The Power of Micro-Moments: Are you competing against the factory in a losing Pay-per-click (PPC) strategy?
There is a fine line between effectiveness and waste in the digital landscape. So, if your PPC strategy hasn’t been refined lately, it is costing you money and opportunities. But most Dealership PPC Campaigns target overly broad keywords and unintentionally compete with the manufacturer for clicks. Because you are paying for brand keywords like +Jeep, +Chevy, etc, then you are swimming with sharks that will eat your paid search budget alive. (Not to mention possibly get you in hot water for contributing to rising ad costs for the manufacturer). And this is where Micro-Moments enter the equation.
You need to shift focus to Micro-moments, and “Ready to Buy” keywords.
Leave those broad brand keywords for Tier 1 efforts. Shift your focus to Micro-moments, and “Ready to Buy” keywords. This strategy provides highly relevant ads to the search queries of hand raisers looking to make a purchase, not just research a curiosity. Because the customer is in the right phase of their buying journey, you will have a higher chance of attracting them to your location at the right moment.
Want To Learn More About “Ready To Buy” Keyword Terms for Auto Make Deals?
Review and Refine
Take some time to review your campaigns, or have a professional digital agency review them for you (we do that for free). Often times it’s easy to refine and increase high quality traffic to your site without spending an extra dime. From there it’s on to CRO (Conversion Rate Optimization). But that’s a post for another day.
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