Competitive. Cut throat. Complicated. Sound like the sales on your dealership lot? Well, it turns out that these all too familiar terms can also be easily used to describe the current state of PPC Marketing for Auto Dealers.
Sound ominous? Prepare to cast your fears aside because you’re in for a treat! Today, I am going to share with you some insight on relevant keyword use in your PPC campaigns and how they can help you hone in on leads that are further down in your sales funnel.
In the world of PPC Marketing, relevance is king. The more targeted and relevant your keywords are, the more likely it is that your campaign will be successful. What do successful campaigns bring? More clicks. What do highly relevant and successful campaigns bring you? More relevant clicks!
Think of it like this…
More clicks = more traffic = more potential leads
More relevant clicks = more relevant traffic = higher likelihood to connect with a lead who is deemed “relevant” (AKA, further down in the sales funnel).
Let’s take a look at a little example highlighting a potential scenario.
Best Chevy Dealership in Example Land, Maryland has a PPC campaign that has been running for the past 3 years. They have a large volume of keywords they bid on, including their main brand, Chevy. Now, one may assume that it is a “no-brainer” to advertise and bid on the exact name of their main brand, Chevy. While this is absolutely a keyword that should be included in the campaign, there is also a lot of room for interpretation with this term and opportunity to find more targeted, niche keywords to generate more relevant traffic.
Without more targeted keywords, we are unable to determine user intent behind the search conducted.
For example, if Frank Smith types “chevy” into Google, we have relatively little information about Frank, what he’s looking for, and what his intent is. Also, many other dealers, as well as the national brands, are all bidding on this term as well, so garnering a click is very expensive. I don’t know about you, but paying a lot and not knowing what I’m getting are both fairly undesirable outcomes of a PPC campaign if you ask me…
A “highly relevant” keyword would be what is called a long-tail keyword. For example, if Frank Smith typed “2012 Chevy Equinox” into Google, we would be able to deduce that Frank has an interest in a specific car.
The more relevant your keywords are, the sharper your campaigns and overall digital strategy will be. The leads generated from your campaigns will be, A) More targeted, B) Cost less per lead, and C) Be more likely to convert into dealership sales!