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Tips for Success: Auto Sites & Forums

Make the most of AdWords with customized tips designed to boost traffic and improve the return on investment for your auto site or forum.


In this tips section you'll learn how to:


Create strong keyword lists

If you're experiencing writer's block, try using the AdWords Keyword Tool from within your account. Just enter terms describing the content on your website, and the tool will generate keyword suggestions. Pick the keywords that are most relevant to your ad group's theme and add them to your list. Don't be afraid to experiment with new keywords – you can always pause or delete them in the future.

Here are some of our favorite ways to use this tool:

  • Get suggested plural variations and synonyms for your keywords to capture all relevant search queries.

  • Enter your website's URL and our tool will scan your page for relevant keyword suggestions.

  • Identify negative keywords – keywords that restrict unwanted traffic to your site – by adding terms that don't apply to what you offer.

Show precise results

Keywords automatically default to broad match, which means your ads will appear for expanded matches including plurals and relevant variations of the keywords you selected. For example, if you select a general keyword phrase like auto parts, expanded matching may show your ad for queries like automobile parts and auto parts company. In addition to broad match, you can designate phrase match or exact match for your keywords. While broad match is great for generating traffic to your site, using phrase and exact match can help you find users who are later in the buying cycle and want precisely what your business has to offer.

To learn more about keyword match types, visit the AdWords Help Center.

Choose the right landing page

The best way to keep users and customers on your site is to take them directly where they want to go. To do this you'll need to choose your landing page wisely, and be sure that it reflects what was promised in your ad. For instance, the easier it is to get a price quote, the more likely the user will be to convert. A forum site, however, should aim to create community and provide resources to users. In this case, the best landing page will specify what services are offered on the site and provide an easy-to-read sitemap.

Spruce up your ad text

Some ads are more effective than others, and often it can come down to style and strategy. Think about what makes your site and business stand apart from the others and be sure to include these features in your ad.

Try the following to boost your ad's appeal:

Capitalize the first letter of each word.
Avoid excessive punctuation and incoherent abbreviations.
Intercapitalize the Display URL (AdWordsExample.com rather than adwordsexample.com).
Highlight free offers such as rate quotes, model specification information, seller's guides, or market research.
Include a specific call-to-action like "Get Car Shopping Advice."
Send visitors directly to the page featuring the service you describe in your ad.

Set your visitors' expectations

Does your ad point directly toward a lead-generation form? If so, be sure to make it explicit in your ad text that lead generation is the focus of your site. Mentioning the form in your ad will help increase your conversion rate and improve your return on investment. Why? Users respond well to transparency and are much more likely to leave a page if it asks them for contact information unexpectedly. By disclosing your intentions up front you'll attract people who are interested in your services, and avoid paying for clicks made by people who aren't.

Reach the browsers and buyers

A great way to expand your reach while still promoting your services to a targeted audience is with Google's content network, an extensive network of high-quality news pages, industry-specific websites, and blogs. It's a cost-effective way to show your ads on a wide variety of sites that auto consumers visit each day. By showing your ads on both search and content pages, you'll reach potential customers at all points of the buying cycle, from creating awareness of your dealership and services to closing the cycle with a conversion. And with the range of available ad formats – text, image, Flash, and video – you can appeal to potential customers in a unique and eye-catching way.




It's a good idea to create a separate, content network-only campaign for the ads you want to show on the content network. This way, you can allocate your budget with more precision and test out new ideas without affecting your search campaigns. AdWords looks at the overall theme of your ad group to determine if your ad relates to a particular site, so be sure that each of your content network ad groups focuses on a specific topic and audience.

Get more optimization tips for the content network.

If you don't want your ad to appear on a specific website, use the Site and Category Exclusion tool – simply enter the web addresses of sites you don't want your ad to appear on.

Target your audience

With a placement-targeted campaign, you can handpick your audience by selecting specific places in Google's content network to display your ads. Try showing your ads in places related to a particular issue or need for which your business is a solution. For example, if you offer a forum for antique car owners, you might place your ads on websites related to classic car parts or antique auto shows. You can also show your ads in places that will be seen by your target audience. Think about websites that your potential customers are likely to visit, such as PopularMechanics.com and MotorTrend.com. Then, use the Placement Tool in your account to find available placements on similar websites and add these to your placement-targeted campaign.





Find auto-related sites available in Google's content network.

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