Turning your size guide into a marketing asset
#2 Pay-Per-Click
Having a size estimator like Calcumate on your website is a sure-fire way to improve your online reservations once people are on your website, but it can also work as a powerful traffic-driving tool across all your marketing channels.
In this post, we’re going to explore the key pay-per-click (PPC) benefits of having a size guide on your website.
Tailoring ads to your potential customers’ current mindset
The 3 questions all storage customers ask themselves are:
- Which storage companies are nearby?
- How much space will I need?
- What will it cost?
Question 1 should be answered with how you’ve setup your ad campaigns. Ensure you have your location settings set to only display ads for people in your catchment area, as well as setting up ads for sponsored map pins.
Question 2 you know you can answer with your existing size guide or storage estimator page, more on how you can showcase that to potential customers below…
If your ad can answer the first question and show them you can answer the second, then they’re more likely to want to get the answer to that final question from you and not your competitors!
Adding the storage calculator to your existing ads
There’s a lot you can add to your paid ads to make them stand out, such as reviews, opening hours & benefits like move-in vans or elevators.
One key element that’s a sure-fire way to improve conversions however is to include an ‘ad extension’ that references your size guide. These additional links in your ad give you more opportunities to convince the potential customer to ‘click thru’ to your website.
Something to be mindful of, Google Ads has very strict character limits on these ad extensions, so make sure you use very direct, specific language to draw clicks.
To Bing or not to Bing?
That is the question! Arguably, Google’s dominance in the search engine market is so strong that it has to be your primary focus for paid adverts. However, Bing is still used by a significant percentage of the online population and shouldn’t be ignored.
Setting up a fundamental campaign in Bing, that covers all the basics, will quickly tell you if there’s an audience to reach.
Summary
Firstly, think about the kind of questions your customers are asking themselves when searching for storage options. Which of those questions can you answer?
Secondly, be mindful of Google’s restrictive ad formatting. Keep your ad copy short and sweet!
Related Posts
Check out our other posts on how your size estimator can improve your SEO, email & social media marketing.