As a former dealership GM who's managed millions in ad spend over the years, I know firsthand that PPC (Pay-Per-Click) advertising can be either a goldmine or a money pit for car dealers. While the concept seems simple – bid on keywords, show ads, get leads – the difference between profitable campaigns and wasted budget often comes down to the details.
That's why understanding PPC for car dealers is crucial to your success and why I’m going to walk you through some of the most important aspects of this largely misunderstood channel.
The truth is, when it comes to PPC for car dealers, there's a lot more involved than just setting a budget and picking some keywords. Let's explore the essentials you need to know to make your campaigns successful.
I've seen too many dealerships try to handle their own PPC campaigns, usually with disappointing results. The automotive PPC landscape is incredibly competitive, with sophisticated dealership groups and third-party sites all battling for the exact keywords. Without proper strategy and management, you might as well be throwing money out the window.
Are you leaving leads on the table? Call lot balloons are a game-changing tool for grabbing customer attention and driving foot traffic directly to your dealership. Learn how this simple yet effective strategy can set your inventory apart and maximize your sales.
Start with the Google Ads Keyword Planner, but don't stop there. Cross-reference your findings with SEO tools like Ahrefs or SEMrush to understand the complete search landscape. For example, if you're targeting "Toyota lease deals in Phoenix," you'll want to know:
One of the most challenging aspects of PPC for car dealers is structuring campaigns effectively. Structure your campaigns around clear themes:
Pro tip: Create separate campaigns for new and used inventory, and always include negative keywords to prevent wasted spend.
Your bidding strategy should align with your goals. If you're focusing on "Honda lease deals in Miami," consider:
Stand out in a sea of competitors with call lot balloons that deliver a clear, impactful message. Perfect for promoting specials, highlighting inventory, or creating an inviting atmosphere, this strategy can transform your lot into a sales-driving machine.
Here's where most dealers drop the ball: sending all PPC traffic to their homepage. Every ad should have a dedicated landing page that matches the search intent. If someone searches "BMW 3 Series lease deals in Dallas," they should land on a page about BMW 3 Series lease offers.
Your landing pages should include:
Now, depending on the skill level of your BDC or digital provider, you might want to augment any of these campaigns with remarketing, dynamic ads, call-only, model comparison pages, and your GBP.
All the clicks and leads in the world don't matter if they're not turning into sales. Track your PPC leads through the entire sales funnel. Know your cost per sale and optimize accordingly. A higher cost per click that delivers better quality leads might be worth more than cheaper clicks that never convert.
Tips for Long-term Success
Here's a kicker - the new platform has all these automations that are supposed to make your life easier. But I've seen those options kill too many campaigns to know that you should have a skilled person managing all your settings.
Implementing effective PPC for car dealers isn't for the faint of heart and often requires expertise. Start by auditing your current campaigns against these best practices. And if you're feeling overwhelmed, remember that professional management usually pays for itself in improved campaign performance and higher quality leads.
Remember, successful PPC for car dealers isn't about winning every auction but the right ones. Focus on the keywords and strategies that deliver actual buyers, not just tire kickers.
Above all, keep your eye on the ultimate goal: moving metal. Everything else – clicks, impressions, CTR – are just metrics along the way to what really counts: selling more cars.
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