Limousine PPC Agency

What is PPC Management for Limo Companies?

PPC ads management for limo drivers refers to creating and optimizing paid advertising campaigns. That is an incredibly simple explanation though, so let's dive a little deeper.

A paid ads company for limo drivers often begins by getting to know you and your needs before providing premium PPC ads management. This information helps determine the next steps, since the way you'd approach paid advertising for a nearby limo company is much different from how you'd handle it for nationwide limo driver ecommerce site.

Local limo companies, for instance, are often only interested in contact form submissions or calls. This can be accomplished through PPC advertising that increases traffic to an optimized landing page or sales funnel. We recommend Google Local Service Ads or Facebook Lead Forms if those pages/funnels don't yet exist or need to be substantially improved.

Alternatively, ecommerce-focused limo companies are most often interested in online sales. Pay-per-click advertising can be used to improve traffic to an optimized product or category page. In some cases, it might even make sense to include Google Shopping Campaigns in your strategy. Our team has even used sales funnels to help sell products and subscriptions.

The next step in limo driver PPC management is understanding the metrics that will be used to optimize and scale. For some limo companies, that means looking to platforms like Google Analytics. However, there are other options out there too, like Wicked Reports, Triple Whale, or Northbeam.

Your limo company should use a variety of advertising plans and marketing tools to be successful with PPC advertising. For example, the best limo company paid advertising packages will include strategies to:

• Get traffic from search engines, social networks, and third-party websites to your digital assets (websites, sales funnels, etc).
• Increase conversions for your limo company through qualified leads or online sales.
• Utilize third-party attribution software to better understand ad attribution.
• Showcase social proof through case studies, white papers, video testimonials, and other factors.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Test ad creatives across various ad placements and between different media formats.

Tips for Managing Paid Ads for Limo Drivers

With in-depth knowledge of the latest PPC trends for limo companies and other industries, we are a team of paid ads experts.

Here are some of our best tips to follow for keyword research, audience research, landing page / sales funnel optimization, conversion rate optimization, and ad creation.

1.) Keyword Research Tips

In the context of paid advertising, you'll find keyword research for limo drivers mostly relates to search network campaigns on the Google Ads and Bing Ads platforms. After all, search ads only appear based on what is searched on Google or Bing and targeted by your limo company.

For example, a person searching for a limo company nearby might search "local limo driver" on a search engine. Targeting that exact phrase wouldn't require in-depth keyword research.

However, what if that exact match keyword wasn't producing enough search volume and the limo company needed to increase their advertising reach? Researching keywords would be necessary for the solution.

The next steps might involve the paid advertising manager discussing with the limo company about what types of products / services they want to target more often and within what geographic areas. There may also be a need to broaden the keyword targeting.

For instance, the PPC manager might discover high search volume for "nearby limo companies" or even "limo driver services." The first phrase is targeting a type of business or organization in the area. The second phrase is targeting a service, which might result in a more lucrative conversion.

Negative keyword lists can also benefit from keyword research. Negative keywords are used to stop your paid advertising from showing in search queries that you know won't bring in customers.

For example, a person looking for "free services from limo companies" or "how to advertise to limo drivers" is unlikely to convert with you. However, they might see your paid advertising if you are using broad keyword targeting without any negative keywords like "free" or "advertise".

Even if your keyword research needs are obvious when you start building out your campaign, they become more complex as you scale your ads and reduce wasted ad spend.

2.) Audience Research Tips

When you hear audience research talked about for limo company paid ads campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. There are options within Google Ads and Bing Ads for audience targeting as well though.

Let's go over a little history on audience research and targeting within the Facebook Ads platform.

In years past, limo driver-focused paid advertising managers relied heavily on building out their own custom audiences within Facebook. After all, one of the most attractive features of the Facebook Ads platform was the data it collected on its users, which limo drivers lined up to exploit.

As time went on, data privacy and machine learning both had an impact on custom audiences.

When Apple released its iOS 14.5 update, they included a pop up message that allowed users to easily opt out of personalized ad tracking. This had a negative impact on Facebook's ability to track user behavior on mobile devices. In fact, it even affected the accuracy of ad attribution reporting.

Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most ad companies for limo drivers. Their algorithm has become so good at understanding your ideal audience that you typically do more harm than good by choosing your own interest-based targeting.

While there will still be plenty of limo company paid ads agencies relying on custom audiences, the trend is moving toward broad targeting. You can see it in every upgrade within Facebook Ads Manager as they slowly remove interest-based targeting options, or push for "Advantage Detailed Targeting."

This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting, if you'd like a second opinion.

This isn't to say audience research and targeting is going away. There will always be targeting options that can be manipulated within limo driver ad campaigns to squeeze a little extra performance.

3.) Landing Page Optimization Tips

The quality of your landing page will be a big factor in the success of your limo company paid advertising campaigns.

When we take on the management of a paid ads campaign for limo drivers, we start by looking over the landing pages to see if they follow best practices. Here are some of the factors we look for in this review:

• Is there a benefit-focused headline?
• Are there any images above the fold?
• Is the content written in a compelling manner?
• Am I able to find a lead form right away?
• Are the call to actions easily noticeable?
• Does the page load quickly?
• Is there social proof?
• Am I able to load the page on a mobile device?

There are so many factors that come into the design and development of a quality landing page. Here is a great blog article about what makes a results-driven landing page.

Please, don't spend money on paid advertising until you have a landing page that follows best practices! Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your sales pitch.

4.) Funnel Tips

As an alternative to a landing page, you might want to consider building out one or more sales funnels. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

For example, we have a client that promotes an online fitness challenge that you could even join from your local area. While managing their website marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:

• We used squeeze pages to help capture email addresses while building awareness for the program.
• We used lead magnets to provide people with healthy eating tips, fitness tips, webinars, and sneak peaks in exchange for an email address.
• We used application funnels to push people toward the idea of wanting to apply to participate in exclusive programs.
• We used sales letter funnels to serve as the registration system for the online program.

There are many different types of funnels, so your limo company isn't limited to only these options. Just keep in mind these can be incredibly helpful for gauging interest in a product or service, building out an email subscriber base, and selling a product or service online.

5.) Conversion Optimization Tips

Having a clear understanding of your conversion rate is critical to making informed advertising decisions. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services.

Let's run through a basic scenario to help illustrate the impact of conversion rates.

1. You sell a $100 product or service on your website.
2. You have a 1% conversion rate, meaning for every 100 people who visit your website you sell 1 product or service.
3. You have a $1.00 average cost per click (CPC), meaning for each person who visits your website you spend $1.00.
4. To sell 1 product or service, you need 100 clicks from paid advertising, which would cost you $100. This is known as your cost per acquisition (CPA).
5. Your return on ad spend (ROAS) would be 1x, meaning for every dollar spent in paid ads you get one dollar in return.

For most limo companies, this return on ad spend wouldn't be acceptable. Sadly, we often see this type of ROAS when jumping into new client accounts.

To improve the situation, you hire a paid advertising firm to modify your campaign settings, ad creatives, and landing page experience.

Let's assume those improvements bring your conversion rate up from 1% to 2%. That means for every 100 visits to your website you now sell 2 products. This is twice the return on ad spend! You might be profitable now selling that product or service, if your margins are good.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your paid advertising.

6.) Ad Creation Tips

This is potentially one of the most important aspects of a Facebook Ads account, but it also applies to Google Display Ads.

When you run Facebook Ads or Instagram Ads for limo drivers, you are mostly targeting a cold audience that is more interested in quickly scrolling by advertisements in favor of seeing what their friends and family are up to online.

You should develop an understanding of how to capture someone's attention in a split second.

To do this, you need to build out awesome ad creatives that make someone stop for a second and say to themselves, "wait a second, what...?"

This doesn't happen by running the same ad creative over and over and over again. Even if it is a great ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people nearby.

If you don't change out your ad creatives and test new ideas, you'll suffer from what is called "ad fatigue." This is the state in which your target audience has already seen your ad so many times that they instinctively scroll by it without ever interacting with your brand.

Don't be caught in this situation. You should understand when to pause an ad because it isn't performing as well as it once did. You should understand when to test new ideas, especially if you are emotionally attached to an ad that you spent a lot of time making.

Pricing for Limo Company PPC Ads Management

The cost of our PPC management services is calculated based on the monthly time allocation you request for your campaigns. Our PPC management packages start at the price listed below, however, we are open to discussing an increased budget if your ad spend or service requirements are higher.

Types of Paid Ads for Limo Companies

The options for running PPC advertising for your limo company are numerous. Let's discuss some of the most common paid advertising being run for limo companies.

1.) Local Ads

You can use nearly any advertising platform to run local ads for your limo company. You may find greater success on one platform over another depending on the nature of your nearby limo company. It is important to try out every available option to see which works best for your needs. Here are a few options for local advertising.

There are going to be two options from Google.

In the first case, you can run traditional Google Ads, possibly using the newer Performance Max campaign type. This is a very dynamic ad campaign type which utilizes multiple headlines, images, videos, and service locations to allow the Google algorithm to find the best combination of assets to bring you customers. Local professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.

The second option from Google, if you are in a qualifying business industry, is to check out their Local Service Ads. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. We often use Google Local Service Ads for home services contractors, like plumbers, electricians, roofers, and heating installers.

Facebook Ads can also be used to target people in the area. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions. For all types of limo companies, we often use Facebook Ads.

2.) Social Media Marketing

A social media ad is pretty much any online advertisement you see on a social networking site.

The trick to social media ads is keeping the ad creatives fresh. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. For higher spending ad campaigns, you might need to look at weekly ad creative changes.

The best part of social media marketing is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it now. When running search engine advertising, that is quite the opposite since your ads are only going to show when someone is actively searching for what your limo company offers.

That benefit can also be a curse though, since conversion rates are often lower when people aren't closer in the revenue funnel of making an immediate purchase.

3.) Search Engine Ads

If you know people are searching online for the products or services you offer, you'll want to invest in search advertisements.

There are some people out there who refer to this as limo driver Search Engine Marketing, or SEM for short. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine above the SEO placements.

If you've been running search engine advertising on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.

4.) Display Ads

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local news stations), gossip websites, and more.

These are commonly used within the Google Ads and Bing Ads platforms.

To get started with display ads, you just need a set of ad creatives in different image sizes. It also helps to have a general idea of your target audience, but both ad platforms have their own algorithms that help you produce results from your ad spend.

5.) Retargeting Ads

Not everyone is going to convert during their first experience with your limo company website, landing page, or sales funnel.

It is almost always recommended to set up retargeting ads to help bring people back to your website after they've had time to think through different options.

You can run retargeting ads on any ad platform, too.

6.) Shopping Ads

This type of search ad was popularized by Google Shopping Campaigns.

To get started with Google Shopping, you just need an ecommerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads account for your limo company.

With these tools in place, you'll be able to provide Google Ads an updated list of all your accurate product data, including the title, SKU, image, price, and availability. From there, they will be able to find the right types of search queries to display your products at the top of the search results page.

7.) Video Ads

You can run video ads on Facebook, YouTube, Instagram, and other social networking websites.

If you are interested in running YouTube Ads, you'll just need to set up a video ads campaign in Google Ads.

To run video ads in Facebook or Instagram, you'll need a working Facebook Ads account.

Both ad platforms offer excellent conversion opportunities with video ads. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!

If you have the budget to support ad creatives in video format, look to implement them into your paid advertising campaigns.