Overtake
Keep Your Current PPC Provider, Pay Them Less
Automotive SEO
Content marketing (SEO) is something dealerships started to learn and understand around 2013 – 2014. Some masters of the craft, even earlier. Since then there’s been a major fallout of companies able to produce quality content. Whether you have one person or a team of in-house writers they must know all the rules the search engines play-by. The golden rule, produce original, relevant and high quality content that produces revenue for your business.
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Keep Your Current Provider, Pay Less
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This is one of the biggest opportunities dealerships have when it comes to advertising spend and it can be seen at too many dealerships across the nation. If your current paid search company is landing people on SRP’s or the homepage of your website. They are doing it wrong. Use SEO to work with your paid provider to create landing pages for low-funnel buying questions. This keeps users engaged on your website therefore increasing your chances of a conversion.
5 Essential Components To Landing Pages
1 - Engaging Headlines w/ Proper H1 & H2
2 - Information Relative To The Searched Keywords
3 - Video, Pictures, Infographics
4 - The Benefits of Your Offering
5 - Clear Call-to-Action
If you’re landing paid search on pages that don’t include these things, STOP. You’re paying too much and users are leaving your site without converting. This is also known as wasted ad-spend.
Pay Less Overtime With Your Paid Search
- For example, if your keyword is “new chevrolet lease offers” and your current provider is sending them to your homepage or chevy SRP’s on your website. Stop buying that keyword, your customers are bouncing. And you’re paying a premium for that keyword, probably close to $10 or more.
- With quality content, land people that click on your ad to landing pages specifically talking about your brands’ lease offers. And clicks could cost you 50% less.
- That’s right, with great quality content, you could be spending 50% less on paid search. Either you get double the results for the same spend, or you use that money for other advertising avenues.
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2 Comments
Bart Wilson
DrivingSales
Great to hear from you Christian!
Content marketing is a great way to improve paid search. Where do you recommend a dealer start? In other words, if I'm creating content that maps to a campaign, how should I make sure I'm providing value on that landing page?
Christian Salazar
Overtake
Hey Bart, a few different places come to mind.. first, ask the dealer the top model they would like to push and use this info including a geo to create your first page. Secondly, take a look at search console and see the most often queried search terms that don't use the brand name. Third, as it directly related to the title of this post... log into your Google Ads account and click on keywords, then sort by impressions, that will give you loads of content ideas to write about...