Let Your Service Department Shine with Pay-Per-Click Advertising
Advertising your new and used car inventory through Pay-Per-Click (PPC) marketing is a great way to send qualified leads to your website. This form of advertising is not limited to your inventory, however. Displaying a sponsored link on Google, Bing, or Yahoo for your service department is a great way to notify the public about your dealership and bring more business to your service lanes.
Let’s say someone is searching the internet for a place to get their oil changed. A typical result on the search engine page would have your global chains and a few local shops, without a dealership in sight. Your dealership must have a presence on this page in order to compete with these other businesses. If someone is taking the time to search for “oil change” on Google, they want to be shown a few options for where to go, or else they would have driven to the closest Jiffy Lube. Your dealership’s service department must appear in the search results and sponsored links. It is there that the customer is most interested in hearing a sales pitch.
Once you have the searcher looking at your ad, you need to convince them to click on your ad instead of the other ads on the page. The best way to do this is to advertise your specials, sale prices, or giveaways in the ad copy. Virtually all oil changes are identical. What separates your ad from the other ads should be your savings to the searcher. If ad number one says, “We care about our customers. Let us change your oil today.” and ad number two says, “Visit our website and print off a coupon for 50% your next oil change!” which ad do you think will get clicked on more? Ad number two has more value to the searcher, which makes it much more likely to be clicked on. Once the customer is on the site, they can print off the coupon, hop in their car and drive to your dealership for their oil change.
It is important to remember that you will be competing against large national chains that have significant PPC budgets. Fortunately, however, you don’t have to be on the top of the search results to steal business away from these giants. Having a smart campaign with strategic ad copy like the example above will help your campaign succeed. Search engine providers like Google and Bing prefer smaller campaigns with smart ad copy over campaigns with inflated budgets and poor ad copy. Create ad groups to separate your creative messages and target specific searches. You should have an ad specific to tire rotation, brake inspection, and every other service you provide. When someone does a search for a multipoint inspection, they should not see a generic ad for your service department; they also should not see an ad for your oil change service; they should see only an ad showcasing your multipoint inspection service.
By highlighting your specials, outshining dull corporate messages and being specific to the searches being made, you can steal away valuable service appointments from your competitors.
Tom Knoop is director of search engine marketing for Stevenson Advertising. If you need help starting your own pay-per-click campaigns, feel free to contact him at 800-643-8584 or email TomK@StevensonAdvertising.com.
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