Spice Up Your Pay-Per-Click Ads—Part One

I’d make a bet that most people can’t tell the difference between Coke and Pepsi, McDonalds and Burger King, or your dealership and the dealer down the street. The opinions people gather about certain companies stem from brand recognition, brand loyalty, and exposure to products. It doesn’t matter if you’re selling bubbly brown soda, greasy hamburgers, or shiny new automobiles, you must find a way to differentiate your business from the other guys, or at least make it seem like there is a difference. The easiest way to convey that message to the public is through your advertising.
While it is true that you must have exciting and interesting advertising concepts for all media outlets, it is especially important in the online world of Pay-Per-Click, or PPC. Potential car buyers research cars through search engines and websites and then make their decision on where to buy that car. If you have a strong presence on these search engines, like Google, Bing and Yahoo, then there is a good chance that customer is going to give you a shot at selling them the car they want. The problem is you need to separate yourself from all of the other dealerships trying to do the same thing. Here are some ways to make your PPC ad more effective than the other dealers.
1.       The easiest way to convince consumers to click on your ad over someone else’s ad is to have a lower price on the car they are searching for. If someone searches for “New Chevy Equinox” and they see three ads with absolutely no price points and one with “$2000 off MSRP” advertised on it, which do you think they are going to click on? People search online because they want to find the best deal. If your ad has an advertised deal, then people will pay attention to it. Even if you don’t have the lowest price, you can advertise any incentive or special your dealership is currently participating in. Write ad copy with the same selling points you would use for a customer on your lot to convince an online car shopper to click on your ad and not you competitor’s.
2.       Another great way to make your ad stand out is to be specific to the car model they are searching for. If someone searches for “Ford Escape Hybrid” on a search engine, your ad should mention something about the Escape Hybrid specifically. If your ad just mentions generic information, like “We have hundreds of new and used Ford vehicles to choose from,” then your ad is ineffective. Spice your ads up with text like, “10 New Ford Escape Hybrids All For Under $22k.” or “Ford Escape Internet Special This Week Only. Get A Free iPod If You Purchase A New Hybrid Model.” You need to showcase the car they are searching for if you want to stand out.
These are just two tips to help you create a more effective PPC ad campaign. Check out Part Two next month for more advice on how to grow your business with PPC advertising.
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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