Automotive PPC is extremely important to generating leads for dealerships to follow up with potential customers. These leads turn into sales.
Most automotive calls generated by search engines come from paid search efforts. This makes it important that dealerships employ strategies that bring their advertising in front of potential customers. When you understand how to leverage the strategies and techniques of PPC campaigns, you can drive the traffic you need to your dealership sales team. This allows you to generate leads and boost sales.
What is automotive PPC?
PPC stands for pay-per-click and this is a type of advertising that places targeted advertisements for your dealership in strategic locations across search engines or social media platforms. This allows your dealership to bid on specific keywords related to the industry and have your ads shown prominently in the search engine results and on relevant websites.
Immediate benefit
The immediate benefit of PPC advertising is that your dealership only pays when users click on your ad, which makes it a cost-effective means of advertising. If users don’t click on your ads, you don’t pay. This advertising offers a highly targeted approach to reach potential customers who are actively searching for vehicles, automotive services, or related information.
Are there various types of campaigns?
There are several types of automotive PPC campaigns that you can utilize to effectively promote your car dealership and reach your target audience. Each type offers unique advantages and can be tailored to your marketing goals. Here are a few campaigns that could work for your dealership’s marketing team:
Search Ads
The most common type of PPC advertising is through search ads. These ads appear at the top or bottom of search engine results pages, making them the first or last thing users see when on the search pages. The relevant keywords related to your automotive products and services bring about these results, placing your ads at the top of the page. This is one of the most effective ways for Google and other search engines to display your ads based on the keywords you bid on. When you see a search page with “sponsored” next to the result, that is a search ad that’s been paid for.
Display Ads
Display ads are visual advertisements that are part of the automotive PPC collection. They appear on websites within the Google Display Network or other advertising networks. These ads can include text, images, and rich media to advertise your dealership to online users. These ads make it possible to show your offerings to a broad audience on various websites, blogs, and news portals. These ads show up based on the current sites that users are viewing, ensuring they are relevant to the topic being reviewed.
Social Ads
Social ads do what the name sounds like: they work to leverage social media platforms to reach your target audience. These ads promote your products and services to generate leads, increase brand awareness, and drive sales. These ads allow businesses to reach a large user audience on social networks through the advanced targeting capabilities of various platforms, including Facebook, Instagram, Twitter, LinkedIn, and others. Advertising on social media platforms has grown significantly over the past several years, making these ads important to your dealership and reaching your sales goals.
Remarketing Ads
Remarketing Ads are used in automotive PPC to reach out to customers who have shown previous interest in your dealership and are shopping for vehicles with your team. These ads use cookies, which allows you to show customized auto dealer ads to these users while they are searching other websites or platforms. Remarketing ads are meant to remind visitors of your dealership and reinforce your brand, which entices them to return to your location to convert the lead into a sale. There’s a much higher chance of converting retargeted visitors using display ads than without them.
How can you create a strong automotive PPC strategy?
Creating this strategy is crucial to maximizing the effectiveness of your campaigns and driving leads from these ads to your dealership. There are some key steps your team should take to make these ads work well and get the most out of your strategy. Some of these steps are:
- Set clear goals
- Thorough keyword research
- Organize keywords into targeted ad groups
- Craft compelling ad copy
- Leverage ad extensions
- Utilize location targeting
- Ad scheduling
- Implement conversion tracking
- Monitor and optimize
Automotive PPC is one of the most important and impactful ways to reach your customers on various platforms. It’s also one of the most cost-effective methods of advertising because you don’t pay for the ad unless a user clicks on it.
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