Comments on experience and best practices with PPC programs for used vehicle merchandising such as Haystack or its competitors

Scott Gunderson
How do you manage and supervise used vehicle PPC? What is your target CPC? Have you used Haystack program and what is your experience and commens? Have you used a competitor of Haystack, if so, which one, and how happy were you with results?
Brian Pasch
Scott It may be helpful to readers to explain that software like HayStack and's TCD take the dealers inventory feed and analyze which cars they have in stock. Based on their inventory data, they generate keywords associated with in-stock cars, so if a dealer had a 2005 Toyota Camry in stock, the software could purchase keywords related to that model. One of the on-going debates surrounds not the bidding or automated keyword generation, but where should the consumer who clicks on the ad be taken. When someone search for "2005 Toyota Camry", should they be taken to the Vehicle Detail Page? Some would argue that a VDP is not a high converting design and assumes that the consumer is ready to shop for a specific car. Since a consumer could be looking to service their Toyota or may be looking for financing or trade-in information for the Toyota they own, the bigger debate is this; would a more "dashboard" like landing page be better than a VDP which has clear paths for the many possible places a consumer may be in the buying cycle.
Bryan Armstrong
I have to agree with Brian on this one. The automatic keyword generation is secondary. You WILL get clicks, but where they are going to is more important. You will see a high bounce rate unless you can get to a specific landing page that gives the consumer options as to what they want to do. If your objective is to sell a specific car, then a cheaper alternative may be a wordpress blog with links for appraisal, service, and "see inventory". Don't know if I would just randomly throw a budget out there for a PPC campaign that randomly generates.
Tony Rhoades
Scott I totally agree with Brian and Bryan, Strategy comes first. As for vendors you may want to consider, check out Reach Local. I am a client and have seen positive results regarding cost and click through. Good Luck
Bryan Armstrong
Scott That's funny as that is exactly the strategem I employed. I used Reach Local to create some "Top of Mind Awareness" with NO call to action but just my Dealer Logo and name. At a CPM of under $2 it was VERY cost effective and then used AAN for content and page domination. Combined it was by far the most lethal 1-2 punch in my arsenal. Definitely worth checking out in my opinion to see if that wouldnt be a better solution to your objective. Bryan

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