There’s no denying that digital marketing offers tremendous benefits for today’s self-storage businesses. However, understanding how to make the most of it can be a challenge — especially for small-business owners focused on day-to-day operations.
From A/B testing and ad extensions to tracking codes and video marketing, how do you know which strategies are worthwhile and which to let go? Analytics can make all the difference. Not only do they let you see where your efforts are working, but they also identify under-performing tactics so you can take swift and effective corrective action.
One particular metric that can help you make the most of your online advertising budget? Cost per click (CPC). Here’s a closer look at this digital advertising revenue model, along with how your self-storage business can use CPC to reach your target audience.
What Is Pay Per Click?
In order to understand CPC, we must first understand pay per click (PPC). While many people think of PPC vs CPC, the two terms actually go hand in hand.
PPC advertising is a popular form of digital advertising. While organic digital marketing strategies “earn” visits, PPC pays for them. However, you only pay when one of your ads is clicked.
Google Ads is Google’s PPC advertising solution. It allows businesses and website owners to show an ad next to searches in Google.com, right to where people are looking for the products or services they want. It allows you to tweak your ads anytime to reach a particular group of people, for example, based on interest or geographical location or to promote a specific product or deal. Now here’s the exciting part: You’ll only pay if they actually click on that ad to be sent to your website.
This may sound relatively simple, but a lot goes into mounting a successful PPC campaign.
Of course, you’ll need to select the right keywords.
Then, you’ll need to organize those keywords into campaigns and ad groups to make sure they’re being shown to your target customers. For example, you can segment your audience to create PPC campaigns based on factors like location, age, gender, and interests.
Finally, you’ll need to optimize website landing pages to make sure that searchers find exactly what they’re looking for when they arrive at your website.
All of which begs the question: How do you even know if it’s working? Enter cost per click.
What Is CPC?
If PPC is the marketing approach, CPC is the online advertising revenue model that determines how well your PPC is working. In simplest terms, CPC is equal to the price you pay divided by the number of clicks.
CPC is an alternative to the CPM (Cost Per Thousand – the “M” in CPM stands for Mille, which is Latin for thousand) metric, which charges by the number of views the ad gets—regardless of whether viewers actually click on it. Obviously, this can lead to poor outcomes in which you pay for ads that aren’t producing any results.
The Benefits of CPC
There are many reasons why PPC and CPC are preferred by so many businesses, including the following:
You only pay for results
While other advertising models will charge you even if your ad doesn’t get results, CPC directly links cost with performance.
Your ads WILL reach your target customers
Segmentation is an amazing tool for making sure the users who are most likely to click and convert will see your ad. Using segmentation is the best way to avoid wasted clicks.
You maintain control over your budget
With PPC, you set a cap on the amount you’re willing to spend per day. This means you never have to worry about going over your budget. Plus, the price of entry is low.
You pick when and where your ads appear
CPC gives you your choice of platforms, locations, and even times of day. The more you know about your target audience and their habits and preferences, the better you can exert your control to maximize the impact of your ads.
You’ll increase your brand awareness
In getting your ads before the right people, PPC and CPC improve your positioning and boost your online visibility toward overall enhanced brand awareness.
Self-Storage PPC and CPC
PPC and CPC have powerful potential for all industries, but they have special advantages for companies with a local client base, thanks to geotargeting. When people in your area are far along enough on their buyer’s journeys to be searching for self-storage in your area, PPC makes sure they find you.
This is known as “bottom-of-funnel” marketing, which appeals to customers who are already primed and ready to act. The question is: Will your self-storage business be the beneficiary of this readiness? That all depends on whether your ads are the ones they see when they enter a search.
Make the Most of Your Self-Storage CPC
All PPC campaigns aren’t created equal. So what makes some perform well and others come up short? The right strategies. Here are some tips for improving your self-storage business’s CPC:
Have high-performing landing pages
High-performing ads don’t operate in a vacuum. There are many moving parts, including your landing page. Relevant, clear, and consistent messaging builds trust while simultaneously boosting conversions.
Boost your CTR
Obviously, the more people who click through to your ads, the better your results will be. CTR is short for “click-through rates,” or the number of clicks divided by the number of impressions. Relevance, a strong CTA, and incentives can help your ad stand out and get clicks.
Use long-tail keywords
While high-volume keywords are the most in-demand, they can also be more costly. Long-tail keywords are a clever alternative. While they may have lower search volume, the conversation rates are often higher because they’re more targeted.
Test and adjust
From CTAs to ad positioning, many factors directly impact the success of a PPC campaign. Analyzing performance using the many metrics available can help you invest more in ads that are working and refine those that aren’t.
These are just a few of the ways your self-storage business can get the most out of your PPC campaigns while reducing your CPC rates. However, understanding how and where to invest your efforts (and advertising dollars!) is tricky — especially for self-storage business owners and managers focused on day-to-day operations.
While you can try to do it alone and hope for the best, partnering with a digital marketing agency takes the guesswork out of the equation. At The Light Digital, we’re ready to help you navigate the brave new world of digital marketing. Whether you’re looking for more information on “What is CPC?” or you want a comprehensive digital marketing strategy for your self-storage business, we’ve got the experience, tools, resources, and know-how you need.
To start attracting new customers and boosting your bottom line with PPC marketing and more, contact us today.