PPC Marketing 101: Adopt These Three Great Strategies For Your Dealership

1. May 19, 2017 PPC Marketing 101: Adopt These Three Great Strategies For Your Dealership Image 1PPC Marketing Techniques that Car Dealerships Should Keep In Mind If you want to maximize your reach as an auto dealership, take online marketing seriously. After all, your digital presence plays a critical role in driving more sales into your showroom. One way to step things up is to use PPC marketing. Compared to organic searches, PPC gives you an immediate edge by putting you ahead of other search results on the page. That's because PPC ads are typically displayed on top of the organic search results which increases the likelihood of your target prospect clicking on the ad and making you their dealership of choice. P a g e 1 | 3

2. Users who click on PPC ads are quite different from other buyers. Research has shown that as much as 50 percent of visitors who reach a site through a paid ad are more likely to go through with making a purchase than those who clicked on a link from a search result. That said, here are some PPC marketing tips that you can use to encourage more conversions from your car dealership website: Utilize Ad Groups to Organize Your Target Markets Organizing your markets according to specific segments allows you to target buyers by preference and location. For starters, you can create a group according to a particular car manufacturer. You can also organize your car buyers according to their preference for sedans, crossovers, or SUVs. Another option is to group them based on city or zip code. You can then create ads that appeal to the specific groups for higher chances of getting conversions. Opt for More Targeted Long Tail Keywords Forget about generic keywords. The search results that these deliver are too broad, and your ad may not be noticed right away, not to mention that these keywords tend to be more expensive. Instead, opt for longer, highly targeted keywords. For example, rather than using the keyword "Lincoln California", go for something as specific as "2018 Lincoln Navigator California". This way, you know right away that the person who click on your ad is interested about a particular model. Direct Your PPC Target Market to Relevant Landing Pages Landing pages are designed to provide content for a specific campaign that you are running at your dealership. This can be about the latest model or the most popular vehicle in your dealership for years. It can be about your auto financing programs, too. Ideally, your landing page should relate directly to your ad. This way, people don’t get confused when they click on your ad. Make sure it doesn’t redirect them to your website's homepage. Note that Google also readily gives higher ranking to your PPC ad if its landing page is relevant to your keyword. P a g e 2 | 3

3. Use these tips to make your PPC marketing campaign more relevant and successful. At the same time, it helps to utilize your PPC campaigns alongside your search engine optimization (SEO) campaigns. While PPC is known for delivering instant traffic, SEO helps establish your dealership's name among car buyers over time. This way, you can be sure that your dealership website has a strong presence for both paid ads and organic searches. About DealerRank.com: DealerRank specializes in online marketing strategies, offering solutions that are both effective and cost efficient like PPC marketing. We believe that PPC ads should be able to generate more interest in your dealership while increasing your conversions at the same time. We will work with you in targeting various markets and making every ad count. Sources: SEO vs PPC – Time for a Fight! [Infographic], unbounce.com 70% of Consumers Researching Cars Turn to Search Engines First [Stats], searchenginewatch.com 7 Tips Auto Dealers Can Use To Make AdWords Sizzle, motorlot.com P a g e 3 | 3