American Towman Magazine - June 2022 - Corrected

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need for consistency might seem small, but in the eyes of Google, “Bobs Towing and Recovery” is not the same as “Bob’s Towing & Recovery, Inc.” They are the same—but different. Consistency is essential when it comes to building online trust. Have a mobile-friendly website with content for all of your services. For instance, are you mostly towing motorcycles and classic cars, or using your flatbed to move equipment? Include detailed content around each of these services to let Google know what you’re doing. You could have a bullet point or sentence on your site that mentions you provide “rotator service.” Or you could explain your “75-ton rotator has 360 degrees of rotation and a lift capacity greater than 20,000 pounds at full extension.” Being more specific and detailed is way better!

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There is profit to be made when it comes to running paid ads for your towing company. As with any investment, though, it’s important to monitor the progress and results. “Set it and forget it” is a surefire way to blow through your budget with little to show for it. There are several platforms willing to take your money and run ads, yet none are as effective as Google Ads (C). With over 90 percent of consumer searching for local services happening there, there’s no better ROI is available for most tow companies. Unfortunately, many towing companies have tried and failed with Google Ads. If that’s you, don’t let a negative experience have you writing off this tool as a total waste. If you set it up properly, it can be a

successful part of driving cash calls. When starting your campaigns, it’s important to focus on: Search terms—especially “near me” phrases (towing near me, tow truck near me, etc.) Ad location (radius around the shop, zip codes, etc.)—the last thing you want is for your ads to show up a few states away. Ad schedule—you don’t want your ads to show only from midnight to 6:00 a.m. Set a schedule so they only run when you can take a call. Negative keywords—create a running list of unwanted search terms from which you don’t want your ad to show up PRO TIP: Start small. You don’t have to begin with a massive budget. Pick a daily or monthly amount to spend, then monitor your ads’ performance for 30 days. At the end of one month, do an