Pay to play online in 2018

Did you know 64.6 percent of shoppers click on Google ads when they’ve already decided to buy an item online? According to Hubspot, when it comes to paid advertising on social media, the majority of businesses (84 percent) prefer Facebook ads versus advertising on other platforms.

As the state of the internet becomes more pay-to-play for powersports dealerships, it’s no surprise online advertising has strong results in today’s digital age. In fact, visitors who come to a website from a pay-per-click ad are 50 percent more likely to make a purchase compared with organic visitors.

Online ads on social media and search engines can be extremely effective at getting your brand in front of more potential customers and driving sales, but it can be difficult to know what to do or where to do it if you’re just getting started. Here are some tips to help you start your PPC campaign through Google AdWords and Facebook:

  1. Choose an objective. Pick what purpose you want the ad to serve. Would you like to generate more leads? Would you like to improve traffic by sending shoppers to your website? The more detailed your goal, the better you can design an ad campaign that delivers results.
  2. Set your budget. In this step, you can determine if you want your ad to run for a set date range or until your budget runs dry, as well as schedule your ad to show only during specific hours of the day to optimize your bidding. We recommend committing for 3-6 months on your ad campaign, so budget accordingly!
  3. Define your audience. Make your dollars go farther by limiting your audience (hint hint: go local)! Digital advertising platforms are now sophisticated enough that you can target who to show the ad to by geographic area, age, interests, income and other factors to make sure you’re reaching only the individuals who are likely to respond to your ad. In this step, thinking about who you don’t want to see your ad is just as important as choosing who you do want to see it.
  4. Design your ad. For Google AdWords text ads, draft a description that gives searchers a reason to click on your ad - tell them what you’re offering and suggest an action to take (i.e. “Call now!”, “Visit our website!”, “Stop in today!”). For Facebook ads, be sure to upload the image or video you want to display as part of your ad, and add any important text. Video ads continue to show better results on Facebook.
  5. Set your bidding. Necessary for Google AdWords only, choose whether you want to adjust your bids automatically or manually. Google recommends having AdWords automatically adjust your bids while you’re getting started.

How do you know if your ads are working? Well, if you have a high click rate and a low conversion rate, you’ll want to revisit how your ads are set up. Adjusting your geographic area, audience and where your ad leads visitors will help you tailor ads that generate better response and conversions!

Chris Damico is the marketing manager at ARI Network Services. He’s helped hundreds of dealers across the country with their digital marketing, including the content and search engine optimization (SEO) of their websites, social media presence and advertising and email marketing campaigns. He’s dedicated to the mission of helping dealers improve their operations through the implementation of ever-evolving best practices paired with ARI’s suite of award-winning data-driven software tools and marketing services that help dealers “Sell More Stuff!” online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in the outdoor power equipment, powersports, marine, RV, automotive tire and wheel, and white goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage ARI’s website ( and eCatalog platforms to “Sell More Stuff!”


Phone: 414/973-4587



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