The shift in seasonality may mean it’s time for a shift in your marketing strategy. If more customers are looking to rent vs. buy equipment, align your digital advertising by adding a paid search campaign that specifically focuses on rentals and ensures your business is found online.
Display and search ads that direct users to your rental page during peak months can help you surpass your rental goals. Here are a few ways to create a paid search strategy to support your rental business during the coming months.
Rental Paid Search Campaigns
Structure your rental campaigns around the different types of equipment that you offer. Keep in mind that more customers will search for general types of equipment and few will have a particular brand in mind that they’re looking to rent. Include a mix of short- and long-tail keywords to maximize your coverage and capture all relevant search queries.
Keywords like “tractor for rent” or “bulldozer for rent” will yield the highest traffic and impressions, which is great for capturing searchers who may be unsure about the exact equipment they need to rent. By clicking through from your ad, they can learn more about your rental inventory and contact you for more details.
Keywords that get more specific like “compact utility tractor for rent near me” will yield fewer searches, but they still serve a very important purpose. In our experience, search volume is lower for specific pieces of construction, material handling, or ag equipment, but these terms can be more valuable for your business. When customers use more specific search terms, it’s an indication that they know exactly what they’re looking for. These customers are generally higher quality leads, and you want your ads to appear in search results for lower funnel rental keywords every single time.
It’s important that your rental campaigns also include negative keywords to help filter out searches that aren’t relevant. Negative keyword lists exclude certain keywords from your targeting to make sure you’re not advertising on searches like, “excavator recall” or “John Deere tractor toys.” There are a variety of negative keywords that you’ll want to add to both your rental campaigns to zero in on queries where you’ll find your most relevant audience.
Search & Display Rental Ads
Once your campaigns are built out, customize your search and display ads to speak directly to rental customers by updating your ad headlines, creative, and copy. Add rental keywords and information to ad copy, include your rental page(s) in the sitelinks, and use all relevant ad extensions. Build out remarketing audiences that are specific to the rental page(s) on your website to target customers who have recently visited these pages. If you have a rental promotion or deal running, feature it in the promotional ad slot. Use images of your most popular rental equipment or other creative that clearly speaks to your rental business. Well-optimized ads that match the specifics of a search query will provide a better user experience and can help you generate more rental equipment leads.
We’re Here to Help
Keeping your marketing strategy in line with seasonal trends and business priorities will help you get the most out of your ad spend. If you have any questions about creating a rental advertising campaign or adjusting your digital marketing going into summer, reach out for a free digital analysis. We can work with you to have your rental strategy and campaigns up and running in time for peak season.