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Ferguson Buick GMC is a new and used dealership primarily selling GMC vehicles. They are located in Oklahoma and serve the Broken Arrow area. Their best seller is the GMC Sierra. They needed PPC to help sell extra inventory of new and used vehicles.
We ran three different campaigns.
To make sure they got the most out of our services, we set up and installed conversion tracking on their website. We also set up a Google Merchant Center account allowing them to run VLA ads. Because they needed a lot of leads early in the month, we split their budget 60/40. 60% of the budget was spent in the first half of the month, and the remaining 40% was spent in the last half. This allowed the sales team to capture and work leads early in the month. We really started to crack down on keywords to make sure that all of the listings were relevant. Also, due to changes with Google’s targeting, we needed to remove negative keywords that were hurting our listings.
We noticed that VLA works best when you take people directly to the product page and there is a sale. The search ads work best when you take people to a search results page on the website that matches their search parameters. To do this, we ran several ads, each targeting different keywords and leading to a different search results page. For p-max, it worked best when we monitored it regularly and allowed Google to do its thing. To help out p-max, we added relevant copy to the landing pages that gave Google more information. We also set up several conversions and gave them weight so Google knew what to optimize for. We check on all campaigns daily, but p-max took some extra focus.