Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
As many dealership marketers know, search campaigns are a necessary part of a multi-channel marketing strategy. The danger with search campaigns is the potential for pay-per-clicks to become very expensive, which tends to happen when marketing vendors use a single strategy for all dealerships, and set up campaigns as…Continue
Added by Courtney Evans on March 1, 2019 at 7:00am — No Comments
For all of its complexities, the core of a successful paid search campaign is simple:
Added by Dane Saville on September 19, 2018 at 6:02am — No Comments
He was concerned that he may be losing money on keyword selection based on the analysis. As I explained to him there is some confusion out…Continue
Added by Kelly Kleinman on April 4, 2018 at 8:00am — No Comments
For most dealers, ranking organically for search terms is difficult because their websites are optimized for sales and…Continue
Added by Scot Eisenfelder on April 4, 2018 at 6:30am — No Comments
Added by Steve White on January 9, 2017 at 6:36am — No Comments
While participating in a meeting during NADA 2015 in San Francisco, I challenged Brian Pasch's assertion that car dealers should not invest too much time or energy on Pay-per-Click Search Engine Advertising strategy or tactics... Almost a year and a half later, I believe Brian has come to understand why I still work so diligently at educating dealers about…Continue
Added by Ralph Paglia on April 22, 2016 at 11:50am — No Comments
It's time for a reality check.
I’d like to begin with pointing out the fact that more often than we realize, the correct solution to a problem is both obvious and simple. We live in a common sense world, but I think…
I sat down recently with one of our Digital Performance Managers, Kelly, to get an inside look an inside look at her daily life and best practices.
Kelly was asked what she feels as the most important aspects of her job, which she stated, “I think the most important part of my job is helping our clients. We play a role in generating leads for…Continue
Added by Paul Potratz on October 13, 2015 at 6:30am — No Comments
With every year that passes, we’ve seen consumers increase their research and online activity exponentially and it has become increasingly difficult to discover true attribution when analyzing exactly what drove a specific customer into a dealership.
Marketing today mandates an…Continue
In the world of digital advertising, there are three primary components: targeting, messaging, and landing pages. So much emphasis is put on targeting such as PPC keywords or display ad placement. After that, the focus is often placed on the landing page, particularly with the debate over whether to point visitors towards a specific landing page or directly into…Continue
There have been several studies in the automotive industry that have conclusively answered this question with hard data and compelling reasons why it is the way it is. Unfortunately, these "conclusive" studies often point in opposite directions and always seem to be conducted by companies that lean in one direction or the other.
Which is better for search PPC,…Continue
It’s no secret I have never been a huge fan of PPC or Google Adwords. Don’t get me wrong, I feel they have their place but what I have typically struggled with is the lack of transparency in this area of digital marketing. Dealerships have blindly set budgets not even knowing the fees being charged by their vendor or the true results of the campaigns placed…Continue
Over the last month, there has been a lot of noise about the lack of transparency between some SEM companies and their automotive clients.
Showroom Logic founder Patrick Bennett provides an insightful look at why it's critical for a dealer to have access to have more than just access to their Google Analytics account - they need access to their Google Adwords and Bing Ads accounts, as well.
He discusses why Adwords tools such as Quality Score need to be actively monitored by…Continue
Added by Robert Monson on May 27, 2015 at 8:48am — No Comments
When you have two people who have combined for over two decades of working with automotive website providers, you would think that they the company they would build together would be another website provider. It wasn't. There's a reason for this.
Search and social are the marketing venues we chose to pursue for one big reason: minimal parody. Car dealers have…Continue
Its’ Friday and I thought it’d be fun to show everyone the most common Paid Search mistake I see. This mistake is, by far, the most common and sometimes, it drives me insane thinking about it. Seriously, if your Paid Search vendor makes this mistake, you need to find someone who really works for the management fee they charge.
This mistake is almost guaranteed to make the shopper hit the back button and wastes your budget dollars. So what am I talking about? I’m talking about…Continue
Our Paid Search team just forwarded this article to me this morning:
It outlines Google's new third-party policy that starts in November 2014. This is a big win for dealers and I'm really glad to see this.
Added by Carl Maeda on October 15, 2014 at 10:50am — No Comments
Nobody likes to waste money.
So why is it that we spend a ton of money on PPC (or SEM) campaigns to get people onto the website and then don’t get much thought into where these people land? Most vendors just look for an existing page on the site to send the customer to. Or worse, send the customer to the homepage. Instead of choosing a page that already exists, why not actually build landing pages that are tailored specifically for the keyword, intent, and ad that the user clicks…Continue
Added by Carl Maeda on September 18, 2014 at 5:41pm — No Comments
You did it. You found few companies, did your due diligence and selected a company to handle your PPC efforts. Six months later, the honeymoon is over and you aren’t quite sure what the agency has done recently. Are they actually doing the work they sold you on. Well, here are some quick ways for you to find out if your account is getting the cold shoulder from your agency. Of course, this all depends if you have access to your account. If you don’t have access, well that’s…Continue
Added by Dmitriy Gamarnik on August 4, 2014 at 8:07am — No Comments
I really don't know who I'm going to offend on this one. We've been researching so many vendors over the last couple of months that work with chat, lead-gen widgets, and website platforms themselves that we haven't taken the time to explore PPC vendors. Maybe that's why I was blindsided to find out that there are at least two vendors out there charging 20% and one…Continue
Consumers today are increasingly becoming finicky about where and how they want to communicate. While the past may have seen a traditional print ad performing well on its own, that’s increasingly not the case. Data supports the fact that consumers are all over the place and successful marketers know that their message needs to be at every potential touch point possible. The…Continue
Added by Scott T. Joseph on March 26, 2014 at 7:22am — No Comments