Demystifying AdWords for Automobile Industry and Car Dealers

Last Updated On : 2017 Aug. 22

In this series of industry specific Adwords practices blogs, today, we will discuss how to create and manage a successful AdWords campaign for Automobile or Car Dealers who are targeting new customers.

Is Investing in AdWords a good choice for Car Dealers

In my opinion, AdWords may reap different results for different car dealers. It may do wonders for you or may not give you huge benefits. Though it is tricky to handle Adwords for the Automobile industry as a lot of people come online just to do the research and compare their options rather than buying. Yet below are some reason that might encourage you to invest in AdWords:

As a car dealer, you are likely to do good from PPC marketing if you create your campaigns logically, keep learning and improving with time. If you are someone in the car dealing business and you haven’t yet set up an Adwords campaign for your service region, you are practically missing out on a lot of potential customers.

Please note that it is important to use this tool efficiently or else it may end up costing you.

So without further ado, let’s begin with the basics and the best industry practices in AdWords for Automobile Industry

Right PPC Keywords for Automobile Industry

Choosing right keywords for your AdWords campaign can be a challenging task. Sometimes, it comes with confusing questions like, should you go for long tail keywords for more visibility or more mainstream keywords with high competition? The key here is to strike a balance between the two. You should target both long-tail as well short-tail keywords. It will help you get the most out of your campaign. There are 4 practices for car dealers to keep in mind:

Note: Avoid using one-word keywords even though they are highly searched for, as these search terms aren’t very informative about the kind of services you are offering for your prospect.

For example, if you use Chevrolet as a keyword for Chevrolet dealers, your ads can be triggered for search terms like, Chevrolet service center or second-hand Chevrolet or Chevrolet jobs etc. which are not even close to what you want to target for. Therefore choosing the keywords carefully is very important.

Statistics show us that exact match type gives maximum conversion at minimum cost, but it has the least coverage of all. Similarly, each and every match type has its own benefits and shortcomings. Using all the match types while structuring your campaign is considered a wise choice.

AdNabu takes care of this from the very beginning itself. It creates the structure of the campaign such that each keyword type has 3 different AdGroup (one for each match type) ensuring that you target the right keyword for the right search term.

Advantage of using Broad Match Modifier over Broad match

Broad match modifier (a.k.a BMM) is a variation of Broad match. Broad match triggers ads for all searches around the keyword, keyword idea, synonyms, grammatical forms as well as related words etc. BMM gives you much more control over the search terms for which your ads will be a trigger. It excludes synonyms but allows variations. For Example, If you target Broad match-type for keyword Chevrolet Dealer, it might be a trigger for a search term like Chevrolet which may or may not be relevant for you. Instead, BMM will ensure that the word Chevrolet and Dealer are present in the search. AdNabu automatically creates campaigns which use BMM instead of Broad match.

Best Negative Keywords for Car Dealers

The importance of negative keywords cannot be ignored, especially when each click costs a fortune. Though accumulating Negative Keyword is an ongoing process, but to begin with, below are a  few points to consider.  

What is a good landing page for you?

A landing page should use numerous parts like trust badges, result-oriented headlines, explainer videos, testimonials etc. Such landing web pages are aimed at driving visitors to take a worthy action.  Since every click will cost you a fortune, there’s no room for an error when you’re designing a landing page for your business. Below are some Do’s and Don't to follow:



Structuring Google Ads for a Car Dealer

Ad copy is extremely important in the case of Car dealers because it is the initial touch point where the content of the ad compels the client to click on our ad instead of the competitor’s Ads. Below are the few points you must keep in mind:

What ad extension should a Car Dealer use?

Google ad extensions add life to your ads and make them look more professional and trustworthy. When used the right way, they can make you easily approachable and hence lead to better visibility for your potential customers. Ad extensions work differently for different Industries. Some deliver a better result than others. For Automobile Industry, best working extensions are:

Location extension:

Location extension enables Car Dealers to add a physical location besides their ads. This helps you in numerous ways:

Sitelink extension:

The Sitelink extension enables Car dealers to add extra links to share achievements or additional subcategories of services and models (In case targeting for a generic keyword).

Callout extension:

Callout extension gives car dealers an additional 25 characters of space to add beyond the basic description of the ad. It is recommended to use this space to encourage the prospect to take action.

Call extension:

Call extension allows car dealers to add a contact number to their Ads. It works much effectively for mobile devices as Google adds a clickable call button to the ad. This allows the customer to call you instantly. For Automobile Industry, it is considered to be very effective because usually clients have personalized problems/ questions which encourage them to call. For example:

Call extension for Automobiles.PNG

Structured snippet extension:

Structured snippets allow advertisers to describe brief and specific features of the product or service offerings. It provides viewers with a direct access to the information about the nature and variety of services offered. In-case of car dealers, structured snippets can show potential clients the specific information like service catalogs, insurance coverage, finance, latest car models or even special offers.
structured snippet extension for Automoiles.PNG

Conversion Tracking for Automobile Industry

Now that the campaign is ready to work its wonders, conversion tracking is very important will help you analyze your performance and optimize later. Depending on the business type, different conversion types are tracked. For a Car Dealer, it mainly works in two ways:

Conversion Pixel

It helps in tracking which keywords resulted in leads. This can further help in optimizing your campaigns. Setting up conversion pixel requires some amount of technical effort (You would need the person handling your lead page). Having said that, the benefit of results from it overpowers the hassle. Here is a guide to help you setup conversion pixel.

Call conversion Tracking

This will help if you are allowing customers to make a business call directly from their phone. Calls are extremely beneficial for Automobile Industry and luckily Google makes tracking calls from a website easier. Check out how to setup call conversion tracking here.   


This was a short guide to get started with your AdWords campaign, keeping in mind all the best practices for Car dealers. Automobile Industry may not be the best industry which is highly benefited from AdWords, but a very good place to display your presence if done right, it can definitely reap amazing business results for you.  In case you haven’t tried your hands on AdWords for your business, we suggest you to consider setting a campaign right now!  

If you are still not sure about how to start or to take your AdWords campaign to next level, sign up with AdNabu & automate campaign creation and optimize within minutes.