Custom Ads Drive Real Results

Pay-Per-Click (PPC) ads, also referred to as Search Engine Marketing (SEM) ads, are widely popular for good reason. Running a PPC ad campaign for your dealership a smart way to invest, because you only pay for the clicks that your ads receive. While consumers simply viewing your ad (without clicking) is still beneficial for brand recognition and may lead to future sales, earning a high Click-Through Rate (CTR) is the ultimate goal. However, it can be tough to convince an online user to navigate away from the website they are viewing or the search they are making to click on your ad.

The first step in earning clicks is to set up an audience that is likely to click on your ads – you can do that by targeting specific interests, behaviors, and elements of audience demographics. But even if you are targeting your perfect prospect, you still have to entice them enough to click.

This is where excellent copywriting skills and industry-specific keyword knowledge becomes crucial. The content of your ad must include language that is focused on driving results – and that just isn’t possible to accomplish unless it’s with strategic, well-written, custom ads.

When on an online user scans your ad, the first thing they will see is the headline. Many people won’t bother to read the description below, so it’s critical that the headline includes the most important information along with a clear call-to-action. The content or “description” in the lines below should complement and support the headline. While the headline drives interest first, the description provides the additional information that a user may need to convince them to click. You have such a short window of time to capture an online user’s attention, and you can’t afford to waste any of this space.

If your ad content is written well, an online user will click to the landing page included in your ad. The landing page should be designed to help those who click take the desired action – maybe that’s submitting a lead form, signing up for a contact list, or something different. All elements of your ad should be hyper-focused on increasing your CTR and promoting conversions for your dealership.

Creating high-performing PPC campaigns that drive substantial results is not a one-size-fits-all process. It’s important that the person writing these ads knows your dealership and the products you sell and is focused on writing ads that are tailored to your business. Running a well-executed PPC campaign is a wise choice for your advertising strategy, but it can be a real challenge if your ads don’t attract the attention you deserve.