Optimizing Automotive Campaigns
With Google AdWords you are able to optimize your campaigns in real-time to ensure maximum return for your advertising dollars. The optimization tips below offer a basic review of the best practices for using AdWords to reach local auto shoppers.
Google AdWords allows auto dealers to reach local shoppers at all stages of the consideration process Google's platform lets advertisers target their audience with pinpoint precision and drive top-quality traffic. Here's an example of how you can effectively structure your local and national campaigns to reach the right automotive shoppers for your dealership:
1. Set Local Targeting Options for General Campaigns
Google uses advanced technology to serve your ad to auto shoppers in your local area. During campaign set-up you can choose to target your ads to a mileage radius around your address, to your local DMA, to a list of cities you choose, or at the state level. This targeting option is appropriate for general words such as "Ford Focus" or "Chevy dealer". Google technology recognizes the IP address of local shoppers to target your ad to the appropriate local audience.
EXAMPLE:
2. Use Locally Targeted Keywords in National Campaigns
The most effective dealer campaigns will also include a national campaign that targets searches like "Miami Mercedes Dealer" or their specific dealer name. These nationally targeted campaigns ensure that people who are specifically searching for your location will have an opportunity to see your ad. Coupling your general keywords (like "Mercedes" and "New Car") with the specific city, county, and your dealer name is a good strategy to reach searchers who are specifically asking for your location.
EXAMPLE:
When building your AdWords campaign, be sure to choose targeted keywords that cover the full spectrum of what your dealership offers automotive shoppers.
Here are some tips to get you started:
Once you've selected your keywords, your can precisely target your ad message to what your local auto shoppers are looking for. For example, with simple text ads you can reach searches for "SUV Dealer" with an ad that highlights arrival of new SUV models at your dealership. Below are some examples of effective creative messages:
Your Google account will be organized using campaigns and ad groups. As a basic refresher, keywords sit inside ad groups which sit inside campaigns.
You can set local targeting and budgeting at the campaign level. You should have at least 2 campaigns in your account one targeted locally with general words and one targeted nationally with geo-specific or dealership words.
Ad Groups are an important function of an auto dealer campaign. Ad Groups link together keywords that are related to specific themes. For an automotive campaign, these themes can be related to the specific stages in the auto buying process.
Organize your Ad Groups by make and model if you can. This helps you create custom text for each line of vehicle and makes your ads relevant to the type of car your customers are looking for.
Here are additional Ad Group suggestions to get you started:
Additional Ad Groups:
Return to Automotive overview page
With Google AdWords you are able to optimize your campaigns in real-time to ensure maximum return for your advertising dollars. The optimization tips below offer a basic review of the best practices for using AdWords to reach local auto shoppers.
| Local Campaigns: Getting the Right Traffic |
Google AdWords allows auto dealers to reach local shoppers at all stages of the consideration process Google's platform lets advertisers target their audience with pinpoint precision and drive top-quality traffic. Here's an example of how you can effectively structure your local and national campaigns to reach the right automotive shoppers for your dealership:
1. Set Local Targeting Options for General Campaigns
Google uses advanced technology to serve your ad to auto shoppers in your local area. During campaign set-up you can choose to target your ads to a mileage radius around your address, to your local DMA, to a list of cities you choose, or at the state level. This targeting option is appropriate for general words such as "Ford Focus" or "Chevy dealer". Google technology recognizes the IP address of local shoppers to target your ad to the appropriate local audience.
EXAMPLE:
2. Use Locally Targeted Keywords in National Campaigns
The most effective dealer campaigns will also include a national campaign that targets searches like "Miami Mercedes Dealer" or their specific dealer name. These nationally targeted campaigns ensure that people who are specifically searching for your location will have an opportunity to see your ad. Coupling your general keywords (like "Mercedes" and "New Car") with the specific city, county, and your dealer name is a good strategy to reach searchers who are specifically asking for your location.
EXAMPLE:
| Keyword Selection: Reaching the Right Audience |
When building your AdWords campaign, be sure to choose targeted keywords that cover the full spectrum of what your dealership offers automotive shoppers.
Here are some tips to get you started:
| • | Include applicable parts, accessories, servicing, and repair items, as in Honda brakes or muffler repair. | |
| • | Use model years in conjunction with general auto terms and make terms such as 2000 Corolla or 2004 Trucks. | |
| • | Take advantage of your brand make sure your dealership name is in your keyword list. | |
| • | Focus on 1, 2, or at most 3 word phrases. Local search volumes on long search queries are not significant enough to make them a priority for your campaign. | |
| • | Emphasize your own brand keywords, where your conversions are likely to be strongest. |
| Creative Messages: Standing Out From the Competition |
Once you've selected your keywords, your can precisely target your ad message to what your local auto shoppers are looking for. For example, with simple text ads you can reach searches for "SUV Dealer" with an ad that highlights arrival of new SUV models at your dealership. Below are some examples of effective creative messages:
| • | Use plain language describing your business, broadcast slogans can be less effective with searchers and text ads. | |||||||||
| • | Use a "Call to Action" to drive qualified traffic and email quotes. | |||||||||
| • | What is your competitive advantage (price, service, selection, etc)? Mention it in the creative. | |||||||||
| • | If your keyword doesn't include your brand name, include this in the creative. | |||||||||
| • | Leverage your local brand – mention your dealership name. | |||||||||
| • | Use 2 or 3 creative messages in each adgroup
and Google will automatically serve the one that works best. Keyword search:
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| Structure: Making Your Campaign Scalable |
Your Google account will be organized using campaigns and ad groups. As a basic refresher, keywords sit inside ad groups which sit inside campaigns.
You can set local targeting and budgeting at the campaign level. You should have at least 2 campaigns in your account one targeted locally with general words and one targeted nationally with geo-specific or dealership words.
Ad Groups are an important function of an auto dealer campaign. Ad Groups link together keywords that are related to specific themes. For an automotive campaign, these themes can be related to the specific stages in the auto buying process.
Organize your Ad Groups by make and model if you can. This helps you create custom text for each line of vehicle and makes your ads relevant to the type of car your customers are looking for.
Here are additional Ad Group suggestions to get you started:
|
Additional Ad Groups:
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Return to Automotive overview page