By stopping eBay's paid search campaigns, buzz was generated in the digital marketing world. Its always compelling when a major brand shifts ad tactics, but a closer look at eBays decision shows it had little to do with the value of Paid Search itself. In fact, it actually reveals the importance of well-executed PPC campaigns within automotive.
Here are the key lessons for dealers.
1. Start with a relevant strategy
eBays PPC strategy revolved around an AdWords feature called Dynamic Keyword Insertion, which uses a snippet of code to alter ad copy automatically, depending on the keyword a searcher enters. Pushing this to the extreme, eBay served up ads in searches for almost everything, including stolen cars, severed hand, and even crack pipe.
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