Pay Per Click Marketing ( PPC ) for the Automotive and Motorsports Industry
Pay per click marketing or PPC is a internet marketing approach that allows an automotive, motorsports or auto service advertiser to immmediately serve a targeted ad that is based upon the keyword or keywords that a search engine user has typed in. This effecitve advertising allows a business to directly market to a potential prospect. PPC marketing is a strategy used by companies and organization to drive; traffic, leads, sales and awareness. There are many different PPC Engines: Google Adwords, MSN Ad Center and Yahoo Search Marketing, Enhance, Kanoodle, etc….. Each PPC Engine has their own guidelines, minimum bids, traffic quality, and search volumes. Out of all the pay per click platforms Google Adwords is the most widely used PPC Engine.
It all begins with a Search
The
process begins when a search is typed into the search box. Ads are then
trigged to appear above and to the right of the organic listings. An advertiser’s
ad position is determined by their bid placed upon the keyword being searched
on. * (other factors determine ad position as well) Ads can also appear
within other pages found throughout the internet, where web site owner’s
participant and display ads for the PPC engine. These are ads placed alongside
related content and are typically considered interruptive marketing. The
strategy in running an optimized pay per click campaign is to provide
the best opportunity to convert a searcher using a relevant or important
"search term" into a conversion at a reasonable cost. Managing a Pay Per
Click ( PPC ) is similar to managing a stock portfolio. Each keyword or
keyword groupings will have their own bids and performance metrics.
Best Practices for Pay Per Click ( PPC )
It is well known that to optimize a PPC campaign that keyword research is important. Picking the right keywords that are relevant and using the appropriate match type is a must to running an effective PPC program. Ad copy is equally important as each PPC ad should be tailored to the keyword theme and the offer. The ad needs to provide a clue to a visitor as to what is on the other side of the click. Upon clicking an ad, it is generally accepted that having a specific landing page that contains an offer related to the searched keyword will hopefully be valuable enough to trigger the visitor to complete the action we want them to. Typically filling out a form or registering for something. In return the promised, content, white paper or even discount is unlocked to the visitor. Since Pay per click is typically a lead generation tool, the lead can then be nurtured and the start of a dialogue can occur where the goal is to move the lead to an opportunity or sale status.
