google ads

Drive Your Dealership’s Success: A Deep Dive into Google Ads for Lawn Mower & Tractor Dealerships

by with No Comment Digital Marketing

google ads

In an era where online presence reigns supreme, the success of lawn mower and tractor dealerships hinges on their ability to navigate the digital landscape effectively. As the demand for lawn care equipment continues to grow, leveraging digital marketing becomes imperative for these businesses to stay ahead of the competition. At the forefront of this digital revolution lies Google Ads, a dynamic platform offering unparalleled opportunities for targeted advertising and exponential growth.

In this comprehensive guide, we will delve into the intricacies of Google Ads specifically tailored for lawn mower and tractor dealerships. From Performance Max Campaigns to PPC/Search Ads and Display Ads, we’ll explore how each facet of Google Ads can be harnessed to maximize visibility, drive traffic, and ultimately boost sales. So buckle up as we embark on a journey to unlock the full potential of Google Ads and propel your dealership towards unprecedented success.

Performance Max Campaigns

Performance Max Campaigns represent a cutting-edge approach to advertising on Google Ads, designed to streamline the process of reaching potential customers across multiple channels and devices. Unlike traditional campaigns that focus on specific ad formats or placements, Performance Max Campaigns utilize machine learning and automation to deliver ads dynamically across various Google platforms, including Search, Display, YouTube, and more.

Key Features and Benefits of Performance Max Campaigns

  • Cross-Channel Reach: Performance Max Campaigns allow advertisers to extend their reach beyond individual channels, ensuring maximum exposure to potential customers wherever they are online.
  • Automated Optimization: Leveraging Google’s powerful machine learning algorithms, Performance Max Campaigns continuously optimize ad delivery based on user behavior and performance data, maximizing the chances of conversion.
  • Dynamic Ad Creatives: With Performance Max, advertisers can create dynamic ad creatives that adapt to the preferences and interests of individual users, enhancing relevance and engagement.
  • Simplified Campaign Management: By consolidating multiple campaign types into a single Performance Max Campaign, advertisers can streamline their advertising efforts and reduce the complexity of campaign management.

How Performance Max Campaigns Work

Performance Max Campaigns operate on a “set it and forget it” principle, where advertisers define their campaign objectives, target audience, and budget constraints, and Google’s algorithms take care of the rest. The system automatically allocates budget and adjusts bidding strategies in real-time to maximize performance across different channels and placements.

Best Practices for Setting Up and Optimizing Performance Max Campaigns

  • Define Clear Objectives: Before setting up a Performance Max Campaign, it’s essential to define clear objectives, whether it’s driving website traffic, generating leads, or increasing sales.
  • Segment Your Audience: Take advantage of Google’s audience targeting options to segment your target audience effectively based on demographics, interests, and online behavior.
  • Optimize Ad Creatives: Create compelling and relevant ad creatives that resonate with your target audience, leveraging dynamic ad formats whenever possible to increase engagement.
  • Monitor and Adjust: Continuously monitor the performance of your Performance Max Campaigns and make adjustments as needed to optimize performance and achieve your objectives.

Best Use Cases for Performance Max Campaigns

  • Targeting Specific Audience Segments Effectively: Performance Max Campaigns enable precise audience targeting, allowing lawn mower and tractor dealerships to reach potential customers based on their demographics, interests, and online behavior.
  • Showcasing Inventory Dynamically Across Various Google Platforms: Performance Max Campaigns facilitate the dynamic display of inventory, ensuring that relevant products and promotions are showcased to the right audience at the right time across different Google platforms.
  • Driving Leads and Sales Through Optimized Bidding Strategies: By leveraging automated bidding strategies, Performance Max Campaigns help maximize the efficiency of advertising spend, driving leads and sales while minimizing wasted budget.
  • Leveraging Automation to Maximize Campaign Performance: Automation is at the core of Performance Max Campaigns, allowing advertisers to streamline campaign management and optimize performance without manual intervention.
  • Integrating Performance Max Campaigns with Other Marketing Efforts for Cohesive Messaging: By integrating Performance Max Campaigns with other marketing efforts such as email marketing and social media, lawn mower and tractor dealerships can ensure cohesive messaging and maximize the impact of their advertising campaigns.

Why Performance Max Campaigns are a Good Idea

  • Cost-Effectiveness Compared to Traditional Advertising Methods: Performance Max Campaigns offer a cost-effective alternative to traditional advertising methods, allowing advertisers to maximize their return on investment by only paying for actual results.
  • Ability to Reach Potential Customers at Various Stages of the Buying Journey: With Performance Max Campaigns, advertisers can reach potential customers at various stages of the buying journey, from awareness to consideration to purchase, increasing the likelihood of conversion.
  • Flexibility and Scalability to Adapt to Changing Market Conditions: Performance Max Campaigns provide flexibility and scalability, allowing advertisers to adjust their campaigns in real-time to adapt to changing market conditions and capitalize on emerging opportunities.
  • Measurable Results and ROI Tracking: Performance Max Campaigns provide comprehensive performance metrics and tracking capabilities, allowing advertisers to measure the effectiveness of their campaigns and calculate their return on investment accurately.

Pay Per Click / Search Ads (PPC/Search Google Ads)

Pay Per Click (PPC) or Search Ads on Google Ads offer a targeted and effective way for lawn mower and tractor dealerships to connect with potential customers actively searching for their products or services. In today’s digital landscape, where consumers turn to search engines like Google to research and make purchasing decisions, PPC/Search Ads play a crucial role in driving relevant traffic to dealership websites and increasing sales.

How PPC/Search Google Ads Work

PPC/Search Google Ads operate on a simple yet powerful principle: advertisers bid on specific keywords relevant to their business, and their ads appear prominently in Google search results when users search for those keywords. Advertisers only pay when users click on their ads, making PPC/Search Ads a cost-effective advertising option.

Best Practices for Keyword Research, Ad Copy Creation, and Bidding Strategies

  • Keyword Research: Conduct thorough keyword research to identify high-intent keywords related to lawn mowers and tractors that potential customers are likely to use in their search queries. Utilize keyword research tools and consider factors such as search volume, competition, and relevance.
  • Ad Copy Creation: Craft compelling ad copy that highlights the unique selling points of your lawn mower and tractor dealership, such as product features, promotions, and special offers. Incorporate relevant keywords into your ad copy to improve ad relevance and click-through rates.
  • Bidding Strategies: Implement strategic bidding strategies to maximize the effectiveness of your PPC/Search Ads campaigns. Consider factors such as keyword competitiveness, ad position, and budget constraints when setting your bids. Utilize bid modifiers to adjust bids based on device, location, and time of day.

Best Use Cases for PPC/Search Google Ads

  • Targeting High-Intent Keywords Related to Lawn Mowers and Tractors: PPC/Search Google Ads allow lawn mower and tractor dealerships to target high-intent keywords that indicate user interest in their products, such as “riding lawn mowers for sale” or “commercial tractors near me.”
  • Local Targeting to Reach Customers in Specific Geographic Areas: Utilize geotargeting capabilities to reach potential customers in specific geographic areas where your dealership operates. Target users based on location-based keywords, such as “lawn mower dealership in [city]” or “tractor store near [zipcode].”
  • Creating Compelling Ad Copy that Highlights Unique Selling Points and Promotions: Craft engaging ad copy that effectively communicates the unique value proposition of your lawn mower and tractor dealership, such as product quality, warranties, financing options, and special promotions or discounts.
  • Implementing Ad Extensions to Enhance Visibility and Engagement: Take advantage of ad extensions, such as sitelinks, callouts, and location extensions, to provide users with additional information and options directly within your ads. Ad extensions not only enhance visibility but also improve ad relevance and user engagement.

Why PPC/Search Google Ads are a Good Idea

  • Immediate Visibility and Potential for High Click-Through Rates: PPC/Search Google Ads offer immediate visibility in Google search results, ensuring that your dealership’s ads are prominently displayed to potential customers actively searching for lawn mowers and tractors. With compelling ad copy and relevant targeting, PPC/Search Ads have the potential to achieve high click-through rates and drive qualified traffic to your website.
  • Ability to Target Specific Demographics and Interests: Google Ads provides robust targeting options, allowing you to target specific demographics, interests, and behaviors to reach your ideal audience. By refining your targeting criteria, you can ensure that your PPC/Search Ads are displayed to users who are most likely to be interested in your products and services.
  • Control Over Budget and Spending with Adjustable Bidding Options: With PPC/Search Google Ads, you have full control over your advertising budget and spending. Set daily budget limits, adjust bids based on performance metrics, and allocate budget to campaigns that deliver the best results. Google Ads provides flexible bidding options, including manual bidding, automated bidding, and bid adjustments, to help you maximize the efficiency of your advertising spend.
  • Opportunities for Remarketing to Engage with Potential Customers Who Have Shown Interest: Take advantage of remarketing capabilities to re-engage with potential customers who have previously visited your website or interacted with your ads. By serving targeted ads to users who have shown interest in your products or services, you can nurture leads, encourage repeat visits, and increase conversions.

Display Ads

Display ads play a crucial role in the marketing mix for lawn mower and tractor dealerships by providing visually engaging opportunities to showcase products and services to potential customers across the web. Unlike search ads, which appear in search engine results, display ads are visual banners or videos that appear on websites within the Google Display Network and partner sites. These ads contribute to brand awareness, drive traffic to dealership websites, and ultimately increase sales.

How Display Ads Work, Including Targeting Options and Ad Formats

Display ads work by utilizing targeting options to reach specific audiences and ad formats to engage users visually. Targeting options include demographic targeting, contextual targeting, and remarketing, allowing advertisers to tailor their ads to the interests and behaviors of potential customers. Ad formats include responsive display ads, which automatically adjust their size and appearance to fit the available ad space, and static display ads, which maintain a fixed size and design.

Best Practices for Designing Visually Appealing Ads and Choosing Placement Options

  • Visually Appealing Design: Design display ads with visually compelling imagery, clear messaging, and a strong call to action to capture users’ attention and encourage engagement.
  • Responsive vs. Static Ads: Choose between responsive display ads for flexibility in ad size and appearance or static display ads for precise control over design and layout.
  • Placement Options: Select placement options within the Google Display Network and partner sites that align with your target audience and campaign objectives, such as specific websites, topics, or audiences.

Best Use Cases for Display Ads

  • Building Brand Awareness and Recognition Within the Target Market: Display ads are highly effective for building brand awareness and recognition within the target market by displaying visually appealing ads to potential customers as they browse the web.
  • Retargeting Website Visitors and Engaging with Potential Customers Across the Web: Display ads allow lawn mower and tractor dealerships to retarget website visitors and engage with potential customers across the web, reminding them of products they viewed and encouraging them to return to complete a purchase.
  • Showcasing Product Offerings with Visually Compelling Imagery and Messaging: Display ads provide an opportunity to showcase product offerings with visually compelling imagery and messaging, highlighting key features, benefits, and promotions to attract potential customers’ attention.
  • Leveraging Advanced Targeting Options to Reach Specific Audience Segments: Display ads offer advanced targeting options, including demographic targeting, contextual targeting, and remarketing, allowing advertisers to reach specific audience segments based on their interests, behaviors, and demographics.

Why Display Ads are a Good Idea

  • Wide Reach Across the Google Display Network and Partner Sites: Display ads offer a wide reach across the Google Display Network, which includes millions of websites, apps, and videos, as well as partner sites, allowing advertisers to reach potential customers wherever they are online.
  • Cost-Effective Way to Promote Products and Services to a Targeted Audience: Display ads provide a cost-effective way to promote products and services to a targeted audience, with flexible budgeting options and pay-per-click pricing models ensuring advertisers only pay when users engage with their ads.
  • Opportunities for Creative Experimentation and A/B Testing: Display ads offer opportunities for creative experimentation and A/B testing, allowing advertisers to test different ad formats, designs, and messaging to determine which strategies resonate most with their target audience.
  • Tracking and Measurement Capabilities to Evaluate Campaign Performance: Display ads provide tracking and measurement capabilities to evaluate campaign performance, including metrics such as impressions, clicks, conversions, and return on investment, allowing advertisers to optimize their campaigns for maximum effectiveness.

Elevating Your Dealership’s Digital Presence

In this guide, we’ve explored the myriad ways in which Google Ads can propel lawn mower and tractor dealerships towards unparalleled growth and success. From Performance Max Campaigns to PPC/Search Ads and Display Ads, each facet of Google Ads offers unique opportunities to connect with potential customers, drive traffic, and increase sales.

Recap of the Benefits of Utilizing Google Ads for Lawn Mower and Tractor Dealerships

  • Google Ads provides a cost-effective and efficient way to reach potential customers at various stages of the buying journey.
  • The platform offers a wide range of targeting options, ad formats, and bidding strategies to suit the specific needs and objectives of lawn mower and tractor dealerships.
  • With robust tracking and measurement capabilities, advertisers can accurately evaluate campaign performance and optimize their strategies for maximum effectiveness.

Now is the time to harness the power of Google Ads and elevate your dealership’s digital presence. Whether you’re just starting out or looking to fine-tune your existing campaigns, the strategies outlined in this guide can help you achieve your marketing goals and drive tangible results for your business.

Resources for Further Learning and Support in Optimizing Google Ads Campaigns

For those eager to delve deeper into the world of Google Ads, there are countless resources available to support your journey. From online tutorials and webinars to dedicated support channels and community forums, there’s no shortage of assistance available to help you optimize your campaigns and stay ahead of the curve.

So, what are you waiting for? Seize the opportunity to transform your dealership’s digital marketing efforts with Google Ads today. Take action, implement the strategies outlined in this guide, and watch as your business flourishes in the digital landscape. The future of your dealership starts now.

Dealers Digital is here to help. Contact Us today to get a personalized paid media strategy for the upcoming season!

advstg-banner

The Basics of Online Advertising

by with No Comment Digital MarketingLocal Marketing

How does online advertising help a local outdoor power business grow?

Digital advertising consists of a range of services, all of which work together to promote a business online. From social media ads, to search engine ads, video ads, and more. 

Simply put, digital advertising increases awareness, and lets you track exactly how much awareness you’ve got. 

More and more businesses are increasing the amount that they spend on digital advertising, and experts like Jamie Turner suggest digital advertising on social platforms is well worth the spend, especially for small businesses. 

“If I were to provide one tip to people who are using social media, it would be this — don’t be afraid of paying for social media reach and clicks.” – Jamie Turner, 60secondmarketer.com

The best part about digital advertising is that results can be easily monitored and ROI can be easily tracked. You probably don’t want to be spending lots of money without some proof of performance right?

With traditional media channels, there is sometimes no way of tracking the effectiveness of an advertisement in terms of advanced data analytics. You might put a TV ad out for your dealership, or a print ad in a newspaper – you can get an estimate of how many people saw that ad, but you don’t really know for sure how many of those called your shop because they saw your ad, and you don’t know EXACTLY how many people actually veiwed it. You can get estimates, but you don’t KNOW. 

With digital advertising, companies like Google and Facebook allow users to access advanced analytics. This way local businesses know that their money is being well spent and that the digital advertisements are positively impacting their storefront.

When determining the success of an ad, the important factors will differ case by case. For the most part, the success of an ad lies in the indicators listed below.

ROI indicators/measures of a successful campaign:

  • Impressions: the actual # of views on an advertisement
  • Clicks: the actual # of direct clicks on the advertisement
  • Engagements: Social & landing page clicks
  • Results: In most cases, results come in the form of a phone call or a store visit.
showing online advertising discussion

The Best Places for Online Advertising

Through our team’s extensive work in the digital advertising space, we have come to the same conclusion as pretty much every digital advertising company. The best places to spend money on digital advertising are Google & Facebook.

With digital advertising, not only is a local business visible online, but they are visible to the right people online. Platforms like Facebook and Google allow for advanced targeting, which puts a local business in front of consumers who are more likely to convert into a sale.

Plus, Google and Facebook accounted for roughly 60 percent of ad spend in 2017!

 

Why advertise on Google?

Reach: Google is the largest search network in the world, and consumers are using Google every single day to search for local businesses. Utilizing Google’s massive network capabilities, digital advertisers are able to find ideal prospects and get in front of users looking for their products/services.

In the age of digital, people are not looking at TV commercials or listening to radio ads to find a local business, they are searching for a service and then locating your business online.

With 3.5 Billion Google searches conducted every single day, customers are looking for local businesses and businesses should want to be on Google.

Flexibility: Google allows the local advertiser to spend whatever they want, whenever they want. With flexible options for ad spend, advertisers are able to test what works and what doesn’t work for a business. Spend a bit, wait to see how the campaign performs, and then reinvest in larger budgets for greater prospect reach.

Why advertise on Facebook?

Audience: The audience on Facebook includes 1.32 billion daily active users (DAUs) on average, at an increase of 17% year-over-year. As a local business, you simply cannot ignore the fact that Facebook is likely an intersection in which you can find prospective customers. If the daily average users stat doesn’t have you convinced then let’s talk about how often social media is being used. The average person spends nearly 35 minutes everyday JUST on Facebook, according to a recent study by Mediakix.

If there is one thing to take away it is that the audience on Facebook is MASSIVE, and they are on Facebook a LOT.

Targeting: Facebook Ad targeting is a local marketer’s dream. Facebook allows the ability to focus on users so microscopically that you can basically become a bit of a digital stalker (in a good way?). Target users by their interests, behaviors, age, gender, location, and really anything that their Facebook profile may reveal about them including job title.

The Facebook algorithm has brought about changes to the local advertising landscape, but it remains one of the best environments for local businesses to get the word out about themselves!

Conclusion

By leveraging these two platforms, every local business can easily take their online advertising game to the next level, and begin to rake in new revenue—with the data to back their investment.

Was this article helpful? Read more about online advertising, local SEO, Social Media management, and more on our blog!