Welcome to the David Farmer YouTube channel! In this video, we'll dive into the world of Google ads and the shift towards automation. As someone who frequently interacts with dealers, I know how crucial it is for them to maximize their results from Google ads. Recently, I attended a presentation by a website provider to a dealership, where they highlighted the benefits of their service, including the ability to dynamically create ads for monthly specials.
Imagine having an ad automatically synced with Google ads, promoting a Hyundai Sonata for just $199 a month. Sounds great, right? Well, a decade ago, it would have been a brilliant idea to have data-driven ads on Google. However, Google ads has evolved significantly over the past ten years, and today, I want to discuss how dealers can optimize their Google ads account for maximum performance.
When it comes to your dealership's website, the ultimate goal is to drive quality traffic that converts into leads. It's not just about having a brochure-like website; it's about generating opportunities for dialogue and in-person sales. So, let's explore key areas within Google ads that dealers should focus on to get the most out of their ads and website.
First, let's talk about vehicle listing ads (VLAs). You've probably come across these ads before, but they have become even more essential recently. VLAs are display ads that appear at the top of Google search results, directing users to your dealership's Vehicle Display Page (VDP). This is an effective way to attract customers actively searching for inventory you have available. And guess what? VLAs are not limited to car dealerships; RV and Motorsports dealerships can also benefit from them.
Now, optimizing VLAs is crucial. It starts with ensuring your vehicle images are carefully selected and meet Google's guidelines. Avoid overlaying watermarks, logos, or any modifications that don't comply with the rules. Your images should showcase the vehicles attractively, without any distractions. I've shared some examples and guidelines in this video to help you optimize your VLA images effectively.
Moving on, let's discuss Performance Max campaigns. Google has recently introduced this powerful feature that allows marketers to advertise across various platforms, including Google Search, YouTube, Google Maps, and Gmail, using a single ad type. This is an opportunity you don't want to miss. By leveraging Performance Max, you can include different assets such as images, videos, text, and URLs in one campaign, while Google's automation places your ads where they're most effective.
The benefits of Performance Max campaigns are vast. They offer cost-effective CPCs (Cost Per Click), and their automated bidding strategies help you reach the right customers. However, it's essential to be mindful of campaign resets. Making major changes frequently disrupts the learning process and increases costs. The key is to find the right balance and make modifications strategically to avoid triggering resets.
In conclusion, if you want to make the most of Google ads in 2023, I highly recommend utilizing Vehicle Listing Ads and exploring Performance Max campaigns. These automated features have the potential to significantly enhance your dealership's online presence and drive impressive results. Take a close look at your Google ads account, analyze your CPCs, and consider optimizing your campaigns accordingly. Remember, there are secrets to achieving low CPCs, so feel free to reach out if you're interested in learning more.
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