Posted on: September 12, 2019

Keyword Types Matter in Automotive Paid Search

The great thing about Wizely's Dollars and $ense tool is that it allows automotive marketers to connect digital marketing activity to sales. Instead of talking about visits, clicks, impressions, page views and bounces - this tool lets us talk about sales and revenue. The tool uses simulated sales based on consumer activity rather than booked revenue, but compared to the 3% coverage used by the TV industry to price and judge ad performance for decades, the 80% accuracy of the Dollars and $ense algorithm provides an amazing level of visibility.

I often get the, "so what," question when talking with clients. "Ok, so you can now connect marketing to sales, so what? How does that change my life?"

At the risk of using a buzzword, the answer to this question comes down to "Actionable Analytics." Instead of guessing what you should do, or deciding whose advice to take based on how reasonable it sounds or how often you've heard it, you can start to make actual decisions based on your data.

Our Dollars and $ense tool makes this possible. It enables automotive marketers to connect digital marketing activity to sales. Instead of talking about visits, clicks, impressions, page views and bounces - this tool allows us talk about sales and revenue.

Dollars and $ense uses simulated sales based on consumer activity rather than booked revenue. Compared to the 3% coverage used by the TV industry for decades to price and judge ad performance, the 80% accuracy of the Dollars and $ense algorithm provides an amazing level of visibility.

A great way to see this visibility in action: adwords match type strategy.

There's a seemingly endless debate about which keyword match types are most useful or whether they matter at all. One advisor will tell you that you should only ever be using a certain keyword type, while another will tell you that you should never use it.

What does the data say?

We looked at 90 days worth of data across more than 11,000 keywords to investigate the relationship between adwords match type strategy and simulated sales.

What can we conclude? Stop bidding on Modified Broad Match Keywords.

The data here is definitive. Modified Broad Match keywords (those that use plus signs, like +ford +sale) account for an astounding 70% of keywords. However, only 4.5% of Modified Broad Match keywords can be linked to one or more vehicle sales. The actionable and data-based advice here is that the 4.5% isn't worth your dealership's spend.

Want to learn how much your dealership is currently spending on Modified Broad Match keywords? Run one of our automated and instant Automotive Analytics Assessments.

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