In today’s world, digital advertising is essential for your motorcycle dealership.
People often begin their shopping process online, and many of them complete it there. If you don’t advertise yourself on the Internet, how will anyone find your high-quality selection of bikes?
In particular, pay-per-click (PPC) advertising is an efficient and reliable method of marketing yourself through Google. But how can you craft PPC campaigns that truly drive results for your dealership?
Below, we’ll look at seven ways you can optimize PPC for motorcycle dealers.
Read on to learn more, and then partner with WebFX — the agency with over 1020 client testimonials — for our motorcycle PPC services. Just call 888-601-5359 or contact us online to get started with our PPC services!
7 easy ways to boost PPC for motorcycle dealers
Online marketing isn’t always the simplest thing to figure out, which can lead to trouble optimizing your campaigns. Fortunately, you can do a few simple things to get better results from your PPC advertising.
If you’re not too familiar with PPC, we have the answers to some common PPC questions in this video!
Once you have an idea of the basics that go into PPC, here are seven ways to get the most out of your motorcycle dealer PPC!
1. Target branded keywords
Let’s say your dealership is called Brandywine Motorcycle. Your motorcycles may be well-known as the best in the area, prompting several potential buyers to look you up directly with a keyword like “Brandywine motorcycle dealership.”
But now, let’s say that when each of those people looks you up, the first thing they see in the Google search results is a PPC ad from your biggest competitor, Merry’s Motorsports. By bidding on your branded keywords, Merry’s was able to steal your traffic.
To prevent this, you’ll want to make sure to bid on keywords that include your brand name, so you can claim the traffic intended for you. You can also bid on your competitors’ branded keywords if you want to try diverting their traffic to you.
2. Implement RLSA
While PPC can be a great strategy for generating new leads, it’s often most effective at driving conversions. For you to have a shot at converting someone, though, they typically already have to be a lead. So, how can you target your PPC to reach existing leads?
The answer lies in remarketing lists for search ads (RLSA).
RLSA is a feature available in Google Ads that allows you to remarket to people who have already visited your website. For example, you could tell Google to target an ad to users who have visited a particular service page.
Since the targets of an RLSA ad have already shown interest in your motorcycles, they’re tailor-made to convert. Sometimes it only takes a small reminder from a retargeted PPC ad to make someone come back to your site.
3. Create display ads
Google search ads aren’t the only kind of motorcycle dealer PPC ad available. You can also craft display ads, which appear in the margins of third-party websites.
Display ads allow you to expand your marketing reach in new and unique ways. In particular, they allow you to hone your ad focus to specific types of sites. If you want your ads to appear on car magazine websites but not on kids’ gaming sites, you can control that.
You can also keep your ads from appearing on websites that you feel would tarnish your brand.
4. Watch competitors
The success of your PPC depends largely on what your competitors are doing with their campaigns. After all, the whole process of getting your ads displayed revolves around outbidding the competition and having the highest quality score.
For that reason, you can often benefit from keeping an eye on what your competitors are doing. Sometimes you’ll see them implement a new, high-quality tactic that you want to bring to your PPC. Other times, you’ll spy a weak spot in their PPC where you can surpass them.
Don’t blindly copy anything your competitors do, but let their movements inform how you handle your own paid ad campaigns. You want to make sure your motorcycle dealer PPC is qualified to outperform theirs, and the only way to do that is to know what theirs is.
Tools like SEMrush are great ways to view the ads your competitors are running!
5. List negative keywords
Another feature to implement into your PPC strategy is negative keywords — keywords you want to prevent your ads from appearing.
Let’s say that one of the keywords you target is “4-cylinder motorcycle.”
That might cause your ads to appear for “triumph 4-cylinder motorcycle.” While you offer various motorcycle brands, Triumph isn’t one of them, which means this particular search isn’t relevant to you.
In that example, you wouldn’t want your ads appearing for “triumph 4-cylinder motorcycle.” So, how do you prevent that? The answer is, you list it as a negative keyword in Google Ads. Doing so will ensure that you don’t waste your ad resources on an irrelevant audience.
6. Target custom audiences
Keywords aren’t the only thing you can target with PPC for motorcycle dealers. Google Ads will also allow you to create custom audiences, where you can aim your ads at highly specific groups of people.
With custom audiences, you can target people based on a variety of features, including:
In all likelihood, you already have several buyer personas for your products. All you have to do is plug a particular buyer persona’s characteristics into custom audiences, and you have a ready-made campaign for targeting that exact group of people.
The result is you avoid advertising to people who aren’t likely to have an interest in your business.
7. Monitor results
Your PPC campaigns won’t do you much good if you ignore them as soon as you’re done creating them. You have to consistently track your campaign results if you want them to be of any significant benefit to you.
Keep an eye out for which campaigns are driving results and which ones aren’t.
Google Ads will allow you to view metrics like click-through rate (CTR) and conversion rate that will clue you in on which campaigns are underperforming, which you can then improve or replace as needed.
For campaigns that are doing well, you may want to consider increasing your budget to drive even more results. Whatever the case, though, ensure you stay updated on what your PPC is doing for you.
Hear What It’s Like to Work With WebFX!
“WebFX really provides a total solution team that will progressively guide you thru impactful changes to your site, helping you stand apart from your competition.”
Push your online marketing even further with WebFX’s motorcycle PPC services
Want to get help putting all these tips into action for your PPC? Look no further than WebFX! With over 25 years of experience, we know what it takes to drive a successful PPC campaign, and we’d love to apply that knowledge to your dealership.
With our motorcycle PPC services, you’ll soon see a measurable increase in leads and conversions. You’ll also receive a dedicated account representative working with you during every step of the optimization process.