Google Ads to Reach LAMs Motorcycle Buyers

LAMS (Learner Approved Motorcycle Scheme) bikes are the highest volume bike type sold in Australia. They can be a low-margin product as they tend to be cheaper than the full-bore bikes, with sub $10k being the magic number to achieve volume. The buyers tend to be younger (although there has been a rise in the 45+ ‘return to riding’ buyer in the past few years) and more budget or price-conscious. This trait extends into parts and merchandise, as these consumers buy less, and buy the cheaper options. 

Having said all that, targeting the LAMS bike buyer offers a lot of advantages to both dealers and OEMs. For a start, targeting the LAMs buyer allows bike dealers and OEMs to reach people who are beginning a, hopefully, multi-decade life of bike ownership, and allows them to build relationships with these bike buyers as they enter the market. 

Google Ads are a very effective way to reach these buyers as they enter the motorcycle market. Below are 20 higher volume keywords to consider when targeting the LAMS buyer with SEM. It is interesting to note that 2 of the top 5 terms are models and that 2 of the models in the top 7 search terms are no longer sold by the OEM, indicating that these are buyers of used bikes. Other high-volume terms (not included here) are terms around permits and licensing.

Early in the planning stage of designing your campaign, consideration is going to need to be made on which terms to target (do we target competitors? Can we make buyers switch brands? What messaging is required? Can we move a potential used buyer to a new bike?) and how to structure the selected keywords, as well as which ones to block to make sure the right buyers are hit.

Advertising on the Google Display Network can also be very rewarding. The bike industry is a passion industry, and as such, there are thousands of motorcycle websites available to target these users.