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If your business sells watercraft, it must have a strong online presence to attract customers and meet your revenue goals. Your dealership needs to be at or near the top of Google — and other popular search engines — to ensure people find your website first. 

Attaining a high ranking on the search engine result pages (SERPs) doesn’t happen accidentally. You’ll have to develop and implement an effective strategy to achieve your objective. Becoming adept at the pay-per-click (PPC) format is crucial for getting your site in front of more potential boat buyers. 

Keep reading to learn more about PPC for your boat dealer company. Or, contact us directly to learn more about the benefits of PPC advertising for your boat business. 

The fundamentals of PPC

PPC is a type of online marketing where a business pays a fee each time someone clicks on one of its ads. The cost is relatively small, but the return on investment can be substantial. For instance, a boat dealer may pay $3 for an ad click on Google that could lead to selling a $20,000 speedboat. 

Search engine advertising is one of the most widely used forms of PPC marketing. The process enables businesses to bid for ad placement on popular internet search engines, notably Google. The goal is to attain a spot atop the first page appearing after a keyword search, as most searchers tend to react to the initial ads they see. 

What are the benefits of PPC for boat dealers?

Utilizing PPC advertising can provide numerous advantages for boat dealers.

1. Premium buyer location

Before the dawn of the Internet, buyers began their product search by viewing ads or stopping by the local boat dealership. But times have changed — nowadays, as many as 87% of shoppers initiate the search process via digital channels.

Many people will likely begin the boat search process on Google, the most popular search engine. PPC enables you to gain a spot above organic listings and stand out from your competitors. 

2. Cost-effective solution

Many companies pour their budget into advertising that doesn’t deliver the expected results. With PPC, you only pay when someone clicks on your ad, representing the people who are most likely to buy. You can also set your maximum spend amount in advance, ensuring you won’t exceed your budget.

3. Fast, easy entry

You can launch a PPC ad campaign quickly after choosing and creating the essentials like the ad text and the landing page — the web page where visitors arrive after clicking on your ad. The benefits can be almost immediate — prospective buyers can view your ad as soon as it appears on the search engine and click on it to learn more about your boats for sale. 

4. Excellent targeting potential

Using specific keywords and phrases allows you to target your ads to the customers who are most likely to buy. By conducting keyword research, you can determine the words and phrases buyers will enter when searching for a particular boat model or brand or the services your dealership offers. You’ll increase the likelihood that the right people will find and click on your ad.

5. Measurable results

With many forms of traditional advertising, such as television and newspaper, it can be challenging to determine how well your ads are working. PPC provides access to data that makes it easy to measure and track your campaign’s performance. 

For example, if you choose Google Ads, you can use its ad tools in conjunction with Google Analytics and view high-level details like the number of clicks and conversion rates. You can then make quick adjustments as needed.

PPC for boat dealers using Google Ads

Since Google is the world’s most popular and widely used search engine, you may target this site for your PPC advertising efforts. Google Ads is the online advertising platform created by Google that can help you maximize visibility across all Google properties.

To use Google Ads for your boat dealership’s PPC advertising campaign, you’ll begin by choosing the keywords you wish to target — “boat dealers near me” as an example — and go through the auction process. Google uses the auction results and formulas to decide which ads will appear in the search. 

Your ad will receive a quality score based on your ad’s relevance to the chosen keyword, the quality of your landing page, and the anticipated click-through rate. The resulting ad rank determines how high in the search engine your ad will appear. 

How to get the best PPC results with Google Ads

Successful PPC for boat dealers when using Google Ads depends on several factors:

  • Keyword relevance: Choose and bid on the keywords most likely to appeal to Google based on your ad’s content. Conducting effective keyword research can help you achieve this objective.
  • Captivating copy: Your ad’s copy should be creative to ensure it captures the searcher’s attention and stands out from the others on the page.
  • Landing page quality: Your ad’s landing page should contain persuasive, engaging content and a call to action that compels the reader to take the next step.
  • Maximize the quality score: If Google Ads assigns a quality score that’s too low, focus on improving the first three factors to raise it. 

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Learn more about PPC for boat dealers from WebFX

WebFX is an experienced, full-service digital marketing agency that understands how to optimize PPC for boat dealers. In the past five years, we’ve generated more than 24 million leads for our clients, resulting in over in revenue.

Let us do the same for you. Contact us online or call us at 888-601-5359 to speak to a strategist today!

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