In the world of automotive advertising, visibility is everything.
Navigating the road to a strong automotive digital advertising campaign can be difficult, but a few key factors will help start things off on the right foot:
- Creating an ample keyword list
- Concocting compelling ad copy
- Crafting eye-catching and highly relevant landing pages
When signing up for digital marketing services, most dealers have one goal in mind – visibility. The more visible a business is to customers, the more attention, leads, and sales the business will receive. There are several ways to achieve this goal; being relevant on a variety of keywords is an important first step.
Adpearance’s digital advertising keyword selection is expansive and covers a multitude of traditional and non-traditional keywords. Once each set of keywords has been tailored from our extensive research to fit your goals, we can then look at creating ad copy.
A recent study suggests that the average CTR (click-through rate) for ads in the top position of Google is 7.11%, while ads in the second spot drop to 3.01%. For any ads below the sixth position, CTR sits around the 1% mark.
According to WordStream, CTR is one of the most important components when determining Quality Score, and you can bet the Adpearance #Nerdherd takes this seriously. Showing for all the right keywords in all of the right places doesn’t do much if your ads aren’t compelling people to click on them.
So what is the key, you ask? Unique details. What does your dealership offer, what does your inventory look like?
Now that your targeted keyword list has been created and unique ad copy established, we look to landing pages. How easy are they to navigate? Does each landing page take the customer to the information they searched for? For example:
Google Search: “2016 Honda Accord”
Not quite. Let’s try again.
Google Search: “2016 Jeep Wrangler”
The key to success is presenting the customer with the exact information they searched for – and trust me, our Nerds have this down. Adpearance Landing Pages boast unique and relevant content, in addition to clear pathways and calls to action. With elements like this in place, it’s no wonder Adpearance’s clients experience such high conversion rates– not to mention the leads these easy-to-read landing pages can generate.
Now that you’ve got the total package, you might wonder, ‘how do all of these things relate to quality score?’ Well, keywords, ad copy, and landing pages have enormous influence over the cost and effectiveness of your digital advertising campaigns. Just as your credit score can affect whether or not you qualify for a loan and how high your interest rate is, Google Quality Score affects how your ads perform and what they cost per click – and let’s be real, who doesn’t care about saving money?
Since quality score determines where and how often your ads appear, it’s important to boost your ratings by consistently refreshing your account. And if we’re being honest, our Account Directors are really good at making this happen.
The inner workings of a strategy can seem difficult or maybe they’re obvious, but either way when you partner with Adpearance you’ve got a team of experts behind you who know just what paths to take. Want to learn more? Contact one of our Marketing Consultants or request a free digital analysis today!