One of my favorite techniques when auditing automotive dealers’ paid search spending, is to compare the search queries to keyword purchases. The search queries are the exact phrases that visitors are typing into Google (or other search engines). I find it useful to compare the search queries to the actual keyword(s) the dealer is purchasing. For instance, if the dealer is purchasing “Toyota Tacoma”, but the consumer is searching for “Toyota Tacoma stuck in mud videos”, then I want to help the dealer avoid paying for those clicks.
I find far too many dealers with runaway paid search campaigns, where the dealer has asked to rank high for various search queries, yet no one is paying attention to what the person is searching for, or what happens once the user clicks to the dealer’s website. Far too often, the paid search agency is presenting high level campaign results that can mask poor performing keywords or keyword groups.