December 2020

DECEMBER/JANUARY 2021 AFTERMARKET 13 EYEBROW www.aftermarketonline.net OUR HEART BEATS FOR YOUR ENGINE. MAJOR EFFECT ELECTRIC VALVES – SMALL BUT POWERFUL www.ms-motorservice.com/electric-valves up a good PPC campaign that's worth looking closely at to see if there's room to replicate their success or find a gap that they've missed. There are specialist tools that can help you analyse PPC performance of other webpages — Neil Patel has a good round-up here — https://neilpatel.com/blog/25-sneaky- online-tools/ — but you can also use the keyword planners I mentioned previously to get an insight into what paid search terms your competitors are ranking for. Set your budget One of the advantages of PPC advertising is that you can exercise a great deal of control over your budget, allowing you to decide how much you want to bid for each keyword and set a cap on the total amount you want to spend in a week or month. This means that you can set yourself a budget and be sure that you won’t find you've overspent later. When it comes to setting your limits, it's worth taking a look at Search Engine Journal's PPC budget and bidding guide — www.searchenginejournal.com/ppc-guide/budgets-bidding — to find out exactly how much you should be willing to spend per click. Write a great PPC advert Once you've chosen your keywords and decided how much you're bidding, it's time to write a great PPC advert. Now, your space is very limited in one of these ads, and you will only have limited room for headlines, description lines, and your URL. That's why you need to focus on making the copy as succinct but impactful as possible to attract those click throughs. You'll need to start with the nucleus of your ad, which is the keyword you want it to appear for, but be careful to introduce it naturally in a way that doesn't sound spammy. This should not be that hard if you have chosen a good, relevant phrase to describe what's being advertised. You'll also want to include at least one USP in the advert to make your services stand out from the crowd. Whether this is a free initial estimate, guaranteed turnaround time on repairs, or something else, is up to you. Finally, you will want to end with a good call to action, which is a phrase that pushes the user to click on your advert. To have the most impact, choose words that promote action like ‘get’ or ‘find out’, value words like ‘free’, ‘save’, or ‘best’, and those that are personal like ‘you’ and ‘your’. Conclusion By following my advice here, you should be able to set up a solid PPC campaign to connect your garage with a wider customer base. Remember, if you're not hugely confident in approaching tech-focused activities yourself, you can always get advice from an expert, like a digital marketing firm. One of the advantages of PPC advertising is that you can exercise a great deal of control over your budget ”