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The automotive industry is on the cusp of a great change in the way its marketing dollars are going to be spent. Each year more and more of the marketing budget is allocated away from traditional media, and towards internet advertising. Perhaps the most crucial among the forms of internet advertising is Pay Per Click, but for those with little experience, there are many pitfalls that can render your internet marketing campaign impotent. Primary in creating an effective PPC (pay per click) internet marketing strategy is choosing the appropriate keywords to best reach your customers. For this reason, I have put together this guide for creating an effective and well rounded keyword portfolio to help you generate more leads in less time.
In Pay Per Click, organization is King. Without an organized keyword portfolio, building an effective campaign will be next to impossible. Keywords must be organized into groups with a similar theme. These theme based groups of keywords are known as AdGroups. In my experience there are 6 essential Adgroups that comprise an effective PPC campaign. They Include:
1. Branded Keywords
2. Product Keywords
3. Location Based Keywords
4. Long Tail Keywords
5. Misspelling Keywords
6. Competitors keywords
1. Branded Keywords:
This will simply be any keywords related to your company name. So if my company name is Bill Smith Toyota my AdGroup might look something like this:
bill smith dealership
bill smith car dealership
bill smith Toyota dealership
bill smith Toyota
bill smith used car
bill smith car sales
bill smith auto
bill smith automotive
bill smith used auto
etc… Try to build out as an extensive list as possible.
The important thing for this category is to try to envision any way your customers might be looking for your company online. For many dealerships and online retailers that also do traditional advertising, this AdGroup can account for up to 50% of their traffic. One pitfall to look out for is if you have a very common company name. In the example given, I would not want the keyword “Bill Smith” because a good deal of searchers would be looking for the person Bill Smith, and not the Bill Smith car dealership.
2. Product Keywords:
The product keywords AdGroup will include all of the products your company sells, usually coupled with location. Using Bill Smiths Car Dealership as an example here is what I mean:
Honda CRV Miami
Honda CRV Fort Lauderdale
Honda CRV Boca Raton
Honda CRV West Palm Beach
BMW Z4 Miami
BMW Z4 Fort Lauderdale
BMW Z4 Boca Raton
BMW Z4 West Palm Beach
This AdGroup should be very extensive including all of your products and all of your locations combined in as many permutations as you can. An excellent online tool for creating these permutations can be found at Seobook.com. The biggest decision when it comes to this adgroup is whether or not your product keywords should be coupled with location. If you are a national business, you may want to leave off specific locations. The caveat to this is, BE CAREFUL of accidentally choosing keywords that would generate extensive but poorly targeted clicks. Think of what would happen if I as a local car dealer were to bid on the keyword: “Honda CRV”. I would see a good deal of traffic (at a high price), but very poor conversion rates.
3. Location Based Keywords:
These keywords include all keywords related not specifically to your products, but to your overall business coupled with Local and or Regional identifiers. Using Bill Smiths Auto Dealership:
Regional:
Florida cars
Florida used cars
Florida car dealership
Florida used car dealership
Palm beach dealership
Palm beach car dealership
Palm beach used car dealership
Local:
West palm beach cars
West palm beach used cars
West palm beach dealership
Boca Raton used cars
Boca Raton cars
Boca Raton used car dealership
As with the other AdGroups, try to build as an extensive list as possible. A great tool for building out these lists is the Seobook.com permutation tool. Use this tool and envision as many locations and variations as possible.
4. Long Tail Keywords
In Pay Per Click, one of the most cost effective ways to generate traffic is by targeting what is known as “the long tail”. Simply explained, the long tail consists of keywords that relate to your product or services that are very specific, generate little traffic, and are thus very inexpensive because of their low competition. They key to being successful with the long tail is VOLUME. By having a large list of long tail keywords, we can generate significant amounts of traffic at a low cost. Examples of long tail keywords would include:
Cheap used cars in west palm beach florida
Used Toyota car dealership in Miami
Find used cars in south florida
Miami florida Toyota used cars
5. Misspelled Keywords
An often overlooked group of keywords are misspellings. It is important to have an adgroup with common misspellings of your high volume keywords. For our car dealership example we might have a misspellings adgroup that would look like this:
Usd car sales
Used car sals
Car delership
Toyta dealership
Use auto dealer
6. Competitors Keywords
The last of the possible adgroups that I am going to suggest has the potential for generating a great deal of traffic for your site at a low price, but definitely has questionable ethics. I am referring to using your competitors brand recognition to your own use, and stealing their would-be customers by targeting their branded keywords. Using Bill Smiths Toyota Dealership as an example, we would create an adgroup consisting of the branded keywords of his competitors. Some examples could be:
John Doe Toyota
James Brown Toyota
Bev Morey Toyota
John Doe Toyota Dealership
James Brown Dealership
Bev Morey Car Dealership
As always, try to build out an extensive list.
I hope you have found this organization helpful in creating the beginning of what will be a well developed keyword portfolio. Just remember, you can never have to many well targeted keywords, but having keywords for the sake of volume alone makes little sense. Frequent evaluations of AdGroup and keyword performance will make or break your return on investment. Take the time to weed out those ineffective keywords and develop bidding strategies that maximize the effectiveness of keywords that produce conversions. Please visit again soon for more advice on Keyword Portfolio management.
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