In addition, dealers can increase advertising efficiency by targeting consumers in specific regions, during a specific time of day, based on a particular product, etc. Depending on your paid search ads, consumers in your area may search for a particular type of car, see your ad for that type of car and click directly into your inventory listing for that car. Based on your desired audience, you can strategically choose the time of day your ads appear. Because of the dynamic nature of paid search ads, you can choose to display picture, banner or text ads. If you stock a car that appeals to new drivers, you may run picture and banner ads after school to catch the attention of your young audience, then run text ads after work to convince their parents to do the buying!
From the consumer’s perspective, paid search advertisements are very helpful. From the dealer’s perspective, they are a great strategic tool. Paid search ads provide quantifiable results. With television, radio and newspaper, you don’t know when a consumer changes the channel or turns the page. With paid search, you know when a consumer has clicked on an ad and been to your Web site. Make sure your search engine marketing provider is able to provide accurate and detailed reporting. You should know which keywords are really performing, how many clicks your ads are getting and how much you’re paying for clicks. All these statistics should be readily accessible.
Perhaps one of the greatest benefits to search marketing and paid search ads is that it allows smaller dealerships to compete with the big guys. Search engines award relevance based on location; consumers are interested in finding dealerships nearby. When a consumer in your area searches for “Nissan,” you can bet Nissan’s official site will show up immediately. However, your dealership will have an advantage because of your relevant location.
To sum it all up, dealers have traditionally been taken for a ride by their advertising. Paid search marketing puts you in the driver’s seat. By all means, take the wheel!
Vol 5, Issue 5