Driving traffic to your website can be seen as one of the most important ways to increase your return on investment from digital marketing. There are plenty of strategies to try and drive up traffic. One of the most popular and if done properly the most cost-effective is running a Google AdWords campaign. Just like any other savvy business owner you are probably thinking to yourself, “That’s great, but what is my ROI?” That’s a solid question, there are many different ways to quantify it. However, let’s take a look at how you can calculate yours and how to increase it.
Let’s face it there are plenty of ways to play the AdWords game. There are avenues out there that want you to spend time and money on training so you can leverage AdWords yourself. Or if that isn’t the route you want to go down you can buy one of a dozen different programs to optimize your AdWords campaigns, but these can run anywhere from a few hundred dollars to a few thousand per month. You can also hire a marketing company to build and manage your campaigns. So, what are the best practices for Google AdWords advertising for an auto repair shop?
The term “AdWords” seems to be popping up everywhere and rightfully so. If executed properly your pay per click ad could get in front of thousands of people, depending on your market. For those that are not familiar with AdWords, the next time you are googling terms like “Mechanic in my area” the listings at the top and side of the search window with the Ad icon near the description - those are pay per click ads or AdWord ads. It will look something like this:
In a previous blog article that I wrote, Increase Your Bottom Line with Customer Reviews, we touched on how the reviews that you receive are the second thing that a customer will see after they read your company name. I mentioned that consumers may find you by searching “mechanics in my area” or “BMW specialist in my city”. Here is a quick example of what your customer is looking at when they search.
Consumers are more informed about products and services than they ever have been. That means that the reviews you have can either make or break your business. In an article by a leading marketing platform, 92% of consumers now read reviews online. Out of these people, 40% of consumers will make a decision by reading one to three reviews.
Checking your website's Google Site Speed from time to time is a good idea. Regular updates and changes to content, technology, and algorithms can cause your site speed to plummet. Site speed matters. It's a ranking factor, especially in a mobile-first world. So how does your webite stack up?
SEM or Search Engine Marketing generally means paid advertising. The opposite of SEO, Search Engine Optimization, which focuses on website traffic from organic, or non-paid sources. Inbound marketing is traditionally a focus on organic website traffic, but even the Inbound leaders like Hubspot acknowledge the place SEM has in online marketing. For it to be low hanging fruit it must be cost-effective, targeted and result in a quantifiable return on investment.
If you are using a platform for customer follow-up that does not focus on Google and Facebook Reviews, you may be missing out on some key benefits reviews have for your digital marketing. Platform independent reviews may have lost their Klout. It’s an ever-changing landscape, this means that generating reviews controlled by a third party have a dynamic value proposition.
There is no website platform that performs "SEO" out of the box. There is also no way to put "SEM" on cruise control. So, let's dive in and see what you can do to optimize your website and search marketing.