Let’s talk about how to get more out of your Google search ad space, specifically, the advantages of using expanded ads versus minimized ads.
If your Google search ad is just a headline with two or three lines of generic copy, the bare minimum, you should consider replacing your digital agency.
An expanded Google search ad would not only have a headline and descriptive copy, but would also link to specific sections of your website that users could click and access immediately, such as “Reviews,” “Contact Us,” “Locations,” “Directions,” “Hours,” “Inventory,” “Specials” or “Service.” These available and visible links entice users to click on areas that they might not have sought out had they been directed to the homepage first.
This is why expanded ads get a significantly greater click-through rate than minimized ads, not to mention a significantly higher quality score. Plus, when your ad is expanded vertically down the page, it drops your competitors’ ads down further in the search results to where it may require the user to scroll down to see other dealers’ ads at all. With a minimized ad being just a headline and three lines of copy, other more of your competitors’ ads are visible on the same page as yours.
Remember, users don’t see your bids, your click-through rates or costs per click – all they see is the actual ad, so you need to make it count!
Expanded ads are a very effective way to promote fixed ops, lease acquisitions, a lease return center, used car acquisitions and your brand proposition in and of itself.
And if your digital agency isn’t sharing this with you and updating your specials and ad copy at least monthly, Intermark Automotive can help. Our digital team will perform a free digital ROI analysis on Google search, Facebook, third parties and more.
Contact us for a digital test drive today or for a free digital ROI analysis!
