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.
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:
First Benefit is that the ticket size for Automobile Industry is huge, hence, even a few conversions through Adwords add a lot more value to your campaigns than any other Industry.
First touch point for an Automobile customers is online search. It could be a simple research about a new model or a comparison between different brands. Therefore, it is the best platform to get customers attention and grab them before any other competitor.
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
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:
It is recommended to use Keywords which are most relevant to your business offerings. For example, if your company is based out of Berkeley, CA, and you have Chevrolet dealership.
For this case, let’s consider a sample set of keywords you should use:
Buy Chevrolet cars
Buy Chevy cars
Authorized dealer for Chevrolet
Chevy authorized dealers
New Chevrolet cars
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.
Though you must be tempted by the high search volume of common keywords, however, do not underestimate the power of long tail keywords. Irrespective of the fact that they have a relatively smaller search volume and are tedious to work with when creating a campaign, they offer higher conversions at a lower cost as compared to common keywords. They are like low hanging fruits which can offer an easy win with a low cost and the least competition. For example, if you are a Car dealer in Berkeley, considering the above cases, long tail search terms for your services can be as follows:
Chevrolet authorized dealer in Berkeley
Chevrolet authorized dealer near me
Buy Chevrolet Corvette
Free test Drive Chevy
Buy Chevy Cruze Berkeley
New Chevrolet cars in Berkeley
Above are a few examples of long tail keywords. As I mentioned, it can be tiresome to work with long tail keywords as it takes a long time to research and accumulate such data for your campaign. However, AdNabu can help you automatically create all the relevant long tails keywords using the basic keywords we defined earlier within minutes.
Another thing to keep in mind is the match type of keywords targeted
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.
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.
One of the mistakes that marketers commit often is using location-specific keywords exclusively. They might end up losing a lot of relevant searches.
For example, if you are a Chevy dealer based out of Berkeley and targeting for keyword Chevy Dealer Berkeley, you will miss out on potential clients searching for term Chevy Dealer, best Chevy dealer, etc. It is hence highly recommended to use main keywords like Chevy Dealer in your campaigns. You can add location specific keywords to your campaign but they should not be the only ones.
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.
Negate all the car services which you do not offer. For example, if you only sell Chevrolet cars do not offer other car brands like Honda, Mercedes and others. it would be best to put them in the negative keywords list
Negate services which you do not offer. For example, if you are strictly into selling Chevrolet cars and do not cater to car insurance or car services. Put keywords such as car Insurance or car servicing or Service center in the negative list
Negate all the keywords which are not giving you conversions or have the cost per conversion too high to be profitable. You have to keep an eye on such keywords during reporting and assessment or you can use AdNabu which automatically recommends you to pause such ineffective keywords
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:
Use headlines with words of authority like award-winning performance or 1 Million satisfied customers or Authorized dealer to inspire trust in the potential customer
In your headline, add the location you are catering to. It will immediately add to the confidence of the prospect that they are at the right place.
A headline focused on the customer rather than the Car dealer is more likely to achieve better conversion.
For Car dealers, a click to call button on the top makes it easier for the user to reach the showroom.
Use of words like Free test drive to allure the visitors to try your service. It also helps to calm their anxiety.
Keep limited fields on the form (not more than five). This makes it hassle free for the customer.
Have your call-to-action button at the bottom of the form. It should be tailored to match the offer like model to select for test drive (for example, see the image below)
For content, have 2-3 bullet points. Showcase your awards, achievements or for how long you have been giving services, customer testimonials, etc.
Add an informative video educating the prospects about what are they entitled to with the automobile (technology and features).
Avoid using logos that are clickable with a link to return to the home page easily.
Do not design Disappearing label for the field name (for example, see the image below). Instead, simply name the fields.
Do not have text heavy landing pages. It is very unlikely that your potential client will read through the entire thing. Instead, add a few important pointers.
Avoid multiple outbound links or multiple CTA on the same page as it can distract the clients.
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:
Your ad contains 4 sections. Firstly the Headline 1 (character limit 30), you should make sure that your headline is tailored as per the prospect’s search. Ideally, the ad title should include exactly what they were searching for. For example, Looking for a Chevrolet? or Authorized Chevrolet dealer or Your Berkeley Chevrolet dealer etc
The next part of the ad is Headline 2 (character limit 30). It is separated with headline 1 by a hyphen(-). The best way to utilize this section is by encouraging the prospect to click on the Ad. A clear call to action should be included here. For example, Get Free Test Drive or Only Authorized Dealer or 2017 new car pricing or Explore our dealer’s Inventory etc.
Followed by the two headlines is the Display URL where you have an option to customize it with 2 Path fields - Path1 and Path2 (Up to 15 characters each). Make sure the display URL is relatable to the type of Automobile the prospect is seeking for. For example, www.CarDealerWebUrl.com/Chevrolet/Berkeley or www.CarDealerWebUrl.com/Chevrolet/Corvette etc. Please note the display URL need not be a valid URL, it is only for aesthetic purposes
The next major field is Description (Character limit 80). It gives you ample space for your ad’s message. Here, clearly define the value proposition of your practice that distinguishes you from your competitors in the market. For example, Browse our Chevrolet® inventory. Real People Real Value Real Simple or The New Chevrolet® Lineup is Now Available. Search Local Inventory Today! or Save huge on New Models. Shift Brings Test Drives To Your Home or Work.
Finally, the last URL is the first page the prospect reaches after clicking on the Ad. Instead of using the home page as a final URL, ensure that the prospect lands on the specific section of your website that relates to his initial search or service they need. For example, if someone is looking for Chevrolet Cruze, then your final URL should reach directly to the Chevy Cruze page with features, details, models and preferably with a starting price range
An effective sample ad:
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 enables Car Dealers to add a physical location besides their ads. This helps you in numerous ways:
Having a physical address adds to the authenticity of the service offerings and reassures your customers that you are an authentic dealer.
Encourages customers who live close to your location to contact you.
Also, it makes it easier for people to navigate their way easily to your showroom, in case they are genuinely interested.
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).
This makes it easy for the customer to relate their problems too. It is very likely that they will click on your ad.
Adds relevance to the ad copy itself, it redirects the customers directly to the most relevant page that encourages them to take a step further
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.
Some examples for Car dealers are #1 Chevy dealer in town or Best Chevrolet outlet in CA or 24x7 service or Authorized dealer etc.
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:
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.
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:
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.
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.