This is a question we get all the time. It may actually be an impossible question to answer. We certainly would love to offer something other than, “It depends.” So, instead of getting into a drawn out review of all the finer points, we’ve developed a list of 20 variables, in no particular order, that can contribute to your PPC budget:
- Percent of the population in the market for a car
- The brand your dealership represents and the percentage of the market it represents
- The type of market you are in: Metro, Fringe, Rural
- Consistency of your traditional marketing
- How well your website converts
- How well your team sets appointments
- How often those appointments turn to sales
- Competitive budgets
- Competitive campaign targets
- Tier 2 spending
- The technology penetration in your market
- Total used car inventory
- Used car inventory under $12,000
- Availability of in-demand new cars
- Seasonality of your market
- The type of traffic you want to target
- How many search platforms you buy
- Strategy: Saturation or Extended Visibility
- Inclusion of Retargeting
- Inclusion of Video PPC
This is by no means an exhaustive list, so if you have any other variables that might affect how much you spend, please click the button below and share them on our Facebook page.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
