Posts Tagged ‘automotive ppc’

Relevancy Is Key To Paid Search Success

Automotive SEM | Car Dealer PPC

As an owner of an Automotive Digital Advertising agency, I try to stay on top of what is happening with technology and new strategies in our industry. In watching speakers and webinar presenters one thing is becoming abundantly clear to me. Day after day people try to throw buzzwords and big data charts at dealers, but rarely are they covering the basics or talking about how they plan to implement an ongoing targeted strategy to dealers. Why is that? It’s because of a continued push toward over complication, and automation to help vendors streamline profits.

It’s not that automotive SEM isn’t complicated, because it absolutely IS complicated, but when vendors are talking to dealers we shouldn’t play up the complication factor in order to dazzle or confuse. What we need to be doing is reassuring dealer’s that even though the various types of paid search are very complicated, we are still covering some core basics that will ensure that our key performance metrics are being hit with maximum efficiency.

relevant automotive ppc

We are well aware of a push toward programmatic advertising for Automotive SEM, and we are of course utilizing all of these various channels in our own Pay Per Click strategies, however the core traditional PPC of Google & Bing text based advertising is still a huge part of our strategy, as it should be every dealer’s. The thing that has gotten lost in this huge part of the digital budget is laser targeting for relevancy.

What are some of the basics that your digital advertising agency MUST be doing in order to make sure that you are getting the highest quality and volume of clicks for your traditional search based advertising?

  • Use low monthly payments for your new car lease specials in the ad copy
  • Make sure you are sending traffic to custom landing pages that reinforce the messaging in the new car model ads within the copy of the landing page. This low monthly payment and supporting messaging must be visible above the fold along with at least one conversion point.
  • automotive digital marketing
  • Make sure the landing page you send traffic to allows shoppers the opportunity to:

    – research the vehicle model
    – find available new inventory in stock for this model
    – find similar pre-owned inventory in stock for the model
  • Utilize automated bidding strategies that make daily adjustments to make sure your ads are bidding the minimum amount for best ad positioning.
  • Using exploratory MBM (Modified Broad Match) campaigns that can be researched monthly for high traffic keywords to add to your Exact Match campaigns and then excluded through negative keywords in your MBM campaigns.
  • Based on what we have seen from doing many competitive analysis for our dealerships, we can tell you that sadly most digital advertising agencies are not following these very basic steps to make sure that dealers are getting the most out of their digital spend.

    These tactics should only apply to your new car, service, and parts advertising budgets. We highly recommend an automated automotive used car PPC program for all of your pre-owned digital marketing efforts. Used car marketing should be inventory specific, but retain all of the core best practice principles mentioned above, which is why we always recommend DriveMATIC for Used Car Automotive PPC.

    automotive digital marketing

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Google Keyword Planner Tips for Car Dealership Nerds

Car Dealer PPC | Automotive SEO Company

Want to know killer tips for finding new keywords to bid on in Adwords (and other tier 1 platforms)? How about knowing which keywords you should be bidding on VS the ones that throw your budget down the toilet? Then sit back, have yourself a cup of coffee, and take in these research tips to help you supercharge your PPC campaigns (and help with organic search tool!).

Let’s dive in shall we?

How to Identify Search Volume in GKP

What used to be the Google Keyword External Tool, is now the Google Keyword Planner (You internet marketing veterans know what I’m talking about). And yes, while it took quite a while to adapt from the previous legacy keyword tool, Google’s newest keyword research tool is more powerful than ever. How so? One reason is because it allows you to drill down into search queries at the geographic level. Let’s take a further look. automotive seo company

The first thing you’ll want to do (after signing into your account of course) is to select the ‘Get search volume for a list of keywords or group them into ad groups’ row. Enter your keyword/s into the search box. Now, be very careful about match types here. They play a critical role in returning accurate results.

In case you’re unaware, there are 3 match types: broad, phrase, and exact (technically there are 4; modified broad match, but we’ll save that for another day). I like to enter exact match keywords here because broad is…well…broad. Using broad match when doing research is a bad idea in most cases. Why? Because the broad match version of that keyword will likely match out to highly irrelevant keywords (ex: different vehicles makes, models, etc) And what are you left with?

Unreliable data.

To avoid this, always use exact match to signify to Google that you want to know exactly how often this keyword is searched for on Google and its search partners. You’ll have a better indication of how much traffic volume there truly is for a given keyword. This brings me to my next point: search partners. What the heck are search partners? What’s Google referring to? Let’s clear this up in case you’re unaware. Adwords allows you to bid on keywords people are searching for on Google. What many fail to realize is that Google actually partners with other search providers and networks to increase search impressions and volume (and revenue for Google, duh). Even non-Google search sites.

So what is considered a ‘Google Search Partner’ you may ask?

Try Google Maps. Google Shopping. Google Images. About.com Aol.

And the list goes on and on…

Unfortunately, there isn’t an official list. In fact, if you can prove me wrong, I’d be willing to give you $20. Knowing this information, it’s critical that you always select the radio option of ‘Google and search partners’. You’ll get more accurate results this way.

Finish uploading your keywords and click submit.

You’ll immediately see search volume data (amongst other juicy data) for the keywords you selected. You’ll also see another important tidbit of information: CPC.

Can’t think of any keywords?

Come up with about 5 seed keywords (make them short, not long tail. ex: ‘honda’). Head over to Uber Suggest and find keyword gold.



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Automotive Marketing Trends Infographic 2015

Automotive Digital Marketing | Responsive Website

Drive Digital Group and Google have worked together to create an interesting infographic for the automotive industry. With statistics taken directly from our account representatives at Google, we have compiled a nice breakdown of marketing trends that dealers should be interested in taking a look at. Below the infographic we break it down in text format.

automotive responsive website

Automotive Digital Marketing Trends

The web is crucial in the automotive path-to-purchase.

Here is a brief recap of the above infographic:

Device Trends

40% of all searches for car dealers are now coming from mobile devices.

Mobile devices include smartphones and tablets.

Auto Queries Over Time

Queries peaked in summer months and reached lows between December and January.

Mobile Use

1 in 3 auto shoppers perform a mobile action while physically on a dealership lot.

Video

46% of auto shoppers visited a dealership after watching a video online.

Vehicle Research

52% of car buyers see search engines as the most important source for vehicle research.

Good Display Network Insights

The Google Display Network reaches 9 out of 10 buyers who consult and average of 24 resources while they are considering a purchase

Brand Insights

Consumers are open to considering new brands. 57% of auto shoppers say a video introduces them to new brands.

Best Practices

  1. Location Extensions – Drive customers from search to your location
  2. Call Extensions – Make your phone ring during business hours from search
  3. Conversion Tracking – Better understand important actions
  4. Call to Action – Give customers specific direction with ad creative
  5. Remarketing – Build loyalty to increase returning customers
  6. Display – Influence customers who are in the market to buy


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Automotive PPC – 5 Things You Need To Know

Car Dealer PPC | Automotive Digital Marketing

car dealer ppc

Virtually every major car dealership is now engaging in some level of Pay Per Click (Automotive PPC) advertising. In the automotive world it is sometimes referred to as Automotive Search Engine Marketing (Automotive SEM), but it really is just PPC advertising. In this article we hope to give dealerships an opportunity to really think about the dollars they put into this type of marketing and especially how to maximize their return on this digital marketing investment.



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