Pay-per-click advertising is exactly that—you pay each time your link is clicked. These links are located on the top and right-hand side of the Web page and titled “Sponsored Results.” With pay-per-click advertising, you can be on the first page of the major search engines in a couple of hours.
You determine the keywords you want to promote your ad, and when those keywords are typed by a user, your ad will appear. The price you pay per click is determined by a bid for the keyword. You determine what you’re willing to bid for a keyword, designating a daily and monthly budget.
Pay-per-click advertising gives you flexibility and can be used as an effective way to get people to your website. It can act as a great supplement until your organic ranking improves. Pay-per-click campaigns are easy to set up; you can do it yourself or pay a company to handle it for you.
Directories are another way to get a higher ranking in the search engines. With this type of advertising, you pay to be a part of a directory, which will do its job to maintain a high ranking on the search engines so customers will visit included sites. When a customer visits a directory, he see the various storage facilities who advertise with it.
The advantage of a directory is it can get visitors to your website or calls to your facility. The disadvantage is you’re usually listed alongside other storage facilities in your market. When choosing in which directories to advertise, make sure they have a good ranking on the search engines. If not, few people will use them.
In today’s competitive marketplace, it’s not enough just to have a website—it must attract visitors. By implementing strategies to get your facility ranked high on the search engines, using pay-per-click marketing or directories, you’ll increase the number of visitors to your site. When this happens, you’ll have the opportunity to increase occupancy and revenue.
Rick Jordan is president of RWJ Storage Management LLC, which provides third-party management, training and consulting for self-storage businesses. To reach him, call 562.682.5003; visit www.rwjstorage.com.