[joec]

Hey guys and gals,Are goggle and Microsoft ad-words type programs the way to go ? (I have both )I seem to be getting lots of hits BUT very few calls. We are a unique automotive service in the greater Boston area. Any insight or ideas would be greatly appreciated our website is Automotive Services of Boston Homepage

Thanks,Joe

[Power_Advisor27]

HI Joe,

I would need to know a little more before I could give some adequate suggestions. If you're into using PPC advertising, your results (how targeted your traffic is etc.) would depend on your choice of keywords, and also on how much you're bidding per click (are you bidding enough to keep up with competition?).

The keywords you choose are very important. Obscure keywords won't deliver targeted traffic to your site, which means those who do click probably have no intentions of buying. Also, your choice in keywords has a lot to do with quality scoring in the Adwords platform. Google takes care to look and see if the keywords you've chosen are actually keywords you've used in your meta tags, on your site and even in your domain. This can determine your ad's ranking, and effect how often it is shown. The more often your keywords are used on your website (especially your home page), the better off you'll be.

I am not fond of PPC advertising for several reasons. You'd be surprised what people click on. Even with the best techniques applied, customers who aren't interested in what you have to offer will click on your ad just to see who you are or what you do. This can run up your budget in no time, without producing sales. Next, click fraud is still a very big issue with PPC. Competitors will often purposely click your ads to run up your budget/spending, and if that budget is low you'll be out of the game in no time. There have been steps taken to reduce click fraud, but the smart search engines get, the smarter the rogue competitors become. Simple actions like the changing of IP addresses can keep click frauders in the clear while putting you out of the race. There unfortunately aren't enough effective measures against click fraud in my opinion, so you're running a HUGE risk running a PPC campaign.

There are other, more effective ways to rank in search engines and be found your target customers, and most of these ways are free. I've searched online for "automotive services in boston, ma" and "auto detailing services in/near bostom, ma" and your site is not easily found (couldn't even find your sponsored/paid ads, for that matter). One great way to fix this is to submit your full listing to local directories online such as Google Local/Google Maps, Yahoo Local, Local.com etc. Submissions to these directories are free, and the allow you to create a pretty detailed listing (Google even allows you to add photos, videos, specialties etc. to your listing). Local directory listings get picked up by search engines, are are usually some of the first few results when someone types in a location-specific search query. You need to take some time to get listed in these directories. It's like having a phone book ad, only free!

If you've never heard of them, you will also want to create business listings on MerchantCircle.com and ShowMeLocal.com. These are both very popular social networking sites for business owners to get involved in, build their reputation, monitor and manage your reputation on the Web, etc. Your merchant profiles will also rank highly in search engine results, providing more targeted exposure for your services and site!

I'd get rid of the PPC campaigns if I were you, and start focusing on some of the more effective, free methods of getting listed. This will be a start for you, so good luck!

-PA27

[phppoddotcom]

You should work a bit on your web page design. The site is too colorful and the pictures does not describe well your services. It seems like they can be put on any other page. The content of the web site is very important on how your visitors will accept your business.

[clp11479]

the homepage needs some work.

if you want to get people then hit the streets since i'm assuming this is going to be a local business for you. identify where you would find a high concentration of your target market (maybe auto repair shops) and see if the auto repair shops will allow you to hang a flyer, or maybe pay the auto repair shop a small fee to keep your flyers on their counter. people have to know about your service and getting something in their hands is a great way to do it.

[Power_Advisor27]

Originally Posted by phppoddotcom

You should work a bit on your web page design. The site is too colorful and the pictures does not describe well your services. It seems like they can be put on any other page. The content of the web site is very important on how your visitors will accept your business.

I agree with this whole-heartedly! Design is one of the main aspects of a website that can turn your customers off. Try to have images, slogans, content and offers that are relevant to your services & products.

Here is one unique suggestion for you. I'm a big fan of MeetUp.com. For those who don't know about it, it's a social networking site based around creating local, interest-based groups. I suggest getting involved in in local groups that have an interest in cars, auto shows or anything like that. Getting involved in online forums on these topics with a link in your signature to your website, or even your business address and phone number, would probably be helpful to. The more targeted you make your efforts, the better!

Do you go to auto shows often? If not, it might not be a bad idea to create a few "projects" which would be just for display at auto shows, and take these vehicles with you when you go. A former client of mine implemented this strategy with much success. He also owned an auto-detailing shop in Georgia, and did some customization on a couple of vehicles that he took out to auto shows. This helped him to become very well known in that area. This strategy could work for you also.

-PA27

[acousticgroupie]

Getting them to visit and then click or call you is two different monsters.

As for getting them to call, do you have an effective call to action? Mention a free consult. Include the call to action on each page in the text.

And yes, the design makes a huge difference too, because they may not even read the page or see the CTA if it's a crummy design!

[lappy512]

Google should allow you to target to a region - target Boston if possible. Also, how does your URL relate to the name of the company? I can't figure that out.

I remember that Google used to have a "auto-call" feature for Adsense, where you could "pay per call". I'm not sure if they have that anymore, though. Anyone use Adwords and have info about it?

[exgeek]

I am all for PPC for you but don't discount traditional marketing like print ads in your local alternative free weekly. You might also consider working with Page Ranking agency. Your business model is interesting enough to warrant some press and a good agency should get it for you.

You might also want to look into advertising in your local upscale magazine like Boston magazine. It may have an affluent and busy audience very interested in taking advantage of a service like yours.

Another thing to look into is working with other local business to do some cross-promotion. See if a local dry cleaner would be willing to trade coupons with your business. You'd give your customers their coupon advertising their business, they would give their customers your coupons.