Automotive Paid Search
At Bake More Pies we have expertise in running paid search campaigns catered to the automotive industry.
Being the top result on a search engine is imperative to achieving your marketing goals and keeping your dealership and brand relevant. Bake More Pies makes sure your advertising appears on the best channels and reaches the right prospects, at the best time. This is extremely key in the competitive automotive industry.
For automotive clients, we focus on several aspects of paid search methods – Branded, Dealer, New, Used and Parts/Service. These campaigns are segmented out and optimized individually to maximize your ROI and focus on your highest priorities and dealership goals.
Branded campaigns ensure that you own the impression share for your store’s name when people search for it directly in their query.
Dealer campaigns focus on “near me” searches, so that your ads display when buyers are in their early research phase, and can include your store in their vehicle research process, which helps to push them further down the purchase funnel toward buying from your store.
New and Used campaigns focus on specific SRPs and VDPs. These focus on your most popular models, vehicles that you have the largest inventory of, and vehicles with specials attached to them as well.
Parts and service campaigns direct customers to your service scheduler and coupons. These campaigns use a “near me” style keyword targeting as well to ensure your service center displays most prominently when customers are researching where to bring their car for maintenance and repairs!
Automotive paid search ads are directed to different portions of the website (i.e. VDPs, SRPs, homepage, service and parts, financing) in order to take users right where they want to go to begin their shopping and research experience.
All automotive search campaigns are monitored daily and optimized regularly with varying bidding strategies, copy variations, ad extensions and call-outs to maximize conversions, goal completions and ROI. As well, these are optimized to maximize click-through rate and drive down the average cost-per-click, allowing for the highest level of cost-efficiency.
We also provide you with monthly ROI reports and real-time dashboards which allow us to track the performance of each ad campaign. This allows us to work together and better strategize and optimize your ads to keep them effective and engaging. These reports are catered to the automotive industry to understand performance on your unique KPIs.
Your content is optimized based on your location. This helps with drawing in more customers into your dealership. When content is properly optimized and localized, your branding message ranks higher and is displayed to a wider audience.
More and more people are using the internet to conduct research and look into buying options when deciding on purchasing a vehicle. With localized and optimized content, your message is displayed to a wider audience and more customers who are ready to buy.
Paid Search Terminology:
Above-the-fold: The term above-the-fold came into use in the earliest days of print journalism when newspapers were printed on a press, then folded once the ink dried. The top story appeared just beneath the newspaper’s title and its headline and first few paragraphs appeared above the fold line of the newspaper. In online terminology, it refers to the top search engine results, typically the first few that appear on the initial screen of the results. If you have to scroll down, it is not above-the-fold. Since marketing still uses both print and digital methods, this term refers to both.
Ad Copy: The term ad copy refers to the text of the advertisement. The graphics or videos comprise a separate part of display ads.
Bounce Rate: The term bounce rate refers to the number of individuals who visit your website as a click-through, but then turn around and leave.
Click-Through Rate: The term click-through rate (CTR) refers to the ratio that expresses the percentage of individuals who click on your advertisement when shown it.
Conversion: The term conversion refers to successful interaction between the advertisement and the viewer. The thing that determines whether the ad converted a viewer differs depending on your goal. If you want newsletter signups then an individual registering for your newsletter counts as a converting. If you want website visitors, you convert when the user clicks through to your webpage. Converting could be a product sale.
Conversion Rate: The term conversion rate refers to the ratio of impressions show the number of conversions. If you receive 100 impressions from your keywords on an ad for your new newsletter but get 26 newsletter signups, you earned a rate of 26 percent.
Impression: The term impression refers to a showing of the advertisement online. Each time page loads with your advertisement showing on it, that connotes an impression..
Impression Share: The term impression share refers to the ratio of impressions served by possible impressions. This appears most often in discussions of Google and Bing ads. In search engine advertising, you choose keywords to prioritize. When an individual searches for the keyword you target, your ad could show. If people searched for your term 1,000 times, but the ad only shows half of that or 500 times, you have a share of 50 percent.
Paid Traffic: The term paid traffic refers to visitors to your website, social media accounts, etc. that you obtained by purchasing advertising. You paid for the mechanism that got them there, so you paid for the traffic.
Organic Traffic: The term organic traffic refers to visitors to your website, social media accounts, etc. that you obtained by natural means. This refers to individuals who visited your online marketing because of word of mouth or because they saw it on a friend’s social media account or they read a great review of your business.
Search engine results page: The term search engine results page (SERP) refers to the page showing the results of an individual’s search term. Its acronym is pronounced surp which rhymes with slurp. Each business should have a goal of landing on page one of the SERP in the top slot.