PPC Advertising for Maximum Dealership Leads
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Find out the many campaigns that dealerships should be using to grow their dealership by targeting automotive buyers at each stage of their purchasing journey with advanced PPC advertising campaigns. These campaigns include: - Branded PPC Campaigns - Dynamic Inventory Campaigns - Conquest Campaigns - 4 Types of Remarketing Campaigns - General Campaigns Find out more by reading our comprehensive blog post: https://kogneta.com/ppc-marketing-for-dealerships/
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PPC Advertising for Maximum Dealership Leads
- 2. 90% of car buyers turn to Google Search for a shorter, more efficient research process and are now taking less time to decide on a final purchase. Netpop Research, "Global Auto Shopper Study: Australia," November 2014. Australia (n=700)
- 3. 2 The average car purchaser makes just two visits to dealerships. Google/TNS, Auto Shopper Study, 2015, United States. Consumer Barometer n=500.
- 4. 5 Key Auto Micro Moments PPC Advertising for Dealerships thinkwithgoogle.com/marketing-resources/micro-moments/dealership-micro-moments-auto-searches/
- 5. Dealership Campaigns Campaigns Branded Dynamic Conquest GeneralRemarketing
- 7. What Are Branded Campaigns? Campaigns that target people searching for your brand specifically
- 11. Test & Control Brand Messaging
- 12. Damage Control
- 13. Promote Other Services & Specials
- 16. Branded Campaigns Branded Campaigns Brand {{DEALERSHIP NAME}} Jordan’s Cars {{DEALERSHIP NAME}} + {{MAKE & MAKE/MODELS}} Jordan’s Cars Ford Focus {{DEALERSHIP NAME}} + add on service Jordan’s Cars oil change {{DEALERSHIP NAME}} + review Jordan’s Cars reviews {{DEALERSHIP NAME}} + sale Jordan’s Cars sales {{DEALERSHIP NAME}} + vs {{COMPETITOR}} Jordan’s Cars vs Bob’s Auto Mall {{DEALERSHIP NAME WEBSITE}} jordancars.com
- 17. Pro Tip: Use Preexisting Data Use tools such as Google Analytics, Google Search Console and KeywordTool.io to generate keyword ideas
- 19. 65% of car buyers search for brands/models online. Netpop Research, "Global Auto Shopper Study: Australia," November 2014. Australia (n=700)
- 20. What Are Dynamic Campaigns? Tiered programmatic campaigns based on your inventory feed
- 21. How Dynamic Campaigns Work Inventory Feed AdWords & Bing Campaigns Ad Groups Keywords Ads
- 22. Campaign Structure Dynamic Campaigns Campaign: Make Model Campaign: Make Model Year Campaign: Make Inventory Feed Ad Group: Honda Ad Group: Honda Civic Ad Group: 2015 Honda Civic SRP: Honda SRP: Honda Civic SRP: 2015 Honda Civic
- 23. Keyword Templates Dynamic Campaigns Make Keywords Make Model Keywords Make Model Year Keywords {{make}} for sale Preowned {{make}} for sale {{make}} dealership near me {{make}} {{model}} {{make}} {{model}} sales Used {{make}} {{model}} {{make}} {{model}} {{year}} {{make}} {{model}} {{year}} sales Used {{make}} {{model}} {{year}}
- 24. Keywords Templates Dynamic Campaigns Make Model Keywords {{make}} {{model}} {{make}} {{model}} sales Used {{make}} {{model}} Honda Civic Keywords Honda Civic Honda Civic sales Used Honda Civic Ford Focus Keywords Ford Focus Ford Focus sales Used Ford Focus Volkswagen Jetta Keywords Volkswagen Jetta Volkswagen Jetta sales Used Volkswagen Jetta
- 25. Ad Templates Dynamic Campaigns Make Ad Template Make Ad Template Make Ad Template Pre-Owned {{Make}} For Sale — Visit {{Dealer Name}} For A Test Drive Find Out Why We Are {{Location}}’s Top Dealership For {{Make}} vehicles. Visit Us Today For A Test Drive. {{Make}} {{Model}} For Sale — Starting As Low As {{Lowest Price}} Discovery Why We Are Rated The Top {{Make}} Dealership in {{Location}}. Test drive A {{Make}} {{Model}} Today. {{Year}} {{Make}} {{Model}} For Sale — Largest Selection of {{Make}} {{Model}} Find Out Why We Are {{Location}}’s Top Dealership For {{Make}} vehicles. Visit Us Today To Test Drive A {{Year}} {{Make}} {{Model}}.
- 26. Ad Templates Dynamic Campaigns Make Model Ad Template Make Model Ad: Honda Civic Make Model Ad: Ford Focus Honda Civic For Sale — Starting As Low As $5000 Discovery Why We Are Rated The Top Honda Dealership in New York. Test drive A Honda Civic Today. {{Make}} {{Model}} For Sale — Starting As Low As {{Lowest Price}} Discovery Why We Are Rated The Top {{Make}} Dealership in {{Location}}. Test drive A {{Make}} {{Model}} Today. Ford Focus For Sale — Starting As Low As $4500 Discovery Why We Are Rated The Top Ford Dealership in New York. Test drive A Ford Focus Today.
- 27. Pro Tip: Structured Snippets Create structured snippets for each Make-Model ad group that features the most popular models for the ad group
- 28. Benefits Dynamic Campaigns Hyper Targeting High Velocity A/B Testing Save Ad Spend
- 30. What Are Conquest Campaigns? Campaigns that target search queries for competing brands
- 31. Types of Conquest Campaigns Conquest Campaigns Competitive Brand Comparative Vehicles
- 32. Competitive Brand Conquest Campaigns Competitive Brand {{DEALERSHIP NAME}} Bob’s Auto Mall {{DEALERSHIP NAME}} + {{MAKE & MAKE/MODELS}} Bob’s Auto Mall Ford Focus {{DEALERSHIP NAME}} + add on service Bob’s Auto Mall tires {{DEALERSHIP NAME}} + review Bob’s Auto Mall reviews {{DEALERSHIP NAME}} + sale Bob’s Auto Mall sales {{DEALERSHIP NAME WEBSITE}} bobsautomall.com
- 33. Comparative Vehicles Conquest Campaigns Make Model Comparative Vehicles Honda Toyota Ford Dodge Acura Lexus Honda Civic. Toyota Corolla Acura ILX Lexus IS Ford F150 Dodge Ram
- 34. Pros & Cons Pros Cons Cut in front of competitors Stay top of mind for searchers Higher conversion rates Expensive CPC Low quality score Legal caveats Conquest Campaigns
- 35. Word of Warning Make sure not to infringe on a brand’s trademark
- 37. What Are Remarketing Campaigns? Campaigns that target people who have already interacted with your brand.
- 38. Lifecycle Remarketing Remarketing Campaigns Site Visitor Remarketing In Store Remarketing Post Purchase Remarketing Dynamic Remarketing
- 39. Shows ads to people who have visited pages on your site excluding SRP and VPD pages Site Visitor Remarketing
- 40. How Site Visitor Remarketing Works Remarketing Campaigns Views Non-SRP/VDP Page Exits Site Visits 3rd Party Sites Sees Your AdsConverts
- 41. Dynamic remarketing shows ads based on the SRPs & VDPS that a person visited in order to convert to a test drive Dynamic Remarketing
- 42. How Dynamic Remarketing Works Remarketing Campaigns Views SRP/VDP Tagged with SRP/VDP remarketing cookie Leaves your site Visits 3rd party website Ads based on SRP/VDP remarketing cookie Returns back to SRP based on cookie Books a test drive Removed from audience
- 43. In Store Remarketing Remarketing in store visitors by showing them trust and authority building ads in order to convert to a purchase
- 44. In Store Remarketing Remarketing Campaigns Visits your dealership Email synced to remarketing list Visits 3rd Party Sites Sees Your AdsPurchases
- 45. Post Purchase Remarketing Remarketing to people who’ve already purchased in order to extend lifetime value by converting on an add on service
- 46. Post Purchase Remarketing Remarketing Campaigns Purchase Purchase add on service Email synced to remarketing list Visits 3rd Party Sites Sees Your Add On Service Ads
- 47. Pro Tip: Timely Post Purchase Remarketing If you know a customer’s lease is coming up, warm them up through remarketing prior to outreach
- 49. What Are General Campaigns? Campaigns that target people who don’t fall into any of the previous campaigns discussed.
- 50. General Campaigns General Campaigns “…Near me” Add On Services “Where is the nearest…” “What is the best…” “Where to…”
- 51. Wrapping it up
- 52. Dealership Campaigns Campaigns Branded Dynamic Conquest GeneralRemarketing
- 53. Are You Ready to Get Started? Download Our Free PPC Starter Kit for Dealerships Are You Ready to Get Started? bit.ly/2whco7W
- 54. Have questions? Contact me for any questions Jordan Choo jordan.choo@kogneta.com 1 (888)-549-4118
Editor's Notes
- Netpop Research conducted a studied in 2014 and found that 90% of car buyers turn to Google Search for a shorter, more efficient research process and are now taking less time to decide on a final purchase.
- What’s even scarier is that in Google’s 2015 Auto Shopper Study, they found that the average car purchaser makes just two visits to a dealership before buying. So how do you stand out from your competitors and make sure that you’re not just one of the two dealerships that a person visits but, is the one that they purchase from.
- Google recently released a fairly comprehensive study on the micro moments or steps that an automotive shopper takes before buying and they were able to pin point the purchasing process into 5 key points The first being which car is best for me? Is it right for me? Can I afford it? Where should I buy it And lastly, Am I getting a deal? While most dealerships focus on 4th step Where should I buy from the big trick to successfully running a PPC campaign making sure that your dealership is present and in a shoppers face at every one of these micro-moments. So how do you do that? Well.. We’ve found that breaking your PPC strategy down into 5 strategic PPC campaigns will allow you to stay with a shopper at every point in their purchasing process. These campaigns are…
- Branded, dynamic, conquest, remarketing and general campaigns. So let’s dive into each of these so you can put pedal to the metal on your PPC campaigns.
- So the first type of campaign that we’re going to be going through is the
- Build brand awarenes Allows customers to become familiar with your brand
- Making sure that you own the entire search engine results page on both the organic and paid results. You want to make sure you’re driving traffic to your site and not a 3rd party
- Another is defending your dealership against conquest campaigns where your competitors may try to poach customers who are searching for you
- You can also test your brand messaging in your ad copy quickly to see what works and what doesn’t. This also allows you to fully control what is and isn’t show to a user while with your organic results you have less control due to SEO guidelines.
- Building on your ability to control what people see on branded SERPs, you can help push down and divert attention away from any negative news or results that may be showing organically
- If you’re like most dealership you offer add services like maintenance, tires and payment programs to name a few. You can use your branded campaign as an opportunity to help differentiate yourself from the competition by advertising these additional services.
- Since these people are searching for you already they have something specific that they are looking for which translates into a higher likelihood to convert
- Last but not lease because you’re bidding on branded terms your quality score is going to be a 10 out of 10 which means that you’re going to be paying an extremely low CPC making it incredibly affordable to run a branded campaign
- So the key to running a sucessful branded campaign is making sure you’re bidding on the right keywords. So here we have a few keyword template examples for you to get started and what the end keyword can look like for each template.
- One huge pro tip is leverage as much pre-existing data that you already have by using tools such as Google Analytics, Google Search Console and KeywordTool.io to discover what brand based keywords are generating traffic and impressions.
- The next type of campaign that you should be running are dynamic campaigns.
- The first big thing to understand about dynamic campaign is that 65% of car buyers will search for makes and models online during their shopping process. So what dynamic campaigns do is help you target these people for the specific makes and model at scale.
- So what are dynamic campaigns? They are tiered programmatic campaigns based on the available vehicles in your inventory feed. So what exactly d
- Here’s exactly how it works…. Your inventory feed is imported into AdWords and Bing. Then based on the various makes, make models and make model years, campaigns, ad groups, ads and keywords are programmatically created. This process is repeated throughout the day starting, stopping and creating the appropriate campaigns and ad groups based on the vehicles that you have in stock.
- Let’s dive deeper into what the campaign structure looks like. As mentioned before, your inventory is analyzed and then three campaigns are created a make, make model and make model year campaign. From there the appropriate ad groups are created. So in this example if you have a 2015 honda civic in stock the ad groups created would look like the following: You’d have a Honda make campaign and Honda Civic make model campaign and then a 2015 honda civic make model year campaign where each of the ads would go to the appropriate SRP in order to improve your quality score and conversion rate In order to scale this out you’re going to use templated ads and keywords for the three of your campaigns. Let’s look at how it works with keywords
- So for each of the three campaigsn you’re going to create a templated version of the various keyword variations that can appear for each campaign. You can see a few examples here for each of the campaigns. To really drive the point home here is a quick example
- If we take the make model keyword templates and you have honda civcs, Ford Focuses and VW jettas in your inventory the following keywords would be created based on the make model keyword templates. The next part are…
- …ad templates. Which have the same basic premise as what we saw with the keyword templates in that you’re able to use the data in your inventory feed and put it right in your ad copy all while rolling it out across all of your ad groups and campaigns. Here are a three examples of ad templates. So you can see that it’s not just make, model and year that you can incorporate into your ads, but also the city that your located in, the lowest price for the vehicle that the user is searching for and even the name of your dealership Let’s see how these would translate into ads..
- So you an see an example of how ad templates work, when we take the make model ad template and apply it to a honda civic and ford focus it’ll look like the following: The content is automatically imported into the template and published to all of your ad groups This level of customization and control really allows dealers to create targeted ads that resonate with customers.
- One pro tip for using dynamic campaigns is making sure you’re taking advantage of Google’s structure snippets extension by creating snippets of the most popular models that you have in inventory for each of your make model ad groups. So as an example for any of your Honda Make Model ad groups your structured snippet could include the Accord, Civic, CR-V and Odyssey
- Three HUGE benefits that we’ve seen dealers take advantage of with dynamic inventory advertising are. Being able to drive hyper targeted traffic to vehicle SRPs because of the long tail keywords you’re able to programmatically target using the dynamic keywords. You are able to saves thousands of dollars by automatically pausing ads for vehicles you now longer have in stock. Lastly, you are able to do high velocity A/B testing. What I mean by that is since your ads are templated and are rolled out to many ad groups you’re able to gather a statistically significant amount of data that you can use to optimize your ads in a very short amount of time. So instead of waiting weeks to see which ad is better, you can do it in a matter of days. Now before I leave you I want to share a quick case study with you…
- The next type of PPC campaign you should be running are conquest campaigns. And it is EXACTLY what it sounds like…
- They are campaigns that specifically target search queries for competing brands. So think of conquest campaigns as the opposite of brand campaigns.
- Conquest campaigns are typically divided into two categories. The first one is the competitive brand so this will be the name of the dealership that you’re trying to conquer and the second is comparative vehicles.
- So drilling down deeper into a competitive brand conquest campaign, you’re going to use the same type of keywords that you’re using for your own branded campaign. So you can see a few examples here...
- The comparative vehicles conquest campaign is when your bidding on keywords for makes and models that you don’t necessarily carry but are comparative to the vehicles that you offer. So you can see a few examples here. In the make comparative vehicles if you’re a honda dealership you can target toyota or if you sell only sell Fords you can target Dodge ram and advertise your F150s
- Now when running a conquest campaign there are a few pros and cons to consider. On the positive side you can: Cut in front of competitors Stay top of mind for searchers Higher conversion rates However, there are some downfalls such as: Expensive CPC Low quality score Legal caveats
- Now a word of warning… Do NOT mention any of your competitor’s trademarks in your creative or landing page because of infringement
- The next campaign that you should be running are remarketing campaigns.
- Remarketing campaigns are campaigns that target people who have already interacted with your brand.
- I like to divide a dealerships remarketing campaign into four distinct campaigns. Site visitor remarketing, dynamic remarketing, in store remarketing and post purchase remarketing. So let’s dive deeper into what each campaign entails
- The first is site visitor remarketing which is the type of remarketing that you’re used to where you target people who’ve already visited pages on your site EXCLUDING your SRP and VDP pages. The reason why we exclude SRP and VDP pages is because that is taken care of in your dynamic remarketing campaign
- Here is a quick work flow of how site visitor remarketing works. A person vists a non-srp or VDP page. They leave your site without converting and continues to browse the web. While browsing the web, they see your ads via a display network which sends them back to your site ultimately to convert into a customer. Very straight forward, nothing new or revolutionary here.
- Moving onto dynamic remarketing… That’s when you show ads based on the SRPs & VDPS that a person visited in order to convert them via a test drive and ultimate a purchase. Dynamic remarketing campaigns allow you to move away from the pray and spray technique but, rather a laser focused approach to remarketing by showing visitors ad for vehicles that are relevant to them.
- So how does it work? First the visitor views an SRP or VDP, they’re then tagged with a remarketing cookie based on the SRP & VDP. After leaving your site without converting they are then shown ads on 3rd party websites showing the vehicle ads based on the SRP and VDP cookie they’ve been tagged with. Once they click on of these ads, they are then taken back to the appropriate SRP, they book a test drive or convert and then last but, not least they are removed from the remarketing audience. As I mentioned before, this approach really allows you to target visitors on a granular level helping improve your overall CPA when compared to generic site visitor remarketing campaigns.
- Now in store remarketing is showing ads to people who’ve actually visited your dealership to browse your inventory or take a test drive and you show them ads that build trust and authority in order to convert them into a purchase. When done right, in store remarketing can be an extremely powerful technique that really moves the needle at the bottom of the purchasing funnel
- So the way it works is as follows… They visit you in-store, their email is synced with your in store remarketing list. They go home and browse the web, they see your ads that are focused building trust. So this could be: RLSA First and second headlines should be brand and trust building (10,000 happy customers) Display Showing off pictures of happy customers and their testimonials YouTube Video testimonials
- Last but not least is post-purchase remarketing. This type of remarketing campaigns helps turn your one customer into a lifetime customer by showing them ads for your various ad on services such as oil changes, maintenance, detailing and so on and so forth.
- We’ve seen the display network and believe it or not Gmail ads perform very well for post purchase remarketing campaigns
- If you really want to put your post purchase remarketing on steroids make sure your post purchase remarketing campaigns are timely. For example, if you know a customer’s lease is coming up, you can warm them up through a remarketing campaign prior to a rep reaching out to them.
- Now, last but not least the other PPC campaign that every dealership should be is a general campaign.
- General campaigns seek to taret people who were never targeted in any of the previous campaigns that we discussed. So essentially, it’s a catch all campaign.
- The way people are searching for dealerships have continued to change over the years especially with the growth of queries such as “near me” So some keywords that you want to be targeting with your general campaigns include: “near me” queries which can inclued keywords like “dealerships near me” or “cars for sale near me” The next one is pushing your add on services like oil changes, car maintenance, detailing, any financing programs you may be offering Another is “where is the nearest” type keywords which can be something along the lines of “where is the nearest car dealership” The next set of keywords that you can target are the “what is the best” searches such as “What is the best car dealership in New york?” “what is the best car to buy?” or “what is the best SUV?” Last but not least you have the “where to” searches which include where to buy a car or where to lease a truck
- So to wrap things up there are 5 types of PPC campaigns that a dealership should be running to help you target a shopper at every critical stage when buying a car. These campaigns are: Branded: Campaigns that target people searching for your brand specifically Dynamic: They are tiered programmatic campaigns based on the available vehicles in your inventory feed. Conquest: They are campaigns that specifically target search queries for competing brands. So think of conquest campaigns as the opposite of brand campaigns. Remarketing: Campaigns that target people who have already interacted with your brand. General: campaigns seek to taret people who were never targeted in any of the previous campaigns that we discussed. So essentially, it’s a catch all campaign.