Create Your Towing Receipt Template for Public Relations Effortlessly

Towing receipt template for Public Relations

hey this is Ryan from web Eminence there are certain strategies and principles that apply to all Google ads accounts but it's always interesting to see when specific Industries have distinct nuances so in this video I'm going to show you some specific things I've learned from managing tow truck accounts over the years so if you own a tow truck business and are running Google ads or even thinking about running Google ads campaigns you're watching The Right video so I've been running Google ads accounts for tow truck companies for several years but just recently started up two new accounts in two different cities and realized they were both having some similar challenges I learned some specific things about the tow truck industry running Google ads campaigns so the first thing that's pretty distinct about the tow truck industry is that since it's kind of an emergency industry in many cases you know if people are searching for a tow truck they probably need a tow truck and are going to get a tow truck so the conversion rate is high if we have average conversion rates of five ten percent in Google ads you'll see conversion rates in the tow truck industry of 36 percent on a search campaign if you're running a call Campaign which focuses on just having people call directly from the ad you can see conversion rates of you know 60 sometimes close to 100 percent so you can see in this account I'm showing here there's a 36 percent conversion rate here's another one around 30 these are a mix of call campaigns and search campaigns where people are going to the website and then calling or filling out a form so overall it's a very high conversion rate industry so if we switch these two stats over to cost per conversion you see this account has a 36 dollar cost per conversion and then this one has about a thirty dollar cost per conversion those are pretty typical numbers for call campaigns or even search campaigns I have seen some videos online of agencies or managers showing really low cost per conversions of ten dollars or less for a phone call I mean those are great results you could probably get that in some cities where there's high volume or just low competition but I'm a little skeptical of those numbers they probably are true but it's not really in line with national averages so if we look at the United States and the Keyword Planner for Google ads it does show cheap clicks at 71 cents a click and then a cost per conversion of 3.54 cents so that's like under four dollars a lead which would be great this is the whole country obviously no or few tow truck companies are going to be targeting the entire country if we were to focus this in on a single City like Denver Colorado for example and put that in this keyword tool you're going to see the cost per click jump to almost seven dollars and the cost per lead jumped to 35 which is more in line with the averages and those two accounts that I'm showing so again it's going to depend on the area you're targeting and really how much competition there is but this should give you a general idea of what to expect in terms of the costs obviously in an industry like this getting conversions is not not really the difficult part the conversion rate is high like I said one of the things I've learned in managing tow truck accounts is that quality is kind of the sticking point I'm getting quality phone calls I have the clients often calling me and when they're having issues it's not that they're not getting phone calls it's that the quality is not great so there are a few examples of low quality phone calls that I found to be prevalent in the tow truck industry or tow truck campaigns and there are some ways to limit them but you're never going to stop them completely so the first one is getting competitor calls so this could be someone searching for a competitor name so in this search term list you know you see like Michael's Towing loves roadside assistance so any brand names in here you're going to have a lot of those I've already eliminated many of them in this specific campaign but this could end up with people searching or competitor senior ad maybe it's a call AD and they just click to call call you and they're looking for Michael's Towing but that that's not who you are that's obviously a low quality phone call you're probably not going to convert too many of those so the best way to eliminate those is to just not show for your competitor term so you could enter your competitors as a negative keyword in this case I might put just Michael and Michael's in there to make sure I don't show for that competitor name another thing I hear from almost all my Towing clients is that they get a lot of impound calls so this seems to be people who already had their car towed because they parked somewhere they weren't supposed to or whatever they get their car towed and then they're trying to figure out where their car is I think what they do is they search for tow truck companies towing companies near me and then they call down the list so they call you know my client and they say hey do you have my car basically so it sounds like they get a lot of those calls unfortunately I don't think there's any good way to eliminate those people in this case are looking for tow truck companies and that's exactly what we're advertising so you could eliminate keywords that you know have to do with impounding or my car got towed something like that but in most cases there's not much you could do maybe there's things you could put in the headline I've even had some clients say I don't have your car in a headline to try to limit those but that's just the nature of this industry you're going to get those calls so another thing you'll see in your search terms when you target A Roadside Assistance or car towing you're going to see Insurance names car makes like Chevy BMW roadside assistance things like that some tow truck companies like to Target those because they can deal with insurance but some people don't so that's something you got to watch out for that might be a low quality call for you so one thing you could do here if you don't want to show for these types of terms these company names is just eliminate phrases or words like State Farm Allstate Chevy BMW things like that so you can just stay away from those terms so one other thing I did want to explain is the difference between search campaigns and call campaigns in terms of Towing so a lot of people do use call ads for tone just because a lot of people want to make a phone call and they typically perform well I have tested on one client account search campaigns going to the website versus call ADS here's some long-term data for six months or more showing that the call ADS did have a slightly lower cost per conversion there were many months where it was actually beating so in this specific account the call campaign did have a lower cost per conversion over a long period of time there were several months where this search campaign was actually beating it that's why we're running it another thing we found is that the quality is a little bit better because to some degree these leads are filtered when they click at least for the ones who do click on the website go to the website they're reading a little bit that helps to filter the leads and provide a little bit higher quality that's why we are running this campaign currently even though it's you know five dollars more per lead so even though call ADS make a lot of sense for towing I want would suggest testing out a regular search campaign maybe you run them both together at the same time to test the results the results are obviously going to depend on the quality of your website as well a lot of towing companies probably run call ads because they don't have a good website so if you're looking for help on your Google ads campaigns if you want me to use my experience with Towing campaigns to help grow your business definitely get in touch with me if you're managing your own Google ads campaigns you'll definitely want to watch some of my other videos that have great tips on Google ads management thanks for watching we'll see on the next video