With Internet users more than 220 million or 74% of the population in the United States alone, Automotive Dealer online ads more searchable. The question I often get from dealers is what should I focus on banner advertising or Pay Per Click (PPC) advertising?
Since I received this question so many times from a car dealership, I thought I would post some information about the differences between the two. What are they, how they differ, etc. Hopefully this will allow you to make wrong decisions to use or evaluate where to spend more of your budget.
What is Ad Banner?
Banner banner ad space only in the process of purchasing another site for you to display a banner about the product or service that you want to advertise.
There millions of websites to choose from when placing a banner ad. You ultimately have to consider the web site: vi traffic, pageEWS, impressions, demographics, CPM (cost per thousand impressions), monthly fees or CPA (cost per action).
The easiest comparison to a banner ad on the website will be a billboard. When billboards consider, whether you choose the busiest highway billboards you will receive a lot of unique viewers or lane? The more traffic on the highway will direct more unique users saw your billboard, which is ideally what you want. You’ll also pay more for premium ad space.
You can do your own research, by identifying the right to create a site on the placement of banner ads, or you can advertise through an ad network that has a network of sites that will publish your banner ad on their site. Utilizing the network can be more cost effective and allows you to have a larger audience because of the number of websites where your ad network.
What is Pay-Per-Click (PPC) advertising?
PPC isprocess of advertising on search engines like Google, Yahoo and Bing in sponsored results. Google’s site # 1 in the United States and currently has a 65% share of the Search, so I will focus on Google.
Google AdWords allows you two different advertising options, Search Network or Content Network – I will discuss Search Network because it usually gives the best conversion.
On Google Search Network, you bid on keywords and your ad will appear higher or lower in the results based on bid price and quality score.
The good things about the Google Search Network is your ad will appear only when the market supply of keyword search parameters in certain regions. This is very targeted. The difference is the ads in text format as opposed to banner ads. And of course, you will only be charged by Google when someone clicks on your ad, so pay-per-click, and you only pay the amount that you’re bidding.
What same for both banner ads and pay-per-click advertising is, when viewers click on ads, viewer/clicker brought to your website. Both forms of advertising designed to drive traffic to your website.
The biggest difference between the two forms of advertising are PPC ads only appear when a user types a specific keyword search engine, presenting itself only when there is demand. So if you are a Toyota dealer and type in “Toyota Camry”, your ad will appear in the sponsored results. With banner ads, are not always easy. Although no behavioral targeting, banner ad format, your ad will appear for users who do not may be interested in your product.
This quickly can make people believe that PPC advertising will be more effective than banner ads but actually banner ads can be used for various purposes. Banner ads can work well for branding goals with high volume web site. Although not targeted as a pay per click, banner ads can be served on someone who was in the car buying process stage of research.
Banner ads better suited if your goal is to brand as a banner ad will not provide as high conversion percentage (mean giving up the lead or phone) submitted by the pay-per-click advertising.
At end of the day, each holder of automotive dealers is after one thing, the return on investment. Media that provide ROI that will be the best medium to use in your automotive dealer advertising.