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Should you own your name in Paid Search?
The short answer is Yes.
I’ve heard both sides of the argument, but recently released research makes the topic relevant again.
Google’s greatness is predicated on relevance. Give people what they want and consumers, advertisers and dealers walk away happy. So if someone wants to find your dealership, why wouldn’t you make the
system foolproof and give them what they want?
Don’t over think this and outsmart yourself on this one, because consumers don’t have or won’t make the time to figure it out.
Based on the paid search phone calls I’ve listened to, people call the first number they see—for sales, service, directions. If it’s close to what they ask for and they get something close to what they want--they make the call.
So why should we pay for something that we otherwise get for free in the organic listings? Think of it this way, even though you’re #1 organically you’re actually no higher than #4 in the overall listings due to the sponsored links.
While YOU are a more sophisticated user and probably avoid Sponsored Links the majority of the population doesn’t.
That’s why Google’s Market Capitalization is more than a $150 billion and their shares trade at just under $500 per. If Sponsored Links, Google’s primary source of revenue, didn’t work they wouldn’t be worth quite so much.
. . . and those listings only cost you somewhere between 25 and 50 cents per click.
Do I want to take the chance that customers that already know my name also know to skip the first three Sponsored Links? Not here. In the land of smart phones customers want to dumb down the process to get to a number quickly and the first number is king. Convenience rules.
Given the amount of time, money and energy that we spend on traditional advertising--an additional 50 cents per click can make sure that the people that remember your name can actually find you.
Jim Flint is the Corporate Director of Interactive Sales & Marketing for the
John Eagle Dealerships and represents stores in Dallas, Texas; Houston, Texas
and Panama City, Florida.