Running a paid ads campaign should be a top priority for bringing more business to your dealership.
Why? Because paid advertising is capable of reaching a very targeted audience across a very wide range – all within your specific budget.
Consumers are 63% more likely to click Google ads than any other digital advertisement network (1).
We recommend paid advertising for any dealership that’s trying to grow its marketing reach since the outcome of the campaign can be controlled through dedication, effort and a little time. If you make the effort, you will achieve the results you want.
Set an Ad Budget
Running a paid ads campaign may seem complex and mysterious, but it’s almost as easy as it is effective. You can set up your campaign through Google Adwords, with a goal of getting your ad to appear in the top section of the search engine results page (SERP). First, you need to establish the price you will pay when a prospect clicks on your ad – this is known as the price per click (PPC) – and it’s the pay-to-play nature of running a successful ad. This price can be whatever you want, even as low as $0.1 cent, to keep your ad budget affordable. While a very low cost may yield lower-quality traffic results, the important point is that you’re in full control of your budget and you can tailor your budget to achieve higher results over time.
Choose Relevancy
Relevancy is key to achieving paid ad success. The first step is to select a relevant audience, as this will maximize your ad spend by ensuring qualified leads are clicking on your ads. A more targeted audience generates a better-quality score on your ads, which reduces the cost per click and leads to a better ad ranking. Audience targeted can be done in several ways:
- Base your audience criteria on your current customers
- Identify important characteristics such as age, income range, online shopping behavior and interests
- Focus on shoppers in a certain location (eg, set a parameter around your dealership)
- Target relevant keywords in your ads
We’re going to focus more on this last strategy – keyword targeting. You can drive more ad clicks by aligning your keywords with the terms your customers are entering into search engines (2). For example, if you need to move older inventory off your lot, you can adjust your campaign to reach shoppers who are interested in purchasing older models or used units. Then, determine what keywords these individuals may be using to search for their desired purchase. With wise planning, you can develop a campaign with a low cost and a high return.
Campaign Tracking
One characteristic that sets paid advertising apart from other marketing strategies is how well you can track your dealership's ad campaign at every step and measure the comprehensive results. It’s easy to view your progress on your paid ads campaign by reviewing the analytics dashboard. Best of all, you can tailor your future strategies according to the performance of your current campaign to optimize your results in your next round of paid ads.
If you’re considering launching a paid ads campaign and would like more insight on where to start, we invite you to connect with Dealer Spike’s digital experts today!
(1) Website Rating
(2) Google