Is your dry cleaner business growing? If it’s not, it’s dying. That’s what experts say. It’s dying. Companies that grow, however, survive long-term. They also retain good employees, create new jobs, and enhance competitiveness. More importantly, they boost profitability and increase their chances of flourishing long-term.
But growing a dry-cleaning business is a challenge. There are no two ways about it. Dry cleaning is a dog eat dog industry. Print advertising in the local newspapers help, but it is expensive. You have to not only buy the space in the publication but also pay for the ad’s design. Direct mail also is costly.
Pay per click advertising (PPC), however, is a better way to boost growth. This proven approach to generating business promotes your business every bit as effectively as print advertising and direct mail, if not more effectively. Plus, it’s cheaper—a whole lot cheaper.
These benefits are why more and more small business use PPC advertising. Research, for example, indicates that 45% of small business use this promotional approach, while 74% of companies with more than 50 employees also use PPC advertising.
Below we review the topic of how to use pay per click advertising to grow your dry cleaner business. The article covers the following:
- Challenges to growing a dry cleaner
- Basics of pay per click advertising
- Benefits of this online advertising tactic
- PPC strategies that work
Challenges to Growing Your Dry Cleaner
Dry-cleaner managers and owners face numerous challenges to growing their businesses. These challenges include:
- Low-profit margins
- Shortage of skilled labor
- High employee turnover
- Low customer retention
- Intense local competition
- High customer expectations
- Logistics problems
These challenges are enough to drive you crazy. But failing to overcome them can keep you running in the red.
What is pay per click advertising?
So, what is PPC advertising and how does it benefit you? First, this article refers primarily to Google’s PPC online advertising model. (Bing also provides a pay-per-click platform. It shows ads on the Bing and Yahoo networks. Also keyword-based, this approach uses search partners.)
Simply put, PPC advertising lets you bid on keywords associated with your target audience’s interests. When customers use your keywords to search the Internet for a product or service, your ad pops up on the search engine results page (SERP). Typically, the higher your ranking on the page the better.
To get a higher on-page ranking, however, you need to bid more for the right keywords. The might sound costly, but Google only charges you when customers click on your ad. (That’s how the process got the name pay-per-click.) PPC is ideal for cost-conscious owners and managers.
Clicking on the ad takes customers to your website. If customers like the offer on your webpage, they buy your product or service. That’s called “converting.” It’s the Holy Grail of Internet marketing.
PPC advertising offers endless possibilities. It’s ideal for many dry-cleaners because it allows you to compete with larger competitors cost-effectively. That’s the biggest—and best benefit for dry-cleaners.
Additional PPC benefits for dry cleaners include:
- Ease of creating/managing ads
- Quick setup and campaign launch
- Targeting of specific locations and demographics
- Pinpoint target with keywords
- Set and forget features for basic tasks
PPC advertising is proven and productive. And while it may need a keen eye for detail sometimes, it saves you time, money, and effort over traditional promotional approaches.
How to Use PPC to Grow Your Dry Cleaner
If you’re a dry cleaner owner or manager that’s extremely cost-conscious, pay per click advertising is a powerful tool to grow your dry cleaner. Below are seven PPC advertising best practices that can help you boost traffic to your website and grow your business:
- Use negative keywords — These keywords help you remove unqualified traffic. Someone looking for “free golf clubs,” for example isn’t looking to buy. Add the word “free” as a negative keyword and people searching for free stuff won’t show up in queries containing your keywords.
- Focus on audiences — Often used in remarketing, audiences contain users segmented in a particular way—page views, time spent on a page, on-site pages per visit, and so on. As with keywords, you bid on audiences based on relevance.
- Target your zip code — A two-pronged effort, this strategy targets your zip code. First, you set up a campaign with your keywords. Next, you set the location as your dry cleaner’s zip code. Then, you offer coupons with your ad, enticing customers near you to try you. This best practice is ideal for targeting people close to your business.
- Choose the right delivery method — You can use one of two delivery methods. Standard shows ads throughout the day. It works well if you have a limited budget and don’t want to show ads for every query. Accelerated shows ads until you deplete your budget. It works well if you have an unlimited budget and want to show ads for every query.
- Select the right ad delivery approach — Google provides two ad delivery choices—optimize and rotate indefinitely. Optimize delivers based on ads expected to generate higher click rates. Rotate delivers more evenly into the ad auction but aren’t optimized toward any goal, such as clicks or conversions.
- Retarget website visitors — This strategy requires you to set up your infrastructure to tag every one visiting your website. Then use Google to retarget them with display ads to further convince them to use your services. Retargeting can lead to massive sales growth.
- Split testing — Google lets you run experimental ads next to your other performing ads. You can then use the data generated by this strategy to decide to use the changes in the experimental ad or delete them. It’s a useful strategy when you want to test ad creatives with similar audiences.
These seven best practices are just some of the PPC strategies available to you to help you grow your dry-cleaning business. Dozens of others exist that can pay off for you. Plus, PPC isn’t that costly to try.
Hopefully, this glimpse into how to use pay per click advertising to grow your business resonates with you. It’s a cost-effective promotional approach to online marketing that can provide an excellent ROI. More importantly, it boosts growth, which will help you flourish long-term.
If you are interested in learning more about Pay Per Click Advertising, here are several articles to help you on your journey: