with: Richard Routson, Dentmasters (Virginia, USA)
The Yellow Pages are dead. Online searches are your number one source for acquiring new customers. Google is the leader in internet searches. The Google search results page is broken down into 3 sections (sponsored, organic, and locations).
Ideally you want your website to show up at the top of all 3 sections, whenever someone searches for “dent repair” in your area. Organic and location results are free and can be obtained through creating great content on your site and linking from social media accounts and directories.
To have your website placed at the very top of the page in the prime location of the sponsored ads, you have to spend a little bit of cash. The answer is Google Adwords or Google Adwords Express. Google Adwords is a powerful tool that allows you to really dial in a pay-per-click campaign. However, the interface is hard to navigate and all of the features are very confusing and hard to master. A whole industry of 3rd party companies has been formed to help small businesses manage their Adwords campaigns. That’s who is cold calling your phone constantly, not Google.
In 2011 Google Adwords Express was introduced as a more user friendly fully automated option for establishing a pay-per-click campaign. In my opinion, Adwords Express is a nice entry level advertising platform for a local PDR company. Sign up is easy and starting a campaign takes about 15 minutes. You can do-it-yourself online or call Google (1-855-500-2762) and have someone walk you through it. Here are the basic steps:
- Complete a company profile page
- Select your targeted geographical area
- Select your business category – Automotive Dent Removal
- Select wording for your ad
- Select a landing page for your ad – home page or estimate request form
- Select a daily budget