Pay-per-click (PPC) advertising is one of the most effective ways for dealerships to drive targeted website traffic, generate high-quality leads, and ultimately increase sales. With the right strategy in place, a well-executed PPC campaign can deliver an impressive return on investment (ROI). But with the ever-increasing competition in the automotive industry, it’s crucial to stay ahead of the game and continually optimize your dealership’s PPC efforts.
Today, we’ll discuss some of the best dealership PPC strategies you need to implement to ensure your digital advertising dollars are well-spent and deliver tangible results:
1. Focus on Local Targeting
One of the most critical aspects of a successful dealership PPC campaign is local targeting. This means ensuring that your ads reach potential customers within your dealership’s vicinity. By targeting your ads to a specific geographical area, you can significantly increase the chances of reaching the individuals most likely to visit your dealership.
To implement local targeting, consider using location-based keywords in your ad copy, such as your city or neighborhood name. Additionally, take advantage of Google Ads’ location targeting options to display your ads only to users within a specified radius around your dealership.
2. Utilize Retargeting Campaigns
Retargeting campaigns can be incredibly effective in driving past website visitors back to your dealership’s site, increasing the likelihood of converting them into customers. Retargeting works by displaying ads to users who have previously visited your website, keeping your dealership top-of-mind as they continue browsing the internet.
To set up a retargeting campaign, create a remarketing list in your Google Ads account, and add the remarketing tag to your website. Then, design ads specifically tailored to these users, highlighting offers or vehicles they may have shown interest in during their previous visit.
3. Optimize for Mobile
With the majority of users browsing the internet on their smartphones, it’s crucial to optimize your dealership’s PPC ads for mobile devices. This means ensuring your ads are mobile-friendly and prioritizing mobile ad formats, such as click-to-call or click-to-text extensions.
Additionally, consider utilizing mobile-specific ad copy and offers to increase engagement and conversion rates. For example, highlight a limited-time mobile coupon or emphasize the convenience of scheduling a test drive via smartphone.
4. Utilize Dynamic Inventory Ads
Dynamic inventory ads are a powerful tool for auto dealerships, as they automatically generate ads based on your current inventory. This means that your ads will always showcase the vehicles you have in stock, ensuring that potential customers see the most relevant and up-to-date information.
To use dynamic inventory ads, create a product feed containing information about your vehicles and connect it to your Google Ads account. After that, design ad templates that dynamically pull in vehicle information, such as make, model, and price, to create personalized ads for each vehicle in your inventory.
5. Test and Optimize Ad Copy
Continually testing and optimizing your ad copy is essential to the success of any PPC campaign, but it’s especially crucial for dealerships, where competition for ad space is fierce. By regularly testing different headlines, descriptions, and calls to action, you can determine which combinations resonate most with your target audience and drive the highest click-through and conversion rates.
To test ad copy effectively, create multiple ad variations within a single ad group and monitor their performance over time. Once you’ve identified the top-performing ads, pause or remove the underperforming variations and continue refining the winning copy.
By implementing these dealership PPC strategies, you can significantly improve the performance of your digital advertising campaigns and drive more high-quality leads to your dealership. However, it’s essential to remember that PPC success doesn’t happen overnight. You must continually monitor, analyze, and optimize your campaigns to ensure they deliver the best possible results. So, stay dedicated to your PPC efforts, and watch your dealership’s online presence and sales grow!
Market Doctors is a full-service marketing agency that is tailored to the automotive industry, helping various dealerships grow and achieve success. If you are looking for car dealer PPC services, work with us today.