While optimizing your Ford Dealership Google Adwords Account it is important to have a good negative keyword list. This will prevent paying for unlikely to convert traffic. Paying for online advertising like Google Adwords is getting more competitive and improving Return on Investment is important to have these efforts break even and allow you to continue advertising. This is especially important at your Ford Dealership because the Ford brand has been around for a long time, lots of people already own one, and the Ford Brand will continue to get a lot of attention.
A Negative Keyword list will protect you from Ford Historical Words
The Ford brand is over 100 years old and has had many models and types of vehicles. There are dozens of models and decades of cars you do not offer at your dealership. Why show expensive ads to people that are looking for a picture of an Edsel? Don’t with careful positive keyword selection and thorough negative keyword list addition. We have seen that there are models and years that generate a lot of interest and do not convert to a new or used car sale like Edsel, Falcon or Ranchero. The Mustang pony car is still sold so you have the be careful with adding it in your negative keyword list but with the models between 1965 through 1973 you can easily eliminate them unless for some reason you are a classic car dealer with a large assortment of these years cars to sell (unlikely). You can most likely add all years to your negative keyword list except what is currently offered and maybe the last year if you have a lot of past years cars around.
Negative Keywords prevent Maintenance and Improvement searches
Many of the best selling vehicles are Fords like the 32 year best selling F-150 truck. Several Ford Models been selling for decades with the same model number. Those owners will be searching for maintenance, tires, upgrades, and warranty work for the vehicles they already own. Even if you have a great service department that can service many years of vehicles you should be careful co-mingling the traffic that is service oriented and the traffic that is looking for a new vehicle. If you choose to have positive Ford keywords for service and parts you should have different ads and landing pages for those keywords. Using the Ford Negative Keyword List below will help remove traffic that is poor for converting to a vehicle sale.
Negative Keywords protect from Brand Excitement
Ford has been very successful at redesigning vehicles of even successful vehicles to be even better. They have strong sellers as small cars (Focus), midsize cars (Fusion) , crossovers (Escape, Explorer) and Trucks (F-150). When someone is shopping for a car they have a 1 in 6 likelihood to look that the Ford Brand at some time in their car shopping experience. Not quite all of these people will buy a Ford or buy a Ford from your Ford Dealership. So expensive traffic that is less likely to buy should be avoided. There is also a lot of excitement about the special performance vehicles that are currently made like the Focus ST and Shelby Mustangs. And there is a commitment by Ford to have 12 new high performance vehicles by the year 2020. As these 12 models get announced and receive more searches you should avoid paying for traffic for these even if eventually you will have some of those come to your dealership. There are also at times automobile themed movies and video games and Fords could have a role in them. These will most likely create traffic of people looking for pictures and videos of the stars, movie, or the cars in them, with little likelihood that the searcher will buy the model they are searching for. Excitement for a car brand is great if it brings buyers to your website that turn into buyers, but bad excitement can be countered by using the below negative keyword list.
Free Negative Keyword List of 77 phrases
This list of keywords will help control your spend by not showing your ads when people are including these words in their search term. With a brand like Ford there are many searches for images, videos, and parts since they have models with as many owners and fans as the Ford Mustang. But if you control the amount of times your ads shows and how many clicks you pay for you are much more likely to have a successful Google AdWords campaign at your Ford Dealership.