presented by: colleen malloy · creating your ppc budget rvs to sell showroom traffic website leads...
TRANSCRIPT
PRESENTED BY: COLLEEN MALLOY
Creating Your PPC Budget
RVs to Sell
Showroom Traffic
Website Leads
Additional Visitors
PPC Spend
20% Closing Ratio
30% Shown Appointment
2% Conversion Rate
$0.50 Average CPC
2
10
33
1,650
$825
Myth #1: The Broader, The Better
Geo-Target Your Local Market
• Target your area
• Use a 50-100 mile radius of your location
Campaigns
Ad Groups
Keyword Mix
Myth #2: Set It And Forget It
Monitor & Adjust Regularly
Watch Key Statistics
• Cost-Per-Click (CPC)
• Conversion Rate
• Impression Share Loss (IS Loss)
Track, Analyze & Adjust
Adjust Bidding to Land on Page 1
Myth #3: Being First Is Best
Google PPC Ads
DesktopMobile
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2
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1
Myth #4: No Need For Search Engine Optimization If You Use PPC
Update Web Content Often
Add or change content on your website
• Shows search engines that your page is active
• Helps you rank higher in organic search
Create Keyword-Rich Content
• Bad: Keyword stuffing
• Good: Strategic use of relevant keywords
Myth #5: Driving Traffic To Your Home Page Is Good Enough
Use a Specific Display URL
Give a clear idea where searchers will be directed when they click on your ad.
• Bad: www.RVdealer.com
• Good: www.RVdealer.com/parts-sale
Up to 35 Characters
Add Call-to-Action Forms
Create Call-to-Action (CTA) forms to convert new traffic into leads:
• Contact Us
• Request a Quote
• Apply for Financing
Use Ad Extensions
• Sitelink Extensions – specific web pages on your website
• Location Extensions –directions to your location
• Call Extensions – direct phone number
Activity: Write An Ad
Questions?
Connect with ARI’s team of experts!
Dealer Websites - Digital Marketing Services – Lead Management – eCatalogs
www.arinet.com