Self storage is a highly competitive industry, making it difficult to get your brand seen. Paid advertising is a great way to get your name in front of people looking for storage space right now, but competition is heating up there too.
To keep your ads bringing in those vital leads, you have to get a little more tactical. So if you are making any of these Google Adwords mistakes then fix them and you can be sure it will boost your pay per click profits right away.
Mistake #1: Not knowing your cost per lead
To make Adwords work profitably for you, it is vital that you know how much each lead costs you (Cost Per Lead – CPL). To get this number you first need to know how many of your visitors are actually converting into leads .
In AdWords you can do this with conversion tracking – an essential tool for measuring campaign performance.
Once you have a good idea of how many visitors you’re converting into leads you can mark this against the total cost of your PPC strategy
Cost Per Lead = Total Cost / Converted Clicks
This will tell you the average cost of each lead you get from AdWords.
And if you know the average Customer lifetime value of your self storage customer, then it is easy for you to calculate how profitable your paid advertising efforts really are.
Mistake 2: Not Nailing Your Selling Point
This applies especially to smaller self storage firms.The big guys in the self storage industry come up with prices that are increasingly difficult to beat, but these often come with hidden fees.
For example – Big Yellow charges their customers for after hours access whereas one of my client offers 24×7 access to their customers at no additional cost. This would certainly appeal to people who have been stung by other companies before. Know and use your selling point to target people with specific interests.
For first-time buyers you often see the bigger self storages offering 50% off the first 4-8 weeks:
These are the kind of offers you’ll need to compete with. If you can’t do that then you’ll need to focus on other selling points – like security, long-term storage or large item storage, 24×7 access without additional charge. Then, create separate campaigns for each of your selling points.
Mistake 3: Not Sending Traffic to Specific Landing Pages
Now your ads are targeted towards a specific audience with a irresistible offer, it’s time to make your landing pages match. Don’t send people to your homepage; create separate landing pages for each campaign based on its unique audience.
If you are targeting home owners then sending them to a page that describes the benefits of your service in relation to a homeowner will mean better conversions then sending them to a generic self storage landing page. Same goes if you are specifically targeting trade for example.
This kind of relevance is vital for turning PPC clicks into paying customers – so get it right.
Landing pages aren’t a set it and leave it thing, though. You’ll want to test and improve your landing pages over time to improve their performance. You’ve paid for every user that makes it this far so you want to be sure as many of them convert as possible. This takes time, patience and a lot of testing – but the results are more than worth it – we doubled the number of inquiries received for one client by 100% simply by introducing a very targeted landing page.
So there you have it: three mistakes that will cost you wasted Ad spend when running Google Ads for your self-storage.
These are all actionable steps you can take in the space of a week and transform your paid advertising campaigns. And, if you need any more tips on how to improve your Google campaigns, be sure to get in touch.
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