Because PPC is a key part of a successful digital advertising campaign, there’s usually intense competition between dealerships to gain the digital edge. Across the nation, many dealerships are struggling to find a winning car dealer PPC strategy. Consider the following strategies you might not have heard of, as you determine how to define your PPC strategy and drive more customers to your dealership website:
Answer Search Queries in Your Ad Copies
Nobody talks about the power of good ad copy in Adwords, but it makes a critical difference. The message we really want to showcase when it comes to improving your car dealer PPC is; writing with the user’s end-goal in mind – which you can usually tell from their query. If someone googles “OEM replacement auto parts,” your dealership should respond with an ad that contains something like: “Original [MAKE] Replacement Parts,” instead of “Lease a 2017 Prius at Boring Motors.”
Instead of simply suggesting your website or business as a solution, tell users what they can find as a solution from your dealership. Responding to user queries with targeted ad copy can significantly improve your car dealer PPC campaign and boost Orders (ROI) immediately. Simple changes, like the difference between “Where you can find parts?” and “Find All Original Parts” for the search query “[MAKE] Original Parts” can bump up your conversions by 30%.
The Final Countdown
There are a lot of moments in the dealership business that are perfect opportunities for building some tension and urgency. We usually aren’t huge fans of high-pressure sales games, but we can’t deny the power of a countdown timer. Now, you can add a countdown timer to your car dealer PPC ads via some additions for Adwords. You can create car dealer PPC ads like: “Black Friday Deals: 5 hr 24 min to OPEN” or “Christmas Sale: Only 2 days 4 hours Left!” We really don’t see countdowns used often enough, and particularly within the automotive industry. Stand out during seasonal sales by creating an urgency and drive that leaves the competition in the dust.
Be In The Now
You can see tremendous improvement in your auto dealer PPC KPIs by including a little more connection to recent happenings in your ad copy. If you are advertising your Parts department, you can create ads like “Toyota original Parts – $[PRICE]+ Saved [PERCENTAGE] in Dec” for budget-related queries. The possibilities for are endless. Use your customer experience statistics from last month to advertise this month. This means keeping tabs on your auto dealer PPC and updating it relatively frequently but the results are absolutely worth it. A comparison between a vague auto dealer PPC ad and one with a number from a recent month found a 217% increase in CTR and a 23% boost in conversion rates.
Test, Test, Test
The final tip we can offer is to test, and test constantly. AdWords is glorious in the ability to A/B test anything. You can begin improving your auto dealer PPC ads over your competition until you are utterly dominating the online search market. You have the ability to consistently test variations of your best-performing ad copy until it has been completely optimized, as well as modifying your worst-performing auto dealer PPC ads until they have been brought up to snuff.
Using these strategies, your dealership can dramatically improve your PPC ROI today. Be sure to keep a close eye on your reporting so you can track the difference, and learn from both the mistakes and the strokes of genius. Auto dealer PPC is a competitive arena, but with these tips, you can get ahead.
Or if you find any doubts you can always just be part of our IMPACT marketing.