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Many car dealers are using Google Adwords as part of their advertising strategy yet there are still some website platforms that don't natively support replaceable phone numbers for paid search campaigns.
When a consumer clicks on a paid search advertisement, banner ad, or retargeting campaign to visit the dealership website, you want to be able to have the phone numbers "change" everywhere on the website for that visitor session. This is because you want to associate the call with the click.
Why is this important?
It's critical because consumers are calling more than they are completing lead forms.
Here is data from October 2012 for four dealers that using Google Adwords that breaks out the leads generated by paid search into calls and form leads.
This is not a new revelation for many readers but I would estimate that over 25% of Adwords campaigns being operated on behalf of dealers do not have phone tracking installed.
The second reminder for readers seeing the data table above is the importance of phone skills and phone scripts that increase appointments. In the past year, working with Jerry Thibeau, PCG clients have seen appointment rates double as a result of phone training and accountability.
So, if you have a heavy investment in paid search, doesn't it make sense to put an equivalent emphasis on phone skills and clear customer communication strategies if your PPC campaigns are making the phone ring?