Automotive PPC Agency

What is PPC Ads Management for Automotive Companies?

Automotive Compoany PPC management consists of creating and optimizing paid advertisement campaigns for automotive companies. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide premium PPC management, a PPC advertising firm for automotive companies should get to know you and your goals. This information helps determine the next steps, since the way you'd approach paid ads for a local automotive company is much different from how you'd handle it for nationwide automotive compoany ecommerce site.

Localized automotive companies, for instance, are often only interested in contact form submissions or calls. This can be accomplished through PPC advertising that boosts traffic to an optimized landing page or sales funnel. We recommend Google Local Service Ads or Facebook Lead Forms if those pages/funnels don't exist or need to be reworked.

Alternatively, ecommerce-focused automotive companies are most often interested in online sales. Pay-per-click advertising can be used to drive traffic to an optimized product or category page. You might even want to include Google Shopping Campaigns in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.

The next step in automotive compoany PPC management is understanding the metrics that will be used to optimize and scale. For some automotive companies, that means looking to platforms like Google Analytics. However, there are other options out there too, like Wicked Reports, Triple Whale, or Northbeam.

Your automotive company should use a variety of advertising tactics and marketing tools to be successful with paid advertising. For example, the best automotive company paid ads plans will include plans to:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
• Increase conversions for your automotive company through qualified leads or online sales.
• Utilize third-party attribution software to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• Engage users in story creation, email collection, and user generated content.
• Test ad creatives across various ad placements and between different media formats.

Tips for Managing Paid Ads for Automotive Companies

Our team of paid ads experts is knowledgeable in the latest paid ads trends for automotive companies and other industries.

Here are some of our best tips to follow for keyword research, audience research, landing page / sales funnel optimization, conversion rate optimization, and ad creation.

1.) Keyword Research Tips

In the context of paid advertising, you'll find keyword research for automotive companies mostly relates to search network campaigns on the Google Ads and Bing Ads platforms. After all, search ads only appear based on what is searched on Google or Bing and targeted by your automotive company.

For example, a person looking for a automotive company nearby might search "local automotive compoany" on a search engine. It wouldn't be necessary to conduct extensive keyword research to target that exact phrase.

However, what if that exact match keyword wasn't producing enough search volume and the automotive company needed to increase their advertising reach? Researching keywords would be necessary for the solution.

After discussing options, the next step might involve the paid advertising manager talking with the automotive company about what products / services they want to target more often and where. A broader keyword targeting plan than exact matches might also be necessary.

For instance, the PPC manager might discover high search volume for "nearby automotive companies" or even "automotive compoany services." The first phrase is targeting a type of business or organization in the area. The second phrase is targeting a service, which might result in a more lucrative conversion.

Negative keyword lists can also benefit from keyword research. Negative keywords are used to stop your paid advertising from showing in search queries that you know won't bring in customers.

For example, an individual searching for "free services from automotive companies" or "when to advertise to automotive companies" is unlikely to convert. However, they might see your paid advertising if you are using broad keyword targeting without any negative keywords like "free" or "advertise".

Even if your keyword research needs are obvious when you start building out your campaign, they become more complex as you scale your ads and reduce wasted ad spend.

2.) Audience Research Tips

Audience research is often mentioned as part of scaling social ads on Facebook and Instagram for automotive compoany paid advertising campaigns. There are options within Google Ads and Bing Ads for audience targeting as well though.

We'll review some audience research and targeting history within Facebook Ads.

In years past, automotive compoany-focused paid ads managers relied heavily on building out their own custom audiences within Facebook. As a matter of fact, one of the most attractive features of Facebook Ads was its ability to collect data on users, which advertisers flocked to take advantage of.

As time went on, data privacy and machine learning both had an impact on custom audiences.

In the iOS 14.5 update, Apple included a pop-up message that allowed users to opt out of tracking for personalized ads. This had a negative impact on Facebook's ability to track user behavior on mobile devices. This even affected the accuracy of ad attribution reporting.

For most automotive compoany-focused advertising firms, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.

While there will still be plenty of automotive company PPC advertising companies relying on custom audiences, the trend is moving toward broad targeting. Don't take our word for it though. If you've been involved in the creation of Facebook ads, you've probably noticed the removal of interest-based targeting options here and there. Maybe you've even seen changes to how "Advantage Detailed Targeting" is recommended during the setup process.

This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting, if you'd like a second opinion.

However, audience research and targeting aren't going away. There will always be targeting options that can be manipulated within automotive compoany ad campaigns to squeeze a little extra performance.

3.) Landing Page Creation & Optimization Tips

The quality of your landing page will be a big factor in the success of your automotive company paid ads campaigns.

Our first step when managing paid advertising campaigns for automotive companies involves reviewing the landing pages for best practices. Our review takes into account the following factors:

• Do you have a headline that emphasizes benefits?
• Are there any images above the fold?
• Does the content engage the reader?
• Am I able to find a lead form right away?
• What is the visibility of the call to action?
• Does the page load quickly?
• Is social proof present?
• Am I able to load the page on a mobile device?

Designing and developing a quality landing page involves so many factors. Here is a great blog post about what makes a quality landing page.

Until you have a landing page that follows best practices, don't spend money on PPC advertising. Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your sales pitch.

4.) Conversion Funnel Tips

As an alternative to a landing page, you might want to consider building out one or more sales funnels. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

For example, we have a client that promotes an online fitness challenge that you could even join from your local area. While managing their internet advertising we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:

• We used squeeze pages to help capture email addresses while building awareness for the program.
• We used lead magnets to provide people with healthy eating tips, fitness tips, webinars, and sneak peaks in exchange for an email address.
• We used application funnels to push people toward the idea of wanting to apply to participate in exclusive programs.
• We used sales letter funnels to serve as the registration system for the online program.

There are many different types of funnels, so your automotive company isn't limited to only these options. Just keep in mind these can be incredibly helpful for gauging interest in a product or service, building out an email subscriber base, and selling a product or service online.

5.) Conversion Optimization Tips

Having a clear understanding of your conversion rate is critical to making informed advertising decisions. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services.

Let's run through a basic scenario to help illustrate the impact of conversion rates.

1. You sell a $100 product or service on your website.
2. You have a 1% conversion rate, meaning for every 100 people who visit your website you sell 1 product or service.
3. You have a $1.00 average cost per click (CPC), meaning for each person who visits your website you spend $1.00.
4. To sell 1 product or service, you need 100 clicks from paid ads, which would cost you $100. This is known as your cost per acquisition (CPA).
5. Your return on ad spend (ROAS) would be 1x, meaning for every dollar spent in paid advertising you get one dollar in return.

For most automotive companies, this return on ad spend wouldn't be acceptable. Sadly, we often see this type of ROAS when jumping into new client accounts.

To improve the situation, you hire a PPC advertising firm to modify your campaign settings, ad creatives, and landing page experience.

Let's assume those improvements bring your conversion rate up from 1% to 2%. That means for every 100 visits to your website you now sell 2 products. This is twice the return on ad spend! You might be profitable now selling that product or service, if your margins are good.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your paid advertising.

6.) Ad Creation Tips

This is potentially one of the most important aspects of a Facebook Ads account, but it also applies to Google Display Ads.

When you run Facebook Ads or Instagram Ads for automotive companies, you are mostly targeting a cold audience that is more interested in quickly scrolling by advertisements in favor of seeing what their friends and family are up to online.

You should develop an understanding of how to capture someone's attention in a split second.

To do this, you need to build out attractive ad creatives that make someone stop for a second and say to themselves, "wait a second, what...?"

This doesn't happen by running the same ad creative over and over and over again. Even if it is a great ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people nearby.

If you don't change out your ad creatives and test new ideas, you'll suffer from what is called "ad fatigue." This is the state in which your target audience has already seen your ad so many times that they instinctively scroll by it without ever interacting with your brand.

Don't be caught in this situation. You should understand when to pause an ad because it isn't performing as well as it once did. You should understand when to test new ideas, especially if you are emotionally attached to an ad that you spent a lot of time making.

Pricing for Automotive Company PPC Management

If you want us to dedicate more time to your campaigns, the price of our paid ads management services will be adjusted accordingly. Our PPC ads management packages start at the price listed below, however, we are open to discussing an increased budget if your ad spend or service requirements are higher.

Types of Paid Ads for Automotive Companies

For automotive companies, there are many ways to run paid ads. Let's discuss some of the most common paid advertising being run for automotive companies.

1.) Local Business Ads

You can use nearly any advertising platform to run local ads for your automotive company. You may find greater success on one platform over another depending on the nature of your local automotive company. It is important to try out every available option to see which works best for your needs. Now let's discuss some nearby advertising options.

There are going to be two options from Google.

In the first case, you can run traditional Google Ads, possibly using the newer Performance Max campaign type. The Google algorithm finds the best combination of headlines, images, videos, and service locations to bring you local customers using this type of dynamic ad campaign. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals. Even nearby stores use this campaign type.

The second option from Google, if you are in a qualifying business industry, is to check out their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. We often use Google Local Service Ads for home services contractors, like plumbers, electricians, roofers, and heating installers.

Facebook Ads can also be used to target people in the area. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions. Local Facebook Ads are often used by automotive companies of all types.

2.) Social Media Marketing

A social media ad is pretty much any online advertisement you see on a social networking site.

Maintaining fresh ad creatives is key to social media ads. The performance of your campaign will gradually decline if you do not rotate your ad creatives every couple of weeks. For higher spending ad campaigns, you might need to look at weekly ad creative changes.

One of the best things about social media marketing is that you can target audiences who aren't yet aware of your product or service. When running search engine advertising, that is quite the opposite since your ads are only going to show when someone is actively searching for what your automotive company offers.

It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.

3.) Search Engine Ads

You'll want to invest in search advertising if you know people are looking online for the products you offer.

There are some people out there who refer to this as automotive compoany Search Engine Marketing, or SEM for short. An advertisement that appears on the search results page of a search engine is called a search ad, which are above the organic SEO placements.

If you have been running search engine marketing on Google for a while and have been successful, consider copying your campaigns over to Bing Ads. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.

4.) Display Ads

Many different message boards, chat rooms, game lounges, news websites (even localized news stations), gossip sites, and more run display advertisements.

These are commonly used within the Google Ads and Bing Ads platforms.

With display ads, you just need a set of ad creatives in different sizes. It also helps to have a general idea of your target audience, but both ad platforms have their own algorithms that help you produce results from your ad spend.

5.) Retargeting Ads

Not everyone is going to convert during their first experience with your automotive company website, landing page, or sales funnel.

Retargeting ads are almost always recommended to help bring people back to your website after they have weighed their options.

You can run retargeting ads on Google Ads, Bing Ads, Facebook Ads, and many other platforms.

6.) Shopping Ads

This type of search ad was popularized by Google Shopping Campaigns.

If you want to promote your automotive company through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.

With these tools in place, you'll be able to provide Google Ads an updated list of all your accurate product data, including the title, SKU, image, price, and availability. Then, your products will be displayed at the top of search results based on the right types of search queries.

7.) Video Ads

Social networking websites such as YouTube, Instagram, and Facebook allow you to advertise with video.

If you are interested in running YouTube Ads, you'll just need to set up a video ads campaign in Google Ads.

It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.

Video is an excellent ad creative in terms of conversion opportunities. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!

If you have the budget to support ad creatives in video format, look to implement them into your PPC advertising campaigns.