Everyone knows that im a big advocate of all things Google. Heck, I even rooted my brand new Galaxy s4 so I could get the Google edition ROM.
This morning though, I received an email with a title that I feel may be intentionally misleading.
The email linked to a blog post by Google AdWords Titled:
New research shows that 88% of ad clicks from mobile search are incremental to organic clicks
Posted by +Mark Burke, Google Engage Ireland
(Link is below)
This article basically says that when companoes paused their pay per click campaigns the clicls were not replaced by clicks in the organic search, so basically if you stop your adwords campaign you are in effect losing all those clicks.
It even showed a pretty infographic with Automotive being one of the biggest areas of loss with 86% of adwords clicks not being replaced by organic.
Here's why the post is BS
If you have an adwords campaign that gets 100 click per month [random number for easy math] you are usually buying that campaign because you want to be visible on Page One of Google and usually you resort to ppc because you're not on page 1 in the organic results right?
Everyone's research, including Google research, shows that above the fold page 1 organic results get more clicks than any ppc adwords ad which is why this latest blog post by Google is so offensive. It shows that even the great Google is willing to mislead us good old automotive industry folks if it will help keep the revenue flowing.
The problem that car dealers have is that companies lile Cars.com amd Edmunds and AutoTrader have millions of dealership vehicles they are using to optimize search for each market, plus they have your dealership name amd address in those listings too [obviously they should so a consumer knows it is your car and that they need to contact you to buy it] but what is happening by listing your cars on these sites is that organically their links are competing with yours and in many cases you lose.
Well, you dont necessarily 'lose'because the consumer may go through the third party to contact you but let's face it, the third party wouldn't be in existence without your inventory and if they didn't exist you're more likely to be visible on page one because you would be a more likely relevant search result. ..I digress.
The other challenge with AdWords is that you are competing with 3rd party sites like Cars.com AutoTrader and Edmunds there too.
When I worked at Cars.com, I was told internally that we were spending as much as $20,000 per day on AdWords / pay per click to make sure we were visible when people searched for cars in local dealer markets.
Of course this was in the dealership's best interest because the more shoppers on Cars.com means more opportunity foror dealers right?
Sort of, except for the fact that they bid to grab the brand names, models and in some cases the dealership names which means dealers have to pay MORE to Google to compete with the 3rd parties that theyre already paying too much for as it is.
I say F that!
Be smart, organize, optimize, visualize and work on conquering organic results and see if you really need that adwords campaign after all.
If you're going to invest inan adwords campaign, Ask your local cars, autotrader and esmunds and CarGurus rep to get you a list of keywords they buy in your market (they have it in their adwords dashboard so their boss can get that list easy enough) and see if they are edging you out by bidding on your own name so b yiure not spending a pile of cash bidding against a company you're paying to advertise with. Heck, if you're already paying cars.com it doesnt make sense to pay more money to compete with them via ppc.
Obviously If you are visible above the fold on page one in the organic search as it is, with relevant results of course, the chance of consumers clicking someone else's adwords ad over you is greatly reduced anywaybso let the other guys spend their money on PPC while you sneak in and crush them all using organic search. Heck, go click their ads a bunch of times so they waste budget, that'll teach them not to compete against their own dealer customers. [Just kidding, they never learn]
While I spend zero on ppc amd organically dominate my soace, I do believe at the end of the day there are great ways to use adwords as a dealer but I recommend partnering with a company that does more than just spin out an ad for you. The guys at AdSmart Online do a good job and actually create inventory level ads and my clients who use them are happy so you can see their info at www.adsmartonline.com
I would love to hear other thoughts and comments.
Helping the best get better,
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