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“Your Digital Lot” Series: PPC - Get’em “CLICKin’” the Paint!

Pay-per-Click (PPC) maps well to what we’ve done for years on our lots, but we don’t realize it:  We spend a lot of money getting visits and calls to a dealership, and we train our salespeople to land a customer on a car before starting the negotiation process in the store.  Get'em "lickin' the paint" as my first GSM told me.  And, once landed, do NOT lift them from the car!

Well, on PPC, we need to get'em "CLICKin' the paint":  The text of the PPC ad should be compelling "$6,500 off our Ford Super Duty TODAY!", etc.  And then the landing page for the PPC campaign is really a "conversion" page, where the point is to convert to a contact and to NOT leak away to other makes of cars . . . or to service . . . etc.  . . . because, as we taught our green peas, the customer has landed on a car (clicked in this case), and they need to see the offer and inventory and a way to contact us.  AND BE SURE TO PUT A PHONE NUMBER ON THE PAGE.  I can't stress enough that forcing folks to only use forms is not the way to go, especially in this case.  They need options on contact, but do NOT use your normal website header to provide options to contact service, see other makes and models, etc.  Why?

They’ve LANDED on a vehicle by CLICKING on a vehicle.  Don’t lift them off it!  Convert to the sale, preferably by a phone call and appointment.

And so endeth the lesson.  At least this one!

 

By Keith Shetterly, keithshetterly@gmail.com

Copyright www.keithshetterly.com 2011
All Rights Reserved

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Comment by Keith Shetterly on October 27, 2011 at 7:21am
I know one of the largest PPC vendors for automotive in town.  Their clients have them send the bulk of their traffic to either the broad inventory page or to the HOME PAGE for automotive.  Landing pages that focus on conversion . . . I wonder if there are only a few doing that for automotive . . .
Comment by Tom Gorham on October 27, 2011 at 6:20am
It doesn't seem so odd to me.  The more I think about it, the more I like it.  It takes some cooperation, but... it would be a nice experiment to measure form conversion vs telephone vs chat on a landing page.  I wonder if anyone else has or is doing that...  I'm going to investigate.  Thanks Keith.
Comment by Keith Shetterly on October 27, 2011 at 5:11am
PPC is direct advertising that you pay for, has an offer, etc.  Having live chat on a PPC landing page is an interesting adjunct to PPC conversion.
Comment by Tom Gorham on October 26, 2011 at 9:09pm
Great advice Keith, if someone is interested in a particular vehicle, it becomes an impulse to learn more about it or see if it's still available.  They may even be interested enough to imagine driving it.  Why let that impulse fade while waiting for email contact?  A phone call takes advantage of that impulse to get an appointment.  I might add that live chat can achieve the same goal.

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