Contextual advertising for a car parts store

Search and PPC advertising can bring the most income to the owner of an online auto parts store. This is due to the fact that people on the Internet are mostly looking for a specific car part for a specific car.

What campaigns should you set up to advertise your auto parts store?

• Shopping campaigns. Product campaigns work well for a large assortment of goods, taking into account the number of car brands, their models, and the auto parts themselves. They allow you to automate the display of different ads for different user requests. Another advantage of product advertising is that the user can look at the photo of the spare part, compare the price of the product on your website and on the websites of other stores.
• Search campaigns. It is very important to carefully work out the semantics before launching advertising. When choosing keywords, consider as many query variants as possible that users can use to search for auto parts on the Internet. A person can search for the same product as «spare parts for Audi» or «original rims for Audi model X 2000 VIN code *****».
• Branded search campaigns. This is another effective type of contextual advertising for an online auto parts store. A branded search campaign is aimed at queries such as «auto parts for BMW», «wheels for Ford», etc.
• Display campaigns. Performance Max, contextual advertising on YouTube will help to promote an online auto parts store or a particular brand. PPC advertising in the form of banners and videos does not lead to direct sales, but it improves brand awareness, helps to influence the remarketing audience, and brings users to the store from the websites of partners and competitors.

Setting up a budget requires some experience in contextual advertising. Due to the high competition among online auto parts stores, keyword bids can be really high.

The following steps can help you limit the cost of PPC advertising:

• Skillful use of keywords in a broad and precise match, an exhaustive list of negative keywords.
• Use of geotargeting. It is especially difficult to compete with auto parts stores in large cities. Geo-targeting will help you narrow down the circle for contextual advertising. You can limit the location to 2-5 km around the store or specify the city district in PPC ads.
• Remarketing. This is an important way to make contextual advertising cheaper and more competitive. For those who have been to the online store, remind them of the abandoned items in the cart, offer to return and complete the purchase of auto parts with a discount or free delivery.
• Promotions. Discounts for the purchase of several products, upsells, if individual parts are inexpensive, work well. For marketing, it is important to understand what auto parts are needed for a certain type of car maintenance, to understand related products and consumables.
• If you have a high volume of goods in your store, we recommend using automated strategies and dynamic ads. This will allow you to reach a large number of users on the Internet, show each of them PPC ads that match their intentions.

A larger budget should be allocated for contextual advertising of the store before promotional events or seasonal sales of goods, such as batteries in winter, tires in spring and autumn.

Some spare parts are expensive, so attracting new customers will require investment. However, the value of the conversion, i.e. the store’s sales revenue and profitability, may even increase.

Many offers from other auto parts stores require the advertiser to ensure that the website works flawlessly, prices are competitive, delivery is profitable and fast, and users can consult before making a purchase.

Business promotion directly depends on how convenient it is for users to order and buy auto parts in an online store. That’s why you need to add a high-quality store website to “strong” contextual advertising. It is especially important to pay attention to the following things:

• Convenient search for auto parts on the website or in the online store. You can segment spare parts by brands, product groups, and purpose.
• Online consultation on the store’s website. It is important to provide site visitors with the opportunity to quickly get advice on auto parts, especially on their compatibility. Many car owners do not understand the intricacies, so they would like to talk to a specialist before buying.
• Possibility of delivery and its favorable conditions, a guarantee of return of auto parts that do not fit.
• Photos and detailed descriptions for each auto part, a list of car models to which it fits, price and manufacturer (original or analog).
• Reviews about the store and auto parts. Positive feedback about the product from people who have already purchased car parts from the store will increase the credibility of the site and your ranking among competitors.
• Fast loading of website pages.
• Correct operation of the store’s website on mobile devices.

No advertising will work effectively without feedback and analysis. Analytics allows you to control the effectiveness of advertising costs. Timely disabling of campaigns, ads, and keywords that do not work helps to achieve results without overpayments. It is worth conducting experiments, launching campaigns in test mode to find the most cost-effective and converting forms of contextual advertising for an online auto parts store.

You need to analyze the main indicators of contextual advertising on a regular basis:

• CPC – how much you as an advertiser pay per click.
• CTR – how good your keywords and ads are, and whether they can be improved.
• CV – how many conversions you get on the website of an auto parts store thanks to contextual advertising.
• Cost per conversion – how much you spend on PPC advertising to get 1 conversion.
• Conversion value – how much profit you get per 1 conversion on the store’s website.
• Number of clicks and number of ad impressions – whether people see your contextual ads and click on them. If not, what is the reason.
• When sales are more frequent – months, days of the week, hours. For these periods, you can set a larger budget and increase the number of impressions of your store’s contextual ads.