best site builder

Pay-Per-Click Advertising for RV Dealers!

Utilizing an Experienced Team Will Increase Your ROI.
Don't Cut Corners, and Beware of Hidden Costs.

Many RV Dealers try to cut corners and handle Google AdWords and other PPC programs in house. Unfortunately, they often make serious mistakes with their ads, campaign set up and landing pages that lead to poor results with an extremely low ROI. Working with DP Ball Advertising ensures you are maximizing the return on your digital advertising investment.

Pay Per Click Advertising

 Pay-Per-Click Advertising is it based on search marketing. Terms used to describe it include PPC and Paid Search. These are text ads that appear in search results above or below the organic results from indexed pages of your website and your competitor's site.

Pay-Per-Click Advertising Process

Display Network Advertising

In addition to text ads that are found in the search engine results pages, we can place banner ads on various websites and apps throughout display networks. Remarketing ads are shown to website visitors after they leave your site.

Reasons Why Your RV Dealership Should Incorporate an Online Advertising Campaign Into Your Digital Marketing Plan

  1. ATTRACT MORE RV CUSTOMERS - Whether you're looking to bring in new website visitors, foot traffic to your dealership, get your phones ringing, or keep customers returning for repeat business, online advertising can help you acheive those goals.
  2. ADVERTISE LOCALLY, REGIONALLY OR NATIONWIDE - Your ads can be geo-targeted to RVers in a specific locality, state, region or nationwide. In addition they can be targeted for their interests in camping and RVing. Once a potential customer visits your website, they can be re-targeted, seeing your ads on websites they visit, reminding them of your dealership. 
  3. REACH THE RIGHT RV CONSUMER AT THE RIGHT TIME- When people are actively searching for your products and services, ads will be served to them in the results pages alongside the organic results from your competitors. Good, compelling ads gain clicks through to your website. When consumers are searching they are engaged in finding what you have to offer, so you reach them in the right place at the right time.
  4. YOU PAY ONLY FOR RESULTS - Your ads are served to those looking for your brands, RV types, or an RV dealership in general. If they don't click, you don't pay. Display ads served on websites offer opportunity to increase awareness of your dealership and manufacturers you represent, or brands you carry. These internet billboards are reminders of your dealership, even without the click-through. 
  5. YOU CAN START WITH ANY BUDGET - Your budget can be small or large. You can test the waters with a small budget and increase it as you see results. You stay in control. No large committments are necessary to start your campaign. As you see results you can increase your ad spend to see larger results.
  6. YOU CHOOSE HOW YOU WANT TO REACH YOUR CUSTOMERS - With text-based search ads, graphic display ads and YouTube video ads, mobile ads, in app ads, you have plenty of ways to reach your target customer with Google AdWords.

Geofencing Campaigns

 Send messages to consumer mobile devices captured after crossing a virtual perimeter drawn around a location. Target consumers who visit a competitor, attend a show, attend a rally or stay at a campground. The choice is yours, and the results are trackable and measurable.

Couple looking at mobile phone

Network geofencing relies on cellular towers and Wi-Fi available to pinpoint a user’s location. A virtual perimeter is established by drawing a geofence on a map within the software application. When a device crosses the perimeter, their device is identified. Ads are served to the device via the user’s engagement with an app, or by visiting a website that the ad is placed on.

Geofence Your Competitor:
When an RV consumer crosses the perimeter their device is captured while at your competitor. They begin to receive ads while there, if they engage in an app or website. They will then be served ads to come to your dealership for a better offer, over the next 30 days as they go about their daily activities, and use their phone as they normally do. The device is tracked, and when it arrives at your dealership it is considered a conversion.

Geofence an RV Show:
The device is targeted with ads during an event, and following the event for 30 days. Each time they open an app or visit a website where ads are placed, the ad has an opportunity to be served.

Why it Works so Well:
We are aligned with the premiere provider of automotive geofencing with award winning propriety software applications the have improved digital performance of ad service internationally, and we are the only RV dealership agency to offer this service. We utilize the 30 top ad exchanges available and bid on ad space in an auction format. These exchanges control adspace in the most popular, high traffic websites and phone apps that RV consumers use on a daily basis.

Monitoring and Verification:
We monitor how many times the ads are served, as well as click-throughs to your landing page, by platform, analytics and exchange confirmation. When dealership visits occur we see them in real time through our Geofence Client Dashboard. All performance is monitored by a third party for verification.

Digital Ad Campaigns: 
We also create a Paid Search campaign, to capture the attention of those searching for comparable models and prices during and after the show. These are people actively searching for RVs and are ready to purchase. If the geofencing ads don't gain a click through to your landing page, the text ads can. Placing the right ads in the right place at the right time, increases response, and maximizes your ad spend.

Landing Page:
We create a specific landing page to complete the offer made in your geofencing campaign ads, along with your Paid Search ads. We will remarket to your established audiences with display ads shared with the geofence campaign to gain more traffic from RVers familiar with your dealership.

SPECIAL MESSAGE FROM DAN BALL
Why You Should Let DP Ball Advertising Manage Your Digital Advertising Campaign

Because You're Getting Ripped Off by Using Other Agencies!
They are charging you 25-40% of your ad spend. The agency standard commission has been 15% for decades, and that is what we have always charged. In the case of Ad Spend, we don't even mark it up at all.
Your Ad Spend goes on your credit card. You know exactly what you pay for creative services and campaign management.

Where are my ad dollars going? You really shouldn't have to ask.

Special Message From Dan: "RV Dealers are getting ripped off, and the thought of it makes me cringe. After over 3 decades of representing RV Dealerships throughout the United States and Canada, I’ve never seen anything like this. I’m not sure if most Dealers realize how much they are actually paying these new digital agencies that have recently come on the scene. The dealers that are aware, are asking for help. Help they really need.

These companies come along and ‘Wow’ dealers with their high tech presentations, over promising and under delivering in the final analysis. Did you know you could realistically be paying up to 40% mark up on the digital services you are receiving? The standard agency mark up has always been 15% and this makes a huge difference.

Take a monthly AdWords campaign budget of $1,000 for example:  
You are invoiced $1,000 by the digital ad agency. The agency will run $600 - $750 worth of ads with Google and will keep or pocket the remaining $250 - $400. This is outrageous! If you are changing out your offers every two or three months, it’s even more outrageous as these hidden fees add up. Over the course of a year, your total spend on digital could be $100,000 plus, depending on your budget. This means, based on $100,000 ad spend, you would have received only $60,000 - $75,000 worth of real ad dollar spending and $25,000- $40,000 would have been retained by the digital advertising agency.

Scheduling and placing digital ad campaigns is not rocket science, but does require a unique skill set. Of course each type of advertising production requires a unique skill set, so this is not different from the production we have been doing for years. To create digital ad campaigns well for RV dealerships, you need to understand digital advertising as well as thoroughly understand the RV consumer. If you're good at it, and your fees can be justified, why hide them? The bottom line is, if you are paying more than 15%, you are being robbed!  

The most important aspect of your digital ad campaign is the message you deliver, making sure you deliver it in the right place at the right time, in the right format. The message - that is our forte and area of expertise. We have mastered the art of conveying the most effective advertising messages to RV consumers to assure you maximize your advertising dollars. This is where you need the assistance of a knowledgeable, experienced RV industry agency who understands the technical aspects of delivering digital, not just to the masses, but to your targeted market providing them with exactly what they are seeking at the right time, and in the right place. It’s imperative you deliver effective messages so your prospective customer will engage with you rather than your competition.

It’s not the RV Dealers fault. Digital marketing information can be complicated. It’s up to the agency to be forthcoming about costs and charges, as well as expected results this just hasn’t been the case. Don’t waste your advertising dollars with agencies who may as well be sending your ad dollars to the moon! Spend your dollars on advertising, with DP Ball!

On months you require creative, you'll be billed for it. You'll know how much it costs to develop landing pages and monitor your campaigns. Your ad spend will be placed on directly on your credit card. Know where your dollars are going. You shouldn't have to guess." 

Reaching Customers at All Levels of Their RV Purchasing Journey

Ads designed to compel a response from RV consumers, should reach them at every level of the RV Buying Purchase Funnel.


PPC Advertising Can Show Results Very Quickly
Unlike organic search, PPC advertising can show results very quickly. We all know how important organic search traffic is for long-term website marketing; however, it has a longer cycle to prove ROI. With PPC advertising, you can create ads to target consumers at different stages of the purchase funnel. You reach them where they are - on their phone, laptop, or desktop at the right time with the right ad.

Working hand in hand with SEO, knowledge of products, brands and keyword terms used in search, provide a decided advantage when setting up an online advertising campaign. You can set your budget to control costs, placing a cap on what is spent daily, and it’s flexible to change at any time. That doesn’t mean you can expect to see huge results with a small budget, of course, as it depends on how competitive the keywords are in your geo-targeted area. 

Reaching Potential Customers at Each Level of the Purchase Funnel
We can create General dealer ads to attract those with an interest in the RV lifestye, who are becoming familiar with forums, blogs, and who view images of RVs as they explore their options.

RV type ads are developed for those comparing travel trailers to fifth wheels, looking at toy hauler options, or upgrading to a motorhome, or downgrading to a smaller unit. When consumers make decisions about the manufacturer, model, or brand they respond to ads created that promote these options at your dealership. As they become ready to make a purchase, they will see ads that are specific to brands, models and floorplans, and and features they may be basing decisions on. We can include unit specifications, such as how many the unit sleeps, number of slides, bunk house or rear bedrooms. We also include callouts to further enhance your ads promoting dealer financing, no high pressure sales, and large selection of specific floor plans, for example. These ads reach those looking for specific amentities and accommodations.

Of course the more specific the ad is the smaller audience it will reach, with click-throughs ocurring from those searching for that specific item, but when this happens they are likely ready to purchase.

Those in other areas of the purchase funnel are potential customers you can reach through your PPC ads. With good SEO, Social Media, Website Content and Email Marketing programs, you can nurture these leads on a regular basis. You set your dealership up as an authority RVers can trust, by placing customer reviews on your site and managing those at online sites. Your dealership's awards, business affiliations, industry relationships and just plain good information on your 'about us' page go a long way in building trust. Providing useful content like towing guides, how-to videos, RV lifestyle articles, Q&A sections, and more get your website bookmarked, and RV consumers return for more. Educate them about the RV lifestyle with blogs, videos, social posts and manufacturer brochures. This can establish your dealership as 'their RV dealer' before they even make a purchase. There are many benefits of reaching people at every stage of the RV Buyer Purchase Funnel. It all starts with a Digital Marketing Plan.

RV Buyer Purchase Funnel

Search Engines

Google is the big player in search. Whether organic results, or Paid Search ads, google has the majority of market share at 91.47%. Bing has 2.75% while Yahoo has 2.25%.




PPC advertising is available in Google, Bing and Yahoo along with other specialty vendors. Since Google owns the highest percentage of search traffic, it is reasonable that they also are the market leader in the value it offers. Search Engine Market Share shows Google as the leader in the graph below. It shows Google owning 91.47% of search. Bing owns 2.75% and Yahoo 2.25%. The others, DuckDuckGo, AOL and MSN, along with a number of smaller engines, own the remaining 3.5%. For best results, organic search engine optimization and PPC advertising are best served in Google to reach the most potential customers. Following Google guidelines for web development, and keeping up with latest algorithm changes for SEO are best practices. Advertising in Google search makes sense because of reach, and here again there are online advertising guidelines and suggestions from Google that should be adhered to for best results. Of course we can't forget Bing/Yahoo, so accounts are established to ping them with sitemap changes, new pages, and to serve ads.

Search engine market share graph



You will find some companies would like you to pay per impression, rather than pay per click. You may receive 50,000 impressions before accumulating 1000 clicks, which is a 2% click-through rate (CTR). Unlike these forms of advertising where you pay regardless of how the ad performs, PPC is based on click performance. You only pay when there is a click-through from the ad to your landing page.

Also beware of companies that are not transparent with costs. At DP Ball Advertising we show you our costs for setting up your campaign, monitoring it as we make adjustments, do A/B testing, and make necessary changes, and for creative services required. Your ad spend is placed on your credit card. Every dollar budgeted for your ad spend is spent directly on the cost of ads. No markups. Some agencies retain up to 0.40 cents per dollar budgeted directly on your ads. That means you get a lot less advertising per dollar!

Remarketing / Retargeting Campaign

 A remarketing campaign is designed to serve ads to those who have visited your website, reminding them of your dealership along with sending an offer their way. These ads seem to follow the user, because they are shown on websites they frequent that are a part of a partner network.

Retargeting / Remarketing Ad Campaign

Within your advertising budget we bring you more exposure through a Remarketing campaign. This is a low cost ad strategy where a cookie is placed on the visitor's browser when they visit pages on your website. Ads then follow the visitor gaining more exposure for the dealership. Just as with a regular PPC campaign, you may have thousands of impressions, that are free. You only pay when someone clicks through to your website. This is great for dealership and RV brand awareness. Because the the ad is propositional the landing page can really engage the visitor and generate leads. It's a bit like placing a billboard on the interstate where tens of thousands of people drive by and see it, but you only pay when someone pulls onto your lot.

This makes PPC results even better and more affordable when you can see that value of having your dealership's name out there with so much exposure to those who have visited your website. But, that's not all. Remarketing ads can also be aggressively targeted to those who have an interest in campers and RVs, but have not yet visited your website. And they can specifically target those who have visted different areas on or website, serving product specific ads to those who have visited inventory pages.

Your online ad campaign should be well thought out. Know what RVs you want to promote and have a plan to promote them. If you are planning an event, ads can be created that promote the event. No matter what you promote, a direct response approach to your advertising will gain more attention and click-throughs.

Good photos of RV inventory are important when it comes to your landing page. Walk-through videos are an incredible sales tool. Video on a landing page increases response, engages longer, and people are 64% more likely to buy when seeing video compared with images. According to Forrester Research’s Dr. James McQuivey, one minute of video is worth 1.8 million words. That says a great deal about your product. People viewing an offer with an image stay on the landing page an average of 43 seconds. When viewing an offer along with video that viewing time increases to over 5 minutes. That's engaging!

Successful conversions occur when a prospective buyer clicks the ad and lands on a properly designed mobile friendly landing page. The page should be simple and clean with a professional design and without distracting navigation or actions that can be confusing. A responsive website is always desireable over a mobile site in addition to your desktop site. When a web developer suggests building both, understand that the mobile site won't contain all of the information you have on your desktop site. Some developers who create RV dealership websites limit a mobile site to main pages and inventory pages, along with a contact form. If your site's purpose is to keep visitors coming back for more information, and you have included blogs, articles, how-to sections and video, along with downloadable towing guides, smart check lists and more, a responsive site is best.

The speed of your mobile site is important to Google. They want to serve the best results and consider a faster site yields a better user experience.


Landing Pages

Your landing page should be responsive - able to be seen on any device in it's entirety. Without any links to the rest of your site, it's sole purpose is to encourage contact. These 'leaks' can take attention away from your offers and incentives to purchase.


Don't Send Click-Throughs to Your Homepage
No matter how diverse your homepage is, this is not where you should be sending your traffic when they click on an ad. On a well built homepage, there should be many choices for the visitor to explore different areas. When you make an offer, that well-designed homepage has too many choices to sort through. When faced with a myriad of places to go many users experience the 'paradox of choice' and instead of trying to find the right place to go using your navigation, they simply leave. This is reflected in your bounce rate when reviewing analytics. If you don't used landing pages, make sure your final URL is your Vehicle Detail Page (VDP). This is where the visitor finds the most information about the unit that compelled them to click.

Create Compelling Ads
Make specific, benefit-rich offers, include incentives and create a sense of urgency in your ads. When the click-through happens, people expect to arrive on a page that will explain how to complete that offer or take advantage of the incentive mentioned. The page should not contain navigational links to direct them elsewhere on the site. It should be compelling and focused. Give your customer a link to click on to engage with your dealership, or a form to complete to obtain more information on the item they are interested in. At the very least include your phone number as a link so when viewing from a mobile phone they can dial directly to your dealership in one click. The least number of clicks to get to the goal the better!

Photos and Video
Good photos of RV inventory are important when it comes to your landing page. Walk-through videos are an incredible sales tool. Video on a landing page increases response, engages longer, and people are 64% more likely to buy when seeing video compared with images. According to Forrester Research’s Dr. James McQuivey, one minute of video is worth 1.8 million words. That says a great deal about your product. People viewing an offer with an image stay on the landing page an average of 43 seconds. When viewing an offer along with video that viewing time increases to over 5 minutes. That's engaging!

Desktop, Mobile Friendly, Mobile Sites and Responsive Sites
Successful conversions occur when a prospective buyer clicks the ad and lands on a properly designed mobile friendly landing page. The page should be simple and clean with a professional design and without distracting navigation or actions that can be confusing. A responsive website is always desireable over a mobile site in addition to your desktop site. When a web developer suggests building both, understand that the mobile site won't contain all of the information you have on your desktop site. Most developers who create RV dealership websites limit a mobile site to main pages and inventory pages, along with a contact form. If your site's purpose is to keep visitors coming back for more information, and you have included blogs, articles, how-to sections and video, along with downloadable towing guides, smart check lists and more, a responsive site is best.

The speed of your responsive site is important to Google. They want to serve the best results to consumers and consider a faster site yields a better user experience.

How to Design Your Landing Page
See the sample below where we would develop 3 promotional offers creating text and display ads to drive traffic to your landing page. This is where you give them more information, and tell them what to do next. 

Landing Page Sample

Summary of Paid Search and SEO

Both of these methods of gaining traffic occur in search. They work hand in hand because people have different preferences when they are obtaining information. Knowing the keyword terms used in search, you can quickly correlate these findings to use in your Paid Search (PPC) campaign. A big part of SEO today includes citations and reviews, so making sure you manage those well has never been more important.



Search Engines - When people search for your products and services, some will click directly on the ads that show up in search while others will take their time and explore content in the organic search results. Having a presence in all of these places is a very good strategy for long term and sustained growth. It is also important to understand that the meta description in your code, will set you apart from your competitors on the search engine results pages (SERPS) and encourage the consumer to click.

SEO - Search engines will comprise a summary of what they interpret your page is about. You can prevent this from happening by placing the correct code on your page, forcing them to use the description you write. This 'billboard' can make the difference between a little traffic and a lot of traffic as it sets you apart from your competition. That is one reason SEO is so important for continued growth, and reduced PPC cost in the long term. Organic rankings do take time to establish. PPC advertising provides immediate results, but the results stop when the campaign ends. Organic rankings are your 'back-up' plan when budget constraints prevent you from continuing your Paid Search campaign. You also must understand that achieving top rankings on the first page of the search engine results pages (SERPS) can be difficult for highly competitive keywords, and requires an investment of time by someone who understands the changing algorithms search engines use. Once achieved, they must be maintained but the time and cost is greatly reduced in subsequent months.

Listing Directories - It is also important to understand that having correct information in listing directories across the internet will also send visitors to your website and help improve your ranking. Visitors searching through directories will search by category within that directory. Your competitors are there also. Using a service like our Cleanup Listings and Reviews, will enhance your listings to stand out with video, inventory, images, calls to action and changes can be made in real-time. Submitting changes yourself can take weeks or months. I once made changes to Google Maps for a dealer, where the wrong name was listed, and the change did not appear for over one year. To see where your dealership's listings stand, you can scan listing sites directly from this website on our Clean Up Listings and Reviews page. Incorporating this program allows management of your reviews across the web from one convenient dashboard.



ABOUT US

DP Ball Advertising, Inc. has been serving the RV industry with multi-channel direct response marketing since 1984. Founded by Daniel P. Ball, the company represents RV dealerships throughout the United States and Canada. We provide direct response advertising campaigns, media buying, scheduling and purchasing in traditional and digital marketing venues.  From concept through production and final placement, we offer creative services, printing, voice overs, audio and video recording. Search engine and social media marketing are coordinated for the biggest impact, and we provide website consultation, solutions and services.



 

SUBSCRIBE

Sign up for our Email list. Receive monthly updates and free resources.


ADDRESS
DP Ball Advertising
8749 Arrowood Drive
Mentor, OH 44060

PHONE: 440-285-8164