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Pay-per-click (PPC) advertising is one of the most effective marketing strategies for any recreational vehicle (RV) dealer, regardless of your business size or specific equipment line.

On this page, we’re diving into all things PPC for RV dealers, including how it can help your dealership grow! Keep reading to learn more!

At WebFX, we understand that creating a PPC campaign for your RV dealership can sometimes be challenging, especially if you’re new to the PPC advertising game. If you’re interested in working with a knowledgeable professional right away, call us at 888-601-5359 to speak with an expert strategist.

What is PPC for RV dealers?

PPC for RV dealers is a form of advertising that allows your ads to appear at the top of a search engine results page (SERP). These ads appear when a user searches specific keywords related to the information you’re promoting for your RV dealership. 

PPC ads of RVs for sale

A PPC campaign involves a bidding process that lets an unlimited number of companies bid for a specific keyword or keyword string. Each time a user clicks on your ad, you pay a fee. These ads navigate the user to a particular page on your website, enabling you to receive traffic from visitors with much higher intent than typical viewers exploring the Internet.

How does PPC advertising work for RV dealers?

Although paid searches are the most common type of PPC advertising, other forms exist, like videos, banners, and display ads on third-party websites. Many of these formats operate on the same premise — the search engine charges you each time a user clicks on your link.

For paid searches — like those used on search engines such as Google or Bing — the process involves RV dealers and other companies choosing keywords and then bidding on them to see which business gets the best placement. 

Keywords are one of the most critical components of PPC advertising. Optimizing your keywords allows you to target your campaign toward an audience searching for the specific product or service you’re marketing for your dealership.

Keyword optimization

Once you’ve set your budget and identified the products or services you want to promote, it’s time to begin researching keywords. RV dealerships are unique because they typically feature specific models or brands on their lots, making the keyword selection process much more manageable.

Long-tail vs. short-tail keywords

After selecting your keywords, you must determine whether you want to use long-tail or short-tail strings. Long-tail keyword strings consist of three or more words and are often less expensive because fewer bidders compete for them. Long-tail keywords work well because they allow you to market a particular type of product or service specific to your business.

For example, if you’re an RV dealer in Harrisburg specializing in Jayco travel trailers, an effective keyword string might be “Jayco RV dealer in Harrisburg, PA.”

On the other hand, short-tail keywords contain two words or fewer and are typically much more general. Short-tail keyword strings are more prevalent among larger dealers because they target a wider audience with broader search parameters. An example of a short tail keyword is “Jayco RV.”

While the long-tail version would direct you to a dealership in Harrisburg, the short-tail version might result in ads containing more general information, like the models of Jayco RVs available or background history about the Jayco brand.

The bidding process

When you establish your bid, you’re telling the search engine the maximum amount you’re willing to pay when a viewer clicks on your ad. The more competition you have for a particular keyword, the higher the cost per click — that’s why it’s vital to be specific with your keyword strings. 

Your maximum bid and quality score help determine exactly where your ad lands on the SERP. Search engine companies like Google base your quality score on content quality and reliability, while also considering other factors like historical performance and click-through rates.

When you create your ad, you have the option of using extensions, allowing you to add phone numbers, links, and other information specific to your site. The search engine estimates how these additions affect performance, allowing you to potentially achieve a higher position on the SERP at a lower price.

Creating a PPC ad for your RV dealership

The final part of the PPC process is creating good content that will encourage viewers to click on your ad. Ideally, your text will contain the exact information the user is looking for while ensuring it’s easy to understand. Ads consist of headlines, descriptions, and paths with specific character requirements

Choosing an effective landing page is also vital because it is the final factor that helps convert your visitor. The destination page should be relevant to the information in your ad and deliver what the ad promised. 

Benefits of PPC for RV dealers

When you choose PPC advertising for your RV dealership, some of the benefits you’ll experience include the following: 

  • Increased exposure: The most significant advantage of PPC advertising is increased traffic to your website, specifically from a more qualified audience. Viewers still see your information even if they don’t click on your ad.
  • Payments by the click: Although many viewers see your ad, you only pay if someone clicks on it. You can also adjust your budget while your ad runs, allowing you to receive an optimal number of clicks without overspending.
  • Flexibility: PPC works well for RV dealers because it gives you the freedom to choose the information contained in your ad, when it appears, and how long it runs. These features allow you to target a specific audience that might be searching for your products during a particular time of the day.
  • Performance tracking: Tracking your performance metrics and using insight tools like those offered by Google lets you monitor your campaign’s success in real time. View click-through rates and conversion metrics and adjust your ads accordingly.

Meet WebFX:

Your world-class, tech-enabled marketing agency with over 1.6 million hours of combined expertise.

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Contact the experts at WebFX for your next PPC campaign

PPC advertising is an effective and proven marketing strategy that can boost your website’s traffic and increase sales at your RV dealership. Choosing WebFX to help launch your next PPC campaign lets you work with some of the industry’s top experts to achieve optimal results.

Call us or connect with us online today to get your campaign moving in the right direction. You can also subscribe to our newsletter, Revenue Weekly, to stay on top of the marketing world’s most exciting trends and breakthroughs.

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