In the world of digital advertising, there are three primary components: targeting, messaging, and landing pages. So much emphasis is put on targeting such as PPC keywords or display ad placement. After that, the focus is often placed on the landing page, particularly with the debate over whether to point visitors towards a specific landing page or directly into inventory. Somewhere along the lines, the messaging of the ads became secondary in the minds of automotive vendors and therefore it’s rarely looked at by dealers.

This is a mistake.

The messaging, which comes in many forms but with the most familiar being in PPC ads, is of prime importance on multiple levels:

• Standing Out – Have you ever looked at PPC ads? Some are a little compelling. Others are not. They all seem to blend in, don’t they? With the right messaging, an ad can be made to stand out. You can’t get the click if you can’t even get their attention.
• Delivering the Hook – If there’s one thing that bugs me more than anything in PPC, it’s the standard ad format. “2015 Toyota Camry – dealerwebsiteurl.com – View current specials and see our huge line of 2015 Toyota Camry”. Where’s the hook? What reason do they have to click on it? Do you have a good price discount, lease payment, or even a defining difference about your dealership that goes beyond price? This is the place to put it. So few do.

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