Pay-Per-Click that ConvertsLess Budget for More Leads.
THIS IS WHAT WE DO.
Automotive PPC Strategy That Converts
PPC Advertising has gone through many evolutions over the years. As digital marketers in the automotive industry, we consider it our responsibility to test out new add-on and developments for any digital marketing tool, but especially add-ons created by Google for pay-per-click. The ‘bells and whistles’ of a new PPC add-on or extension could sound like the next epic marketing tool, but these extensions have to be tested for their effectiveness, so we truly know if they will be beneficial to our car dealers’ budgets.
Let’s face it – PPC budgets are notoriously known to be expensive in the automotive industry.
Thousands of dollars are spent by dealers to reach customers that they hope are ready to make a purchase immediately, but without the proper strategy behind that budget, more often than not, marketing dollars are wasted. At Dealer Authority, we have found that the knee-jerk reaction to insist that a car dealer needs to increase their monthly budget in order to gain the conversions they are looking for is FALSE. If the investment you are already making IS NOT resulting in KPIs being met this means that your keyword strategy and most likely your ad delivery is not correct.
Many of our competitors rely on automation to tell them what would be the best keywords to target for a dealer; however, at Dealer Authority, we find that automation does nothing but waste money.
Stop wasting money on ads that are not converting to qualified leads.
For example, we recently brought on a new dealer that was spending $8,000 a month on Google Ads and was still struggling to reach their monthly goals. Once they came on-board as a Dealer Authority client, our team was able to hone in on just the search terms that would result in qualified leads. We were also able to REDUCE their pay-per-click budget to $3,500, resulting in a savings of $4,500 per month for the dealership.
That – saving money for the dealer and giving them better results for less – is the reason why Dealer Authority exists.
Gallery Ads are CTR gold!
Google released gallery Ads in August of 2019, and since then, we are seeing some pretty impressive click-through rates – 7 – 8%, to be exact! Remember, these ads only populate on mobile and search network searches. This click-through rate data also helps remind us in the automotive space that new and used car shoppers are spending more and more time on their smartphones, browsing for their new car purchase.
Our data also shows that those clicking on Gallery Ads are shoppers with high intent, who tend to spend more time on-site and are even more likely to complete a goal such as a form fill, click-to-call, or text.
Photos provided to the dealer by the OEM have a lower rate of conversion than live photos of the dealer’s inventory.
Discover Ads are our PPC specialists’ favorite ads for conversion – and they’re pretty.
Humans are visual creatures, and the more we digitize our day-to-day habits, one could say, the lazier the consumer gets. The shopper wants to see the product, or in our case, the vehicle – and think to themselves, “Oh yeah, that’s what I have been looking for.” Discover Ads let the consumer have that “oh yeah” experience. Whether the shopper is browsing for a new car on desktop or mobile, Discover Ads will still reach them with a carousel of images highlighting the amazing features and finishes that the dealership’s inventory has to offer. These ads populate on the Google Search network, search partners, and YouTube.
The images aren’t the only reason why this is a DA staff favorite – this ad type has the lowest cost-per-click. Can we get a woo-hoo for 34 cents per click with a CTR 6.5%? Heck yeah!
Discover Ads are not for your high-interest buyers – these are branding ads. Use them to promote your dealership and your ‘why-buy’ messaging.
How do we feel about Smart Campaigns? Meh.
Dreaded automation – insert gasp here – but we wouldn’t be true digital marketers if we didn’t give it a chance, so we did. We tested it, and we found it — wanting. In our humble opinion, Smart Campaigns were created for the business that just wants to spray their marketing message out into the internet and just see what happens. For car dealers, this ad type WOULD NOT be our suggestion. Google completely automates Smart Campaigns. You cannot select the keywords you want to target, but you can create custom copy for your ads (so at least that is a plus).
Just don’t run Smart Campaigns and if a vendor suggests them to you because they’ve seen a ‘high CTR’ – RUN.
Pay-per-click is an advertising option for car dealerships that can be highly effective if implemented correctly. Our PPC team has a collective of 19 years working in pay-per-click, and most of that time was spent in the automotive industry. We have the knowledge and the tools to decrease your budget and increase your leads, so let’s make this happen. Stop waiting to “see what happens next month.” Stop wasting money that your business doesn’t need to. We can help.