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Having an effective SEM strategy is essential for dealers to gain exposure based on the way consumers shop today. According to a September 2013 Google study, potential automotive shoppers will visit 24 sources on average before making any decisions. Dealer sites, search engines, and third party websites all had a substantially larger influence on consumer purchase behavior when compared to traditional types of advertising. Consumers are by far researching online now more than ever, and digital influence is huge. The goal here, is to keep customers on your website, and provide them with information they want, when they want it. Dealers must face the fact that potential customers will cross-shop, and they must be able to redirect attention back to their site once the consumer has moved on using retargeting techniques.
Relevancy is the key to winning the click after a search is conducted. If someone is looking for a 2010 Chevy Tahoe with a3rd row seating, dealers must make sure to provide relevant results using Google’s AdWords and other pay-per-click strategies. By keeping results relevant to consumer searches, dealers will be rewarded with increased click-through rates and a lower cost for AdWords (as Google’s pricing model is based on a quality score, which is a direct reflection of relevancy – the more relevant, the better your score, the smaller your cost – see YouTube video for explanation).
Recently, automotive industry leader, PureCars, has taken control of the digital market with a product proven to increase the relevancy of dealers’ inventory, thus improving their Google Quality Score. Proper utilization of PureCars’ groundbreaking product, known as SmartAdvertising™ will result in a 10 out of 10 Quality Score, meaning MORE clicks and dealers will pay LESS. The SmartAdvertising™ platform is a 3 part, fully-automated marketing machine that includes pay-per-click advertising, search retargeting, and site retargeting. As a company, PureCars resonates innovation, with a proven track record of dealer solutions and a firm mission to improve the car buying experience for everyone. As a product, SmartAdvertising™ has defined industry standards after being awarded 2013’s most innovative product at the DrivingSales Executive Summit this past October.
Visit Purecars.com/dealers for more details on Smart Advertising.