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July 20, 2018
Twenty years ago, it wasn’t uncommon for a self storage business to have no website. Now, if you don’t have a website, you’re dead in the water.
Pay-per-click (or “PPC” for short) advertising is just one of the many new technologies available to self storage owners.
PPC ads are a great way to focus on a target self storage audience and get your message in front of it as quickly as possible.
How does it work? PPC advertising lets you serve a message to audience members based on demographics or search terms — depending on the network you choose.
As you may guess from PPC’s name, you only pay when audience members click on your ad.
The only problem is this: If you jump into the world of PPC without knowing what you’re doing, it’s easy to spend a lot of money without getting any results.
At StoragePug, we provide digital marketing services to self storage facilities.
If you’re a self storage entrepreneur or manager, we can help you craft a PPC strategy that delivers immediate results.
The more traffic you have coming to your website, the more units you can rent through it!
Here’s a look at the 7 steps we use to execute effective PPC campaigns.
For example, some might run PPC campaigns aimed at simple brand awareness — but that’s not enough. You need a concrete goal in order to get real results.
What types of goals should self storage companies focus on? Think about actions you might want a prospect to take:
That last one — completing a rental online — is the ultimate goal, right?
Imagine running a PPC campaign that led directly to raising occupancy. That’s a goal worth pursuing.
There are lots of different places where you can run PPC ads.
Google and Facebook are likely your best bets for PPC campaigns, as they bring the largest audiences.
You can determine what PPC networks work best for your specific market and business, or you can always work with a company like StoragePug that provides expert guidance and helps you choose the best networks.
Here’s where things get really interesting: PPC networks let you target your audience with precision.
Depending on the network you choose, you can target audience members based on location (city, state, country) and search terms — for example, you can run a PPC ad that appears when people search “storage units in Denver.”
When you run PPC ads on Facebook, you can target based on profile information and interests. For example, you can run ads that only appear for audience members that are female, ages 25 to 40, married and live in Memphis, TN.
There are tons of factors you can filter for when you choose PPC ads on Facebook.
After setting your goals, building the actual advertisement (and then creating a landing page) are the next priorities.
Spend a lot of time getting the actual ad and landing page just right if you want to run a successful PPC campaign.
Think first about the phrases and keywords your audience members are searching for. To use the example above, you may identify “storage units in Denver” as a phrase you want to associate an ad with.
Make sure that you also identify negative phrases for your campaign, which are phrases and terms that you do NOT want your ad associated with. For example, you might set “climate controlled storage in Denver” as a negative keyword if you don’t have any climate controlled storage units to offer.
Once you have your keywords and phrases ready to go, make sure they are embedded in your ad.
Next, make sure your ad shares a unique and attention-grabbing message that also includes a clear and compelling call to action.
A PPC advertisement takes audience members somewhere after they click. Where do you want to take them?
Your ad should link to a landing page.
Unfortunately, too many self storage companies focus on the actual advertisement without spending time on the landing page. This approach will kill your results and your ROI.
The landing page should create a cohesive experience for the user — that is, it should feel like a natural extension of the actual advertisement.
The landing page should deliver the promised information, and it should also include a call to action that reinforces your business goals.
If your goal is to drive online rentals, your ad and the landing page should drive the user toward securing an online rental.
Test out your landing page before running your campaign. Think through everything that might inspire your audience to click away.
For example, make sure your landing page renders properly on mobile devices and tablets — not just laptops and desktops. There’s no bigger turnoff for a mobile users than landing on a non-responsive site that make it impossible to navigate.
When you run a PPC campaign, you get to choose a schedule and a budget. You can set your advertisement to run on certain days during certain time windows, and you can set it to shut off after certain budget limits have been met.
You should know from experience when you get the most inquiries.
If you tend to get the most calls and clicks on Sunday afternoons or on weekday evenings, consider running your PPC ads during those times.
Again, choosing a partner like StoragePug that specializes in self storage PPC campaigns means you get instant insights that can accelerate your success.
Your first PPC campaign may require some trial and error. Make sure you track your results so that you can make tweaks that increase conversions.
For example, if people are clicking on your ad but not responding to the landing page’s call to action, you need to tweak your landing page to increase conversions.
If your ad is running but no one is clicking, you need to address your actual advertisement.
Spend a few days letting your ad run. Track the ad’s results. And then make changes based on what you find out during this initial test period.
PPC campaigns can do wonders for your business, but they are also tricky.
When you choose to work with StoragePug, we bring a depth of experience and a wealth of knowledge to your PPC campaign. We can make recommendations and help create ads and landing pages that get immediate results.
Are you ready for a PPC campaign that actually works? Get in touch with us today to lean more about our PPC services.
To read more about my favorite StoragePug features, take a look at: