A great Google Ads campaign is one of the most effective ways for a limo company, party bus operator, or black car service to attract new leads.
Ideally, your ads will show up in search queries from folks specifically looking for your services. When ad clicks turn into leads — and those leads turn into actual sales — operators can enjoy a tremendous return on their investments in online advertising.
If you suspect your Google Ads campaign is underperforming, there are several strategies to try that can help increase traffic. Keep reading to learn what they are and how making simple changes to your ad settings can help get your limo marketing strategy back on track.
Limo Marketer specializes in digital marketing services for limo companies, party bus operators, and others within the transportation industry. Contact us today to get started or to request a free consultation.
Limo Company Marketing: Increase Google Ads Impressions
The goal with any successful Google Ads campaign is to fine-tune the circumstances that trigger your ad to show up for an online searcher.
In large markets with dense populations, you’ll want to hone in on specific keywords and location settings to ensure your ad reaches exactly the right people at the right time.
If you operate in a small market, however, there’s more freedom to experiment with settings that will prompt your ad to show up for a broader range of searchers. I like to think of each setting we can experiment with as a lever we can pull to get different results. Here’s a breakdown.
Limo Marketing Keywords
The first variable I tend to look at in an underperforming Google Ads campaign comes in the form of keywords. A keyword is a word or phrase that a person might type into a search engine.
When you set up your Google Ads campaign, you’ll create a list of keywords associated with your ads. Building out a robust, effective list of keywords can make a huge difference in how successful your ad campaign is.
Here’s an example:
The phrase “stretch limo service” might be a keyword you have in your Google Ads campaign. If an internet user searches that phrase, it will trigger your ad to show up. If your ad isn’t getting a lot of traffic, you’ll want to broaden the scope of searches that might trigger your ad to show up.
First, we can eliminate the word “stretch,” leaving us with the less specific phrase “limo service” as another keyword option. This will prompt your ad to show up in a broader range of searches. If you find that you still aren’t getting enough traffic, you can simplify things even further, using just the word “limo” as your keyword.
Limo Service Keyword Match Types
The next lever we can pull to increase ad traffic is the keyword match type you set for your ad campaign. The different match type options will determine when your ad shows up, depending on the intent and syntax of a search query.
Here’s a quick breakdown of match type options:
- Phrase Match — With a phrase match setting, your ad will show up in searches that include the meaning of your keyword. The notation for inputting phrase match keywords makes use of quotation marks, like this: “limo service”
- Exact Match — The exact match setting will trigger your ad to show up for search phrases that are the same as your keyword in terms of their meaning. The notation for inputting exact match keywords makes use of brackets, like this: [limo service].
- Broad Match (Loose Matching) — With a broad match setting, your ads will show up in searches that relate to your keyword, even loosely. The notation for inputting broad match keywords is simply using the naked keyword, like this: limo service.
With the broad match option, your ad will show up for a much wider range of search queries, which can be helpful in small markets. Keep in mind, with this setting a keyword like “limo service” can trigger your ad to show up in searches like “car rental” or even for someone searching for an Uber or Lyft ride.
It’s easy to see why a broad match type setting can be dangerous when it comes to pay-per-click advertising. If you elect to use the broad match option, it’s crucial to keep a close eye on your search query report. You’ll want to check this report every day, if not multiple times a day, to ensure you’re not losing significant amounts of money to completely irrelevant searches.
It’s important to be proactive. If you can predict which queries and keywords will trigger your ad to show, you can constantly add to your negative keyword list. This helps ensure that your ad shows up to the right people at the right times.
Location Settings for Limo Companies
The best keywords and location settings for your limo company’s ad campaign should not only target people in your area — it should target travelers flying in from all over the world. If you aren’t satisfied with your ad impressions, be sure to check your location settings.
Remember, the goal is to target people in — and people interested in — your service locations.
As an example, if you set a keyword like “lax car service”, you’ll want to make sure you set your ad to show up for people in L.A. who query that search. It’s just as important, however, to make sure your ad shows up for someone in NYC who is about to fly to L.A. and queries the same search from an NYC location.
Target Location Radius
Your target location radius is another important setting to pay attention to. If you operate in a densely populated area, a 0-5 mile radius might be all you need.
If you notice your ad campaign is underperforming and not getting enough impressions or clicks, you can increase your target location radius to capture more search queries. If you operate in a small market like Topeka, KS, you might need to cover a much wider search area, such as by setting a 50-75 mile radius.
Grow Your Business With Limo Marketer
A successful Google Ads campaign can help you scale your business to unimaginable heights. By increasing visibility, garnering leads, and converting them into sales (and repeat customers), the return on your investment can be exponential.
The good news? You don’t have to become a marketing guru on your own. Limo Marketer specializes in online marketing services for transportation operators. For those who like to get hands-on, we also provide comprehensive marketing training.