As a marketing manager or salesman at a car dealership, you understand that being top of mind and center stage for individuals searching for cars is of the upmost importance. With that in mind, choosing to invest in pay per click advertising is an easy choice to achieving those goals.
Search Engine Marketing is a tactic many have ventured into, but capabilities and tactics constantly change which frequently leads to your PPC ads and extensions being a bit behind the curve. If you are looking for an upgrade on your campaigns or if you are jumping into paid search for the first time, here are some great ad extensions for dealerships that you need to be utilizing in your search ads.
Click to Call Extensions – This extension is debatably the most important to include across all campaigns whether it be branded or conquesting. With the ability to use different numbers within ad groups and recently up through the account
Pricing Extensions – The newest extension of the bunch allows you to offer pricing right on the search engine listing. There are a few positives worth noting when using this extension.
Click to Message Extensions – Much like click to call extensions, click to message allows users to text your designated phone numbers at the account through the ad group level for more information or questions that they have on models or vehicles that you have in stock.
Directions Extensions – The last ad extension integrates with Google maps and provides users with GPS directions to your dealership. Although this may not be considered a direct lead or goal completion, this extension creates a stronger user experience and encourages individuals to visit your dealerships lot and view some inventory. This can lead to a possible test drive or touch point with a sales rep.
As a recap, these four selected extensions can play a pivotal role in your dealerships pay per click marketing and make a positive difference to the ROI of your campaigns, but they are not the only options available. Site links, structured snippets, reviews and callouts can also provide some content to increase your ads quality scores, but do not as easily portray a direct ROI.
For more information or question Pay per click campaigns, contact THAT Agency for consultation and educational resources.