Automotive Digital Marketing ProCom

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When is Pay Per Click Search Advertising Right For Your Dealership? When is it NOT Right For Your Dealership?

One of my job functions is recommending online marketing strategies for specific dealership situations. Over the last ten years, I’ve looked at a lot of different dealership situations, selling a wide range of brands. In many of these situations, we provide a comprehensive search engine ranking analysis, scope of work proposal and an investment summary. In most cases, we suggest an integrated digital marketing package: PPC Search, SEO, Behavioral Targeting, Contextual Placement, Ad Networks, Call Tracking, Social Media, Reputation Management, Microsites, Email Marketing, NetTrack ILM and Omniture Analytics.

But some dealers have too limited a budget, have inventory constraints or are located in an area where not all of these strategies make sense. So... When do we recommend pay per click search engine advertising, and when do we advise dealers that they should NOT use PPC?

Find more videos like this on Automotive Digital Marketing Professional Community (ADM)
Pay Per Click Is An Outstanding Strategy When…

1. You need traffic immediately... Right Now!

Other methods like SEO and social media can take months to bring people in. Compared to SEO, which has great long term benefits, PPC provides highly targeted instant marketing gratification. If your dealership has a new site, or a new specialized microsite and needs traffic now, use pay per click search advertising. It’s also a good way to get a head start on evaluating your site to see if it converts visitors into leads and phone calls effectively. With PPC search advertising you can "juice" the traffic volumes on a fairly immediate basis to measure the percentage of visitors who do what you want them to do... What we call Key Buying Activities (KBA).

2. When Your Website or Microsite Has Been Built With Crystal Clear KBA's..

If you’re trying to get car shoppers to fill out lead generation forms, that’s a pretty clear goal. The more KBA goals you have within one website structure, the vaguer they become, and the less they can be achieved online, the more trouble you’ll have optimizing. Which is one of the basic benefits that a dealer microsite strategy offers, the ability to focus on as little as 2 to 5 Key Buying Activity (KBA) objectives. You should use call tracking on all websites, microsites and landing pages to track when the leads come in on the phone.

3. You Have New or Used Makes and Models that People are Already Looking for Online...

If the vehicles you sell are well known, there should be enough searches for them. Dealers need to get hundreds of clicks per month in their PPC search campaigns to optimize frequently enough to get great results. To get that many clicks, you need vehicle makes and models that generate thousands of monthly online searches.

4. You Want the Opportunity to Set Up Sales Prospects...

Dealers can focus on PPC Search Advertising or Search Engine Optimization... Or use both to make each of them more effective. But for the same keyword searches, PPC sponsored link search engine ads provide a distinct advantage over organically ranked search listings. Dealers can customize and test which PPC search ads do the best job of driving qualified prospect traffic to your sites. I find it surprising that many so called Search Engine Experts find this surprising, but a good PPC search engine ad can easily lead to 5-10x the ROI of a bad ad. Just like any other advertising medium, if the dealer's message sucks, then so will the ROI. The problem with all Digital Advertising is that you will know exactly how bad your ads suck when you see the reports and metrics! A bad ad served more efficiently in one medium than another, simply has a greater negative impact!

Dealers can test website meta descriptions and their effects on natural search visitors, but you’d have to either create the system - especially if you want to split test them during the same time period. With Google Adwords the ability to test various website changes and their impact on KBA's is already set up for you in AdGroups.

Google Automotive Dealership Case Study: GoogleDealerOnlineMarketingCaseStudy-2007AutoExecSummit.pdf
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About the Automotive Digital Marketing Professional Community

The Automotive Digital Marketing (ADM) Professional Community website is built on a perpetually growing"Viral Expansion Loop" Networking Platform and serves Car Dealers, Dealership General Managers and their management teams, including Internet Sales Managers, BDC Managers, Marketing Managers, Sales Managers, Service Managers, Service Advisers, Parts Managers, Fixed Operations Directors and their teams. Launched at the beginning of January 2008, ADM has emerged as a valuable and proven resource for the entire spectrum of automotive marketing and Internet sales related professionals. Interactive Media and eCommerce Professionals at car companies (OEM) and tier 1 and 2 advertising agencies who want to see, hear and read what the best Digital and Interactive Marketing professionals in the automotive industry have to say about relevant and timely topics visit ADM on a regular basis or subscribe to the many RSS feeds available within the ADM community.

ADM is a great place for Tier 1, Tier 2 and Tier 3 automotive marketing and advertising practitioners, as well as Webmasters, dealer web site managers, automotive software developers and information technology solution designers to get new ideas and stay up to date on the challenges facing retail automotive Internet sales practitioners. ADM serves Automotive CRM and Lead Management suppliers, vendors, application developers and their affiliated sales professionals as an online exchange for strategy, tactics, best practices, files, resources and contacts that create powerful networking relationships within the auto industry.

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Have you posted what you or your organization considers to be important upcoming events on the ADM calendar so that other professionals will know about them, consider attending and register their intent? ADM members can create calendar events using the ADM site application that allows image and logos, links to registration pages, location maps that integrate with Google Maps, Outlook Calendar integration, invitation mailings using uploaded email lists, RSVP tracking and event management features and a whole lot more.

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If you are interested in visiting and perhaps joining the Automotive Digital Marketing Professional Community, go to: http://www.AutomotiveDigitalMarketing.com

> The ADM Professional Community is all about car dealers using the web to generate sales leads and Internet sales. Automotive Internet sales and digital marketing professionals working with Acura, Audi, BMW, Chrysler, Dodge, Ford, Toyota, Chevrolet, Chevy, Honda, Nissan, GMC, GM, Mercedes-Benz, Lincoln, Mercury, Mini, Jeep, Volvo, Saab, Hummer, Cadillac, Buick, Pontiac, Saturn, Lexus, Porsche, Hyundai, Kia, Suzuki, Subaru, Volkswagen and other automotive franchises are ADM's most prolific members. Used car and automotive re-marketing professionals will find a treasure trove of data, files, best practices, strategies, tactics and great contacts within the industry available at ADM.

ADM is proud to serve as an online meeting place, networking tool and idea exchange for automotive dealership suppliers and advertising agencies who provide car dealer Internet sales and web marketing solutions, such as ADP Dealer Services, JW Thompson, Zimmerman, The Cobalt Group, The Reynolds and Reynolds Company, BZ Results, ADP Dynamic Websites, Dealer.com Automotive Websites, Dealerskins, Izmocars and Izmo CRM, TK CarSites, Autobase, DealerTrack, Arkona, Clickmotive, Xi Group, vinSolutions, Reynolds Web Solutions and other dealership technology suppliers and vendors.

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Tags: CPC, Cost Per Click, Dealership Advertising, Google Adwords, Google Automotive, PPC, Pay Per Click, Search Advertising, Your Dealership

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