Almost every auto dealer that tries running a search engine marketing campaign (PPC) on their own ends up making a mistake or two.  Heck, even the PPC veterans make a mistake from time to time.  While occasionally trying something that ends up not being as effective as thought is understandable, some errors happen far too often.

Here is a list of common search engine marketing mistakes:

Sending your car dealer PPC traffic to Homepage:  People use search engines to find something specific; sending them to a generic homepage won’t help them find what they searched for.  Instead, use landing pages specific to keywords to solve this.  There are even car dealer websites that use dynamic landing pages as part of their PPC efforts so that the landing page is always contextually relevant to the users search intent.

Bidding on Only One Keyword: Not all searchers are going to use the same keyword to find your dealership.  Research to find the most common forms and words searched.  Your car dealership’s website analytics may help with this.

Using the Same Ad Copy for All Keywords: Just like sending all traffic to the same homepage, you don’t want everyone who searches to see the same ad text.  Fit the ad copy to the keyword it is tied to.  Even better than that, use dynamic keyword replacement to ensure that as many keywords as possible are bolded in your ad—this is a basic PPC tip that has proven to dramatically increase click-through rates.

Optimizing Page For Conversion: Landing pages are great for this since their only purpose is to provide relevant content and convert visitors into leads.  Make sure you have plenty of contact forms and calls to action.  Again, having a dynamic landing page solution ensures that your page is relevant to a visitor—this is necessary to maximize your conversion rates.

Bidding on the wrong Keywords:  Do some keyword research before you begin bidding on keywords.  There is no use spending money on keywords that don’t convert.  If you don’t have a list of keywords that convert well, take ample time in a very controlled and measurable process to determine which ones work and which don’t, so you don’t end up wasting lots of money.

It may be worthwhile for your car dealership to have your PPC ad campaign managed by a search engine marketing vendor.  They shouldn’t be committing any of the above mistakes, which will give your auto dealer website a better chance of having a PPC campaign with a high ROI.