Given the complexity involved with running a dealership’s pay-per-click (PPC) ad campaign, Google is trying to make the self-management of PPC campaigns as easy as possible with the introduction of their bid simulator.

Existing Google AdWords users will be able to use the new bid simulator to see the potential difference in clicks compared to a higher or lower maximum cost-per-click (CPC).  To use it, click on the “Keywords” tab in your AdWords account, and then click on the bid simulator icon (it looks like a mini-graph) in the “Max. CPC” column.

The bid simulator uses data from the past seven days, and shows your auto dealership how many times your dealer ads could have been shown had the max CPC been higher and lower.  This will allow your car dealership to decide which keywords are worth spending a little more, and which you are spending too much money on.

Of course, Google is quick to point out that past data does not predict future results, so take all of this information with a grain of salt.

While this tool can help make optimizing your auto dealer pay-per-click campaign a little easier, it by no means makes it easy.  Successfully managing and running your car dealer PPC ad campaigns requires someone at your dealership to be extremely dedicated and knowledgeable.  Using an expert PPC management vendor will free your dealer staff to sell more cars, as well as give your auto dealership the results you need from your PPC campaign.