Your paid search ads don’t need to be shown to everyone. In fact, it’s less cost-efficient for you if they are, since that might result in clicks from searchers who aren’t near you, or aren’t in the market for a vehicle.

Instead of having that happen, your pay-per-click (PPC) ads should be targeted to the right customers—the ones who are more likely to buy, and even more importantly, are more likely to buy from your dealership.

If you play your geotargeting cards right, you could be spending the same amount of budget on your paid-search campaign as before, but getting better, more qualified clicks on your ads—clicks that actually lead to conversions.

So how can you make sure you’re utilizing the best targeting strategies? Let’s take a look at a few ways.

Utilize your DMS data

Think about all the data you have in your dealer management system (DMS). Are you using it to your full advantage? If you aren’t using it to geotarget your paid search campaigns, then you may not be.

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