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!