PPC (Pay Per Click) advertising can be a successful marketing campaign and cost effective for auto dealerships only when properly managed. For an auto dealership, it becomes crucial to reach the desired results within the campaign’s predetermined budget limit. Discrepancy between the conversion rates and the CPA (Cost Per Acquisition) will lead to the wastage of funds spent on PPC campaign. Before you are opting for a PPC campaign for your dealership, note that PPC campaign is more than just bidding for some keywords. Several other factors contribute to a successful and effective PPC campaign.
- Clearly define your objectives: Generally after setting a particular objective (like as sales, generating leads), a pay per click campaign is lunched. The PPC campaign is different from other methods of search engine marketing that focuses on creating brand awareness, PPC call for an action (such as purchase or lead), and not only page view. As a dealer pay for every click, this campaign should be accurately targeted, specific and highly defined to the purpose of the business.
- Choose the right keywords: For a PPC advertising keywords are the central. The advertisement gets displayed only when it has the correct keyword that is required for. Any automotive related terms or keywords may seem relevant for an auto dealership. In whatever way, broad or general keywords attract may generic responses. So, if your advertisement contains those generic terms or keywords, the traffic that is looking for something similar, it will be displayed. Then these leads to costly clicks, which do not have potential of being converted into leads or sales. So opt for hyper specific (such as long tail terms) to your auto dealership. These will attract much higher percentage of relevant traffic and less expensive. For example, you are a dealer of Ford pre-owned cars, bid on the keyword as ‘Ford used car dealer’ rather than simply ‘used car dealer’.
- Optimize keywords and ads: With making the advertisement appear in the search engines, the role of keyword placed in the PPC ad does not end. These are needed to be optimized for a valuable action. Tightly themed ad groups encourage by the search engines. Keywords in the ad groups should be target specific, relevant match with the ad copy and landing page. Local targeting is very important for the auto dealerships, so customize keywords for regional search.
- Create attractive ads: A good pay per click ad should have a catchy line, which attracts the customers and can give clear information. It should be informative, easily understandable, provoke the imagination of the prospect and should call for a strong action.
Changes to the PPC campaigns are effective immediately and more flexible. It gives you the opportunity to have control over the campaign. You can make the changes according to the advertising efficiency. PPC allows you to regularly measure and test various aspects like conversion rates, quality scores, cost per acquisition, cost per click etc. for a particular ad group. By analyzing these aspects properly and working on the problematic areas, you can improve the campaign performance.