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As a Automotive social networking advocate and Automotive SEO evangelist, it is important that car dealers understand that often the perfect digital marketing campaign is a blend between SEO and pay-per-click (PPC) advertising.

Our firm may be known for its work with Search Engine Optimization (SEO) but we have been helping business owners balance their Internet Marketing campaigns with Google Adwords and Yahoo Search Marketing as well.

The need for PPC is very clear when you study the search phrases patterns in Google Adwords to see that consumers are often lazy and do not add a “geo” word in their search phrases that an SEO campaign can pickup.

Boston BMW Searches

For example, you would think that a consumer looking for a BMW X6 in Boston would type “BMW X6 Boston” or “BMW X6 Prices Boston” but in fact that many people will be typing in “BMW X6″, “BMW X6 Prices” or some other non-localized search.

Since we can’t re-educate the nation overnight and until Google search engine includes more local web pages in their search results, PPC is needed.  So, setting a 15-25 mile radius around your dealership, and purchasing some generalized search phrases is a way to attract more local shoppers.

Without PPC, business owners would have to rely on long tail searches which may be high in conversion but very low in volume.  So, SEO is excellent is attracting web surfers who are educated enough to include localizing words in their search phrases and SEM is ideal for capturing the rest of the world.

Managing Your Automotive PPC Campaigns

Of course, evaluating the ROI of PPC for each phrase you bid on is important.  Be careful that the search phrases that you bid on are not too broad which could yield unprofitable conversion ratios.