Advertising driving school on Google

I will be writing an article soon on using google adwords to advertising your driving school online, but in the meantime here is some advice for those of you already marketing your business or instructor teaching services on the internet through google's pay per click system.

Make sure the website page you are paying google to direct traffic to can sell your product or services.

An important part of being a good business owner is knowing who your local competition is, and what they are doing, so I saw an advert on a google search page for a new driving school operating in my area and decided to find out who they are and what they do, so I went to the website.

driving school in NW london

Just one page with a few words (including some grammatical errors and a false claim), and a large graphic mentioning the lesson price of from £18 pounds per hour.

I don't know how much this instructor was paying for each time someone clicked on the link in google, but the only people that will pick up the phone and call this person is someone looking for cheap lessons around the £18/hr range.

There is nothing there to sell the services of the instructor, I don't even know the business owners name!

I reckon the driving instructor was conned into giving a supposed marketing company some money to setup a website and get traffic to it, maybe £200 including the google adwords budget all gone down the drain because I doubt he will have a decent conversion rate on anyone that calls from seeing such a poor example of driving school marketing.

This is not the first time I've seen a one page driving instructor website being used as the landing page for a google marketing campaign, I once contacted an ADI offering a fixed fee to setup a 5 page blog to replace a free page that only mentioned the lesson price and area the school operated in addition to telephone number.

Before you spend too much money driving google traffic to a website page, put yourself in the shoes of a cash stripped learner driver and ask the question why would I use this person? Will I get value for my money? What is the track record (can it be proven)?

If you are a new driving instructor or PDI, subscribe to the blog (enter your email address in the box on the top right, the system is powered by feedburner, and I don't use your email details for anything else including selling to 3rd parties) so you don't miss any future marketing/advertising articles or tips including using Google Adwords to promote your services on the internet.

No comments:

Post a Comment