Strategic PPC Audience Targeting for Car Dealers

Focus on Your Audience

Managing your PPC campaigns is an integral part of your car dealer marketing strategy, but you need just as much focus on the audiences you’re targeting. Craft those ideal customer profiles, aka your dealership’s audience members and start attracting those actively looking or ready to buy.

Research A Lot

Big plans aren’t put into motion without research. In the case of PPC audience targeting, research is an absolute must. You need to evaluate your current customers, build profiles from everything from occupation and age to educational background and interests. You want to make sure you’re attracting future customers that are similar to your current customers. Really take this explorative research time to dive deep and then take those personalities and start thinking how those people would act online. Are they the ones browsing on Facebook keeping up with the latest news from friends and family? Are they scrolling through Twitter, checking the latest updates from local and national news outlets? Figure out where to find your potential customers and then use that information to start building your target audience.

Remarket to Your Current Audience

You’ve already been researching your current audience that has been clicking on your ads, now don’t forget about them. It’s important to target your PPC ad campaigns to that specific audience, because you know they’re familiar with your dealership and are already showing interest, but just need that little push. It’s also good exposure because the more that audience remembers you, the more likely they can bring you up in conversation to friends and family who are also looking to buy a car. Remarketing is a great way to capture those existing audience members and hold their attention for when they’re ready to buy.

Separate Your Audiences

It’s easy to think that you just need one audience to target your PPC campaigns around, but in reality, it’s easier to work with segmented groups. You have your current list of potential customers, and now you also have a newly crafted list of your ideal customer. You can separate your audience by occupation, age, income, and serve specific ads targeted to each group, so you’re not serving a minivan ad to a 22-year-old college graduate who just accepted their first job. These groups will help keep your PPC campaigns stay organized, so you can efficiently control and manage your PPC strategy.

The Audience is Right

When it comes to car dealer PPC, targeting the right prospective customers requires more work than simply writing a short bio of your ideal customer. Focusing on different segmented audience groups will help bring structure to your PPC campaigns, and help you improve your audience targeting, so you’re only attracting those interested in buying versus the ones you know will never buy from your dealership.