Throughout 2017 more and more businesses dipped their toe into advertising on Google as a way of generating leads, traffic and sales.

Although this channel has already become a go-to lead-generation tactic for many industries, the auto industry is still lagging behind in taking advantage of this avenue.

As you are well aware, staying one step ahead of your competition is key to success. One way to do this is to implement pay-per-click (PPC) campaigns. They’re the kind of ad that looks like this when you do a Google search:

Here are four really good reasons to try PPC in 2018:

1. Predictability

The results of your PPC campaign can be measured easily and the amount of leads you generate is highly correlated to your investment in this channel. Unlike other digital marketing strategies like blogging and search engine optimization — which can lose effectiveness if Google updates its algorithm — once you have developed a successful PPC campaign, you have a business asset that will deliver consistently.

2. Fast and direct results

Pay-per-click ads are highly effective at jump-starting and regulating traffic volume. So, you have full control and the ability to drive as much or as little traffic to your business website as you want. Additionally, it can serve as a great channel to create business during a slow period or when marketing a limited-time promotion. It’s very flexible.

3. Budget Friendly

With PPC you get exactly what you pay for and you don’t have to spend an arm and a leg to achieve your goal. Traditional media such as TV, radio and print require a significant investment to launch, whereas an effective PPC campaign can be launched for as little as a few hundred dollars.

4. Effective Local Search

Mobile searches are becoming increasingly popular, and one-third of all mobile searches on Google are related to location. When a potential customer is in your area and searching for services you offer, PPC ads guarantee your auto shop will be seen in the local search results.

Taran Sodhi is chief executive of Conceptual Minds, a digital marketing agency specializing in the tire and auto industry.

Tagged: Digital advertising

4 reasons your tire shop should use PPC ads in 2018