Many co-opped pay-per-click providers claim that automation is the way to go. They are of the opinion that the only way to rank in your dealership’s local area is by bidding on their canned keywords that are exactly the same for all dealerships, in all locations. What they aren’t telling you is that by adhering to this confining pay-per-click bidding structure, you are restricting how the local customer can find and shop your specific inventory. The traffic that you do receive is not high-quality and is full of customers who are not ready to buy. By requiring dealers to bid on search terms like: “+how +much +is +Mazda +CX5”, you, the dealer, are investing in the click-through rate of the OEM, like Mazda, but have done very little to promote the inventory of your dealership or any promotions that you may want to advertise. 

Co-Op is Missing the Mark

Some of you may be wondering why the “+” is present in these search terms. The plus sign is Google’s way of signifying exact search terms that need to be typed in by the end-user in order for the ad to populate in search results. Let’s think about this for a moment – if someone is searching for the exact phrase “How much is a Mazda CX5?”, the search results will be landing them directly to OEM pages. Nowhere in these search terms is the location of where they are hoping to purchase a Mazda CX5 and yet it is still a required search term of Mazda.

Co-op PPC is also missing the mark by not making the keywords that are being bid on structured by the way that customers are actually searching for inventory. Let’s look at another Mazda example. Mazda co-op is currently requiring the following longtail keyword to be bid on, “+mazda +store +near +me”. According to our Lead PPC Strategist, Shannon Eshel, this exact phrase is never searched. The same thing with “+mazda +payment” – not one hit on this keyword has taken place.

Even though the results are in the data – no one is searching this way for Mazda inventory – yet co-opped pay-per-click providers are still bidding on these terms with Mazda dealer’s co-opped dollars.

Let’s Continue on with the Mazda Example

ABC Mazda, in Tampa, Florida comes to Dealer Authority and wants to start with a fresh PPC strategy. They have been working with a co-op provider which increased their new users to their website, but also, in turn, increased their site’s bounce rate, and didn’t result in an increase of conversions such as click-to-call, text, or form fills.

Our first step is to restructure ABC dealer’s bidding strategy. Instead of “+how +much +is +Mazda +CX5”, we shift to “Mazda CX5 for sale Tampa FL”, ABC dealer also decided to kick up their strategy a notch by adding our SEO solution to their monthly services. By doing this, Dealer Authority is able to build a custom landing page, with helpful copy that gives the customer information about the vehicle, a video giving the customer a behind the scenes look at the awesome features the CX5 has, and a call-to-action that entices the customer to make an appointment for a test drive. All of this is tied to the first click that the customer took when they searched “Mazda CX5 for sale Tampa FL” and ABC dealer’s Google Ad was the first ad to populate.

Custom PPC Strategy Makes a Lasting Impact on Sales

For those of you that are reading this and are starting to feel like ABC dealer – wondering how well your co-op keywords are actually working – just ask for the results. Your provider should be able to provide you with a list of the keywords that have been bid on your behalf over the past 30 days. If they aren’t willing to share this information that is your signal to consider another option. Digital Marketing, like pay-per-click and SEO, is meant to work together and reinforce each other. There isn’t one-size-fits-all when it comes to a dealer’s pay-per-click or digital marketing strategy for that matter.

By having a team of seasoned Google Ads strategists on your dealership’s side, you are never forced to settle for plug-n-play search terms. Through an analysis of your dealership’s location, our team is able to tell you what your customers are actually searching for and how we should build out your Google Ads account in order to result in maximum click-through rates and sales.

Ready to kick your dealership's PPC campaigns into high gear?

How to Use Multipurpose Content on your Dealership Website

As we've discussed many times, content is considered to be "king" in automotive digital marketing. This is true, but with a catch. Just as the King of England in centuries past was more powerful than the King of Zamunda, so too can content have different degrees of...

Automotive Digital Marketing Partner vs. Vendor

What is the value of personal attention? Do you believe a one-size-fits-all solution is “good enough” for your dealership? It’s easy to become confused trying to decipher which automotive digital marketing company is the right fit for your car dealership because...

New Google Ad Formats Shows them Testing the Mobilization of the Desktop

Every time Google makes a change to their advertising formats and placement, everyone rushes to the erroneous conclusion that they're just trying something to get more ad clicks. This is not and rarely is the reason for their latest test models. There are definitely...

Make Your Customers Feel Like VIPs from the Start

Over the last several years, car dealers have worked hard to improve their customers service. The industry has changed because everybody has a stronger potential voice, so giving them an excellent experience has been a major focus for dealers. An area that could use...

PPC Strategy During a Pandemic (Updated June 2020)

 advertising Even now, with a limited PPC budget, ads can still convert.   Most of us in America are heading into week three or four of ‘shelter in place.’ Everyone’s daily lives are completely disrupted. Many, if not most of us are working from home, kids are...

Dealership SEO – Final Call for Exclusivity Clients

It is with extreme excitement and a hint of sadness that we bring 2014 to a close with a "last call" of sorts. As search, social, and content continue to merge into a unified strategy for car dealers, we will be launching our new services in early 2015. As a result, a...

Automotive SEO

The rules of the game have changed... again. Just when an automotive SEO company believes that they have the system figured out, Google and Bing go and change it all over again. This is a good thing for dealers who have the right automotive SEO partner. At Dealer...

Voice Search and Its Impact on the Automotive Industry

While some “experts” in the industry may argue that Voice Search doesn’t affect the car business, at Dealer Authority we know that brushing the fastest growing search trend under a rug doesn’t make our clients sleep better at night. The automotive industry has always...

Commenting is Not Good Link-Building but it isn’t Bad Either

One of the oldest forms of link-building is blog commenting. On one hand, it has never been the best approach since all-too-often links that visible in blog comments are no-follow anyway and the sites that have dofollow plugins are often flooded with links to poor...

Working From Home on Automotive SEO & Social Media for Car Dealers

When our CEO and founder, Tyson Madliger, decided to structure his automotive SEO, social media for car dealers, and PPC specialist agency, Dealer Authority, as a remote company, he set us up for success right out of the gate. Businesses with a brick and mortar...
Privacy Policy
Automotive SEO Car Dealers Website

Subscribe To Our Newsletter

Join our mailing list to receive the latest news and updates from our team.

You have Successfully Subscribed!