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Its’ Friday and I thought it’d be fun to show everyone the most common Paid Search mistake I see. This mistake is, by far, the most common and sometimes, it drives me insane thinking about it. Seriously, if your Paid Search vendor makes this mistake, you need to find someone who really works for the management fee they charge.
This mistake is almost guaranteed to make the shopper hit the back button and wastes your budget dollars. So what am I talking about? I’m talking about buying traffic for cars you don’t have in stock.
What’s worse is when the landing page on your site tells the user you don’t have the car in stock. At least show similar cars or a quote form. Some sites do this but the majority do not. You have a perfectly interested shopper on your site and you never get a chance to pitch them. You lose that opportunity.
I’ll show you some examples from searches I did today.
Check out this Ad:
I’m ready to buy an Avalon and…. Bam! This is what I get:
Here’s another one:
And here we go:
Ok, last one:
What’s the right way to handle this?
Ideally, you wouldn’t buy traffic for that model. Your paid search vendors needs to look at your inventory to determine what to models they want to drive the traffic to.
But if you’re getting that model in soon or you can trade with other dealers, you can show a quote form and similar vehicles or even some used cars.