66% of the automotive calls generated by search engines come from paid search. That is why automotive PPC advertising is a powerful tool that can significantly impact your marketing efforts in the automobile industry. By understanding and leveraging the strategies and techniques behind PPC campaigns, you can drive qualified traffic, generate leads, and ultimately boost sales.
In this comprehensive guide, we will explore the ins and outs of automotive PPC campaigns based on the recommendations of Promodo PPC experts with years of experience in the launch of automotive paid search.
Automotive PPC (Pay-Per-Click) advertising is a digital marketing strategy that involves placing targeted advertisements for your car dealership or car parts store across search engines and other online platforms. It allows you to bid on specific keywords related to the automotive industry and have your ads displayed prominently in search engine results and relevant websites.
With automotive PPC advertising, you only pay when a user clicks on your ad, making it a cost-effective approach. It offers a highly targeted way to reach potential customers who are actively searching for vehicles, automotive services, or related information.
When it comes to automotive PPC campaigns, there are several types that you can utilize to effectively promote your car dealership and reach your target audience. Each type offers unique advantages and can be tailored to specific marketing objectives. Let's explore the key types of automotive PPC campaigns:
Search ads are the most common type of automotive PPC campaign. They appear at the top or bottom of search engine results pages (SERPs) when users enter relevant keywords related to automotive products or services. Google automotive ads allow you to capture potential customers who are actively searching for specific vehicles, car dealerships, or related information.
Display ads are visual advertisements that appear on websites within the Google Display Network or other advertising networks. They can include text, images, or even rich media formats. Automotive display ads allow you to showcase your dealership's offerings to a broader audience on relevant websites, blogs, and news portals.
Social ads for car dealerships and online tire stores deal with leveraging social media platforms to reach and engage with their target audience. These ads aim to promote their products, generate leads, increase brand awareness, and ultimately drive sales. Social ads allow these businesses to tap into the vast user bases and advanced targeting capabilities of platforms like Facebook, Instagram, Twitter, LinkedIn, and others.
Another type of PPC for car dealers and automotive online store owners is remarketing ads that target users who have previously visited their websites. By using cookies, you can show customized auto dealer ads to these users as they browse other websites or platforms. Remarketing ads can remind visitors of your dealership, reinforce your brand, and entice them to return and convert. By the way, there’s a 70% higher chance to convert retargeted visitors with display ads than those who aren’t.
Automated PPC for the automotive industry refers to the use of automated technologies, algorithms, and tools to manage and optimize pay-per-click (PPC) advertising campaigns specifically tailored for automotive businesses. It involves leveraging automation to streamline campaign management, improve efficiency, and achieve better results. Using PPC automation, you may decrease the CPC by 10-30% compared to manual PPC management.
By utilizing a combination of these automotive PPC campaigns, you can expand your reach, target specific segments of your audience, and achieve your marketing goals. It's important to consider your dealership's objectives, target audience, and budget when determining which types of campaigns to prioritize.
“We choose which campaign types are the most relevant, depending on the settled objectives and market peculiarities. For example, the tire eCommerce has clear seasonality, which also affects the combination of PPC types used”. PPC Team Lead Yulia Beresneva
Creating a strong automotive PPC strategy is crucial to maximizing the effectiveness of your campaigns and driving results for your car dealership. Here are key steps to guide you in building a robust automotive PPC strategy based on the experience of Promodo’s PPC specialists:
Obviously, car dealership marketing requires setting clear objectives. Define your objectives and what you aim to achieve through your car dealership PPC campaigns. Are you looking to generate leads, increase website traffic, boost sales, or improve brand visibility? Setting clear goals will help shape your strategy and guide your decision-making throughout the process.
“For example, our European client in the tire niche aims for sales increase with the help of PPC tools. That is why we primarily launch performance tools, such as search campaigns, Google Shopping, and Performance Max”. Senior PPC Specialist Borys Dziundziuk
“In the Canadian tire market, customers prefer offline shopping, which also needs to be considered. That is why brand awareness matters as well”. Middle PPC Specialist Ihor Stromets
Conduct comprehensive keyword research to identify relevant keywords and search terms that potential customers use when looking for automotive products or services. Tools like Google Keyword Planner, Ahrefs, Serpstat, SEMrush, and others can assist in uncovering high-volume and low-competition keywords. Focus on a mix of broad and specific keywords that align with your dealership's offerings.
Group your keywords into specific ad groups based on relevance and search intent. This organization allows for more targeted ad copy and landing page experiences, resulting in higher click-through rates and conversions. Create separate ad groups for different vehicle models, services, or location-specific campaigns to tailor your messaging accordingly.
Write compelling ad copy that entices users to click on your ads. Highlight unique selling points, promotions, or any other factors that make your dealership stand out. Incorporate relevant keywords into your ad headlines and descriptions to improve ad relevance and quality score. Use strong calls-to-action to encourage users to take the desired action, such as "Get a Quote", "Browse Inventory", "Try a Car on a Test Drive," or “Get a Call Back”.
Take advantage of ad extensions to provide additional information and improve the visibility and appeal of your ads. Ad extensions like sitelink extensions, call extensions, location extensions, or structured snippets can enhance your ad's visibility and offer users more options to engage with your dealership.
“As for the peculiarities of the automotive industry, consider the importance of the call center. For example, customers are often not sure which type and model of tires they need. That’s why they prefer consulting via phone. Hence, adding the call extension to your paid ad might be a considerable benefit”. Senior PPC Specialist Borys Dziundziuk
As 80% of customers visit dealerships from a short distance, take advantage of location targeting to focus your ads on specific geographical areas relevant to your dealership. This ensures that your ads are shown to users who are more likely to convert based on their proximity.
“Location is a critical aspect of the automotive PPC campaigns. Customers are more likely to purchase car parts, tires, and cars in-store instead of ordering online. That is why proper location targeting for car dealership PPC affects the overall campaign effectiveness”. PPC Team Lead Yulia Beresneva
Additionally, leverage ad scheduling to display your ads during peak times when your target audience is most active, increasing the chances of engagement and conversions.
Set up conversion tracking to measure the effectiveness of your PPC campaigns. This allows you to track specific actions users take on your website, such as form submissions, phone calls, or purchases. Linking your PPC accounts with tools like Google Analytics or CRM systems provides valuable data for optimizing your campaigns and understanding the return on investment.
“Even though the average cost for an automotive lead is $250, you still need to consider that it varies from one automotive niche to another. For example, the lead for the tire supplier will be much cheaper. On the contrary, the auto dealer needs to be ready to pay more to gain a paying customer. The more expensive the product category is, the higher the cost of the lead”. PPC Team Lead Yulia Beresneva
Regularly monitor the performance of your PPC campaigns and make data-driven optimizations. Analyze PPC metrics such as click-through rate (CTR), conversion rate, cost-per-click (CPC), and cost-per-acquisition (CPA). You also need to remember that the benchmark depends on the niche and geographic location. For example, the average CPC in Google Ads for automobile dealerships in the US is $2.04.
That is why we recommend monitoring KPIs, comparing them to the automobile industry benchmarks by niches, adjusting bids, pausing underperforming keywords or ads, and testing different variations to improve campaign performance over time. Continuously refine your strategy based on insights gathered from the data.
“Analytics is key. Unfortunately, small brands often make a considerable mistake neglecting analytical tools. Data empowers proper solutions on all stages of our cooperation with clients”. Middle PPC Specialist Ihor Stromets
By following these steps and continually optimizing your automotive PPC strategy, you can drive targeted traffic, generate leads, and increase the overall success of your car dealership's online marketing efforts. Regularly assess and adapt your strategy to stay ahead of the competition and meet the evolving needs of your target audience.
Automotive PPC advertising offers several significant benefits for car dealerships looking to enhance their marketing efforts and drive business growth. Here are the key advantages of incorporating automotive PPC advertising into your dealership's strategy:
PPC ads for car dealers allow your brand to gain prominent visibility in search engine results and other online platforms. By appearing at the top of the SERPs or on relevant websites, you can reach a broader audience and increase your dealership's exposure. This heightened visibility helps you stand out from competitors and capture customer attention, increasing the chances of attracting qualified leads.
Automotive PPC advertising enables precise targeting of your ads to specific demographics, geographic areas, and search intent. You can strategically select the keywords, locations, and parameters that align with your target audience's characteristics and behaviors. This targeted approach ensures that your ads are shown to individuals who are actively searching for automotive products or services, maximizing the relevancy and effectiveness of your campaigns.
When automotive SEO is a long-term investment, PPC advertising provides immediate visibility and traffic to your website or landing pages. As soon as your campaigns are live, you can start driving clicks and potential customers to your dealership. This instant gratification can be especially valuable when you have time-sensitive promotions or want to quickly respond to market demands.
With automotive PPC advertising, you have control over your budget and spending. You can set daily or monthly budgets, allocate funds to specific campaigns or ad groups, and adjust your bids based on performance. This flexibility allows you to optimize your spending and ensure that your advertising investment aligns with your dealership's goals and financial capabilities.
PPC advertising provides robust tracking and measurement capabilities, allowing you to analyze the performance of your campaigns in real time. This data-driven approach enables you to measure the return on investment (ROI) of your advertising efforts and make informed decisions about optimizing and refining your campaigns for maximum results.
In the competitive automotive industry, PPC advertising can give you a competitive edge. By strategically bidding on keywords related to your dealership and targeting specific market segments, you can outperform competitors. This increased visibility and targeted reach help position your dealership as a top choice among potential customers, driving brand awareness and consideration.
Automotive PPC advertising offers flexibility and scalability to adapt to your dealership's evolving needs and marketing objectives. You can easily adjust your campaigns, ad groups, keywords, and budgets to align with changing market dynamics, promotional offers, or seasonal trends. Whether you want to expand your campaigns to target new locations or refine your targeting based on customer preferences, PPC advertising allows you to scale your efforts accordingly.
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