I’m the kind of girl who has always enjoyed keeping up with the latest trends. However, now that I’ve entered the world of search engine marketing, I’ve switched my trendy eye from fashion to PPC and the automotive industry. Who has time for an Emmy pre-show when there is Nissan year-end sale ad copy to create? I’ve learned that trends in the auto industry are just as hard to keep up with, and if you do not stay current, major opportunities are lost.

A great example comes from fluctuating gas prices. Fuel-efficient cars are very stylish when it comes time to pull out the credit card at the pump. So when summer 2008 saw a huge spike in gas prices, interest for hybrid & alternative fuel vehicles naturally increased through news coverage and events. It was our job to provide an Internet presence for our clients offering these types of vehicles through effective ad copy.

Now, think back to the summer of 2009. “Cash for Clunkers” erupted onto the automotive scene and customers immediately wanted to take advantage of this deal. This meant that campaigns, ad groups, keywords and ad copy needed to be created ASAP to reflect the new trade-in opportunity or our clients risked missing huge online marketing opportunity.  By capturing early interest in the “Cash for Clunkers” program with a paid search campaign, we shifted and expanded our clients’ campaign dollars to take full advantage of the instant spike in the number of searches for terms related to that program.


With the summer of 2010 coming to a close, it’s time to think about fall/winter PPC trends. Located in the Midwest, we experience all four seasons, and so do many of our clients.

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Better than Toyota of Anytown Parts and Accessories, right? Proactive always beats reactive with online advertising, and using my compelling ad text speaks to potential buyers in a relevant way. This creates less work for the client, and gives them the satisfaction of them knowing their PPC agency keeping up with their industry trends. This fall/winter, all-weather floor mats are all the rage instead of khaki trench coats.

And we may not even know the biggest trend for the next season. So many factors can affect what car owners and shoppers are searching for, but in order to keep PPC campaigns running at their highest efficiency, we stay on top of relevant search trends. Setting up a dealership AdWords campaign and forgetting about it only gives forgettable results. The difference in an exceptional PPC campaign and an average one is attention to detail and quick, dynamic adaptation to trends.