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Car Dealers Paying $50 Per Click On Google Adwords

Thank you to Manny Luna for showing this to me: Laura Kendler of Local Search Group talks about the $50 Click and the major changes Google has made to Adwords campaigns that are critical to your dealership's digital marketing budget and execution... Local Search Group:

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SEO Tags: $50, Adwords, Car, Click, Dealers, More…Google, ON, Paying, Per
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Comment by Bryan Brooks on December 16, 2013 at 4:55pm

By the way Manny thought you might like this screen shot from my days at Trophy. It is a similar SEO strategy to what you use with the effects of strong PPC management mixed in. AND IT ONLY COSTS 1 CLICK!

Comment by Bryan Brooks on December 16, 2013 at 4:46pm

No longer with Trophy, partnered with a Digital Marketing Firm out in California now. With the amount of clients my firm has I have quite a bit of the data and numbers to go by that you speak of and can promise you that without a healthy mix of both PPC and SEO a dealership will be hard pressed to build any market share. To prove that, lets go ahead and give the SEO comapny credit only for what they quantifiably contribute. To do this is easy but most dealers dont know how to do it so let me teach them ... 1. Go to Google Analytics 2. Choose your Analytics account 3. On left side menu bar select keywords then organic 4. Once loaded click on advanced (located next to graph icon middle right of page) 5. Exclude dealers name because the SEO company has 0 claim to that. 6. Exclude dealers city if no other competitors are in same city ( EX. If you are in Houston or Dallas you can keep city, however if you are in Spring/Katy or Mesquite/Richardson you must exclude as there is only 1 dealer in city and organically you are #1 based off of that fact alone).  7. Exclude (Not Provided)  now tell me how well the SEO is working! If it is strong and you have a large mix and tons of organic PMA and Vehicle searches then great however 95% of the clients I pick up are looking pretty sad once this exercise has been done. 1st thing I do when they are signed up is run a basic campaign using High Funnel Broad Search Keywords like Toyota, Camry, new car,car dealers or something like 2014+ 2013+ to populate a list of keywords (not just their franchise but competitive as well) local car searchers actually use and with this list one can build a competent SEO strategy built around conquest (and with the numbers of impressions off of the used you can also build one hell of a used car buying strategy as well with. Strategies like this is how Trophy Nissan gained market share in the DALLAS PMA 15 consecutive months and went from #16 in Nissan to #3 and #1 Nissan CPOV in the country! 

Comment by Bryan Brooks on December 16, 2013 at 7:40am

Wow, $50 click? I Haven't seen a $50 click yet and have been doing this for 8 years! Dealers deciding on how things get set when they have 0 understanding of bid/budget management? Sounds like the PPC company's fault to me. Before we decry SEM to dealers let's quickly quantify SEO and its current state of being at the moment and how little micro sites still help compared to ON-Site content. Let's not be so blatantly scared about the future of SEO that we scare the people from putting more into PPC! I promise you right now that with running a basic Adwords campaign for 15 days a person who can read data can build a better SEO strategy utilizing matched search query in analytics from a single campaign than any SEO Pro can utilizing their current tools to "GUESS" at words! Right now PPC is SEO's best friend as long as accounts are linked and the SEO company utilizes the data to benefit the dealer.

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