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Paid and organic search

Paid and organic search is an important acquisition channel. Understanding how to balance between the two to achieve sustainable growth is key to car subscription success.

Last updated on 
October 14, 2022
Introduction

Introduction

Sourcing Vehicles

Sourcing Vehicles

Procurement

Procurement

Financing

Financing

Acquiring Customers

Acquiring Customers

Above The Line

Above The Line

Point of Sale

Point of Sale

Key Value Propositions

Key Value Propositions

Discounts & Promotions

Discounts & Promotions

Lead Management

Lead Management

Inbound Lead Generation

Inbound Lead Generation

Outbound Lead Generation

Outbound Lead Generation

Managing Customers

Managing Customers

Customer Onboarding

Customer Onboarding

Customer Service

Customer Service

Customer Experience

Customer Experience

Legal Agreements

Legal Agreements

Receivables & Arrears

Receivables & Arrears

Collection & Handover

Collection & Handover

Delivery

Delivery

Fines & Tolls

Fines & Tolls

Breaches & Reposession

Breaches & Reposession

Insurance & Claims

Insurance & Claims

Eligibility

Eligibility

Claims Management

Claims Management

Incident Management

Incident Management

Fair Wear & Tear

Fair Wear & Tear

Fraud Risk & Prevention

Fraud Risk & Prevention

Managing Vehicles

Managing Vehicles

Subscription Structure

Subscription Structure

Profitability & Performance

Profitability & Performance

Search engine marketing is an important tactic to acquire new customers to your car subscription business. It goes without saying that regardless of the industry, most consumers start their purchase journeys with a search on their preferred search engine, which most of the time is Google. This is why both paid and organic search engine marketing should be at the top of your priorities for acquiring new customers. The ideal outcome is for your website to rank higher than your competitors, as this will almost guarantee individuals visiting your website and learning about your car subscription offerings.

Organic vs paid

Chances are that upon launching your car subscription service, there will be only one internal stakeholder responsible for all marketing activities. This is why it is important to ensure that your efforts are being invested appropriately into the channels that yield the most favourable results. Similar to how you would approach your social media strategy, paid campaigns on search engine marketing should be used sparingly, with most of your attention being given towards organic activities such as creating SEO landing pages, optimising for SEO keywords and writing SEO-friendly content.

The reason behind why organic should be prioritised is because of how new the car subscription market still is. Since ranking high on Google is a long-term strategy that needs to be compounded over a time, businesses who start early and lay the correct foundations will reap the rewards later - especially with the entrance of new providers that will make the car subscription space even more competitive.

Another important consideration to keep mind is that no matter how big or small your budget is, the budget for paid ad campaigns should be monitored closely to ensure that it reflects your changing and forecasted inventory levels. For example, if your utilisation rate is almost at 100% and you anticipate that no vehicles are returning nor are you expecting any new procured vehicles, then it would not make sense to still keep a high budget on your paid ads.

Keyword research

Conducting keyword research is imperative to ensuring that your SEO pages and paid search campaigns are aligning with the search queries from your target audience. Using either free or paid tools can help you get the necessary information you need to target the right keywords based on their volume and difficulty level. Keywords can either be short tail (e.g. "car subscription") or long tail (e.g. "how much does car subscription cost"). Formulating a balanced approach that targets both will be important to ensuring you address all search enquiries conducted by your target segments.

SEO best practices

There are many guidelines when for SEO practice, however the main ones that you should focus on are:

  • Title tags - these should include the target keyword for your page and be within 50 – 60 characters
  • Meta description - similar to title tags, these should have your target keyword as well as value proposition and call to action (CTA). For meta descriptions, they should be within 55-160 characters.

Measuring success

Some metrics worth paying close attention to when measuring the success of your paid ad campaigns include:

  • Total spend
  • Cost per lead
  • Cost per acquisition

For organic, measuring the increase in search volumes of your business name can be a good indicator for growth in brand awareness. Otherwise, most businesses tend to measure the search impressions and organic traffic from Google Analytics. There are many SEO tools available that can also help track your rankings should that be a point of focus for your performance measurement.

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Loopit is the technology between car subscription and your fleet potential.