There is always more competition in the digital world, which is why it is so important to optimize Google Ads for dealers. Keep in mind that the success of your strategy depends on the effectiveness of your campaigns, especially for an industry where big brands compete.
If what you are looking for is to get new customers for your business, Google Ads campaigns are ideal. Considering that this is the Internet giant through which thousands of users search for information every day. This is why pay-per-click campaigns are used by businesses in different industries.
You have the opportunity to create ads that really reach a wide audience and allow you to get more sales for your business. This is why it is so important that you spend time working on your strategy so that you can optimize Google ads for dealers.
Tips for optimizing Google Ads for dealers
The idea is that you can create an advertising plan so that you have a chance to work on your campaigns. You need to make every aspect of them as effective as possible. But for this it is essential that you first know how you can optimize Google ads for dealers:
1.- Manage keywords carefully
For your Google Ads campaigns to bring customers to your business at an affordable cost, it is essential to work with the right keywords. It’s not just a matter of putting in automotive-related words that you think might work.
You need to optimize them as much as possible so that every click you get turns into a sale. And to achieve this you have to focus on concordances, positive and negative keywords; and you have to carefully configure your ad extensions.
A highlight of Google Ads is that it gives you the ability to see what phrases users have accessed your website with. All you have to do is go to the “Search Terms” tab. There you can see which phrases trigger your ads and add more positive or negative keywords.
Keep in mind that reverse match keywords are just as important and sometimes even more relevant than positive keywords. This is because they indicate when your ads should not be shown, so you’ll be able to eliminate irrelevant visits. Which in turn helps you reduce costs because you get much more accurate searches.
2.- Use keyword matches and long-tail words
Keyword matching will also help optimize Google ads for dealers, you should know that there are 4 types. And that each of them has its own technique to work it in the most appropriate way. That is why it is essential that you know them:
- Generic matching: allows the ad to be displayed in general searches related to the industry or topic of the ad. Many people make the mistake of using very generic words such as “automobiles,” which are not very effective.
- Modified Wide: makes the ads appear in Google searches when the user uses the selected keywords, but without setting the order in which they appear. For example, if the offer “Red car” is proposed, your ad may appear when a user “washes the red car.”
- Phrase matching: ads are displayed in searches that use the chosen keywords in the exact order. If you use the word “Hyundai sports car,” the ad may be triggered when a person searches for “Hyundai sports model new” or “Hyundai sports model used.”
- That’s right: the ad will be displayed only when the user searches for the exact keyword phrase or read variations of the exact phrase. For example, “Latest car model” or some variation such as “Latest car model.”
So if you only bid with generic match words in your ads, this could be the reason for their low profitability. What we recommend is that you test until you find the ones that only cost you money and the ones that are really successful in generating relevant visits.
3.- Focus on campaign structure and segmentation
Remember that optimizing Google Ads for dealers also improves the performance of your campaign. However, to achieve this, you need to segment it correctly and adjust the positions where you want users to go.
Why is this so important? Because if your dealership is in Madrid, you don’t want your ads to show up when they perform a search for “dealership in Barcelona.” A well-segmented campaign does not run this risk.
You should also consider that the more precise and brief your ad is, it will be more likely to appear in the top positions. An ad specifically for “Jaguar car sale,” instead of a generic phrase such as “Concesionario en Madrid,” offers greater profitability.
4.- Delving into places
It is true that locations are a covered point in segmentation, based on the locations where you want your ads to be shown. But to best optimize Google Ads for dealers, it is essential to combine the above with excluded locations, i.e., those you do not want to show.
It should be noted that this adjustment in locations will also depend on the type of product you are offering. For example, if they are high-end dealers, you should not invest in areas where the buying power is low.
You have to fine-tune the positions and other details, so the statistics will tell you whether you should increase or decrease your investment based on what works for you.
5.- Adjust the bid manually
We recommend that you start by setting the maximum cost per click for the entire ad group. However, it can also be of great help if you consider manually setting the cost per word.
It is not just a matter of setting the maximum daily cost per click for the entire campaign. You also have the ability to identify which words provide the safest visits with the most conversions to allocate part of the budget to them. This will give you confidence that they will bring you real sales.
6.- Combine SEO and SEM
The Internet giant never stops paying attention to SEO, so if you want to optimize Google Ads for dealerships, it must be there. Remember that the search engine takes into account the quality of the web page when displaying ads.
This is why landing pages are increasingly optimized, which over time allows you to moderate your investment in Google Ads and improve CTR and conversions. But you should also consider SEM, since that is what gives you the opportunity to appear in the top positions.
What should be noted is that SEO is organic placement, which is maintained even if you are no longer running ads. While you are in SEM you have to pay for these ads. Therefore, it is a good idea to combine both techniques to get better results.
7.- Get rid of irrelevant metrics
It is extremely important that you know that not all metrics will be useful to you and that you should not pay attention to them. So start by eliminating columns of data that you don’t use on a daily basis or that don’t add value to your optimizations.
Everyone wants to monitor and optimize their campaigns, however, this does not mean you have to analyze a large amount of data, focus on the relevant ones. One you can’t lose sight of is CTR, but you can omit other metrics such as “Search Imp. Share.”
