don’t know any service business. They search for “saloons around me” and even “logistic service close to me.”
For this reason, transport and logistic companies should also strive to have a solid online presence. And not just that, but also compete for top ranking positions and keyword searches using the PPC campaign. Pay-per-click is the solution for driving traffic to your logistic website. It will bring new clients and generate leads for your transport business.
This blog will talk about seven tips to improve your PPC campaign for your car rental business. These tips will help you maximize your campaign and get the best result. Meanwhile, if you’ve not started the campaign, let these seven points serve as guidelines for developing an exceptional PPC campaign.
Target both branded and broad match type keywords
For a PPC campaign to produce the desired result, it’s imperative that your business leverage the right keywords. Keywords are the words or phrases that researchers type into the search box when they need your service. Targeting the right keywords will rank your ads on Search engine result pages (SERPs) for relevant queries.
Branded keywords are search queries that contain your brand name. People who have already used your services or know about your business often use it. Examples of that are “Uber in New Jersey” or “Premmy Car rental service in Newark, New Jersey.” 6 out of 10 times, this potential client or returning client needs your service urgently but can’t remember your website URL. Branded keywords will help you reach these people.
Broad-type keywords are general keywords for your niche or industry. It targets a broader audience and could be used by your competitors in the business. An example of this is the “car rental service in New York.” When a researcher types this phrase in the Google search box and hits the search icon, the results will include ads from companies with the highest bids for that keyword.
Aside from the fact that it gave room for competition, broad match keywords target irrelevant searches called negative keywords. However, it attracts massive traffic and results in more conversion.
You can obtain valuable keywords by using the free Google Keyword planner. The recommendation section of Google ads also offers some keyword suggestions. You can get more keywords by using other keyword research tools. Your best bet for winning is to target both branded and broad-match type keywords.
Update the negative keyword list
Negative keywords were introduced in the previous tip. They are irrelevant keywords that are too generic and attract the wrong traffic. Businesses must do well to figure out these phrases or groups of words and add them to the negative keyword list to avoid ranking for irrelevant searches.
Negative keywords can be extracted from the search terms report in your campaign page’s keywords section. It contains all the searches for which your ad is ranked. You can select the not working keywords from this report and add them to the negative keyword list.
Create custom audience
You can further enhance the performance of your PPC campaign by using the custom audience feature of Google Ads. Using this feature, you can target some unique set of people or people with specific traits. These traits include Age, Gender, Occupation, and location. Most times, businesses develop their custom audience using information from the buyer personas from the marketing department.
If you don’t have, you can develop by asking yourselves questions like who your clients are. Are they children or adults? What traits do they share in common? The custom audience for a car rental business would probably be adults, perhaps a businessman in town for a meeting or a vacation. It could also be a resident who wants to test a luxury car or want to take his lover out on a date with an exotic ride.
These people are more likely to convert because they need your service. A traveler would want to rent a car and hire a chauffeur because they need a guide who knows the city well, unlike a residence. For this reason, it’s good to use the custom audience feature to attract massive conversions.
Update bid strategy
Bid strategy tells the goal of your Pay-per-click campaign. Automatically, it’s set for maximum clicks as default which mainly aims at getting people to click on your ads. However, you can do more with your bid strategy. You can bid for maximum conversions, conversion value, or target impression share.
The helpful thing about Google ads is that it recommends a bid strategy for businesses for maximum return on investment. The new machine learning system processes the data collected in the campaign and suggests the perfect next move for a business. For this reason, transport companies should regularly check the recommendation page for the bids strategy.
When the bid strategy is updated regularly, a company has more winning chances. However, it would help if you were careful to review the suggestions before going for them. Sometimes, it might not be the best action to take. Be sure to test it and seek the possible result before application.
Harness remarketing lists for search ads (RSLA)
RSLA is Google ads feature that allows businesses to retarget people who have once visited their site. To have seen your website, they are interested in your logistic company and might want to hire a car. Sending ads their way would serve as a reminder. And your brand will come to their mind first when they finally need the service of a transport company.
Design a converting landing page
The ads will do the traffic attraction and lead generation, but the conversion depends on the landing page even when maximum conversion is your goal. Therefore, it’s crucial to design stunning and convert landing pages to turn many visitors into clients.
The feature of a converting landing page includes simplicity and clarity. It must have a compelling copy, eye-catching images, and a call-to-action that spurs urgency. Moreover, don’t bore or discourage them with many texts and paragraphs. And ensure you use bullets to show them what your product or service offers.
Setup conversion tracking and monitor metrics
It’s impossible to measure metrics without setting up conversion tracking. This should probably be the first thing you should set up when launching a PPC campaign. We have it here as the last because it relates to metric measurement.
Tracking your campaign will help you discover the keywords performing excellently and remove irrelevant ones. Google ads allow users to track calls, lead forms, contact forms, sales, etc. All these can be accessed on the conversion page in the tools and setting section of the admin.
Feel free to set those that will work for your transport business. You can now measure metrics and evaluate your campaign performance when all is done. Conversion and click-through rate (CTR) metrics are the best.
Now that you have the seven tips for PPC campaign success, what next? Make sure you implement them to get massive sales and attract traffic to your website. But if it seems complicated or you don’t have the time to manage your PPC campaign, you can hire us at Premlall Consulting to handle it.
We are expertise in Pay-per-click campaign management. And you can trust us to run the best campaign for your transport business. Whether logistics or a car rental company, we have the broad type and branded keywords to win in your niche.
Our experts are continually updated concerning the Google algorithm and ads campaign. They know what’s working and what’s not. You don’t want to miss out on your opportunity to become to most hired logistic company in your city, state, or country. Trust us; we can make it happen.