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

  • Dealers Shouldn’t Abandon Third-Party Sites Just Yet

    If you've been following the trends for the last year in the automotive industry, you’ll note that there are some dealers that are pushing all of their advertising dollars towards driving traffic to their websites. It’s a strategy that was made popular when a large dealer group declared that they were going to focus on generating their own leads and wrote an interesting piece about why they were doing it. Unfortunately, the strategy that they’re adopting has been misunderstood by many. The idea is that they wouldn't be buying leads from other sites anymore. They never declared that their inventory wouldn't be available on other sites. It’s a concept that makes sense – generate your own leads, whether they’re coming from third-party sites or the dealership’s website. In an article titled, Why Car Dealers Should Adopt a Modern Digital Merchandising Strategy, we went into detail about why many consumers prefer to shop on third-party sites rather than on a dealership’s ...Read post

  • Why Customers Leave Without Buying A Car And What To Do About It

    What's the most creative reason you've heard from a customer who is leaving your dealership lot without purchasing? Sure there are the typical, "have to check with my spouse," and "have to pick up my kids at their soccer game." Then there are the more atypical reasons: "I have a dentist appointment," or "My mother-in-law's in town." If it's one of the latter, warning bells should be ringing. Who would rather go to a dentist appointment or visit with their mother-in-law than buy a car?   According to AutoLoop Engage's call center statistics, only three percent of customers who leave without purchasing give the salesperson the real reason. Our agents have connected and engaged with thousands of unsold customers and here is why they're really leaving, according to our data:   55 percent leave because of payments/price/trade-in issues 26 percent leave because of inventory issues; your dealership didn't have the exact color or model they wanted 16 percent left because they had a bad...Read post

  • How to Find Out What Women Want and Reach The Modern Female Car Buyer

    A woman’s vehicle path to purchase needs may be prioritized differently than a man’s, and in order to sell to women, stores can benefit by understanding and caring about what women want when it comes to cars. They should ask Mel Gibson (about what women want…)Read post

    By Cobalt on October 23, 2014

  • Brand and Dealer Loyalty – a Fine Balance?

    Think about the last time you visited a business such as McDonald’s, Target, or a 7-11.  Now, think about the store itself – did you select the store because of convenience, or because you were dedicated to a specific location?  Sometimes the answer is both, but more often than not, like most consumers, you are making the choice based on convenience.  Either way, your decision was likely based on the brand or company name and not the individual business or the people that work behind its doors.Will a customer repeatedly choose your dealership for sales, service or your collision center because of who you are and the people on your team? Does your dealership name stand out in the minds of consumers? Or will they choose your location because of the brand you offer and the service they have previously received at a different dealership of the same brand?At your dealership, do you consider your regular customers brand loyal? Or do you consider them loyal to your dealership? If you...Read post

  • Your Message Must Match the Marketing Venue

    Let's call it what it is. This is a post about active digital marketing versus passive digital marketing. It's one that covers two of the types of marketing disciplines that are near and dear to my heart, but more importantly it lays the groundwork for an understanding of the various marketing styles and how we should classify them. First and foremost, let's get an understanding of what the difference is between active and passive digital marketing. In our industry, the word "passive" is often shunned, but in this particular case it's not bad at all. Passive marketing lets the customer make the first move. Search marketing is an example of passive marketing because you must wait for them to engage with the search engines to find a car before the marketing kicks in. Active marketing goes out to them - you make the first move. Email marketing is an example of active marketing because you're initiating the action. On our website, we compared it to stand hunting vs still hunting. With ...Read post

  • Conquesting 2.0: Attract Cross-Shoppers With Search Remarketing to Capture More Sales

    Once a qualified buyer browses your website and leaves to check out your competition, what tactics do you have in place to bring her back to choose your model? My most successful dealers have addressed this opportunity by combining two tactics that have been proven to drive increases in return website visits by cross-shoppers using mobile devices and PCs. Put simply, we’re running search ads in a new way that’s actually getting a response to help our dealers meet their sales goals consistently. Read post

  • Mobile Click-to-Call vs. Tap-to-Text: Controversial or Complementary?

    A July 2014 Automotive News article sang the praises of phone calls over email and form leads, citing faster responses and ease of use via mobile. What it didn't point out, though, is that text-based, one-to-one messaging is worthy of a verse or two as well.Read post

  • Do Your Salespeople Spend Too Much Time Managing Software...Instead of Selling?

    The fact is, lead generation is an expensive business and having the right tools to manage this investment and deliver the most qualified leads to your dealership is paramount to your success. When it comes to mining your database and working your in-market customers, you have two choices: use your internal team to run and manage all aspects of it (self-service) or outsource many of the functions to a service provider who does most of the heavy lifting (full service).  Self-service options demand the installation of comprehensive software that requires training and hands-on daily interaction to be effective, while a full service provider will take over the day-to-day tasks (i.e., database management, developing marketing materials, mailings, e-mails, etc.) and, instead, deliver qualified leads to your sales force. Both approaches have their pros and cons. Full disclosure, I currently work for a full service provider, but I also spent eight years as VP of Sales and Marketing for a la...Read post