Prior to the Internet and the data tracking that’s come along with it, the world of advertising efficacy was rather muddy. When a company decided that they wanted to run an advertisement on the radio, it was nearly impossible for them to determine how many people were going to hear that ad. From there, it became even more difficult to assess whether or not that particular advertisement was increasing the amount of business they were getting. It could take months and even years for a company to understand how their spending on advertising had improved their business profits, or if they had wasted money. Even if all of their advertising spending was leading to increased profits, it was hard for them to identify where they were getting the best bang for their buck, i.e. which ads they should keep running or increase and which ones they should stop altogether.
Due to this difficulty to understand which ads were helping and which were not, many businesses had a hard time determining what their actual return on investment had been. This is precisely what makes spending on TV ads, radio ads, and newspaper ads in today’s world especially puzzling. Why are so many companies today still spending their advertising budget in the way they were fifty years ago? With the Internet here now, it simply doesn’t make sense.
To prove this point, let’s look at auto repair advertising, meaning auto repair companies and how they spend their money advertising. If they run TV, radio, and newspaper ads, they might increase their profits but not by that much when how much they have to spend is taken into consideration. The most cost efficient and productive form of auto repair advertising is pay-per-click marketing. Pay-per-click marketing, or PPM as it’s known, is a form of advertising whereby auto repair shops pay sites to host their ads. However, they don’t pay for the ads to be up where people can see them but instead only pay a small fee for each time that someone actually clicks on them. This means that auto repair shops are only spending money when people are actually interested enough in their shop to click on their advertisement. Thus, they are only spending money on a targeted audience that is already potentially interested in purchasing their services. On top of this, auto repair companies get increased visibility for free, because people are seeing their ads but they’re not paying unless they click on them.
For both of these reasons, PPC is the best form of advertising for auto repair shops in today’s world. In fact, there’s a 200% ROI on average, not to mention the visibility boost that companies get. If you are interested in learning more, you should consult with a professional firm such as the Auto Repair Marketing Gurus. They can show you what an effective PPC campaign will look like, how much you should spend, and where you should run the ads. To learn more, check out their website at autorepairmarketinggurus.com.