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RV Industry News Online Community
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| Author |
Messages |
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Steven Webster
Posts:29
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| 12/14/2007 9:04 PM |
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We get a lot of requests for pay per click campaigns these days. While we offer these services and they can be quite effective, I think a lot of customers don't necessarily understand how PPC works and how to best use this marketing tool.
Many times a dealer just wants the word "RV" or "RV Dealer" on a national level. This is fine, and you can certainly bid on this keyword, but it's not always the best investment for your PPC dollar for a couple of reasons:
1. It's a very popular term and will dispose of your PPC budget quickly
2. It's not very relevant to a dealer's online marketing as it's not specific enough to consumers.
Think about it. If your want to find a new Chinese place tonight and you search on Google do you type in "Chinese Food"? No, you probably type in "Chinese resturant, Lousiville, KY" (replace my town with yours). What makes you think customers are doing anything different for RV searches?
We find that most customers are searching for combination terms which actually leverage the manufacturer agreements already in place for a dealer. For example, "Keystone RV" is not a relavant to a dealer in Los Angeles as "Keystone RV, California" or "Keystone RV. LA". Even better, we see a searches down to the product level "Keystone RV, Cougar, LA".
So, why then spend money on an irrelavent search term like "RV" in the first place?
Does anyone have an opinion on this concept? Do you see the same in your dealership? |
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Steven Webster
VP, Marketing & Product Development
MyRVAdvantage.com |
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