Embark on a journey through the world of car dealership marketing as Rooks Agency unveil the strategic insights and innovative tactics driving success in this dynamic industry.
Objective
Create a comprehensive AdWords campaign that avoids DMA overlap and eliminates territory conflict between two Cadillac stores that were owned by the same group. In addition, eliminate erroneous clicks in pre-owned inventory.
Challenges
Traditional AdWords campaigns generate based on a radius around the advertising store and are designed to cover and protect the advertiser’s DMA, as well as market into the competitive DMA. In this instance, the adjacent market was owned by the same dealer group, and any overlap would create a situation where the dealer would bid against himself. Upon examination, we also discovered that the previous AdWords account management had keyword structures that caused ads to display for pre-owned vehicles that were not in inventory.This was particularly true for “off brand” vehicles such as Ford, Chevy, etc. Though the dealer did carry these makes, they only carried a few of each “off brand” or “non-Cadillac” vehicles. Generic keywords, such as “Used Ford” were generating large amounts of traffic (as well as cost) for vehicles that were not in stock.
Solution
To eliminate the problem of overlapping DMAs, we manually parsed the target area into zip codes and created individual AdWords campaigns by zip code. Since no zip code was ever duplicated, this eliminated self-defeating competitive bidding. We then expanded this philosophy to the market of the closest competitor, dividing zip codes between the two dealers so that these stores never bid against themselves in the competitive DMA.
To solve the pre-owned erroneous click problem, a data feed was created from the pre-owned inventory database. This inventory was then converted into broad match modified keywords that created parameters that the actual search term must be an exact match to a vehicle actually in stock. In other words, if the dealer had a 2015 Ford F-150 in stock, the search term would have to be “2015 Ford F-150” or “2015 F-150” for the ad to show. Terms such as “2007 Ford Taurus” or “used Ford” would not trigger an ad. We review each broad match modified keyword manually to ensure accuracy and regularly update and review the keywords to account for inventory changes. Because they are a Cadillac dealer, terms such as “Certified Cadillac” or “Used Cadillac” will trigger an ad.
Result
A cost effective, no overlap AdWords campaign that develops relevant leads.
Ready to revolutionize your car dealership marketing strategy and drive results? Contact us today to unlock the full potential of your automotive business!? Contact us today to elevate your automotive business to new heights
