Which Google Marketing Method Is Best for Party Rentals?

Google marketing for party rental businesses

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Navigating Google marketing as a party rental business can be overwhelming.

Every type of Google marketing has its benefits, but which is best for your party rental business?

Is there one that you should focus on first? Or in a particular situation? 

And which method is best if you’re just starting out?

In the guide, we’ll be answering all of those questions and more to help you figure out which Google marketing method is best for your party rental business. 

Why is Google marketing important?

To understand why Google marketing is important, it’s key to understand how search marketing fits into the digital marketing “equation”.

It’s not complicated, though. There are really just two pieces:

  1. You come to your customer, and
  2. Your customer comes to you

Can you guess which one Google is?

Social media marketing– or disruptive marketing as a whole– is amazing, highly effective, and you should be investing into it. 

But Google, or search marketing in general, gives you a way to reach your customers when they’re looking for your services

Think about the experience of your potential customers on social or anywhere else they might see a disruptive ad:

  • They jump on to check FB, Instagram, etc. and start scrolling through their feed
  • They’re then hit with one of your ads, based on a number of criteria which you pre-selected and an algorithm that tries to match a user with their needs and interests
  • They either click or they don’t if they don’t need/want it

What is the likelihood that they need your services? Well, it’s pretty low.

And even if they’re interested, what is the likelihood they need your services at the very moment they see the ad?

This doesn’t mean that social media marketing isn’t worth it, it’s 100% worth the time and money invested.

But with Google, these are customers looking for your services right now

They’re NOT someone that might have a birthday party. So they click on your ad and potentially bookmark the landing page.

Rather, They are someone with their credit card locked and loaded and ready to pay the company that convinces them to buy. 

In marketing jargon, this means they have high commercial “intent”, meaning they’re ready to buy.

3 Types of Google marketing

Clearly, investing in Google marketing is worth it. In fact, it’s the most important marketing method for any party rental business because of what we just talked about (and more). 

But there are several types of Google marketing.

So, let’s talk now about the differences between each and why you might focus on one first before another.

It’s important to note, though, that you should have the goal of dominating each of these eventually.

The 3 types of Google marketing are:

1. Google Search (aka SEO)

This is what most people think of when they hear “Google marketing” or “SEO”.

Image 2

Google racks in roughly 100,000,000 unique visitors on a daily basis, so it goes without saying that getting one of your pages or posts ranking organically for a high-profile keyword offers a lot of potential.

In fact, search is great because if you can get your webpage to rank well (first page is good, but you really want one of the first–through-third positions), it will likely stay ranking for months without any work on your end– or much longer.

And, with a little work to update the post once or twice a year, you can often keep a page ranking for years. 

That’s recurring evergreen traffic from work you mostly just did once and then were done with.

Having said that, it can take a very long time to build up ranking on valuable keywords. Also, the leads it generates aren’t as good as Google Ads or, to a lesser extent, Google Maps.  

  • Pros:
    • Free minus the cost of content creation
    • Long-term evergreen traffic
    • Very low maintenance once you’ve gotten the content to rank
  • Cons:
    • Slow to start, typically have to rank for many smaller keywords to start challenging for the better high-profile keywords
    • Takes more work upfront than other marketing methods
    • It can be difficult to rank depending on the competition level of a keyword

2. Google Maps (formerly Google My Business)

Google Maps, often just referred to as ‘local SEO’, is a great option for getting targeted local traffic.

Typically, you’ll find it near the top of location-relevant searches (though usually below Google Ads). Like this:

Image 3

First, just as getting your pages and other content ranked on Google, it’s free

Also similar to creating content for Google Search, it takes time to set up and develop your Google listing.

However, it tends to be easier to get listed and move up in the listings compared to Google Search.

  • Pros:
    • Free, minus the cost of content creation and profile work
    • Can rank quickly in some cases (days to weeks)
    • Typically occupies the second-to-top spot on a Google Search page
  • Cons:
    • It takes time to set up and improve your listing

3. Google Ads (formerly AdWords)

The last type of Google marketing, Google Ads. It’s entirely different from the first two.

As opposed to the first two, you need to invest money in Google Ads just like ads on any other platform.

Image 1

However, it’s easily the #1 method for marketing on Google. Hands down.

First, you get one of the best pieces of real estate on any Google Search page, typically right at the top.

And if that wasn’t big enough, you get the fastest results by far.  As in tomorrow fast, potentially.

Google Ads is great if you’re just starting out because you can generate leads immediately as long as you’re willing to invest.

But I know what you’re thinking. You hear “monetary investment” and you cringe a little.

The thing is, you don’t need to invest much to get results in our industry. 

Where some industries cost upwards of $10-40 per click, with a little optimization, you can get clicks for less than $1 in the party rental space. 

When it comes to ads, there’s a big difference in the results you can get yourself vs. a professional. So don’t expect to get cost-per-click (CPC) for less than $1 without a lot of practice.

Still, even without much practice you’ll pay a way lower CPC than you would in other industries.

  • Pros:
    • Typically occupies the very top (i.e. the highest converting spot) of a Google Search page
    • Fastest results (by far)
    • Highest quality leads
  • Cons:
    • Requires a monetary investment

Which type of Google marketing method is best for your business?

Now that we’ve talked about each Google marketing method and what makes them unique, let’s talk about which type of Google marketing method you should choose and why. 

To do that, we’re going to pull everything together, including the pros and cons we touched on, to see how each stacks up in 3 major areas:

  • The time it takes to see results
  • Where that Google marketing type shows up in Google Search pages (i.e. top, middle, bottom placement)
  • And the cost of that marketing method 

With these three elements together, you should have a crystal clear idea of which type of Google marketing is best to invest time and money into first and which to focus on. 

Let’s start with TSR or ‘time to see results’:

Factor 1: TSR (Time to See Results) 

There’s a clear winner here and it’s not even close.

Google Ads allows you to IMMEDIATELY start generating leads with very little initial work or monetary investment.

Neither Google Maps nor Google Search allows you to start generating customers even a fraction as quickly as Ads does. 

Launching and want to start generating leads as soon as tomorrow while you build up your presence on Google Maps, Search, and on social?

Google Ads is the perfect vehicle for that. It delivers not only the fastest results but also the highest quality. Both of which really can’t be beaten with any amount of time. 

When comparing which is fastest between the remaining two, Google Maps is considerably faster than search.

In some cases, you can begin showing up in Maps within weeks or even days. 

Google Search, on the other hand, is the slowest of the three.

Typically, it takes several months to start ranking for anything and could take quite a bit more to begin ranking for your most high-profile– and high-profit– keywords.

Factor 2: Page Priority

We touched on this earlier, but it’s a big one, and it needs a bit of explaining.

Because each method appears on a different spot in the average Google listing, not every Google marketing method is created equal.

What do I mean by that?

Consider this…

According to a massive study by SEO tool Sistrix, the average click-through-rate (CTR) of the top 10 ranked pages on a Google listing drop significantly after the first few listings: 

GOOGLE SEARCH CTR

The #1 ranked page pulled in 34.2% of the entire listing’s organic (“Google Search”) traffic.

After that, #2 dropped in half (17.1%), and it doesn’t get much better from there. 

In fact, the first 3 pages devour nearly 63% of that entire listing’s organic search traffic. 

“Great, what does this have to do with the comparison between the different Google marketing methods, though?”

Glad you asked. 

It’s not just organic Google Search listings that work this way.

Entire Google Search pages work like this, which includes Google Ads, Maps, and Search.

Where each of the 3 types of Google marketing show up on the average Google Search page is a big deal, because attention– and eyeballs– drops off drastically as you scroll. 

Take a look at what happens when you add Google Ads onto a page:

GOOGLE CTR GOOGLE ADS

The first-ranked page has a CTR of 18.9%. The second ranked page again has half the CTR at 8.8%. With the same story for nearly all of the rest of the page’s listings.

Here’s how the average Google search looks like:

The order is:

  • First, Google Ads
  • Next, Google Maps
  • And finally, below all that, Google Search

Every form of Google marketing is worth the time and effort.

However, Google Ads takes the very top spot of most Google listings.

How priority translates into more clicks

If you do the math from the charts above, you will realize that the 3-4 ads at the top are taking nearly 50% of the traffic. On the other hand, the 10 organic Google Search listings that show up on every Google Search page are taking just 55%. Also, this traffic is spread much more thinly across those 10 different listings.

It’s no surprise, then, why Ads outperforms every other Google marketing method.

And Google Maps vs. Google Search? 

It not only shows up above Google Search listings (typically), that Google Maps box is HUGE.

Plus, it hits visitors immediately with contact information without even having to click, which is great for actually converting visitors into customers. 

Again, this isn’t to say that Google Search isn’t valuable, but understanding page priority will tell you which Google marketing methods are most important. 

Factor 3: Cost

Less cost is better, right?

The clear winners here are Google Maps and Google Search.

The cost of each is equal– free to list– while Google Ads has an inherent cost attached based on a cost-per-click system, the same that all digital advertising platforms use. 

However, don’t be deceived into thinking that just because two of the Google marketing methods are free that you can just focus on those and ignore Google Ads.

Google Maps and Search are both free (minus the cost of content creation), but they’re also much less effective at generating high-quality leads.

Not to mention, you’ll pay way less per click to generate leads in this industry vs. others, to the point where Google Ads feels like a steal. 

And, lastly, the time-oriented cost of Google Maps and Search is very high, as both take quite a bit of time to learn. 

So, while cost should be considered, it’s one of the less important factors on this list. 

Dominate every aspect of Google marketing (with a little help)

All 3 Google marketing methods have the ability to generate a recurring flow of high-quality, targeted leads.

And those leads are far better than those you typically generate using social media marketing because of the high intent to buy. 

The only issue you’ll run into is that each methods is unique and requires different skillsets, each of which can take a while to learn and become skilled at. 

At this point, you’ve got two options:

  • Hire a professional to handle part or all of your Google marketing: This can be a huge help, and can ultimately save you both time and money by generating more high-quality leads faster
  • Start learning Google marketing yourself: This takes time and a lot of iteration, and will cost more in “sweat equity” than just paying a professional, but it is an option.

No matter which way you want to go for now, we’ve got you covered.

By hiring Event Hawk, we can help you streamline your entire Google marketing and start generating high-quality leads ASAP. To learn more…

Book Your FREE Google Ads Strategy Call 👇👇👇


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