Is OVER good for Automotive clients?

Overture, Automotive, P4P, bidding, brands,

[robyn_99]

I am planning a media campaign for an auto manufacturer and am trying to figure out whether or not to use Overture as part of the plan. I have heard great things for some big brands and trying to assess if I should use P4P as part of this buy.

I'd be promoting multiple car models and am not sure what the best way to do this would be? Should I place different bids on each of the models? Should I emphasize one over the others? What about promoting generic words like auto?

[tommyscholar]

You should research any marketing info on amount of cars purchased directly through or as a result of the web. (try google) If their is a market then it's worth it.

Tom

[Shak]

Overture is as good or bad as you want it to be.

I would suggest doing lots of homework 1st, as the competition is bound to be quite aggresive.

I would also NOT advise on bidding for words such as Autos or Cars, but instead go for phrases such as:

"find cheap jeep" or "New Audi S4"

hope that makes some sort of sense.

Its very easy to burn money on OV if you dont get your sums right, and ALWAYS use a tracking script to monitor ROI.

Good luck

Shak

[skibum]

It's gonna depend on the goals of the campaign. Are they looking for traffic to the site? Will there be some other measurable conversion event? Brochure downloads maybe?

Are they referring online (linking) to dealers or passing leads collected on the site to dealers, looking for direct orders?

Is it to build awareness of new models in the marketplace?

I'd almost defintely use Overture. I'd go for all variations of the model/brand and phrases with attributes of the brand/model, luxury, SUV, safe, budget, economy, compact, mid sized, efficient, electric, hybrid, 2003.

If ya get a chance it wouldn't hurt to talk to people at the company, find out what they think are the most important attributes, check out letters to the company to see what kind of terms they use to describe the cars, and of course use the Overture keyword tool to take that type of info and find the related terms people use to search on the Overture network.

Overture will give you a proposal which will probably be on the high and need to be cut back and modified to really hit the mark.

Let it run for a month or two, track the conversions or goals and then make adjustments as needed.