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Prentice,You are assuming that dealers have conversions set-up, and/or even their Analytics account linked and importing goals to Adwords. In most cases NOT -- at least very few actually do AND pay attention. And, if they have a vendor do it for them - most vendors probably don't take the time to show to ability to city/zip target and do bid modifiers. For the vendor it is easier to do a radius.However...I do agree with you. But, I usually start with a radius and then use the location report "where your users were" to add, exclude, and bid modify as needed. You will have your core locations that perform well with-in 90 days IMO.You can also overlay this with mapped data from the DMS for solds and bid modify based on higher or lower grosses and number of units sold. Example: 120 clicks does nothing for you if you didnt get them in the door to sell them a vehicle.There are probably 99 different ways to do it, and it will vary greatly from make, location, rural, city....each dealership just needs to decide what THEY are comfortable with.
Prentice,
You are assuming that dealers have conversions set-up, and/or even their Analytics account linked and importing goals to Adwords. In most cases NOT -- at least very few actually do AND pay attention. And, if they have a vendor do it for them - most vendors probably don't take the time to show to ability to city/zip target and do bid modifiers. For the vendor it is easier to do a radius.
However...I do agree with you. But, I usually start with a radius and then use the location report "where your users were" to add, exclude, and bid modify as needed. You will have your core locations that perform well with-in 90 days IMO.
You can also overlay this with mapped data from the DMS for solds and bid modify based on higher or lower grosses and number of units sold. Example: 120 clicks does nothing for you if you didnt get them in the door to sell them a vehicle.
There are probably 99 different ways to do it, and it will vary greatly from make, location, rural, city....each dealership just needs to decide what THEY are comfortable with.