How Self-Storage Operators Use Targeted Ads For Increased Reach

June 19, 2024
5 minutes

Is your self-storage facility team using targeted ads to attract prospective tenants? Targeted ads offer a powerful way to connect with the right audience, increase visibility, and drive unit rentals. In this article, part of our series "How To Run A Self-Storage Business: 5 Strategies To Drive Unit Rentals," we'll explore how self-storage operators can leverage targeted ads to maximize their reach and revenue.

If you’re not familiar with the platforms used to set up paid advertising campaigns, venturing into targeted ads can seem rather daunting for self-storage facility operators. Selecting the wrong settings can drastically impact campaign performance. To get the most out of your targeted ads, you need to follow some best practices and consider whether you need to outsource the campaign management.

Are Targeted Ads Worth The Hassle?

Targeted ads might seem complex, but their benefits far outweigh the hassle. When self-storage operators can reach a specific audience based on demographics, behaviors, and interests, they can ensure their marketing budget is spent efficiently. Compared to traditional advertising, targeted ads can yield better conversion outcomes, making them a valuable tool for increasing occupancy rates.

Using tools like swivl, self-storage operators can engage with leads via multiple touch points, increasing the chances of unit bookings. 

How To Get Most Out Of Targeted Ads: 5 Best Practices

To maximize the effectiveness of targeted ads, self-storage operators should follow these best practices:

Target By Demographics

Understanding who your target tenants are essential. Use demographic targeting to reach potential unit renters based on age, gender, location, income level, and other relevant factors. For instance, young professionals or families moving to a new city are prime candidates for self-storage units. Tailoring your ads to these demographics can significantly improve engagement and conversions.

Track Conversions By Installing A Facebook Pixel

A Facebook Pixel is a useful tool for tracking user interactions on your website. By installing a Facebook Pixel, self-storage operators can monitor conversions from their ads, understand user behavior, and optimize their campaigns accordingly. This data-driven approach ensures that your ads are performing effectively and allows for continuous improvement from one campaign to the next.

Use Your Pixel To Create Audiences

Once you have installed a Facebook Pixel, you can create custom audiences based on the actions users take on your website. For example, you can target users who have visited your site but haven’t completed a reservation. This allows you to re-engage potential unit renters who have already shown interest in your services and increase the likelihood of conversion.

Create A Lookalike Audience

Lookalike audiences are a fantastic way to expand your facility’s reach to new potential unit renters who resemble your existing ones. Using data from your current tenant base, Facebook can identify users with similar characteristics and behaviors. This method allows self-storage operators to tap into a broader audience that is likely to be interested in their units.

Leverage Saved Audiences

Saved audiences enable you to repeatedly target a specific group of users without having to recreate your audience criteria for every campaign. This feature is particularly useful for ongoing promotions or seasonal campaigns. Through saved audiences, self-storage operators can maintain consistent engagement with their target market.

Should You Hire An Agency Or Manage Your Targeted Ads Yourself?

Deciding whether to hire an agency or manage your targeted ads in-house depends on several factors, including budget, expertise, and available resources. Hiring an agency can provide professional expertise and save your team a ton of time. They will ensure your campaigns are optimized from the start. However, managing your ads in-house with the help of tools like swivl can be cost-effective and offer greater control over your campaigns.

Are Targeted Ads More Effective Than SEO For Acquiring Tenants?

Both targeted ads and SEO are essential components of a comprehensive marketing strategy, but they serve different purposes. Targeted ads offer immediate results by reaching specific audiences quickly and driving short-term conversions. On the other hand, SEO focuses on organic search visibility, which can take longer to yield results but provides sustained traffic over time.

For self-storage operators, combining both strategies can be highly effective. Targeted ads can attract immediate attention and fill units quickly, while SEO builds long-term brand presence and attracts steady traffic.

Final Thoughts

To conclude, targeted ads are a valuable tool for self-storage operators looking to increase their reach and occupancy rates. By following some best practices, you can optimize their ad campaigns and achieve impressive results. This strategy is just one of the five outlined in our series, "How To Run A Self-Storage Business: 5 Strategies To Drive Unit Rentals."

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