Pay-per-click, or PPC, advertising is a cornerstone of any good digital marketing strategy. PPC is also poorly understood, so it can be difficult to get the most out of it. In this edition of DealerOn University we’re going over a few of the things you have to know before using this powerful tool.
Number one: What is PPC advertising?
PPC advertising is any form of online advertising in which you pay every time a customer clicks on an ad. It can take the form of paid search results, putting you at the top of any relevant Google search—and clearly labelling your result as being sponsored. It can also be banners, videos, or any other form of advertising on any platform.
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Number two: Even the best PPC advertising needs oversight.
When first using PPC ads, many stores will just leave them in place. This will save you time, but ultimately, you won’t be getting your money’s worth. You, or your digital marketing provider, will need to monitor the kinds of keywords your customers are using to ensure that the ads get in front of the right eyes.
Retargeting especially is a powerful new tool that can specifically target your ads to customers who have been to your website or engaged with your brand. Advertising to these people is often the most efficient use of your budget.
Number three: Structure your PPC campaigns according to inventory.
A dealership has three basic markets that should always have their own campaigns: new cars, previously owned cars, and the service department. All three should be present in a good strategy, but completely separate, since you’re selling different things to different customer bases.
You, or your digital marketing provider, will need to monitor the kinds of keywords your customers are using to ensure that the ads get in front of the right eyes.
Additionally, you should be using dynamic search ads to capture those customers looking for specific makes and models of cars. Customers want what’s on your lot, and it’s up to you to ensure they know their dream car is waiting.
Number four: leverage social media.
Social media continues to be an incredible tool to connect with your customers. Your business should be on every platform, and many of these have PPC programs that you can use. Remember to keep your information up to date! To sign on with the experts in PPC advertising, schedule your free demo.
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