Would you consider your local dealership the number one dealer in your market? The competition is fierce and getting to (not to mention maintaining) the number one spot is tough.That’s why a lot of our local dealership clients rely on creative media to help them drive awareness and attract buyers. Tactics like radio, email, and display are fantastic ways to ensure that potential buyers recognize names and brands, but many dealerships aren’t utilizing one of the best tactics available when a buyer is actively searching for a car, search engine marketing (SEM.)
Sometimes called pay per click advertising (PPC), SEM allows your dealership to appear at the top of search results. Remember the last time you searched something and the first few results had a little “ad” message next to it? That’s SEM. Google, being the largest search engine out there, is the go-to provider for effective campaigns.
We all know consumers are becoming savvier when purchasing a car. Long gone are the days of consumers visiting 5+ dealerships over a weekend when they can do that same initial research online. A dealership appearing on a search results page is mandatory, so you don’t miss out being chosen.
Search Engine Marketing, or the buying of traffic through paid listings on a search engine results page, works really well for auto dealerships for a few reasons:
- Dealers can target consumers that are actively searching for a new car and drive them to their website. This is the perfect complement to more traditional types of advertising. You’ve spent a great deal of time and money placing your brand in front of potential buyers to drive awareness, make sure you also appear on a search engine results page when prospects are finally ready to buy.
- Dealers only pay when someone clicks on an ad. Impressions don’t cost them a thing. Your budget is only spent on people who are interested in their inventory.
- You can control your spend and invest only what you have in your budget. If you have specific costs to adhere to, then SEM is the perfect tool to effectively promote your inventory and keep your finances in line.
At the end of the day, SEM is the ideal tool to add to your radio and other traditional advertising plans.