Smarter PPC Strategies for Harley-Davidson Dealers That Actually Convert
Harley-Davidson is more than just a motorcycle brand; it’s an identity, a lifestyle, and a premium product with a specific audience. For dealerships marketing Harley-Davidson inventory, traditional PPC strategies used for other motorcycles or automotive campaigns often fall short. At Premier Online Marketing, we’ve spent years refining an approach specifically tailored to Harley-Davidson dealers. That means smarter targeting, cleaner segmentation, and a deeper understanding of both the customer experience and the sales journey. If you’re ready to take your results to the next level, reach out to set up a discovery call today.
Highlight the Premium Nature of the Product
Harley-Davidson motorcycles come at a high price point, with many models over $15,000 or even more with accessories and customizations. Unlike other powersports brands that cater to a wide audience, Harley-Davidson targets a specific buyer demographic.
This underscores the importance of keyword and audience refinement. Dealers shouldn’t cast a wide net that attracts low-intent clicks. Instead, they should build campaigns that hone in on real buyers who match the financial profile of a Harley-Davidson customer.
Segment Keywords Thoughtfully
At a foundational level, every Harley-Davidson PPC campaign should include five primary keyword categories:
- Brand Terms – These include the dealership’s name and location. While they convert well, they should only make up a small portion of the budget since SEO typically captures this traffic.
- Dealer Terms – Phrases like “Harley-Davidson dealer near Austin” or “Harley-Davidson dealership in Dallas” signal high intent and typically drive the most conversions.
- New Inventory – These should be segmented by model line: Touring, Cruiser, Sport, Trike, and Adventure. Each appeals to different riders with distinct price points and behaviors.
- Used Inventory – Terms like “Used Harley-Davidson Lowrider” or “Pre-owned Harley-Davidson Sportster” represent a highly engaged segment of searchers.
- Finance Terms – Queries related to “Harley-Davidson financing” often indicate a buyer close to making a decision.
By keeping these categories clear and segmented, marketers can match messaging, bids, and strategy to appeal to these different groups more effectively.
Apply Smart Use of Negative Keywords
Budget waste is a common problem in under-optimized PPC campaigns. Dealers can avoid this by proactively filtering out low-intent or irrelevant traffic. This includes searches for “Harley-Davidson apparel,” “cheap motorcycles,” “Harley-Davidson under $3,000” and other keywords that do not align with the average Harley-Davidson buyer or dealership goals.
Leverage Sales and CRM Data for Geo Targeting
One of the most powerful tools in Harley-Davidson PPC is often underutilized: CRM and historical sales data. Instead of targeting an entire metro area, dealerships can analyze which ZIP codes consistently generate the highest revenue. Campaigns should prioritize these “conversion hot zones” and adjust spend accordingly.
Additionally, pump-in/pump-out reports give you insight into where competitors are gaining traction. It’s important to perform monthly reviews of this data to both protect existing market share and identify new opportunities.
Use Scheduling and Demographics to Improve ROI
Dealerships don’t typically answer phones at 2am, so why spend money on clicks at that hour? Premier Online Marketing recommends scheduling ads between 6am and 11pm, with the heaviest focus around midday when call volume is highest. Lower bids can be applied overnight to preserve visibility while managing spend.
Demographics are also key. Most Harley-Davidson buyers skew older and male, often within higher income brackets. Campaigns should use bid adjustments to prioritize these segments once conversion data is available.
Refine Remarketing with Specific Creative
Remarketing is essential, particularly for higher-priced models where buyers require more touch points. It’s important to go beyond generic banners and develop creative ads for specific models or inventory lines. We recommend refreshing creative content quarterly and using a mix of static and video ads to re-engage visitors who have shown genuine interest.
Premier Online Marketing’s approach to Harley-Davidson PPC is rooted in data, years of experience, and relentless refinement. With thoughtful segmentation, strategic targeting, and intelligent optimization, dealerships can build campaigns that not only drive traffic, but meaningful conversions.