9 Clouds Automotive Marketing Blog
Where automotive meets digital marketing.
If I asked you about your dealership’s marketing goals, I’m guessing none of you would say you want to be number two or three in the market.
As a smart marketing professional, I wouldn’t disagree. Except in one area: Google AdWords.
There are a lot of reasons why it’s totally okay to give up the number one position — and in many cases why it might even benefit you to be number two.
Bang for your buck
The first thing you should consider is budget.
It can take a hefty sum for an auto dealer to maintain that number one AdWords ranking, especially considering a high number of clicks. You can easily drain your monthly budget in a few days. But if you focus your attention on a lower volume search term with some well-crafted content, you can get a bigger bang for your buck.
It’s important to remember there isn’t a direct correlation between ad rank and conversion rates, so there really isn’t a benefit to pushing for that number one spot unless you’re profiting from the placement.
In addition to the budget benefits, you’ll start to see better traffic after you drop your placement for a campaign.
When you’re in the number one spot, you get all of those trigger-happy clicks – the people who instantly hit the top ad without taking a second to read the content. Those really aren’t the people who are going to stick around and become a lead.
You want people who read your ad copy and decided it was the best answer for their search. These are more serious buyers – people who are taking the time to find the most relevant information.
This is why it’s so important for your ads to be well-crafted.
From compelling ad copy to the stress-free landing page, you need to ensure you answer the customer’s search. If you’re doing this, there’s no reason you can’t bring in leads from a lower position.
Trust the data
It’s easy to get wrapped up in your ad campaign, but you should know your activity on Google determines how those ads show up.
A great lesson is for dealers to stop searching their brand altogether. Here's why: Google AdWords uses an algorithm that is designed to serve up the most relevant search results. It learns about your user behavior and looks at how you interact with the ads.
If you don’t click on your ad after a few searches, it stops appearing because you don’t seem interested. If you do a different search, and click on a few competitor ads, you’re going to see more of that content.
At that point, you're probably thinking, “Why is this competitor’s ad popping up all the time and I’m never seeing my own content?!”
That can be really frustrating, but you have to remember: your dealership’s search activity is nothing like that of a buyer. Instead of trying to observe your campaign from the front-end, look at the AdWords data.
You can preview campaigns from within the system and track the real outcomes. The data doesn’t lie and it takes out a lot of the emotional stress that can come from Google trial-and-error.
This doesn’t change your business goals — you should still be shooting for the top in your market. But it can change how you go about reaching that goal. If you remove the ego factor of being in first place, you can make your AdWords budget go further.
Want to learn more about marketing your dealership online? Download our free ‘Facebook Ads for Auto’ eBook to learn more about digital advertising.