FAQ

We allow 7-10 business days for our PPC solution to be activated once your website provider places our tracking code on your site.

No! Quality Score is domain driven. As long as you shut off your current provider, your Quality Score shouldn’t be affected. In fact, most clients experience a higher Quality Score within the first 30 days on our program.

Every dealership’s market is different. Typically we suggest sticking with your current PPC budget (for the first 30 days) to let our team gain true insight on your local market before making any recommendations.

We use a data driven approach and will help your dealership understand the online opportunities and recommend budget changes as seen fit. We find that most of our dealers are grossly under-spending and not leveraging all the tools and data available to them.

Absolutely—anytime! In fact, we offer a flat rate management fee and load your credit card directly into Google AdWords.

Cost Per Acquisition (CPA) or Cost Per Lead (CPL) is your AdWords spend divided by the number of leads generated from Google AdWords. For example, if you spend $2000.00 on AdWords and receive 65 phone calls and 35 VDP form submissions from traffic generated from Google AdWords, then your CPL would be $20.00 per lead (2000/100).

We use DNI (Dynamic Number Insertion) to change your website phone number when Google AdWords traffic hits your site. We also use UTM Tagging which tags all AdWords traffic. This allows us to track the exact phone calls & leads coming from your AdWords efforts.

We offer all paid services on the Google Network including but not limited to Google Search, Google Display and Remarketing, YouTube Preroll, GMail Promotional Ads, and Google Shopping.

This solution is perfect for you if you:

• +  Want to dominate the internet with your dealership’s brand and link to the most relevant page on your website
• +  Want your ads to increase brand awareness and sell new inventory
• +  Want more bang for your buck and avoid spending costs on specific vehicle copy and graphics
• +  Want to rise above other cookie-cutter PPC solutions without breaking the bank
• +  Use or have used an OEM recommended solution
• +  Want to dominate your local search and nearby competition
• +  Want to reduce your defect rate (AOR/PMA shoppers buying from your competitor)
• +  Are focused on getting a lower Cost Per Acquisition / Cost Per Lead
• +  You want to consolidate your AdWords, Video advertising, Retargeting, Display Advertising, and SEM to ONE solution
• +  Want to drive relevant car buying terms directly to the best Search Results Page (SRP)
• +  Want a custom, dealer-first approach to PPC Advertising

…and may not be right for you if you:

• +  Are used to spending $40,000 or more on PPC Advertising
• +  Want your ads to focus on used inventory (we recommend Craigslist)
• +  Want to retarget website visitors with the exact vehicle they viewed on your site
• +  Want a fully automated, cookie cutter solution that can often cost more and be less effective
• +  Want a solution to just “check” the PPC box on your digital advertising strategy

• +  Fully managed AdWords strategy with keyword tuning, geo-targeting, setting optimization, and enhanced campaigns
• +  Retargeting across Google’s Content Network that drives in-store visits and test drives
• +  Call tracking and recording with Dynamic Call Insertion (DNI)
• +  Seamless tracking in Google Analytics
• +  Weekly reports with in-depth look at Paid Visits, Phone Calls, Conversion Rates, and Ad Spend
• +  No contracts and zero setup fees
• +  Transparent pricing (your ad spend loaded directly into Google)

You choose your ad spend which we load directly into Google, and Dealers Choice charges 10% management fee. The average industry fee is 20%, so dealers Choice is 1/2 the investment with 2x the ROI!  Schedule a demo now to plan your PPC Advertising budget with our experts.

Some automotive SEM providers have robust systems for generating ads based on your website content. This isn’t a bad thing unless it means your ads will be created and managed with only the slightest of human oversight. Running campaigns efficiently requires lots of human intervention, because it’s very easy to spend on the wrong clicks.

This question flows naturally from the one above. You’ll want the flexibility to shift your spend periodically based on the needs of your business. You need hands-on support to do that. You will also want to customize your ad copy. A hands-free vendor may use generic, default ad text. That generic ad doesn’t give you the opportunity to mention the value propositions that differentiate your dealership. Make sure you have the right to review and edit your ad text.

Effective geo-targeting is a crucial part of an optimized SEM campaign. When you ask this question, your pitchman will probably tell you they use a 30- or 40-mile radius around your location. Wrong answer. Call the Opportunity Dealers Choice team at 877-350-0013 today and we’ll tell you what the right answer is.

Most vendors will email you a report every month. You’ll have to decide if this is frequent enough for you. You probably want your SEM to be hands-free, but you have to balance that with the importance of keeping an eye on your vendors. Vendors naturally tend to pay less attention when there’s less oversight. More reporting and more communication with your vendors naturally holds them accountable.

Make sure any prospective SEM vendor regularly provides you with these numbers:

• Cost per click (CPC) not including the management fee
• Click through rate (CTR)
• Number of conversions
• Conversion rate

Upon request, your vendor should also be able to provide cost per conversion, bounce rate and your keyword quality scores.

Relevancy is the key to keeping costs low. The ad must be relevant to the keyword and the landing page must be relevant to the ad. This can only be done effectively if the account is highly structured using just a few closely related keywords per ad group.

If your pitchman thinks it’s a great idea to split budget dollars between two different SEM managers, show him the door. You don’t want two vendors running two competing campaigns for you. Google can ban you as an advertiser for this. Don’t work with someone who is willing to put you and your reputation with Google at risk.

When you find yourself pitched by a super salesman who doesn’t give you the right answers, say no thanks. You might offer him a job selling cars, but you’ll need to pass on his automotive SEM program.

This is an open-ended question to get your pitchman to tell you how his company defines conversions. Make sure you understand this definition and agree that it’s an acceptable way to report the numbers.