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Trying to stay one step ahead of all the Google changes is impossible, but being ready for that change and adapting to it is your dealerships best bet to stay current and relevant. With over four trillion searches a day through the search engine giant, it’s easy to get lost in the clutter that is on the web if you’re not keeping up. And Google has done it again with Google Adwords Enhanced Campaigns.
Ad Device Adaptability
The changes are to create an optimal experience for users using all different types of devices by making campaigns that are adaptable for several devices. For instance, a car buyer may start their search for a new truck on their desktop, switch to a tablet later on in the day and conclude with a mobile phone. Each platform requires a certain type of ad. For your mobile ads, you need a “call now” button verses a tablet where you may want to push your service specials. With Google’s new enhance campaigns, you can tailor your campaigns to match not only the device, but also the time-of-day and location.
One of the new features you’ll find is the ability to customize each campaign, making them relevant for the time, place and device your customers are using. To increase bottom of the funnel leads, Google Adwords allows you to set bid adjustments for certain mileages around your dealership with their bid-by-distance feature. If your dealership is on the north side of your city, instead of targeting the entire town, you can set a higher bid for a five-mile radius around your store or even a specific zip code.
Are you noticing a lot of traffic to your website at a specific time-of-day? You can increase your bid for a certain time, whether it’s your store hours or a high web traffic period. Furthermore, you can adjust a certain campaign to bid more for mobile devices and capture people on the go who would stop in to your dealership.
Another feature has augmented measuring conversions. Now you have the ability to gauge how many app downloads you have and the number of times your click-to-call button converted to actual phone calls. Google provides the ability to optimize campaigns by making it easier to see which keywords are driving more conversions. This will create useable data to understand which campaigns are working so you can either put more of your bids on successful keywords, ads or campaigns and pausing others that are not producing revenue.
Regardless if you or a vendor is handling your automotive pay-per-click, these changes to Google Adwords, if utilized with comprehensive marketing and sales strategy, will give your dealership the competitive edge. All the changes made to Adwords will officially go into effect July 22, so get a head start by attending Local Search Group's webinar on Wednesday, July 17, 2013 at 1:00 PM CST.