Everyone does ad words, everyone does SEO, everyone does Digital advertising…I get calls from digital advertising vendors more than I do my own mother. Instead of doing digital in house, I rely on my partner Josh Barsch at Straightforward Interactive, who, quite frankly, was teaching Google how to do Google advertising before anyone knew how to do it. I asked him to give me the top mistakes advertisers make so we can avoid them, not spend a cent more than we need to, and get the best results. Here’s what he said:

MISTAKE #1: Using all broad-match keywords.

When you want to target people who are searching for an exact phrase — let’s say, “used cars” — then you have to use “exact-match” and “phrase-match” keywords to target those people. A little-known fact among Adwords amateurs is that using broad-match keywords allows Google to associate a lot of other, “related” keywords with your ads — and sometimes those keywords, in reality, aren’t related at all.

Let’s say you’re a Honda dealer and you have broad-match keywords containing the word “Honda” in your Adwords account. Did you know that Google is probably showing your ad for searches related to Honda ATVs and watercraft as well? Probably not — but you’re paying for all those irrelevant searches if you rely on broad match keywords only.

MISTAKE #2: Running the same ads for Google’s Search and Display Networks.

Google Adwords allows you to run two kinds of ads: those targeted to search-engine users and those targeted to browsers of content-rich websites. And while Google makes it very easy for you to run the same to both audiences — you shouldn’t.

Searchers and browsers are two very different audiences and thus require different marketing messages. Searchers are looking for specific information right now, and your search ads should be tailored specifically to their queries. Visitors to content sites are not searchers — they’re browsers. You don’t have their attention like you do a searcher’s. Thus, your ad needs to attract their attention away from the articles they’re reading in a subtle and general, yet attractive way.

MISTAKE #3: Setting it and forgetting it. Google Adwords is indeed a self-serve advertising medium on which you can get up and running fast. But don’t be lulled into the siren song of “set it and forget it” — some of which even comes from Google itself.

Are you split-testing often? Regular split-testing of your ads is essential for top performance. Remember: if you aren’t split-testing, the other guys are, and they’ll eventually conquer your ad positions if that’s the case.

Are you checking your Search Query reports every week in order to harvest new keywords that people are using to find you (and eliminate irrelevant terms that are triggering your ads)? Regularly running and examining these reports are essential for a top-performing campaign that spends your ad dollars as efficiently as possible.

Find Josh at http://www.straightforwardmedia.com joshb@straightforwardmedia.com

My most important job is being the most efficient with every dollar, every medium, every day, and this can help you get more results for less money! Thanks Josh! Karen@brooksadv.com

Being a car dealer and doing a “Major Blowout Sale” every week can be a little…underwhelming…to say the least. We all know we have to have promotions, and we have to have great offers to get customers to take action. The question remains: Is there perhaps a way to do this, get results, and not HATE your commercials? Isn’t there a way to brand your dealership, drive traffic, and leave customers with a positive “vibe?” (there just isn’t a word more fitting). Chris Zikakis, owner of Lompoc Honda in Lompoc, CA, came to us last year and asked us these same questions.   The answer is a resounding “YES! You can!”

And then…Sally Civic was born.

Why choosing a cartoon animated “spokes car” might be a good idea for branding and refreshing your dealership:

1.       She’s unique, and out of the 5 other car commercials people will see in the same program, chances are, none of them will be cartoon animation.

2.       People buy from businesses they LIKE! She exudes positive! We’re all naturally drawn to cartoons as they remind us of our childhood Saturday mornings on the couch with a bowl of Lucky Charms.

3.      You can bring that positive into the store! The character you choose can serve in so many different ways! Use it around the dealership in your POP material, on a poster reminding customers to sign up for your newsletter, on your window stickers, [show the photo of the window sticker] or have a large standup cutout as they enter the showroom welcoming them in! She allows you to create an overall friendly atmosphere EXTERNALLY in your ads and then to bring that INTERNALLY to the store.

4.       What is she SAYING??? We know price sells cars – show lots of inventory, lowest prices, get them to your website, and close with your tagline. Ours happens to be “Shoppers who do their homework buy from us!” That pretty much says it all.

See her in action here!! Maybe she’s got the vibe you’d like your dealership to have.

Karen@brooksadv.com