How to choose the Best PPC Bidding Tactic for Your Auto Dealership
When choosing the best PPC bidding tactic for your auto dealership, you need to look at the budget, business model, and marketing goals. Ask yourself some questions such as:
- What should be your audiences’ actions?
- Is the PPC campaign for building your auto dealership brand visibility?
- Do you want to generate more leads?
- What will be the PPC marketing budget?
Once you are done
answering these questions, you will know the goal of your PPC ads, what you can
expect from it, and which PPC bidding strategy works well for your needs.
Even after setting up campaigns, you need to regularly monitor its performance and optimize
accordingly. Doing this will allow you to stay focused on PPC campaign ROI.
Let’s look at some of
the popular PPC bidding strategies, its objectives, and functions.
1.
Manual PPC Bidding
As the name suggests,
the PPC campaign bidding is monitored and managed manually. A bid has to be
made for each keyword, and bid adjustments can be made by device, time,
location, and audience.
Manual PPC bidding is useful
for seasoned auto dealerships who have exact plans for their PPC campaigns.
2.
Cost Per Acquisition (CPA) Bidding
In cost per acquisition
bidding, you can spend the daily budget and get conversions at the requested
CPA. A cost per acquisition bidding strategy is useful for legacy campaigns, but
is not quite right for new services.
3.
Maximum Clicks Bidding
The maximum clicks
business strategy focuses more on volume and clicks and less on conversions. When
choosing this strategy, it is advisable to uncheck ‘Display’ in search
campaigns and ‘Search Partners’, to avoid budget being directed to lower value placements.
A maximum clicks bidding
strategy is useful for low search volume industries.
4. Return on Ad Spend
(ROAS) Bidding
The return on ad spend bidding
strategy focuses on conversion value than volume. To run this strategy, Google
expects a minimum of 15 conversions in 30 days. It may be ideal to wait until you
have 30-50 conversions.
Any business with these prerequisites can go for the
ROAS bidding strategy.
5.
Impression Share Bidding
With the impression
share bidding strategy, you can get the desired impression share within the
budget and in the desired location.
This bidding strategy
is useful for early days and competitor campaigns.