Are You Running Ad Words For Dummies!

September 6, 2011

If  you’re one of thousands of dealers who think they’re on top of Google, Bing and Yahoo Adwords,  you may want to revaluate!

Give yourself the ad word dummy test:

1) Is your ad word copy over 90 days old?

2) Do the majority of your ad words have the same copy?

3) When you click on your ad does it take you to your home page?

4) Are landing pages something other guys are doing?

If you answered  yes to three of these questions you’re a card carrying member of the ad words for dummies club.

Don’t feel bad,  it’s a very big club.  Many top dealers can be found in this club.

Ad Words For Dummies was created years ago when the entire  concept of ad words was born.  It was a quick and easy way to get dealers into the ad word game.  I like to say it played to the lowest denominator.  The dealer who wanted in but didn’t understand it.  

The problem today for these dealers is they haven’t realized, relevance now trumps participation.  Your ads must be time and product sensitive.  You must give the consumer the feeling  their search will be rewarded with relevant information.

Static ad copy that directs the shopper to a home page is not relevant.  

  • A used truck ad shouldn’t go to your new vehicle inventory!
  • A new car search shouldn’t go to the home page!
  • A make and model search shouldn’t locate a different make and model!

It’s time to wake up.  The most successful dealers are running customized, accountable and effective ad word campaigns.  The old school approach of  just getting into the game  isn’t personal or relevant enough.

It’s time that you integrate customized copy, customized landing page, and customized offers to your ad word campaigns.  

Let’s face it!  The people conducting searches are pretty good prospects.  You need to recognize the importance of being relevant.  Do your own trial and error searches.   I dare you!

Dealers have fallen behind.  Think relevancy and integration!

If you’d like to discuss how to turn your ad words campaigns into effective money makers drop me a note.

Your automotive ad agency really should be all over this!


YouTube Has The Numbers Your Automotive Ad Agency Can’t Ignore!

May 19, 2010

If you’re wondering the impact YouTube has had on America take a look at these numbers.  

Remember, YouTube is just a tool and not a magic pill.  Posting a video, to just post a video will not help you obtain your marketing goals.   However,  put the right plan in place with the right videos…… WOW!  What an audience!

Make sure your Automotive Ad Agency  has a plan  to capitalize on the growth and power of YouTube.  

Let me know how you’re using YouTube.


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Why doesn’t cable television drive dealership traffic?

September 18, 2009

Cable Television has been a mystery for most auto dealers.  They really believe it should drive dealership traffic but most never see positive results and conclude that the audience dynamics of cable  are not condusive to a short term strategy.

This is where perception and reality don’t match up.   It’s not that the cable audience is elusive, it’s that most dealer’s cable buys are 75% off target.  How can this be?  It’s simple, the networks being chosen and bought are for the wrong reasons.  So the perception is cable doesn’t work but the reality is the tool is being used improperly.

The spreadsheet above shows a typical buy based on traditional influences and one based entirely on lifestyle media.  You can quickly see that Advantage Media (lifestyle buying) is the way to go when wanting to drive traffic to your dealership.  If you continue to use a screw driver to hammer a nail you’re going to get frustrated.  Cable is a great media if you can put your message in front of your buyers with frequency.


Your customers have a unique lifestyle pattern.  Demographics simply don’t allow you to target your customers and people who look like them.  Lifestyle buying is based on the simple truth that birds of a feather flock together.  Talk to your birds with frequency and the hunt will be much more rewarding.

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