Download the slides here
For everyone who didn’t make it down to Orlando last week, or for anyone who sat in on the session and wanted to watch again, here’s the recording of Mike DeVito’s Digital Dealer 20 presentation. Learn how to target mobile shoppers in 2016, and what your dealership’s website needs to have in order to compete in a mobile-first market.
Local SEO by Greg Gifford
Targeting Mobile Shoppers by Jeff Clark
Did you know that customers don’t care about your testimonials page? Sure, they want to read reviews about your dealership, but they don’t care about all the glowing 5-star reviews you’ve listed on your site.
People want to read honest, unbiased third party reviews on other websites. Your customers know that you only post the best of the best reviews on your site, so stop wasting that page and make it useful instead!
Google Plus is about to roll out a massive update – you can view a preview right now. This week’s Wednesday Workshop video explains what’s changing and how the massive differences will effect your dealership. You’ll need to update a few links on your site, so make sure you watch!
A lot of automotive website providers are touting the benefits of having a responsive website. It’s the new norm and if you’re not on board, you can kiss leads goodbye… But you can’t stop there, because site speed is what’s truly going to keep your dealership in the black.
Think about your own daily experience using your phone to shop, search for directions, or read reviews. You know that if a business isn’t delivering a screaming fast mobile experience, you’re on to the next one. Guess what, your customers feel the same way when they come to your dealership’s site. We’re not the only ones that believe this and there’s actual science that backs it up. Continue Reading
Most PPC accounts are set up in a way that saves lots of time – but saving time isn’t your goal! This week’s Wednesday Workshop explains why the “every keyword in one ad group” strategy isn’t a great idea… and then explains why “micro ad groups” are the right way to set up your account. If your dealership does any PPC advertising, you don’t want to miss this video!
VIDEO TRANSCRIPT
Welcome back to the DealerOn Wednesday Workshop. Today we’re talking about paid search, also known as SEM or PPC.
And specifically we’re addressing campaign performance tips.
Since the beginning of automotive SEM campaigns, agencies and providers have employed Ad Group strategies that cram hundreds of keywords into each Ad Group, usually using dynamic keyword insertion. This is not optimal, but it is easy.
Typical automotive campaigns are set up this way to save time – it’s definitely not for optimal performance. You should avoid throwing every keyword into one ad group with a few generic ads. Sure, it saves time… but saving time isn’t your goal.
If you want to get the best results from your campaigns, use a micro ad group structure. With micro ad groups, there are only a few keywords in each ad group (both modified broad and exact match) that relate exactly to your text ad.
Space permitting, the ad should include the keywords in the headline, and the ad copy must speak to the keywords and land on a related page on your site. You should never have an ad land on your site’s home page. This will help your quality score and overall ad performance.
If you have questions about micro ad group structures or SEM in general, jump down to the comments section and leave your questions there. We’ll get back to you as soon as we can.
Thanks for check out this week’s video – See you next week with another DealerOn Wednesday workshop.
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