Yeah, it's a little dated and definitely not auto-centric. I'd challenge dealers to take a look at their AdWords campaigns to see if your agency has installed extensions, they can useful. The majority of dealer ads that I see don't have extensions installed.
To be fair, it's been quite a while since I've seen an automotive agency not use extensions. Granted they may not use them to their fullest potential. The issue I come across most is poorly segmented accounts and too broad of targeting with subpar negative keyword lists.
Not sure where you're looking. I find most automotive AW campaigns (whether done in-house or outsourced) lacking of not only extensions, but ads pulling from an inventory source, detailing actual stock. Lack of details. I think that's getting better with education, but still lacking. I think we are agreeing here.To be fair, it's been quite a while since I've seen an automotive agency not use extensions. Granted they may not use them to their fullest potential. The issue I come across most is poorly segmented accounts and too broad of targeting with subpar negative keyword lists.
That's why we decided to move most of our group's paid search in-house and subsequently experienced a huge performance improvement. I know I'm always skeptical when someone on a forum says that so I'm attaching a screenshot to show that our average CTR this month on 140K searches was 14%. The engagement once they get on our website is even better because the traffic is much more relevant.
^ I filtered out display and video campaigns.
