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.

Keyword Research

Keyword research is a critical component of search engine marketing (SEM) for car subscription businesses. It involves identifying the keywords and phrases that potential customers are likely to use when searching for car subscription services online. By targeting these keywords, businesses can increase their visibility in search engine results pages (SERPs) and attract more organic traffic to their website.

To conduct effective keyword research, car subscription businesses should start by brainstorming a list of relevant keywords related to their services. They can then use keyword research tools such as Google Keyword Planner, SEMrush, or Ahrefs to identify additional keywords and phrases, as well as to gauge their search volume and competition level. For an emerging industry like car subscription, it is important to consider keywords across both direct and indirect strategies when targeting relevant keywords in search engine marketing (SEM).

Direct Keywords

These are search terms that directly relate to the product or service being offered by a business. They are used by consumers who are actively searching for that specific product or service. For example, "car subscription service" is a direct keyword for a business that offers car subscriptions.

Indirect Keywords

These are search terms that are related to the product or service being offered, but are not directly tied to it. These keywords may be used by consumers who are not yet aware of the specific product or service, but are looking for something related to it. For example, "car rental" or "car leasing" are indirect keywords for a business that offers car subscriptions, as they are related to the broader concept of car transportation.

Localised Keywords

A localised keyword strategy is crucial for a car subscription business that operates in specific regions or cities. This strategy involves using location-specific keywords that are relevant to the target market, such as the name of the city or region, landmarks, or other location-specific terms.

By using localised keywords in your PPC campaigns, you can target potential customers who are actively searching for car subscription services in your area. This can increase the relevance of your ads and improve the likelihood of them being clicked on, as they will be more likely to appear in front of users who are looking for car subscription services in your specific location.

1. Location-specific keywords: Include the name of your city or region in your keyword list, such as "car subscription service in Sydney" or "car subscription Melbourne".
2. Landmarks and attractions: Use location-specific landmarks or attractions in your keyword list, such as "car subscription near Bondi Beach" or "car subscription service near the Melbourne Cricket Ground".
3. Local events: Use keywords related to local events or activities in your area, such as "car subscription for tourists in Gold Coast" or "car subscription for music festivals in Byron Bay".

An Example Keyword Strategy

Direct keywords:

• "car subscription"
• "car subscription service"
• "subscribe to a car"
• "monthly car subscription"
• "no long-term car commitment"
• "car subscription near me"

Indirect keywords:

• "car rental alternative"
• "car leasing alternative"
• "car sharing service"
• "car subscription vs buying a car"
• "subscription-based transportation"
• "car subscription benefits"

Localised keywords:

• "car subscription Sydney"
• "car subscription London"
• "car leasing New York"

Ad Copy Optimisation

Understand your audience

To write effective ad copy, you need to understand who your target audience is and what their needs and pain points are. Think about what they might be searching for when looking for a car subscription service and tailor your ad copy to address those specific needs.

Use attention-grabbing headlines

Your ad headline is the first thing a potential customer will see, so make sure it's attention-grabbing and relevant to their search query. Use keywords that they might be searching for and highlight the benefits of your car subscription service.

Focus on benefits, not features

Instead of listing the features of your car subscription service, focus on the benefits it provides to the customer. For example, instead of saying "Get a car with unlimited mileage," say "Drive as much as you want with no extra fees."

Include a strong call-to-action

Make it clear what you want potential customers to do after seeing your ad. Include a strong call-to-action that encourages them to click through to your landing page and sign up for your car subscription service.

Test and optimize your ad copy

To make sure your ad copy is as effective as possible, run A/B tests to see which variations perform best. Test different headlines, ad copy, and calls-to-action to see what resonates with your target audience and adjust your ad copy accordingly.

Examples

• "Drive the car of your dreams without the commitment. Subscribe to our car subscription service today!"
• "Get behind the wheel of a new car every few months with our car subscription service. Sign up now!"
• "Experience the convenience of a car subscription service. No more dealing with dealerships or long-term leases."
• "Simplify your life with our car subscription service. Enjoy a car tailored to your needs, all with just one monthly payment."