What’s your ultimate goal in running a search engine marketing campaign for your car dealership? To get more clicks on your ads? To lower your cost per click and get the most for your money? To get more conversions when people fill out forms to get a quote? All of these things work step by step closer to your ultimate goal: to sell more cars. That’s what it comes down to.

An effective pay-per-click campaign needs to take into consideration all these elements and more to use your dealership’s advertising budget to its maximum potential and drive the most people to your site and ultimately to the lot to buy cars. It’s much more than just bidding on a few keywords and letting it run.

In fact, an auto dealer SEM campaign can ultimately only be as effective as the web pages ads drive people to. Google takes into account the quality of landing pages and their relevance to the ads people click on. As a car dealer seeking to drive more leads, you need to make sure your website is buyer-friendly with a clean, simple design and also plenty of calls to action to get people to fill out forms.

Every part of your dealership’s advertising needs to focus on your goal of selling more cars, and you should take steps to make sure your search engine marketing campaign is driving toward this goal.