In this series of industry-specific AdWords practices, today we will discuss a relatively new field of Car Rentals. We will discuss, how to create and manage a successful AdWords campaign for Car rental services which are targeting for new customers.
In my experience, Car rental companies are a relatively new addition to existing Industries and also for AdWords. The Popularity of Car Rental in last few years is worth appreciation. The concept behind Car Rental is to provide a car service/hire that is convenient at any time, anyplace, from anywhere. Smooth Transition and convenience to the customers is the key to success for Car Rentals. As most of the bookings for such services happens online or through Applications, it would only make sense for Car Rental companies to use AdWords as a platform to market and increase online visibility.
If you have a Car Rental company and still haven’t been able to achieve success, it may be because your ads or landing page were not optimized.
Or if you are someone with Car Rental service and you haven’t yet set up an Adwords campaign for your service region, you are practically missing out on a lot of potential customers. It is very important to use this tool efficiently or else it may end up costing you.
So without further ado, let’s begin with the basics and the best industry practices in AdWords for Car Rental services
Choosing right keywords for your AdWords campaign can be a challenging task. It comes with questions like, should you go for long tail keywords for more visibility or more mainstream keywords with the high competition? The key here is to strike a balance between the two. You should target both long tail as well as short tail keywords. It will help you get the most out of your campaign. There are four major practices for Car Rental Companies to keep in mind:
Foremostly, it is recommended to use Keywords which are most relevant to your business offerings.
For your case, let’s consider a sample set of keywords you should use(You should be targeting for generic as well as discount specific keywords):
Car Rental service
Car Rental Boston
Car Rental near me
Self-drive cars Boston
Self Drive cars near me
Cheap Car Rental
Best Car Rental
Car Rental Boston Airport
Self Drive Boston airport
Note: Avoid using one-word keywords which are highly searched for, as these search terms aren’t very informative about the kind of services you are offering for your prospect.
For example, if you use Rental service as a keyword for Car Rental service, your ads can be triggered for search terms like, Furniture Rental service, Bike Rental service, Book Rental services, etc. which are not even close to what you want to target. Therefore carefully choosing the keywords is very important.
Though the high search volume of common keywords might tempt you, do not underestimate the power of long tail keywords. Irrespective of the fact that they have small search volume and are too tedious to work with when creating a campaign, they offer higher conversions at a lower cost as compared to common keywords. They are like low-hanging fruits which can provide an easy win with a low cost and the least competition. For example, if you are Car Rental services, considering the above cases, long tail search terms for your services can be as follows:
Best Car Rental service
Cheapest Car Rental Boston
Car Rental services near me
Book Self-drive cars in Boston
Book Self Drive cars near me
Cheap Car Rental services in Boston
Best quality Car Rental
Car Rental from Boston Airport
Self Drive cars from Boston Airport
Above are a few examples of long tail keywords. As I mentioned, it can be tiresome to work with long tail keywords as it takes a long time to research and accumulate such data for your campaign. However, AdNabu can help you automatically create all the relevant long tails keywords using the primary keywords we defined earlier within minutes.
Another thing to keep in mind is the match type of keywords targeted
Statistics show us that exact match type gives maximum conversion at minimum cost, but it has the least coverage of all. Similarly, every match type has its benefits and shortcomings. Using all the match types while structuring your campaign is considered a wise choice.
AdNabu takes care of this from the very beginning itself. It creates the structure of the campaign such that each keyword type has three different AdGroup (one for each match type) ensuring that you target the right keyword for the right search term.
Broad match modifier (a.k.a BMM) is a variation of Broad match. Broad match triggers ads for all searches around the keyword, keyword idea, synonyms, grammatical forms as well as related words, etc. BMM gives you much more control over the search terms for which your ads will be a trigger. It excludes synonyms but allows variations. For Example, If you target Broad match-type for keyword Car Rental service, it might be a trigger for a search term like Car which may or may not be relevant for you. Instead, BMM will ensure that the word Car and Rental service are present in the search. AdNabu automatically creates campaigns which use BMM instead of Broad match.
You cannot ignore the importance of negative keywords , especially when each click costs a fortune. Though accumulating Negative Keyword is an ongoing process, but to begin with, below are a few points to consider.
Negate all locations which you do not offer in your catalog. For Example, if you do not give Rental services for 2 wheelers or Bikes or Bicycles, it would be best to put them in negative keywords list
Negate all the keywords which are not giving you conversions or have the cost per conversion too high to be profitable. You have to keep an eye on such keywords during reporting and assessment, or you can use AdNabu which automatically recommends you to pause such ineffective keywords
A landing page should use numerous parts like trust badges, result-oriented headlines, explainer videos, testimonials, etc. Such landing web pages are aimed at driving visitors to take a worthy action. Since every click will cost you a fortune, there’s no room for error when designing a landing page for your business. Below are some Do’s and Don’ts to follow:
Use headlines with words of assurance such as #1 Car Rental service in Boston or High Group discounts for corporate or Best Car Rental service at lowest price to inspire trust in the potential customer
A headline focused on details such as city/country wise rental price, duration, discounts, etc, for better conversions
For Car Rental companies, a click to call button on the top makes it easier for the user to reach the agent for any detail or confirmation
Use of words like Discounted price or estimated monthly package for family/group to allure the visitors to try your service.
Have a very limited field to fill on the form (not more than five). This makes it hassle-free for the customer.
Have your call-to-action button at the bottom of the form. It should be tailored to match the offer(for example, see the image below)
For content, have 2-3 bullet points. Showcase your awards, achievements or for how long you have been giving services, customer testimonials, etc
Add an informative video educating the prospects about what are they entitled to and what are the best steps to follow in that particular scenario.
Avoid using logos with a clickable link to return to the homepage easily
Do not design Disappearing label for field name (for example, see the image below) instead simply name the fields
Do not have text-heavy landing pages. It is very unlikely that your potential client will read through the entire thing. Instead, add a few important pointers.
Avoid multiple outbound links or multiple CTA on the same page as it can distract the clients.
Ad copy is significant because it is the initial touch point where the content of the ad compels the customer to click on your ad instead of the competitor’s Ads. Below are the few points that you must keep in mind:
Your ad contains 4 sections. Firstly the Headline 1 (character limit 30), you should make sure that your headline is tailored as per the prospect’s search. Ideally, the ad title should include exactly what they were searching for. For example, Cheapest Car Rental in Boston or Car Rental Boston Airport or #1 Self-drive Car Hire service or Car Rental starting at $14/day, etc.
The next part of the ad is Headline 2 (character limit 30). It is separated with headline 1 by a hyphen(-). The best way to utilize this section is by encouraging the prospect to click on the Ad. A clear call to action should be included here. For example, Book within 2 minutes online or Free cancellation, Book today or Wide selection of Cars at Lowest Price or 10% off on first Booking, etc.
Followed by the two headlines is the Display URL where you have an option to customize it with 2 Path fields - Path1 and Path2(Up to 15 characters each). Make sure the display URL is relatable to the type of Car Rental services the prospect is seeking for. For example, www.CarRentalWebUrl.com/Car-Type/SUV, www.CarRentalWebUrl.com/Car-Rentals/Boston-Airport, etc. Please note the display URL need not be a valid URL as it is only for aesthetic purposes.
The next major field is Description(Character limit 80). It gives you ample space for your ad's message. Here, define the value proposition and specialty locations that distinguishes you from the other competitors in the market. For example, Book Online Today With the World's Biggest Online Car Rental Service or Get Up To 40% Off Cars At Boston Airport. Lowest Price Guaranteed! or No Monthly Fees, No Paperwork, No Hassle. Rent Hourly or Daily Today! etc.
Lastly, the Final URL is the first page the prospect reaches after clicking on the Ad. Instead of using the home page as a final URL, ensure that the prospect lands on the particular section of your website that relates to their initial search or service they need. For example, if your customer is looking for an instant booking for car rental in Boston, then your final URL should reach directly to the page with available price packages for Boston, preferably with a price list and number of days for each.
An effective sample ad:
Google ad extensions add life to your ads and make them look more professional and trustworthy. When used the right way, they can lead to better visibility for your potential customers and hence makes you easily approachable. Ad extensions work differently for different Industries. Some deliver a better result than others. For Car rental businesses, best working extensions are:
Location extension enables Car Rental companies to add a physical location along their ads. However since you may have a business online, it may or may not be important for you to add this extension. However, this may help you in numerous ways:
Having a physical address adds to the authenticity of the services you are offering and reassures your customers that you are a genuine business. However, most of the booking for Car Rental happen online, there is no harm in mentioning your address.
The Sitelink extension enables Car Rental businesses to add extra links to share achievements or additional sub-categories of services (in-case targeting for a generic keyword).
This makes easy for the customer to relate their problem and highly likely for them to click on your ad.
Adding to the relevance of the ad copy itself, it redirects the customer directly to the most relevant page that encourages them to take a step further
Call-out extension gives Car Rental services an additional 25 characters of space to add beyond the basic description of the ad. It is recommended to use this space to encourage the prospect to take action.
Some examples for Car Rental services are #1 Car rental service, 24x7 support service, Instant booking, Award-winning service, etc.
Call extension allows Car Rental businesses to add a contact number to their Ads. It works much effectively for mobile devices as Google adds a clickable call button to the ad. This allows the customer to call you instantly. For Car Rental businesses, it is usually not much of help in case of conversions, yet considering that some clients may have personalized concern or a custom requirement, call extension may really help. For example:
Structured snippets allow advertisers to describe brief and specific features of the product or service offerings. It provides viewers with direct access to the information about the nature and variety of services offered. In case of Car Rental companies, structured snippets can show places you cater to. For Example:
Now that the campaign is ready to work its wonders, conversion tracking is very important and the last thing to set up as it will help you analyze your performance and optimize later. Depending on the business type, different conversion types are tracked. For a Car Rental Company, it mainly works in two ways:
It helps track which keywords resulted in leads. This can further help in optimizing your campaigns. Setting up conversion pixel requires some amount of technical effort (You would need the person handling your lead page). Benefits of results from it overpowers the hassle. Here is a guide to help you setup conversion pixel.
This will help if you are allowing customers to make a business call directly from their phone. Calls are extremely beneficial for a Car Rental service, and luckily Google makes tracking calls from even a website easy. Check out how to set up call conversion tracking here.
This was a short guide to get started with your AdWords search campaign, keeping in mind all the best practices for Car Rental services. In last few years, Car Rental companies have become one of the businesses which are highly benefited from AdWords and could become one of the most profitable platform, if handled correctly. In case you haven’t tried your hands on AdWords for your business, we suggest you to consider setting a campaign right now!
If you are still not sure about how to start or to take your AdWords campaign to the next level, sign up with AdNabu & automate campaign creation and optimize within minutes.