4 Reasons You Should Be Using Bing Ads

Automotive PPC | Car Dealer Digital Advertising

As it stands, Google is king. When bringing in new clients who wish to use SEM to some extent, Google Adwords is always the starting line. With that being said, so many businesses neglect a large portion of the consumer base by only advertising with Google. Lets look at 4 reasons you should be using Bing Ads as part of your digital marketing strategy.

1. Bing Has 30% of the Search Market Share
Google has approximately 68% of the search market share. That means there’s still approximately 30% of the market not seeing your ads if you’re only advertising on Google. If over a quarter of your consumer base is using Bing or Yahoo as their default search engine, you want to make sure they’re going to see your ads. automotive digital advertising

2. Less Competition
For the simple fact that everyone needs to be on Google, you’ll find less competition on Bing/Yahoo. This equates to potential customers seeing your ads and not those of your primary competitors.

3. Lower CPC’s
With less competition on the network, we see much lower Cost-Per-Click’s on Bing when compared to those of the same industry on Google. Lower CPC’s on each ad = more clicks for your money!
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4. Easy To Import Existing Google Campaigns
It takes all of 5 minutes to import campaigns from Google Adwords to Bing Ads. You may have to fix some small issues, such as location extensions or geo-targeting, but it’s still MUCH less time-consuming than creating the campaigns from scratch. A recent update to Bing Ads also added URL auto-tagging, so there’s no need to generate those pesky UTM parameters.

Final Thoughts
Assuming a business has a well-managed website, with an effective SEO plan in place, Search Engine Marketing is the next step to increasing your Digital presence and Brand-awareness. While Google Adwords should be at the forefront of your SEM strategy, be sure to include Bing Ads in any plan-of-attack on the digital war that is PPC.


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.


23 Free Keyword Research Tools To Dominate Your Market

Automotive Digital Advertising | Car Dealer PPC

automotive digital marketing

Effective keyword research is at the core of any successful paid search campaign. Especially if your goal is to produce ROI from your results. Without a solid plan in place, you’re throwing ad dollars into what I call a “money sucking fire pit”. A fire pit that burns your ad dollars with no regard to your investment. No one likes losing money or not getting a return from their investment, am I right? And usually (98% of the time) that’s exactly what I see when performing SEM audits and Discovery’s with new clients. With that said, I realize a certain percentage of you may never become a client of DRIVE—and that’s ok. But if this article helps even just a few of you to dominate your dealership’s PMA (or beyond), then…well, I will have succeeded.

The Top Free Keyword Research Tools

Google Keyword Planner– One of the first places I recommend starting your keyword research. Not only can you compile a list of keywords, but you can also gain competitive insights such as CPC and traffic volume. Enter a few broad keywords related to your business model (new cars, used cars, Makes, models, auto loans, etc) and let Google return new ideas for you. In many cases, you’ll be left with words you’d have never thought of on your own. Also use this to find a huge list of negative keywords to make your ads more relevant.

Search Term/Query Reports – You can find “Search Term Reports”, “Search Query Reports”, or “SQR Reports”, as many PPC specialists call it, if you have historical Adwords data. If you aren’t—or have never—advertised on Google Adwords, then this resource will not help you. It’s one of the most insightful reports within Adwords. It allows you to see the exact search terms that match to your Adwords match types (broad, modified broad, phrase, and exact match). If you do have an Adwords account, navigate to the ‘Keywords’ tab. You’ll then see a smaller tab that reads, “Details”. Left click that and it will reveal “Search Terms”. You can do this by campaign or by adgroup.

Google Trends – Want to know which car models are most popular in your area? Want to know which makes and models to focus on for Conquest campaigns? Google Trends is your go to tool to find the answer. You can also discover what the top rising searches are relevant to your entered keyword.

BingAds Keyword Search Tool – Basically the same tool as Adwords Keyword Planner, but you’ll find new keyword ideas because the data is from Bing (and Yahoo). You can’t perform due diligence keyword research without includinging Bing and Yahoo. As of December 2014, Bing and Yahoo search market share rose considerably, w/ 19.7% going to Bing and Yahoo w/ 11.8% (as reported by comScore). Therefore, this alliance comprises approximately 31.5% of all searches worldwide. Ensure you take a moment to see what data (keywords) you can find.

BingAds Intelligence – If you consider yourself a Microsoft Excel user, try the BingAds Intelligence Tool. It will allow you to quickly find seed keywords relevant to your business model and quickly expand on them in pure Excel fashion. It works with keyword lists up to 200,000 words. Most dealership’s keyword portfolio will never be this expansive, but it’s good to know it’s capable of handling large sets of data.

Your Own Analytics – If you have historical visitor data in your analytics account (Google Analytic’s most likely)—and you’ve been receiving steady and moderate traffic for a while—then you are potentially sitting on a goldmine of keywords. But didn’t Google stop passing organic keyword data into analytics accounts you ask? They did. Google started securing users search terms over an encrypted connection (SSL), which is great for privacy of users, but really sucks for us marketers. Even still, there have been workarounds. One such is by creating an advanced Google Analytics segment to examine which landing pages of your site the “not provided” results point to. You can see more on Avinash Kaushik’s blog.

Internal Site Search – What better way to start keyword research than by knowing exactly what your users are searching for on your own site? Gleaning insights from internal site search can be a goldmine. Especially if you have a search function on your website (Ex: Instant Search). By properly setting up internal site search in Google Analytics, you can start knowing exactly what users want after they get to your site. Or, how to correct issues if users can’t find what they want (UX Design issues)

Google Webmaster Tools – Since October 2011, Google has been encrypting search queries in an effort to “protect users privacy”. As previously stated, there are workarounds, albeit not 100% accurate. Insightful? Yes. However, in Google Webmaster Tools you can see exactly what keywords are getting impressions/clicks and even where these keywords rank in organic search.

Website Surveys – Although a simple suggestion, it could lead to discovering one, two, or more insights that help you gain a new competitive leg in your PMA. Your website users know best and it’s important to listen to them. It will allow you to analyze keywords and phrases that users are trying to find solutions for. One of the best research tools available.

Ubersuggest – One of my favorite keyword discovery tools. Helps you find broad relevant keywords you can use as seed keywords to expand on, ability to discover keyword modifiers, and so much more. You can easily take half a day doing research with this tool to lay the groundwork for a ninja-like search omnipresence. It gets its data from Google keyword suggestion (and other providers) and works like this: Feed it a keyword and it adds a letter or digit in front of it. You can then add all relevant keywords into your “basket”. When done, extract into an Excel file. Manipulate it, add to it, or if you’re comfortable with what you have, add it to your campaigns instantly.

Keyword Tool.io – Very similar to Ubersuggest. You will benefit by using them both as they each have the potential to give you new keyword sets. On top of that Keyword Tool.io generates 750+ suggestions per keyword. That’s powerful.

Soovle – What if you want search data from other places than just Google, Bing, and Yahoo? Enter Soovle. Find search suggestion keywords from: Wikipedia, Answers.com, Youtube, and Amazon. Enter your seed keyword and Soovle will generate suggestions from each source. I especially love using this tool for negative keyword research.

Synonym – Not everyone uses the same words to search. Ex: You’ll want to not only bid on your keywords with the word “Buy” in the phrase, but possibly use the synonym “Purchase” as another keyword as well. Get creative and find as many synonyms as you can and combine them with your commercial intent keywords. Tip: Finding antonyms is also a negative keyword goldmine.

Keyword Tool Dominator – Another keyword auto suggestion tool that pulls data from: Google, Amazon, Bing, and Ebay. Discover long tail keyword opportunities to beef up your existing campaigns or to find new niche markets within your PMA. Free, but also has a paid version as well.

MergeWords – Not as much a keyword discovery tool as it is a word merger. Take a list of seed keywords and paste them into column 1. Take your keyword modifiers and paste them in column 2. Paste your remaining modifiers in column three if applicable. After clicking “Merge”, MergeWords compiles a huge list of merged keywords for you…which you can then immediately use in your Adwords account by applying a bulk match type. A favorite tool of our department.

Internet Marketing Ninjas – Similar to MergeWords, but lacks the many options that MergeWords has. It’s a decent alternative if you need to merge words.

KW Finder – A beautiful user interface combined with intuitive, competitive intelligence data. Enter your search term and sit back as KW Finder returns impressive CI results. Not only will it return a list of relevant keywords for you, but it also provides Google Trends data and SERP results (Pagerank, Trustflow, CitationFlow, etc). The free plans give you 5 searches per 24 hour period. They also have paid plans available.

Screaming Frog SEO Spider – Mostly used as a technical SEO tool, it can also come in handy to see which of your competitor’s keywords are most valuable to them. Just enter your competitor’s URL into SFSS and it will crawl the entire website and give you tons of useful metadata. Keyword metadata that is. And if your competitor’s are still using out of date SEO practices (i.e keyword meta keywords) and they probably are, then SFSS will give that information to you.

Thesaurus – Just as with the Synonym.com suggestion, you will also get invaluable information and suggestions from this source as well. Give it a try.

WordStream – Wordstream is one of the largest SEM agencies in the world. Highly knowledgeable and innovative in the search industry, they have a keyword tool that is worth mentioning. It’s even helped me discover a gold nugget or two in the many campaigns we launch for clients every day. Wouldn’t hurt to try it out.

WordTracker’s Scout – Another cool competitive intelligence tool that gives you easy access to KPM (keyword performance metrics) within your browsers. It’s a Google Chrome extension and when you’re on your target’s website, you can engage the extension and it will give you information such as: the meta keywords on the page (if applicable), includes WordTracker’s extensive database of search terms, and much more.

Keyword Discovery by Trellian – Although a bit outdated (user interface, design, and data), you can’t beat a free source of information. When you’ve exhausted your other sources, it doesn’t hurt to try Trellian.

Misspelled Keyword Generator – Take a list of your keywords, run them through this generator and, viola, you can add them as exact match versions in your search campaigns.

While you play with these new search tools, I’ll be working on my next post which is the top paid keyword research tools. So, keep your eyes open for that!

Do you currently use any of these free tools? Are there any free ones I missed? Let us hear your thoughts


Top 5 Most Common Mistakes Made With PPC Advertising

Automotive PPC | Car Dealer Digital Advertising

automotive ppc We have all been there. The first time we start off Pay Per Click Campaigns, the basic idea is to design a campaign that has all the necessary keywords in them and you’re good to go right? Wrong.