In addition to advertising your inventory, services, and other important offerings in your dealership, Acquire also bids on your dealership's own name. This article will explain why this is an important strategy, and how it helps protect your dealership from your competitors.
Dealer Name Ad Bundle
You can view the metrics associated with ads that buy your dealership's name in the Dealer Name Ad Bundle. This is a Bundle only in the Search channel, in the Brand Objective. Social and Display ads do not buy your dealership's name- it is only relevant for Search templates.
This means that if someone does a Google search for your dealership's name, your ad will be shown first, before all organic results.
Why it is Important to Buy Your Name
Even with the very best SEO, ads will always be shown before organic results. Therefore, if one of your competitors bids on your dealership's name, their ads will always be shown before your website.
It is well-known that dealerships buy their competitors' names, in order to push them further down the page when someone searches for them. Acquire does this as well- this is a major reason why you are asked to identify your competitors as part of your Acquire set-up. Acquire has seen great success when buying competitors' names, highlighting the importance of protecting your brand and buying your own name.
Isn't it a Waste of Money?
No- it's not. Protecting your brand from your competitors is an excellent use of your marketing budget. Just because you appear in the organic results won't prevent shoppers from clicking on the first result- which will be an ad. In addition, Acquire generally does not spend a large portion of the budget on this Ad Bundle. Although you might be seeing a large amount of leads and clicks from this Bundle, it is generally making use of a small portion of the budget. It is a small investment to make to protect your brand, while continuing to gather leads, and ultimately sales.
If you would still like to pause or limit the spend on your dealership's name, you can do so by pausing or limiting the budget allotted to the Brand objective in the Search channel.
Creating a Brand Moment
When searching for a vehicle or for a specific dealership by name, creating a brand moments is just as impactful as having a well placed Ad. Seeing organic, paid, and Google Business optimized search results all appear on the page together creates an overall impression that your dealership is the place to do business. It enables a shopper to feel fully confident in the search results and suggestions as well as leaves the impression of a strong brand with broad market share.