With all the different ways out there to spend marketing dollars, you’ve probably wondered if it’s worth it to invest in pay-per-click ads, or PPC for your dealership or outdoor business. While there are plenty of ways to improve your online presence as a recreational vehicle dealer or outdoor outfitter, we’d argue that your marketing budget absolutely needs to include PPC advertising campaigns. These hyper-targeted ads connect you with potential clients who are searching for exactly what your business provides and can give you some of the best ROI when it comes to marketing. We’ll help you understand exactly what PPC does and why your dealership or outdoor business needs it.
What is PPC Advertising?
Before we go any further, let’s lay out exactly what pay-per-click ads are. It’s really all in the name. A search engine displays the link to your website when a user searches a keyword term you’ve designated, and you pay for each click that ad generates. Google Ads is by far the most popular PPC managing platform, but you can also run PPC ads on other sites such as Bing and YouTube. You’ve undoubtedly seen (and likely clicked on) these ads at the top of Google searches. They can also come in the form of shopping ads where Google displays a product grid to purchase a searched product or Gmail ads that look like emails in your inbox but are actually paid content. You get to choose how much you want to pay per click and what keywords you want to use for your campaign.
PPC vs. SEO
You’re probably aware that search engine optimization, or SEO, is particularly important when building your dealership or outdoor industry online brand. However, you shouldn’t be choosing between PPC and SEO. Both are essential for different reasons. PPC gives quick results and is easy to customize based on the return you’re seeing. SEO helps you rank organically (unpaid) and the results build over time.
Why Dealerships and Outdoor Industries Need PPC Advertising
Now that you understand what exactly PPC advertising is, let’s dive into the benefits of PPC for dealerships and outdoor industries. Read on to find out more about these perks and how NetSource can help you maximize each one of them to grow your business with steady increase and consistency.
Few marketing tactics can generate results as quickly as PPC advertising campaigns can. As soon as your PPC campaign goes live, you’ll start appearing in search results. If your ideal customer is searching, they’re seeing your ad. Keep in mind that there is an “auction” to determine whose PPC campaign appears first in those results. The results of this auction are based on a slightly complicated formula that factors in the maximum amount you’re willing to pay per click and the “quality score” the search engine assigns to your website. Of course, Google will award the top spot to the highest bidder, but they also want your website to be relevant to the keywords you’ve specified and have a great user experience on the selected landing page. This calculation is done instantaneously though, so you don’t have to wait to see how your ad is performing. You’ll start collecting metrics (and leads) right away.
We get it: advertising budgets can change with the season and sometimes you’re willing to spend more than others. The great part about PPC advertising is that you make the call on exactly how much you’re willing to pay for each click so you’ll know how many clicks that will get you within your overall budget. You can also specify length of time you want your ad to run or pause it if need be. These kinds of ads are totally fluid, so they work with you and your business.
Easily Tracked Results
Perhaps the best part of PPC advertising campaigns is the fact that no other advertising method provides you with as many metrics to gauge its success. If you buy space on a billboard or in a local magazine, there’s no way to really know how many people are truly taking in your ad. PPC campaigns can tell you exactly what your “cost per conversion” or CPC is, meaning you’ll know how much every single meaningful click costs you. You’ll also be able to follow metrics like how much time users are spending on your site, which links they’re clicking once they’re there, and more. This can provide you with extremely helpful information on how to tweak your ad or even the marketing information on your website.
Pin Point Your Target Customer
Another thing billboards and print ads won’t let you do is target only the customers who are actively looking for the services you provide. PPC advertising is great because it brings customers who are looking to buy your product or service right to your doorstep. You can set your campaign to target search users in your city and those who use keywords that are unique to your business such as “fifth wheel camper” or “toy hauler.” You can also specify which keywords you do NOT want your business to show up under. If you specialize in custom luxury RV’s, you may want to exclude the term “mobile home ” from your campaign since clicks for that search term won’t be relevant to you. Narrowing down your audience like this means your advertising money won’t be wasted on users who aren’t interested in your business.
How to Succeed with PPC Advertising for Dealerships or Outdoor Industries
With all of that information on why PPC advertising for your recreation dealership or outdoor business is important, the next step is to create a plan for a successful PPC campaign. While making your campaign plan, keep in mind the needs and wants of your ideal customer is your target. We’ve come up with a few tips to help you out in the process.
Have a Target Audience
Is your ideal customer looking to buy a new, custom ordered RV in your area? Or do you specialize in outdoor outfitter items such as camping gear or supplies? Maybe your company has a dealership or outfitter stores in different places around the country. Narrow down the profile of your target audience so you know how to reach them. Try to be specific: instead of saying your target audience is just “people looking to buy an rv” – identify what kind of recreational vehicles people would need to be interested in to choose you as their dealership, and what geographical area you serve. Try to also rule out which kinds of search users won’t be interested in your services as well. The narrower you are, the more success you’ll have with PPC advertising.
Don’t Use Keywords That Aren’t Relevant
Next, put yourself in that target audience member’s shoes. What search terms would they use to find a business who does what you do? Using the examples above, consider the following targeted keywords:
- “Orlando RV dealership”
- “hiking gear in Central Florida”
- “kayaking near me”
Based on your area of expertise, you’ll be able to narrow down some keywords that are relevant to your business, along with some keywords you want to exclude that aren’t relevant to you. This may take some trial and error, but that’s where the customizability of PPC advertising comes in. Try finding what keyword searches your competitors tend to appear under.
PPC Advertising Content That Attracts the Right Visitor
Getting the user to click is one thing. Making them stay is entirely different. After all, you don’t want to be spending that marketing money on lost leads! They key here is to create landing pages that make your ideal customer stick around. Show them clearly and concisely what you bring to the table and why they should choose you to purchase a new RV, boat, trailer, or utilize your company for their outdoor needs. PPC marketing for outdoor industries works when you draw the customer in for more after getting that initial click. This is where it really benefits you to work with website experts at NetSource on your dealership or outdoor industry website. We can help create valuable content for you that will keep those PPC clicks around.
Work with Experts in PPC for RV Dealerships and Outdoor Industries
If creating a custom PPC campaign for your business that will maximize your return feels overwhelming, we can help. At NetSource, we have over 25 years of experience in the digital marketing world and we can create an effective PPC campaign for your company that will bring clients in the process of building and remodeling your way. We have the industry expertise to take this essential aspect of online marketing and completely customize it so it fits your business, budget and goals.