An Experiment Using AdWord’s Demographic Targeting
A while ago I read an article on the Washington Post about how the F-150, and most other trucks, became a plaything for the rich. A quote from the author got me thinking about a using a new approach to my PPC truck campaigns for my clients:
The truck’s turn from rugged back-roads to glitz and luxury has driven its price twice as high as the average car or truck sold in the U.S. this year – pricier even than upscale SUVs from Porsche and Mercedes-Benz.
If the article is true, that the F-150 and other trucks have gone upmarket, then I should re-work my PPC campaigns for my volume truck dealers. If the campaigns are optimized according to what the article states then I could save my dealerships thousands in ad spend by targeting only demographics that are more likely to convert – high income households.
The goal of this experiment is to lower the CPA while increasing conversion volume so we’ll be able to spend less in the future and receive more qualified leads. I’ll be taking advantage of AdWord’s advanced demographic targeting to help me find the winning campaign.
Let’s see what happens… [Read more…]