Automotive Digital Marketing

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Nobody likes to waste money.

So why is it that we spend a ton of money on PPC (or SEM) campaigns to get people onto the website and then don’t get much thought into where these people land?  Most vendors just look for an existing page on the site to send the customer to.  Or worse, send the customer to the homepage.  Instead of choosing a page that already exists, why not actually build landing pages that are tailored specifically for the keyword, intent, and ad that the user clicks on to maximize conversions?  After all, you already PAID for that customer to be there, right?

I don’t think I’ve ever seen any other automotive digital marketing agency do this. But outside of the automotive space, this is the normal practice. 

Your landing pages are one of the most important aspects of your PPC campaign.  By the time someone gets there, you have given your hard earned money to Google, Bing, or whoever you’re buying clicks from.  Then, it’s up to the landing page to turn that visitor into a lead.

Since landing pages are so important, shouldn’t they be A/B tested and refined?  Many of the campaigns I see still send all traffic to the homepage.  This is wrong on so many different levels.  I personally have a heart attack every time I see this. 

Imagine clicking on an ad for a Toyota Corolla and then getting dumped onto the homepage, which may not even mention a Corolla.  The performance is even worse on a mobile campaign because the user may have to scroll far down to find any mention of Corollas.  We actually tested this over the course of a year, comparing the performance across campaigns where we A/B tested landing pages.  We had 18% more conversions on average.  Imagine spending the same amount of money but getting 18% more leads!   Everything else on the campaign was set up the same way.

The second strategy I see a lot is sending users to the SRP and VDP pages. This isn’t a good practice either.  You have to think about the user’s intent.  If the intent is to look in inventory to find a car, then yes, the SRP may be the ideal landing page. But if the intent is to schedule a test drive, they may get scared off; a landing page with softer conversions would work better.  Or if the intent is to check out an incentive for the vehicle, the user should land on a page that clearly displays the incentive, not on a homepage with no mention of it.  The landing page has to deliver on the promise displayed in the ad and satisfy the user’s intent.

So how do we know what the intent is?  Easy.  Look at the keyword.  Use the ad to attract people typing in that keyword with the intent you want and at the same time, the ad can filter out people with an intent that may be undesirable for your campaign.  Then have them land on a landing page that satisfies their intent.

You can apply these concepts not only to PPC, but to your email campaigns, customer surveys, and even LotLinx campaigns.  Having good landing pages can easily increase the number of leads you get, so before you decide to spend more money to increase leads in your PPC campaign, look at your landing pages and do some testing and work to optimize them.

Views: 105

Tags: Click, Landing, PPC, Pages, Pay, Per, SEM

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