Targeted advertising on social networks for auto services
Social networks know almost everything about their users: where they live, where they go, age, birthdays, status, place of work, what they are interested in, what groups they are in, what music they listen to.
Additional information can be easily obtained by analyzing which groups the user belongs to. Not every person will join the group of their area and the group of their car brand, but such people exist and we can use it.
An example of targeting for a VKontakte car service
In addition, even without joining thematic groups, the algorithms of social networks, like search engines, can understand a person’s interests by behavior, likes, and search queries.
If standard targeting options are not enough for you, then various services will help you gather audiences at the intersection of data from different sources. For example, you can collect parameters from Instagram, find this audience on VKontakte and filter it based on data from the contact.
Set up advertising for your car service on Vkontakte, Facebook, Odnoklassniki, Mail.ru, Instagram.
Experiments in contextual advertising to attract customers to car service centers
As key phrases for displaying advertisements for car service services, you can use not only a direct indication of the services, but also phrases that may mean that a person is potentially interested in car service services.
For example, if a person is looking for “maintenance schedule,” “at what mileage to change the oil,” etc., then you can use cheap catch-up advertising to tell about yourself.
Be sure to take into account geotargeting, this way there will be a smaller advertising budget and a greater chance that people will pay attention to you. Like, “yeah, I’ll get service right here.”
Increased trust
Another factor that influences the rapid promotion of a car service in search engines and on maps is trust in the site and the behavior of people on it.
What must be on the car service website:
- Company page
- Address and details
- Photos inside and outside
- Photos of the masters
- Reviews
- Certificates, licenses, awards
- Equipment information
- Terms of payment and guarantees
What it is advisable to add to the car service website:
- Online registration
- Online consultant
- Webcam in the repair area
This is just an example. The more information you provide about the company, the more informative the website is, the more trust your customers will have.
An example of an analysis of commercial factors in the auto parts niche in Moscow
Search engines analyze both the behavior of visitors on the site and information, based on the presence or absence of which, the algorithm can make a conclusion about the quality of the site.
I would like to specifically draw attention to the fact that information that inspires trust has an effect in two ways:
- Search engines understand that this information is on the site - a plus for you
- People seeing this information have more confidence in the company and spend more time on the website studying services and products. This way we get good behavioral results, which again give a sign to the search engine algorithm that the site is worthy of attention.
How to promote a car service in a garage
A garage auto service can make affordable prices its main competitive advantage .
When compiling a price list, subtract 5-10% from the average market price. This will help attract people for whom the cost of services is critical.
What advertising works for such a car service? We recommend distributing leaflets with a list of the most popular services and prices.
If the service is located in a small town, distribute printed materials in places where the target audience gathers. In a big city, it is better to advertise your service station in the area where it is located.
The most effective way is to place flyers under the windshield wipers of cars parked near houses, supermarkets, and shopping centers.
To quickly promote your business, tell your friends, acquaintances, relatives, and colleagues about your business .
This way you will get the first clients who will bring profit and help launch word of mouth.
Include in the list of services all the work that can be performed in a small workshop. Engage in comprehensive pre-sale preparation of cars (removal of chips, dents and scratches, diagnostics, dry cleaning, engine washing).
Advertising on the Internet
Most car repair shops launch advertising in the traditional way, buying signs, advertising in newspapers, etc., but in the 21st century this is an absolutely ignorant approach. Today, the majority of the Russian population actively uses the Internet and is on social networks. Accordingly, if you want to find new clients, then you must definitely rely on network advertising.
If we talk about attracting customers using the Internet, then there are three options. Some workshop owners use only one promotion option, but this is the wrong strategy. We list the popular methods:
- Creating your own groups on social networks VKontakte, Instagram, Facebook, etc. You need to create a group, name it correctly, design it, and then add useful materials, photos, tips, talk about your promotions, answer questions, etc. Accordingly, you need invite city residents to groups so that they learn that a new service has appeared.
- Creating your own website to advertise a car service. A service station needs its own website to tell about itself, about its services, and to show people photos of its equipment and work process. Essentially, this is a business card that will introduce visitors to the necessary information. The site must not only be created, but also promoted in search networks so that people find it based on relevant queries and understand that they have come to the right place. If you can’t create and promote a website yourself, then contact one of the many web studios: they will help you for little money.
- Advertising in city groups, on thematic forums, etc. Write to city groups that a new service station is opening, that you invite visitors, arrange discounts and promotions: usually there are a lot of people there and they will see your ads. Along the way, you need to master thematic forums, message boards, sites like Avito, etc.
Attention:
To attract visitors to your site or groups, you need to use contextual advertising. It can be configured so that only people from your city, the desired age, gender, etc. come to you.
A good sign will attract visitors
Before ordering such advertising, you need to decide on a portrait of your client. As a rule, these are men aged 25 to 50 years and women aged 30–45 years. When writing advertisements, we recommend that you write the truth. If you are positioning the salon as elite, then you do not need to use the words “inexpensive”, “cheap” and so on. If, on the contrary, you are engaged in repairs of the low-medium segment, then focus on this. You don’t need a client driving a Zhiguli to come to the salon where Mercedes are made, and vice versa, respectively.
We write advertisements for Search
- We leave the search query in the title for relevance. A person is looking for “Solaris automatic transmission repair” (hello, granddaughters!) - the same title will make it clear that you are engaged in Solaris, the CTR will be good. But don’t forget – everything related to brand queries should be reflected on the landing page. And there will be a lot of requests for brands and models, so write on the website about all these Toyotas and Mercedes!
- In the text we write what a person needs to know in order for him to contact you. Terms, cost, guarantees, experience - everything is here . Additional benefits - in quick links, and then in clarifications.
An example of a bad ad. No specific benefit.
Price, term, guarantee, experience – they will get good clicks!
Car service advertising begins with website redesign
Problem number one is the quality of the site. Even serious car services (technical centers, service stations) with many years of experience and a large customer base suffer from the fact that their website (at best) is a table with a description of the work and prices. But many people don’t always have prices, but they have a large canvas of SEO text. Watch my short video with an analysis of the car service page; below I will write specific shortcomings and what to do about them.
Now check your page or your client’s page.
