I was reviewing a Google Ads account for a client whose business specializes in emergency roadside assistance and towing services. Google Ads initially set up their first campaigns and then seemingly disappeared, which was the first significant mistake. Google Ads can push you to run ads by creating them for you, but they offer limited ongoing support.
I identified several areas that needed modification, including location targeting, keywords, negative keyword lists, ad strength, landing page relevance, and more. However, the most crucial decision I made was to switch from the “maximize conversions” goal to “maximize clicks.” This change led to a discussion with my colleague, who was surprised that we were deviating from our usual strategy, which we use about 95% of the time.
My rationale behind this decision was that roadside assistance and towing services are better suited for the “maximize clicks” goal rather than “maximize conversions.” The latter strategy works best with products and services aimed at what I’d call “The Traceable Customer,” those whose online behavior can be tracked by Google, such as affinity or in-market signals. In contrast, roadside assistance often occurs spontaneously without prior online indicators. Customers simply pull over and use their mobile phones to search for emergency assistance. As a result, we opted for “maximize clicks,” specifically bidding for mobile devices and focusing on call ads. The outcome? Better results began to emerge.
This experience has reinforced my belief that success in digital marketing goes beyond superficial tips in media buying or relying solely on savvy SEO techniques that worked for others and will never work for you. It’s all about understanding consumer behavior and effectively applying that understanding in each context. Media buyers and SEO specialists should possess a deep understanding of how customers act and react, in addition to a strong foundation in marketing principles.
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