By now, most storage operators recognize that pay-per-click (PPC) advertising is necessary to be competitive in today’s online marketplace. Concepts like page rank, bid strategies, keywords, and remarketing lists are becoming more widely known and understood as essential elements of successful PPC campaigns. Adverank is primarily driven by proprietary algorithms that evaluate these elements and alert operators to PPC recommendations to drive up demand and occupancy. But what about social media advertising?
While PPC is primarily effective when consumers are actively searching for storage, it is limited when they are not. By effectively using our Social Boost feature on social media channels, Adverank can push consumers towards storage based on their interests, behaviors, location, and other attributes, with the goal of predicting a storage shopping decision.
Adverank also utilizes social media with “IF/THEN, AND, OR” scenarios depending on PPC performance, occupancy goals, and individual facility or market conditions. Let’s look at some examples of how those advanced scenarios play out within Adverank.
“IF/THEN” – One strategy for implementing social media advertising is as a supplement when PPC results are limited by some factor. IF an operator has limited budgets, or IF PPC bid strategies to outperform local competition gets too high, or IF there is a specialized marketing need, THEN social media advertising can be implemented to boost results.
Adverank has a proven track record of driving occupancy through social media campaigns that predict shoppers who may not be actively seeking storage but have an associated need. In this case, PPC is ineffective since no active search is taking place. We have also been successful using a Social Boost to target specific audiences, such as college students in transition in a certain market – a strategy that was much more effective on social media than with PPC. It can also be highly effective advertising of specific storage types such as RV, boat, and trailer storage.
“AND” – In several cases, clients have come to us with a desire to accelerate lease-up following new construction or acquisitions. Utilizing both Adverank PPC AND social media advertising, we were able to markedly improve lease-up to satisfy investor goals. With Social Boosts, Adverank attempts to predict shopper needs prior to a direct online search.
“OR” – As Adverank evolves, we are gathering millions of data points to further evaluate and compare PPC and social media advertising costs and results. In certain scenarios, social media may be the better choice for advertising budgets when the data point to consumers being more active and available to target on social media channels. While these cases may be limited, they can also be lucrative in their ability to predict future shopping behaviors.
If you are only using PPC to reach potential customers, then it may be time to consider implementing advanced “IF/THEN, AND, OR” social media strategies into your approach and harness the power of the predictive capabilities of those channels. Reach out to us today and let us show you how Adverank can automate this process for your facilities.
