10: Buy outside of your dealership's geographic area:
Every car
dealer wants their customers, their competitors customers, and will go
to great lengths to buy zones or marketing areas well outside of any
reasonable area. Often, it's a naive marketer that buys a 100 mile
radius on new car leads. What's the REAL CHANCE you will sell a NEW
Chevy when a customer will have to drive past 53 other Chevrolet dealers
on the way down? Used cars is another story. We have some great success
stories of selling cars outside of the state, region, even country.
9: Buy keywords for models you do not sell:
Of
course people are cross shopping vehicles. Yes you may put a Cayenne
buyer into an FX45 but first and foremost, get the proper keywords
before you even think about buying any other automotive keywords. Then,
if and when you do buy competing models, closely watch the clicks,
conversion rates to see if these are even turning into automotive leads
or are just a wasted effort.
8: Buy generic phrases:
If
you are buying phrases like "cars" and "used" then you have purchased a
one way ticket to spend budget quickly. You will attract all sorts of
crazy requests especially if you buy a "broad match" which may include
such wonderful phrases as "cars for demolition derbies" and "used jeans
just like Madonna". Automotive marketers beware but a click is a click
to Google and they will charge you if you are not smart enough to
prevent it.
7: Don't match your ad to your destination page:
You
ad says "Toyota Camry's for $199/mo" and your landing page is a
homepage that is still 3 clicks away from finding the Camry inventory.
As a special bonus to your customer, they can't find this $199 special
because someone forgot to load it into your special offer section of
your dealership's website. Talk about a time waster. Another one-way
ticket to find another dealer on Google is coming to a customer near
you. Could you envision a situation where a customer walked into your
showroom, asked about a Camry, and you walked him around your entire
dealership, showed them the service department, F&I, and led them to
a few doors which may or may not lead to a price on that car?
6: Make crappy boring generic ads
This
is an automotive marketing staple. Boring, generic ads with no
compelling reason to click on them. Sure it's great you are on top of
Google but that will not last long if you have a low click through rate,
and customer's are going to click on the ad that excites them. We run
many automotive ads simultaneously and constantly make them compete to
beat the next ad. This is why we can see a 15% or more click through
rate on some ads and other dealers say that pay per click just does not
work.
5: Spend too much on "gotta have it" keywords
I was
at a dealership the other day, who shall remain nameless, who said "I
have to win the word Honda". I don't care how much it costs, but
anything Honda, I need to be #1 in paid search.". This dealership would
have put together a pay per click campaign that resulted in clicks on
Honda motorcycles, Honda outboards, Honda used, Honda jet planes (yes
take a look at them) and anything else. Plus he may end up paying $10
per click on competitive words. Insane.
4: Ignore Analytic reports and focus on traffic:
90%
bounce rates on pay per click ads mean that 90% of your customers are
leaving almost immediately. If you are not looking at analytic reports
then you are spending money on the wrong keywords, ads, sites, etc. We
just left a dealer who was buying the word "free" in their PPC campaign.
Sure, tons of clicks. Duh. Bounce rate near 100%. Duh. I can't even
imagine how much they paid per click. Factor in the exit rates (what
pages people are leaving from) and the new visitor ratio, and you can
get a good idea of the best sources of traffic. Buy more good, buy less
bad.
3: Let Google run your campaign
Sure it is easy and
may be good to get you started, but Google suggestions will often just
give you irrelevant phrases, or provide you with odd budgets. Buy what
you need, leave the rest. Remember, Google wants to spend your
automotive budget.
2: Spend too much per click
Sometimes,
coming in 2nd is a good thing! When the price between being a first
place listing and second place listing is $2.00 per click, it pays to
let go of first sometimes. Often, we can buy several times as many
clicks for our clients just by avoiding the "bid to win 1st" mentality.
Sometimes, the "long tail" philosophy can lead to a boatload of clicks
at a low price.
1: Buy your own name
Here is our favorite
one of all, bidding on your own name. There is a very popular and well
known automotive marketing company who can get dealers a ton of clicks
and "phone calls" as well. It's easy when you buy the dealers name. If
you are already #1 with your own name (most dealers are) and there is no
competition, the DO NOT buy your own name. They will find you for free.
That is buying the cow, AND paying for the milk. It's insane that a
major, well funded business has built a business model around
redirecting a dealers own traffic back to the dealer, and getting full
credit for it. There are cases where you do want and need to buy your
own name but in most cases, it is not necessary.
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