Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing

With New Google "Ad" Tag, Craft Your Message For Value

By JD Rucker on Nov 16, 2013

New Google Ad Format

Some of you are probably seeing the new ad format that Google is testing out. It's not technically new - they've been testing it on mobile devices for some time now - but it's relatively new to desktop searches. The shading in the background to identify ads is gone, replaced by a big yellow "Ad" tag.

This is potentially good for two reasons. First, it highlights the fact that it's an ad (even though some will say that taking away the shading is just another Google ploy for more ad clicks) very nicely, meaning that you have an opportunity to craft an advertising message for your PPC campaigns a little more specifically than before.

The second potential positive is that it may reduce wasted clicks and irrelevant visitors to your site. Psychologically, people are more careful about what they click on when they're clearly tagged. This is a minor point, not enough to make anyone worry about drops in traffic, but enough to make a minor dent in conversion rates on those visitors.

If you aren't seeing it yet, I posted a quick tutorial on how to adjust your settings to see them.

One thing is certain. You should use this as a reason to increase the personalization and relevant messaging in your ads. The tag means that more people will at least look at the ads. So many skip right passed the shaded sponsor area. This change (any change, really) will draw eyeballs back to it.

Now, it's time to adjust. Make the message resonate against the search rather than just focus on the keyword itself. Give them something to read and a reason to want to click on yours rather than a different ad. In the example above, the 2nd listing from the top is almost certainly getting the most clicks because the message resonates much better than the other choices.

Things are getting more competitive in search marketing. Going into 2014, the old bulk methodology behind most PPC services are becoming less effective. If you really want to improve your ROI on PPC, your best bet is to get creative. It's more work but the results are definitely worth it.

Comments

This is interesting and up for debate. I personally have always ignored the Ads and always put my attention on the 'publics favorite" or the organics on page 1. This appears to me to make it simpler for people like me (of which there are many) to ignore the "Paid advertisres" or "commercials". Prior I had a more difficult time telling the difference. Now the commercials/PPC are in my face. Interesting to see the shake down. I now personally want to work even harder on my SEO.

Nov 20, 2013

SEO is still the juice, Joe.

Nov 21, 2013

Comments 1 - 2 of 2

You must be logged in to comment

Login Create an account

Add your comments:

   

JD Rucker's Recent Posts

Related Posts

  • The Cross-Media Approach: Are We Practicing What We Preach?

    When I look at advertising strategies in our industry, one of the most consistently missed opportunities I see is dealerships who are trying to save money by marketing to all their customers through email, and only sending mail to customers without an email address on file.   These dealers often ask me, “Now that I can email my customers, why do I have to send them mail?” My answer is simple: without a cross-media approach, you’re making a predetermination about your customers. And isn’t that exactly what you tell your staff NOT to do?   Think about it: when you choose to use ONE form of communication and exclude others, you’re assuming that every customer will respond to that medium every time—when in reality their lives and needs change on a daily basis.   For years I’ve heard my dealerships tell their staffs not to cherry-pick or “plate glass” the customer, stressing the inherent risks of making assumptions about customers’ apparent ability to buy base...Read post

  • Show Love to Leap into Loyalty

    2016 brings with it new possibilities and an extra day. That’s right, 2016 is a leap year, which means you get an extra day to sell and service more vehicles. This presents a marketable event to drive traffic and revenue, and an excuse to reach out to customers with relevant content. Leap day is just around the corner, so if you’re planning to leverage the extra day to create new possibilities you’ll want to get started. Here are three ideas to help you show love and leap into loyalty. Share Gift Certificates A great way to show love to customers is by utilizing the extra day to pass on savings. Think about utilizing gift certificates for your dealership and giving them to your most loyal customers. The gift certificates can be in a digital format or dropped into an email campaign to make distribution easy. Gift certificates are a great way to give back to customers for being good patrons. Get Creative Another great way to promote leap day and capitalize on the extra day is by ...Read post

  • Think Broadly For Automotive PPC

    While looking for specific long tail keywords that convert for the lowest cost is imperative in any PPC (Pay-Per-Click) campaign, automotive PPC has an extra set of issues to deal with. Many times, potential zero moment clients still use basic terms to search out and ultimately purchase a vehicle. SEM (Search Engine Marketing) approaches are often geared towards avoiding basic one or two word keywords, instead opting for laser specific long tail terms that indicate buying signals. Unfortunately, this becomes a tad more nuanced when dealing with automotive PPC because many customers will perform an extremely basic search looking for the nearest dealership in order to see its available inventory, and ultimately submit a lead and purchase a vehicle. Thus, while no true buying signals might be present in a given search, clients may still use those broad queries in search engines to find places to purchase. Another issue frequently arises because manufacturers and competing dealerships re...Read post

  • The Mobile Tipping Point

    For those of you who have never heard of the phrase tipping point, there are a lot of variations in terms of a definition - depending on who’s asking. To physicists, the tipping point is when an object gains enough nuclear material to sustain a chain reaction at a constant rate. To computing geeks/experts, “The tipping point is the critical point in an evolving situation that leads to a new and irreversible development.” To a “car guy” it could be when a customer walks into your showroom five minutes before closing time on a Saturday. We have all had a few of those. According to TechTarget, marketers define the tipping point as “a threshold that, once reached, will result in additional sales.”Read post

  • Gorillas, Balloons and Wavy Tube Men. Oh My!

    Our industry does a lot with gimmicks. You’d be hard pressed to drive through an auto mall or other area dense with dealerships and not see balloons, giant inflatable gorillas or wavy tube men. On nice days, we attempt to lure shoppers in with hot dogs and sodas. We incentivize test drives. We offer televisions, iPads and Playstations with purchase. There’s always a gimmick just waiting to be unleashed on our customers. But do any of these really attract (and keep) business? Sure, they might get someone’s attention. However, I highly doubt someone has ever decided to buy a car simply because they saw a gorilla on your roof.   We’re faced today with increasing competition. No longer are you simply competing with the dealerships in your PMA. Shoppers are able to buy cars online, through vending machines and, soon, straight from a GM pool of 30,000 cars. The ability to REALLY attract business lies not in the gimmicks you can throw in front of your dealership, hoping to attrac...Read post

  • Domain Explosion | Spammy?

    ARE DOMAIN EXTENSIONS SPAMMY? "1 of 5 Part Series" By: Grant GooleyRead post

  • Don't Let Fear Hijack Your Test Drives

    I’ve been in the automotive industry since I was 18 years old and the one thing that has remained the same, no matter what technology has been introduced, is the value of a test drive. Our research proves that including a test drive into the sales process is imperative. But lately test drives have been taking a beating. From the idea that millennials want an entirely online transaction without the test drive, to the kidnappings in recent news, test drives are getting a bad rap. We’re seeing safety concerns ramp up in our industry, from vehicles stolen during the test drive to a recent situation where a salesperson was actually kidnapped and physically harmed. While the safety of employees should be first and foremost on the minds of dealership management, we cannot let this critical step fall through the cracks of the process out of fear. If we stop giving test drives, our salespeople will be missing out on the biggest value builder available to them.  So much so, that only 4% of ...Read post

  • BREAKING NEWS: 2016 U.S. Women’s Car Dealership Report | Insights from Progressive Dealers

    This week, hot-off-the press, we’ve got the 2016 U.S. Women’s Car Dealership Report, showing how progressive car dealerships make a difference in the experiences of women and families. This national report shows what is important to women when shopping, buying and servicing their vehicles. The information in this report is drawn from over 4,000 women’s reviews and opt-in surveys. Using the reviews, Women-Drivers.com generates a Women Satisfaction Index® (WSI Score), ranging from a high of 5.0 to a low of 1.0. The surveys are used to delve deeper into women’s shopping, buying and servicing experiences. This information is specifically generated from dealerships certified through Women-Drivers.com based on the customer reviews. These progressive, forward-thinking dealers use the company’s platform to improve sales and service experiences for their women clients. Dealers who participate, continually evaluate the data an consumer intel they receive to ensure they maintain high...Read post