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» The Digital Marketing Experts
5 PRO POINTERS
For Setting Up A Stellar
Automotive Paid Search Account
So you’ve decided t...
1 DETERMINE WHAT YOU’RE TRYING TO GET OUT OF THIS
Plain and simple, why are you starting a paid search account?
Do you wan...
4 THINK LIKE A CONSUMER: ADS & KEYWORDS
Now that you have your campaigns and ad groups
created, it’s time to build your ad...
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5 Pro Pointers for Stellar Automotive Paid Search Accounts

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By combining an SEO campaign with a properly managed paid search account, you will increase not only your brand recognition but also your web-generated leads.

Follow these steps when you begin building your AdWords account and you’ll be well on your way to seeing great success with your automotive digital marketing efforts.

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5 Pro Pointers for Stellar Automotive Paid Search Accounts

  1. 1. » The Digital Marketing Experts 5 PRO POINTERS For Setting Up A Stellar Automotive Paid Search Account So you’ve decided to hit the digital marketing ground running with a paid search strategy for your dealership. By combining an SEO campaign with a properly managed paid search account, you will increase not only your brand recognition but also your web-generated leads— guaranteed. Organizing and executing a well-rounded and effective AdWords campaign is much simpler than it might seem at first, especially if you start off on the right foot. Simply follow these steps when you begin building your AdWords account and you’ll be well on your way to seeing great success with your digital efforts.
  2. 2. 1 DETERMINE WHAT YOU’RE TRYING TO GET OUT OF THIS Plain and simple, why are you starting a paid search account? Do you want to build brand recognition? Are you going after conversions and leads? What aspect of paid search is most important to you and your dealership? Determining this is the first step towards building your account. » The Digital Marketing Experts 2 GET READY TO PAY TO PLAY Once you determine the goal of your new paid search strategy, you can begin to figure out your budget. If you’re going after leads and sales, you’re going to want to focus on building campaigns that focus on clicks and conversions— which are going to cost you. If you’re looking to simply boost your digital presence and brand recognition, focusing on impressions alone will cost a little less. Three key factors will help determine your budget: how competitive the keywords you’re looking to show up for are, how active your competition is in the digital game and how many other dealerships are trying to win over the same market. Exactly how large of a budget really depends on your goals and how aggressively you’re willing to reach them. 3 DIVIDE & CONQUER: CAMPAIGNS & AD GROUPS Now that you know how much money you have to play with, you can begin to split your account up into different campaigns and ad groups. Think of the campaigns as individual big picture segments and the ad groups as smaller, more specific elements of the individual campaign. When starting a new AdWords account, you should really begin with three main campaigns: a branding campaign, a geotargeting campaign, and a model-specific campaign. Your branding campaign should include an ad group focusing on your dealership name. Your geotargeting campaign should target your OEM brand and the cities you’re looking to show up for. Model-specific campaigns should target your top volume models and your geotargets. Tip: A campaign should be named something general like “New Models.” An ad group is more specific, such as “Ford Explorer.”
  3. 3. 4 THINK LIKE A CONSUMER: ADS & KEYWORDS Now that you have your campaigns and ad groups created, it’s time to build your ads and your keyword lists. When writing your ads, you want to do your best to think like a consumer. You only have a handful of characters to promote your brand’s message and entice a potential customer to click through to your website, so be as specific and relevant as possible. While we’re on the subject, the same line of reasoning applies to creating a keyword list. The keywords you use in your ad groups are what trigger your ads to appear when someone types them into a Google search. Make them specific to your ad groups and ads and be sure to cover all the different types of search queries that people could be typing in. » The Digital Marketing Experts 5 LOCATION, LOCATION, LOCATION Depending on how large of a budget you have to work with, the audience you’re targeting and where your dealership is located, playing around with AdWords’ ad targeting feature can be a useful tool to attract relevant traffic to your ads. Radius targeting is particularly helpful because you can set your ads to only show to users within a certain mile radius of your dealership. So if you’re in a densely populated location like New York or Los Angeles, you might want to consider restricting your radius, or targeting individual cities. While there is an infinite number of ways to fine-tune and adjust your AdWords campaigns to maximize conversions and CTR, most strategies require a solid starting point. Follow these pointers when you’re just getting started and you’ll have what you need to achieve stellar results. Tip: Take advantage of Google’s keyword modifiers like broad match, phrase match, exact match, and negative keywords. These will help refine the searches that trigger your ads, creating more relevant traffic. Tip: If you’re using radius targeting and live on the coast, a large body of water, mountain range or anywhere else uninhabited, try setting the radius a little farther away in the opposite direction of the dead zone to maximize its efficiency. NEED MORE GUIDANCE WITH YOUR PAID SEARCH EFFORTS? Contact PCG Digital Marketing’s team of Google AdWords and Bing Ads Certifiied specialists to help your paid search campaigns mature to success.

By combining an SEO campaign with a properly managed paid search account, you will increase not only your brand recognition but also your web-generated leads. Follow these steps when you begin building your AdWords account and you’ll be well on your way to seeing great success with your automotive digital marketing efforts.

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