--- title: Stay in Your Lane - Smart Paid Search description: December 2018-Paid Search can be a battlefield in terms of advertising budget. Big players, like OEMs, have the budget to invest and beat out smaller competitors like individual dealerships. So how do you compete with a smaller budget? Read more to learn how to win high purchase intent conversions. image: https://blog.gsmarketing.com/hubfs/Blog%20-%20PaidSearch_StayInYourLane-01.jpg --- [![GSM_Logo_No Tagline](https://blog.gsmarketing.com/hubfs/GSM_Logo_No%20Tagline.png) ![GSM_Lockup_Vertical_White-01](https://blog.gsmarketing.com/hubfs/Logos/GSM_Lockup_Vertical_White-01.png) ![GSM_Logo_No Tagline](https://blog.gsmarketing.com/hubfs/GSM_Logo_No%20Tagline.png) ](https://www.gsmarketing.com) [![Contact Us](https://no-cache.hubspot.com/cta/default/4009182/5d8e5119-2b88-45b2-8a83-c34cb991a098.png)](https://cta-redirect.hubspot.com/cta/redirect/4009182/5d8e5119-2b88-45b2-8a83-c34cb991a098) #### Digital #### Direct #### Data ### Resources With over 30 years of industry experience, we want to share effective marketing practices and actionable insights for your business. #### Case Studies Read our case studies to see how we have helped our partners. 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[![Watch Our Videos](https://no-cache.hubspot.com/cta/default/4009182/a6bf7b2a-24b6-4602-93c2-53411f62e13b.png)](https://cta-redirect.hubspot.com/cta/redirect/4009182/a6bf7b2a-24b6-4602-93c2-53411f62e13b) #### Company #### Partnership #### Careers ## Blog ###### 3 min read # [Stay in Your Lane - Smart Paid Search](https://blog.gsmarketing.com/blog/stay-in-your-lane-smart-paid-search) 12/17/18 7:20 AM - [Tweet](https://twitter.com/share) Manufacturers and dealer groups spend millions of dollars to [drive search results](https://www.gsmarketing.com/paid-search) for their brands and their regions. However, all too often, dealerships are bidding on the same terms- competing with their OEMs for visibility. For most dealerships, it’s hard to come close to competing with OEM ad dollars. Looking for help with [Paid Search](https://www.gsmarketing.com/paid-search)? GSM has your back! Enjoy a [Free Paid Search Evaluation](https://info.gsmarketing.com/free-paid-search-evaluation) or listen to our webinar: [4 Keys to Qualified Leads with Paid Search](https://info.gsmarketing.com/4-keys-to-qualified-leads-for-paid-search-success) To win high-converting consumers, you need to [own your backyard](https://www.gsmarketing.com/portfolio-item/dominating-your-digital-backyard). Winning over local consumers starts with focusing on terms that relate to your Primary Marketing Area (PMA). Let your OEM or manufacturer take on the broad, high-funnel search terms typically used by searchers who are farther from making a final purchase or service decision. High-funnel search terms are general and indicate a consumer that is not close to final purchase or conversion – whether that’s buying a new car or coming in for service. For example, someone searching “Honda Civic” or “Toyota Camry” is still in the research phase. He or she is likely browsing options for their next car, instead of committing to a vehicle purchase. Save your ad-spend and leave the broad, unspecific search terms for your OEM. In contrast, “Used Toyota Camry Beaumont” is what you should bid on – these people already know they want a Camry, used, and are looking for a local dealership with the best offer. These consumers are further down the purchase funnel and have a much higher chance of converting, ultimately helping your conversion rate. ![PaidSearchSpecifics-02](https://blog.gsmarketing.com/hs-fs/hubfs/PaidSearchSpecifics-02.jpg?width=2500&name=PaidSearchSpecifics-02.jpg) The more specific the search, the closer the individual is to purchase or service – this indicates someone knows exactly what they want and needs to find a dealership that has it. Consider search phrases or terms that include **location** (city, state, region), **vehicle condition** (new, used), **model year**, **service or parts** (oil change, brake pads, battery) and even **style/customization** (lifted, spoiler, with sunroof, leather seating). These specifics, or combinations of them, all point to a consumer that is ready to make a decision. **Paid Search doesn’t have to be hard – it has to be smart.**      Looking for help with [Paid Search](https://www.gsmarketing.com/paid-search)? GSM has your back! Enjoy a [Free Paid Search Evaluation](https://info.gsmarketing.com/free-paid-search-evaluation) or listen to our webinar: [4 Keys to Qualified Leads with Paid Search](https://info.gsmarketing.com/4-keys-to-qualified-leads-for-paid-search-success) Topics: [Best Practices](https://blog.gsmarketing.com/blog/topic/best-practices) [Conquest](https://blog.gsmarketing.com/blog/topic/conquest) [Digital](https://blog.gsmarketing.com/blog/topic/digital) [Paid Search](https://blog.gsmarketing.com/blog/topic/paid-search) ![GSM](https://blog.gsmarketing.com/hs-fs/hubfs/GSMG-2-01.png?width=100&height=100&name=GSMG-2-01.png) ##### Written by [GSM](https://blog.gsmarketing.com/blog/author/gsm) ###### [** Previous Post](https://blog.gsmarketing.com/blog/gsm-honored-as-a-2018-houston-chronicle-top-workplace) [![](https://blog.gsmarketing.com/hubfs/Blog%20-%20Top%20Workpace%202018-01.jpg) ](https://blog.gsmarketing.com/blog/gsm-honored-as-a-2018-houston-chronicle-top-workplace) ###### [GSM Honored as a 2018 Houston Chronicle Top Workplace](https://blog.gsmarketing.com/blog/gsm-honored-as-a-2018-houston-chronicle-top-workplace) ###### [Next Post **](https://blog.gsmarketing.com/blog/gsms-year-end-events) [![](https://blog.gsmarketing.com/hubfs/Blog%20-%20Year-End_2018-01.jpg) ](https://blog.gsmarketing.com/blog/gsms-year-end-events) ###### [GSM's Year-End Events](https://blog.gsmarketing.com/blog/gsms-year-end-events) ### Post a Comment ### Posts by Tag - [Best Practices (51)](https://blog.gsmarketing.com/blog/tag/best-practices) - [Conquest (18)](https://blog.gsmarketing.com/blog/tag/conquest) - [Data (5)](https://blog.gsmarketing.com/blog/tag/data) - [Data Security (2)](https://blog.gsmarketing.com/blog/tag/data-security) - [Digital (39)](https://blog.gsmarketing.com/blog/tag/digital) - [Direct Mail (7)](https://blog.gsmarketing.com/blog/tag/direct-mail) - [Direct Marketing (9)](https://blog.gsmarketing.com/blog/tag/direct-marketing) - [Display Advertising (1)](https://blog.gsmarketing.com/blog/tag/display-advertising) - [Email (5)](https://blog.gsmarketing.com/blog/tag/email) - [Fixed-Ops Marketing (6)](https://blog.gsmarketing.com/blog/tag/fixed-ops-marketing) - [Front-End Marketing (6)](https://blog.gsmarketing.com/blog/tag/front-end-marketing) - [GSM Culture (16)](https://blog.gsmarketing.com/blog/tag/gsm-culture) - [Lifecycle Marketing (11)](https://blog.gsmarketing.com/blog/tag/lifecycle-marketing) - [Mobile (4)](https://blog.gsmarketing.com/blog/tag/mobile) - [Omnichannel (6)](https://blog.gsmarketing.com/blog/tag/omnichannel) - [Paid Search (11)](https://blog.gsmarketing.com/blog/tag/paid-search) - [Recalls (1)](https://blog.gsmarketing.com/blog/tag/recalls) - [Retargeting (5)](https://blog.gsmarketing.com/blog/tag/retargeting) - [Retention (17)](https://blog.gsmarketing.com/blog/tag/retention) - [SEO (2)](https://blog.gsmarketing.com/blog/tag/seo) - [Social (8)](https://blog.gsmarketing.com/blog/tag/social) ### Featured ### Sign up for updates ![](https://blog.gsmarketing.com/hubfs/Logos/WhiteLogo-04.png) We’re an automotive marketing company that helps our clients win with data-driven strategy, technology, and creative—backed by three decades of working with the best brands in the automotive industry. 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