Google AdWords is less expensive than most other marketing techniques and can vastly improve a mechanical repair shop’s reach, but few business owners properly know how to use it.
“It’s Google’s world and we’re living in it. We need to play by its rules,” says Ryan Garrow, Enterprise Digital Strategist at Logical Position.
Logical Position is an award-winning digital marketing agency and a Premier Google Partner that specializes in pay-per-click (PPC) advertising.
With over 3,000 clients, 120 billion ads and 93 million conversions, it’s clear the digital marketing agency knows what it’s doing. That is, the agency gets its clients in front of the right audience by utilizing Internet marketing tools such as AdWords, a service that allows businesses to set an advertising budget that only charges if someone clicks on the ad. Logical Position doesn’t stop there. Once the ads are in place, the company works with clients to monitor the market and identify opportunities.
“We work with our clients to answer the question, ‘How do we keep customers coming back?’” Garrow says. “It’s easy to nurture people back in the mechanical repair sector. We can walk a client through that process.”
Garrow shares a few of his top tips for making the most of AdWords and getting to the top of search rankings.
Make the Investment
“When you spend money with Google, there’s a huge opportunity to let it go to waste. Google AdWords is always changing,” Garrow says. “Google sets things up for its benefit, so in order to succeed, you need to work with someone who knows what they’re doing.”
For shop owners that are already up to their elbows in managing their own businesses, partnering with Logical Position is an easy way to save time and ensure that your shop will perform well in Google searches.
If you’re making the investment, it’s important to track the results. Logical Position will do this for you. The agency will work with clients to see where customers are coming from and what techniques are working.
Create a Website
“Google controls almost 70 percent of all searches,” Garrow says. “If you want potential customers to find you, you need a presence online.”
Garrow says that in the mechanical repair industry, there are still many shops that either do not have a website or have something very basic that won’t show up in search results. In today’s digital era, this is a sure way to lose business.
Beyond just having a website, Garrow stresses the importance of a mobile-friendly site.
“Most people are on their smartphones throughout the day,” Garrow says. “If they’re driving and they discover a problem with their vehicle, chances are they’re going to hop on their phone and search for a mechanic.”
If your site isn’t mobile friendly, your shop will not appear in these searches and you’ll lose out on these customers, Garrow explains. Even for searches that are not done on a phone, it’s more important than ever to have a mobile friendly site. Google looks at the mobile version of a website before looking at the desktop version to determine ranking.
Logical Position can also help its clients optimize for click-to-call ads, which are great for emergency situations that often occur with vehicles.