Let’s be real, most people think everything about SEM is a myth. Having been in the SEM game for over a decade, I’ve seen it all. Here are the top 5 myths I’ve found most important to debunk. Why should you trust me? Well, in the 24 years SEM has existed, I’ve spent 11 of those years mastering it. (For those who find math challenging, that’s nearly half the lifespan of Google Ads.)
Myth #1: SEM only involves running campaigns on search engines.
Reality #1: This couldn’t be far from the truth. A good pay-per-click (PPC) manager or digital strategist would tell you that your strategy should be a two-pronged approach:
Paid search ads – directly targeting potential customers through ads.
The synergy between SEM and SEO significantly enhances the effectiveness of both strategies. A few reasons include:
Increasing your overall traffic by 20-30%. These are quality users coming to your site, not just bouncing off.
Increasing your click-through-rates (CTR) in both organic and paid listings on the search engine results page (SERP).
Improved conversion rates and lower acquisition costs.
Myth #2: The highest bids always secure the top ad spot on the SERP.
Reality #2: Ad placement is determined by the ad rank, which includes factors like bid amount, quality score (shout out to my SEO strategy!), ad copy effectiveness, and relevance of the ad to the search term. In fact, overbidding can just inflate costs without improving performance. Can everyone stop that now? Inflation is already challenging enough.
Myth #3: SEM campaigns are ‘set it and forget it’. They don’t need any attention after setup.
Reality #3: If this were true, I wouldn’t have held a job for as long as I have. The most successful campaigns I’ve run have required continuous monitoring, testing and most importantly, optimization. Competition in most industries is rife, especially in the automotive market (that’s what Bedford Advertising specializes in, by the way). Regular adjustments keep your campaigns competitive and effective.
Myth #4: SEM is too expensive for small businesses.
Reality #4: It’s time to bust that myth! In reality, even small businesses can benefit from having a highly targeted campaign. Now this requires some finessing with making sure we’re focused on relevant keywords and local search terms to control costs but when done appropriately, we can achieve a significant return on investment (ROI). This also goes in conjunction with myth busting number 3. You can’t finesse by setting and forgetting.
Myth #5: SEM is primarily beneficial for e-commerce websites.
Reality #5: The truth is, SEM can be used by a various number of businesses like local businesses, service-based businesses, B2B companies, non-profits and educational institutions, and even entertainment and events. SEM campaigns are designed to increase visibility with targeted advertising that offers quick and measurable results. Can anyone off the street run these campaigns? Sure, all it takes is a few concentrated Google sessions to learn how to do it. Will it be done effectively? Probably not. Which leads me to my next point.
Shameless plug: Though Bedford Advertising specializes in automotive advertising, our digital team has experience in running SEO and SEM campaigns for all businesses across the ones listed above. If you’re in the market for a full-service ad agency, contact us today!
Alyssa Mohammed
Digital Strategy Director
Alyssa boasts over a decade of experience in digital marketing, specializing in B2B, B2C and ABM campaigns from conception to execution. Her expertise lies in identifying the core issue, tailoring the creative approach, and streamlining the sales cycle, resulting in a favorable ROI. She posses a diverse skillset including client relationship management, team leadership and management, data analysis, cross-functional collaboration, and strategic presentation development.
Last week I presented to a boardroom of 20 dealers and automotive group executives at DealerPoint, a Digital Dealer event in Orlando, FL. Each of them had very similar concerns about their advertising:
What is the most important channel for increasing sales?
How can I measure my advertising and add transparency?
How can I increase sales without spending more in advertising?
For most of them, building a long-term sustainable advertising strategy as advertising costs continue to climb was the largest challenge.
This is what I revealed to those dealers and executives. It’s our newest and most revolutionary offering Bedford Advertising has launched in the last 44 years.
We call it the Bedford Dynamic Ad Network— and it’s a game-changer in leveraging up-to-date audience data to boost sales and grow market share. And no one else in the market leverages anything like this.
Understanding the Challenges in Dealership Advertising
The auto dealership market is fierce, with every dealership vying for the attention of potential buyers. Popular digital advertising methods, like Google Ads, often result in high costs due to the auction system where more advertisers drive up the prices. This competitive environment means dealers are not only competing with each other but with a plethora of other advertisers like Cars.com and AutoTrader. Many of you dealers are even paying for them to compete with you on Google!
This scenario often leaves dealerships struggling to achieve a positive return on ad spend without bidding on easy wins like their dealership name.
The AI Problem: Reducing Search Engine Volume
With dealerships on average spending 20-25% of their budget on Google, it’s important to understand the impact AI will have on search engines. With the rise of AI, search engine volumes are expected to drop by 25% by 2026, according to The Neuron, significantly impacting traffic for publishers. This trend necessitates a shift in how dealerships approach their advertising strategies, thereby moving away from traditional search engine dependency.
The Bedford Dynamic Ad Network Solution
The Bedford Dynamic Ad (BDA) Network addresses these challenges by offering a proprietary blend of first and third-party data to identify who is likely to buy in the next 30-120 days. This network limits ad waste and is optimized to continue to reduce cost-per-lead (CPL) and cost-per-sold vehicle (CPSV).
Key Features and Advantages
Targeted Advertising
The BDA Network uses AI-driven targeting to reach potential buyers directly through various channels, including direct mail, social media, Microsoft & Google Ads, and connected TV (CTV) or over the top streaming services (OTT). This multi-channel approach ensures that your ads are seen by the most relevant audiences when they are looking to buy, increasing the likelihood of conversion.
Optimized Impressions
Most ad agencies only optimize one or two media channels (mostly Google and Facebook) to grow vehicle display page (VDP) views or leads if you are lucky. We maximize meaningful impressions across hundreds of networks and optimize actions such as sales and foot traffic. By focusing on quality over quantity, the Bedford Dynamic Ad Network ensures that your advertising dollars are spent effectively, driving real results for your dealership.
Transparency and Efficiency
The BDA Network provides 100% transparency, ensuring that sales are accurately reported and continually improving CPSV or return on ad spend (ROAS). This level of transparency allows you to see exactly where your ad spend is going and the return it’s generating.
The Power of Targeting and Repetition
Effective advertising requires consistent messaging and frequency. Studies show that it takes 12 times before a potential customer can recall an advertisement. With the BDA Network, you can ensure your message reaches the right audience multiple times, increasing the likelihood of conversion.
Comprehensive Data-Backed Targeting
We utilize a blend of first and third-party data across hundreds of data networks that we have vetted for quality. This ensures that our ads are delivered to the most relevant audiences. This approach not only improves ad efficiency but also enhances the overall customer experience by providing relevant and timely information.
Measuring Success
The BDA network offers comprehensive tools to measure sales lift and full-funnel awareness. This means we can track the effectiveness of your advertising campaigns in real-time, making necessary adjustments to optimize performance.
Real-World Impact: Case Studies and Success Stories
To illustrate the effectiveness of the BDA Network, let’s look at a few case studies and success stories from dealerships that have seen significant improvements in their sales and market share after adopting this proprietary.
The Proof is in the Pudding
Case Study 1: Chevy Dealer Increases Foot Traffic
One dealership saw a 51% increase in foot traffic within the first three months of using the BDA Network. By targeting in-market buyers through addressable geofencing, we were able to track those coming off-loan and off-lease when they entered the showroom.
Case Study 2: Toyota Dealer Produces Higher Conversion Rates
A Toyota dealership experienced a 12.5% increase in conversion rates after implementing the BDA Network. With precise targeting and consistent messaging, the dealership engaged potential buyers more effectively, leading to higher sales.
Case Study 3: CDJR Dealer Improves Return on Ad Spend (ROAS)
A third dealership reported an astounding 47.8% improvement in ROAS after switching to the BDA Network. This was achieved after (we recommended) that they decrease their advertising budget since they were overspending in many channels. That dealer sold 20% more vehicles after the adjustment.
FAQs
1. How does the Bedford Dynamic Ad Network identify potential buyers? The network uses a proprietary blend of first and third-party data to identify individuals likely to buy in the next 30-120 days. This data has been tracked for several years and has a proven and consistent buy-rate.
2. What channels does the Bedford Dynamic Ad Network use for advertising? It has several traditional and digital channels including direct mail, social media, Microsoft & Google Ads, CTV/OTT, and programmatic ads.
3. How does the network ensure ad spend efficiency? By optimizing ad targeting and ensuring repeated exposure to relevant audiences.
4. What kind of results can I expect from using the Bedford Dynamic Ad Network? Dealerships have reported increases in foot traffic, higher conversion rates, and improved ROAS after adopting the network. Results will vary based on specific strategies and implementation.
5. Is there a way to track the performance of my ads in real-time? Yes, the Bedford Dynamic Ad Network offers comprehensive tools to measure sales lift and full-funnel awareness, allowing you to track and optimize your ad campaigns in real-time.
Targeting Through Meaningful Impressions
The Bedford Dynamic Ad Network is revolutionizing how auto dealerships approach advertising. By leveraging the most relevant and up-to-date audience data, it offers a more targeted, efficient, and impactful advertising strategy across their entire advertising portfolio.
Ready to transform your dealership’s advertising strategy? Contact us today to learn more about how the Bedford Dynamic Ad Network can drive your sales and grow your market share.
Chris Petrawski
President
Chris Petrawski has spent over 15 years in the sales & advertising industry and has worked with countless dealerships to grow their market share. He has a master’s in marketing and been named a 40 under 40 in the advertising industry.
In the digital marketing landscape, search engine optimization (SEO) and search engine marketing (SEM) are two crucial strategies that auto dealerships use to increase their online visibility and drive traffic to their websites. While they are often managed as separate strategies, integrating SEO and SEM can provide a synergistic effect, enhancing the overall performance of both. This article explores how SEO and SEM can work together to create a more effective digital marketing campaign.
Understanding SEO and SEM
SEO focuses on improving a website’s rankings in organic search results. It involves optimizing website content, structure, and on-page elements like keywords, meta tags, and images, as well as off-page factors like backlinks and social signals. The goal is to make the site more attractive to search engines, thereby increasing visibility without direct payment.
SEM, often referred to as paid search, involves purchasing ads that appear on search engine results pages (SERPs). This is typically done through platforms like Google Ads. SEM allows for immediate visibility and typically involves bidding on keywords to ensure that ads appear when specific terms are searched.
How They Work Together
1. Keyword Strategy Alignment
Shared Keyword Data: Integrating SEO and SEM starts with keyword strategy. Both SEO and SEM require thorough keyword research to understand what terms potential customers are using to find products or services. By sharing keyword data between SEO and SEM teams, auto dealers can gain a comprehensive understanding of keyword performance across both paid and organic search. This helps in optimizing the overall keyword strategy, focusing on terms that provide the best conversion rates and ROI.
2. Enhanced Visibility
Combined Coverage: When both SEO and SEM are used together, local auto dealerships can dominate the SERPs by appearing both in organic results and ads. This increased visibility not only improves brand awareness but also provides multiple avenues for users to visit your site, which can increase click-through rates and reduce the cost-per-click in paid campaigns.
3. Testing and Optimization
SEM Informs SEO: SEM offers a quicker platform for testing than SEO. Automotive dealerships can use SEM to test the effectiveness of certain keywords or ad copy and apply successful elements to the organic search strategy. This helps in refining SEO tactics based on proven insights from SEM campaigns.
SEO Enhances SEM: On the other hand, insights from SEO efforts can improve SEM ad relevancy. Higher relevancy can lead to better Quality Scores in Google Ads, which can decrease the cost per click and increase the ad’s chance to win auctions.
4. Consistent Messaging and Branding
Unified Approach: Ensuring that the messaging and branding are consistent across both SEO and SEM can provide a cohesive user experience. This unified approach not only reinforces the brand but also builds trust with users, potentially increasing conversion rates. By integrating SEO and SEM, businesses can leverage the strengths of each to maximize their online presence. This integrated approach not only enhances visibility across multiple channels but also provides valuable insights, allowing for continuous optimization of both strategies. In an ever-evolving digital landscape, the combination of SEO and SEM is a powerful tool for car dealerships looking to outperform competitors and capture the attention of potential customers effectively.
By integrating SEO and SEM, businesses can leverage the strengths of each to maximize their online presence. This integrated approach not only enhances visibility across multiple channels but also provides valuable insights, allowing for continuous optimization of both strategies. In an ever-evolving digital landscape, the combination of SEO and SEM is a powerful tool for car dealerships looking to outperform competitors and capture the attention of potential customers effectively.
Bedford Advertising offers both SEO and SEM plans. Contact us to learn more!
Darmini Kara
SEO Content Strategist
With her combined passion for SEO and design, Darmini has a unique insight into the world of digital marketing that gives her an edge when building brands and forging strong connections with her clients. Coupled with 12 years experience in the SEO industry, she is committed to the art of handling clients needs, with efficiency, compassion and humor.
