Reaching the Right Powersports Shoppers with Smart Bidding

Generate more conversions at a lower cost for your powersports dealership by focusing on the users you want to reach instead of the keywords you want them to search with Google Smart Bidding + Adpearance.

Focusing on the Right Users

With a Google Ads manual bidding strategy, there are a limited number of bidding signals like time, audience, device, location, and search query to analyze and inform your bidding approach. Smart Bidding has access to all of the same bidding signals, as well as dozens of net-new signals like OS, browser, and language data to inform bids in real-time based on user intent and their historical web activity across Google platforms.

Now you can advertise on more broad terms that apply to lots of users all across the buying journey without having to worry about empty leads because Smart Bidding is going to prioritize showing ads to in-market users who are most likely to convert.

For example, with a manual bidding strategy, it wouldn’t have been a good use of ad spend to advertise on “Harley.” It would have been seen as a high-volume search, right at the top of the funnel, with a low chance of converting. While that was the right approach to take given the tech available, it didn’t mean that there weren’t people ready to buy a motorcycle amongst the masses who searched “Harley.” With Smart Bidding, we can now advertise on a broad keyword like “Harley” and prioritize ad serving to the people who are likely to convert. 

By focusing on the user instead of the keyword, we are bringing higher-quality users to our clients’ sites. One dealership saw a 45% increase in the average session duration and a 51% increase in website goal conversions after adopting Adpearance’s approach to Smart Bidding.

Reigning in Smart Bidding

The machine learning that powers Smart Bidding has dramatically improved how well our clients’ ads perform, but it took time to leverage the tech in a way that generated quality leads. Simply switching to a Smart Bidding strategy isn’t enough to get the results you want and may actually increase costs. 

Adpearance’s unique approach to Smart Bidding and our account structures keeps the campaigns aligned with dealer priorities while allowing machine learning to optimize to the campaign types that will drive the highest engagement and most activity at the lowest cost. Premium conversion tracking provides Google with the maximum amount of conversion data available to further optimize each campaign for ideal performance.

Getting Started

If your advertising performance hasn’t significantly improved since Smart Bidding was rolled out, you should consider your digital advertising management. We have been able to improve our powersports client’s cost per conversion by 40% over the last year without performance ramp time.  Request a free digital analysis to learn how Smart Bidding + Adpearance can benefit your dealership.