You’re likely spending a decent chuck of change each month on PPC at your dealership. Wouldn’t it be great to know you’re doing it correctly? Of course, it would be. I’m extremely excited to welcome Michael Pistell as a monthly contributor as he has awesome information to share with our community.
#5 Your Display ads annoy your potential customers
Limiting the amount of impressions a users sees per day will keep your CTR under control and your targeted audience happy.
Have you ever been browsing the internet and noticed the same graphic ad being shown to you many times per day across multiple sites? That’s a Remarketing campaign created by a PPC manager who forgot to set frequency capping. While being shown an ad multiple times per day does have an effect, there’s a diminishing return with each impression you serve to the same user. Those diminishing returns will inflate your impression count and cost you money at the end of the day.
- Select the settings tab at the top.
- Select the Display campaign you want to affect.
- Scroll to the bottom and select “Ad delivery: Ad rotation, frequency capping”
- Hit “Edit” on the Frequency capping” subsetting.
- Enter in the maximum amount of impressions you want a potential customer to see per day, week, or month.
#4 You let your text ads go unnoticed
Using Call, Sitelink, and Location extensions will increase the size of your ad text real-estate and distinguish you from the competition.
AdWords allows you to choose from five different extensions to supplement your text ads and increase your ad space real estate on Google search. You should be using at least three of the five extensions: call, location, and sitelinks. These will be especially useful on your dealership name campaign where clicks are cheap and competition is minimal. Google gives individual statistics on how each of your extensions are performing so that your Internet Marketing Manager can make strategic choices with confidence.
Sitelink extensions displays additional links that you choose beneath the text ad to the potential customer. Call extensions displays your store number below the ad, and users on mobile devices can 1-click to call. Location extensions gives the address of your store below the ad, and users have the option to click on to get a detailed map of the store.
- Select the Ad extensions tab at the top.
- Select the type of extension that you want to add or modify.
- Click the red “+ Extension” button and select the campaign you want to add extensions to.
- If you haven’t created any yet, you can add and edit any extension to the campaign you selected.
#3 Your AdWords and Analytics don’t talk to each other
Linking AdWords and Analytics together will help you make more informed decisions about about your digital marketing efforts.