By: Jenn Mayer
If your company is involved in pay-per click advertising, click through rate, or CTR, is one of the most important metrics to measure. Click through rate is defined as the number of times a given ad is clicked on divided by the number of times the ad is shown, or impressions.
For example, if an ad is shown 1000 times and receives 10 clicks, the click through rate is 1%. Sites like Google Ad Words provide a plethora of statistics about your CTR and your advertising campaign as a whole, and often it can be overwhelming to wade through them all. With more graphs and charts than you can shake a stick at, how do you know what a good measurement of your success is?
A good click through rate depends on how competitive your industry is. Earlier this year, a Google employee said that beginning advertisers should shoot for a 2% click through rate. Other PPC experts say the figure should be between 2% and 5% for competitive industries, and above 5% for less competitive industries.
Most would agree that the car business is extremely competitive, but your company’s market may be more or less competitive depending on the number of people and dealerships in your area.
Additionally, where your ad is placed can affect your CTR. A recent report concluded that ads on Bing have a higher CTR than Google and Yahoo.
Your CTR is also dependent on the quality of your keywords. It’s important that the users who are clicking on your ad are qualified buyers in your target market. Let’s say, for example, that you sell televisions. People who search “TV” might not be looking to purchase a television, but they still might end up on your site. They might be looking for television programs, television guides, or just want to research types of TVs and aren’t ready to buy.
They might click on your ad, but they aren’t considered qualified buyers, so the chances of them converting are small. A conversion is defined as the move from simply looking at your website to taking some sort of action. That action could be to fill out a form, request more information, or schedule a test drive. In other industries, a conversion could be a sale, but since most car buying transactions take place offline, we usually measure conversion differently.
Therefore, a keyword like “TV” might generate a higher click through rate, but those clicks won’t be from people who actually want to buy from you. A click through rate on an ad with specific keywords might not generate a lot of clicks, but the clicks are more likely to come from qualified buyers.
The best way to ensure you’re getting a good CTR is to monitor your ads progress regularly, and ensure that your bids and keywords are appropriate. There are a lot of factors to manage, so it’s best if a professional mans the helm. Need help? We just happen to be digital ad campaign experts. Give us a call!
By: Jenn Mayer
Previously, Google Places was always on the “SEO checklist” for dealerships and other businesses that were interested in climbing to the top of the search results page. Creating a Google Places page for your business was fairly simple and required little attention afterwards from the business owner.
All that has changed. Google recently announced its new platform for businesses, called Google+ Local. Those businesses with Google Places pages will automatically be merged to the new platform, but the time-frame for this to happen is not certain. Now, your Google presence is not just a vertical listing, but also a social media page. Google+ Local is a necessity for SEO value, but it also enhances your social media presence. However, with this new development, businesses looking to stay ahead of the competition can no longer “set it and forget it” as they could before.
Google+ Local Pages will give businesses a method to communicate with users in much the same way businesses can use Twitter and Facebook, and therefore needs to be maintained in order to keep pace with the competition. The new layout is part of Google’s mission to expand it’s own social platform, Google+. Google+ users will be able to see local businesses on their sidebar, and you must have a Google + account to review a local business. Google hopes that this will prompt people who have previously avoided Google+ to create an account and become more active users.
Google+ Local Pages will be much more visible than its predecessor. Google+ Local Pages will get precedent when a user makes a Google search for a place. So, if you have a Google+ Local Page, you will automatically get an advantage over the competition. In addition to being integrated into search, Google+ Local pages will also appear in Google Maps, the mobile version of Google and as a new tab in the Google+ sidebar. In essence, it’s crucial to build and grow your page as quickly as possible in order to appear at the top of the search results and above your competition.
A new and integral feature of Google+ Local pages is the scoring system. Since Google bought Zagat last year, they have integrated their famous reviews and scoring system into all Google+ Local pages. Because Google+ users can now leave reviews that are seen on your page and affect your score, it is essential that you are constantly monitoring your page and its content.
Another intriguing thing about Google+ Local is that Google has actually scarified a large part of its ad revenue in order to promote these pages. Now, there is only one paid aid showing up on these local searches. Now, the top organic, or unpaid, listings are even more valuable – and completely free!
Your Google+ Local page is now a vital part of both your social media and SEO efforts, and it is indispensable in placing you on the first page of the Google search results. Google uses an extremely complicated algorithm that takes hundreds of factors into account. While you can’t control all these factors, the number one driver of ranking results is a strong presence on Facebook and other social media accounts. Effectively, search is now social. If you want to be successful in search, you have to be successful in social media.
Does this new platform seem like a lot of work? Let us manage your social media presence. Contact us today!
The More Information, The Better!
What makes a good SEO Video? It has to be informative! The more information you provide, the more effective the video will be. If someone is going to spend time watching a video about a specific car, that means they are a potential customer!
Give Them What They Want!
Show everything there is to show on the car inside and out. Now, that doesn’t mean you have to say, “here’s the tire” but it wouldn’t hurt to mention, “this car has alloy wheels, and 17” tires”. Focus on the technology and features the specific vehicle offers; that is what customers are looking for. They want to know what the car offers.
It’s also important to talk about gas mileage and safety, which are possibly the most important purchasing factors for a car buyer.
I Want It, And I Want It Now!
You might think the SEO videos don’t add much value or aren’t worth the time it takes to make them. After all, the specfications on each vehicle are on your website and the manufacturer website. But let’s face it. We live in a society in which we are used to instant gratification. We don’t want to have to search for the information we are seeking; we want it provided to us in an easy and efficient matter.
SEO Videos are a great opportunity to provide potential car buyers with specific information about a precise vehicle in your inventory. So what are you waiting for? Do you provide these videos for your customers? No? We can help! contact us now and let’s get started!
By: Jenn Mayer
Previously, Google Places was always on the “SEO checklist” for dealerships and other businesses that were interested in climbing to the top of the search results page. Creating a Google Places page for your business was fairly simple and required little attention afterwards from the business owner.
All that has changed. Google recently announced its new platform for businesses, called Google+ Local. Those businesses with Google Places pages will automatically be merged to the new platform, but the time-frame for this to happen is not certain. Now, your Google presence is not just a vertical listing, but also a social media page. Google+ Local is a necessity for SEO value, but it also enhances your social media presence. However, with this new development, businesses looking to stay ahead of the competition can no longer “set it and forget it” as they could before.
Google+ Local Pages will give businesses a method to communicate with users in much the same way businesses can use Twitter and Facebook, and therefore needs to be maintained in order to keep pace with the competition. The new layout is part of Google’s mission to expand it’s own social platform, Google+. Google+ users will be able to see local businesses on their sidebar, and you must have a Google + account to review a local business. Google hopes that this will prompt people who have previously avoided Google+ to create an account and become more active users.
Google+ Local Pages will be much more visible than its predecessor. Google+ Local Pages will get precedent when a user makes a Google search for a place. So, if you have a Google+ Local Page, you will automatically get an advantage over the competition. In addition to being integrated into search, Google+ Local pages will also appear in Google Maps, the mobile version of Google and as a new tab in the Google+ sidebar. In essence, it’s crucial to build and grow your page as quickly as possible in order to appear at the top of the search results and above your competition.
A new and integral feature of Google+ Local pages is the scoring system. Since Google bought Zagat last year, they have integrated their famous reviews and scoring system into all Google+ Local pages. Because Google+ users can now leave reviews that are seen on your page and affect your score, it is essential that you are constantly monitoring your page and its content.
Another intriguing thing about Google+ Local is that Google has actually scarified a large part of its ad revenue in order to promote these pages. Now, there is only one paid aid showing up on these local searches. Now, the top organic, or unpaid, listings are even more valuable – and completely free!
Your Google+ Local page is now a vital part of both your social media and SEO efforts, and it is indispensable in placing you on the first page of the Google search results. Google uses an extremely complicated algorithm that takes hundreds of factors into account. While you can’t control all these factors, the number one driver of ranking results is a strong presence on Facebook and other social media accounts. Effectively, search is now social. If you want to be successful in search, you have to be successful in social media.
Does this new platform seem like a lot of work? Let us manage your social media presence. Contact us today!
By: Jenn Mayer
Previously, Google Places was always on the “SEO checklist” for dealerships and other businesses that were interested in climbing to the top of the search results page. Creating a Google Places page for your business was fairly simple and required little attention afterwards from the business owner.
All that has changed. Google recently announced its new platform for businesses, called Google+ Local. Those businesses with Google Places pages will automatically be merged to the new platform, but the time-frame for this to happen is not certain. Now, your Google presence is not just a vertical listing, but also a social media page. Google+ Local is a necessity for SEO value, but it also enhances your social media presence. However, with this new development, businesses looking to stay ahead of the competition can no longer “set it and forget it” as they could before.
Google+ Local Pages will give businesses a method to communicate with users in much the same way businesses can use Twitter and Facebook, and therefore needs to be maintained in order to keep pace with the competition. The new layout is part of Google’s mission to expand it’s own social platform, Google+. Google+ users will be able to see local businesses on their sidebar, and you must have a Google + account to review a local business. Google hopes that this will prompt people who have previously avoided Google+ to create an account and become more active users.
Google+ Local Pages will be much more visible than its predecessor. Google+ Local Pages will get precedent when a user makes a Google search for a place. So, if you have a Google+ Local Page, you will automatically get an advantage over the competition. In addition to being integrated into search, Google+ Local pages will also appear in Google Maps, the mobile version of Google and as a new tab in the Google+ sidebar. In essence, it’s crucial to build and grow your page as quickly as possible in order to appear at the top of the search results and above your competition.
A new and integral feature of Google+ Local pages is the scoring system. Since Google bought Zagat last year, they have integrated their famous reviews and scoring system into all Google+ Local pages. Because Google+ users can now leave reviews that are seen on your page and affect your score, it is essential that you are constantly monitoring your page and its content.
Another intriguing thing about Google+ Local is that Google has actually scarified a large part of its ad revenue in order to promote these pages. Now, there is only one paid aid showing up on these local searches. Now, the top organic, or unpaid, listings are even more valuable – and completely free!
Your Google+ Local page is now a vital part of both your social media and SEO efforts, and it is indispensable in placing you on the first page of the Google search results. Google uses an extremely complicated algorithm that takes hundreds of factors into account. While you can’t control all these factors, the number one driver of ranking results is a strong presence on Facebook and other social media accounts. Effectively, search is now social. If you want to be successful in search, you have to be successful in social media.
Does this new platform seem like a lot of work? Let us manage your social media presence. Contact us today!
Procrastination
We all know about it– continuously pushing things off until the last possible moment, always saying tomorrow, next time etc. Well one Argentinean publisher says no more, recently developing special ink that will disappear within two months time of coming into contact with the sun and air, allowing a reader a limited time to complete the book before all the ink vanishes.
I believe this is a very effective way to ensure the product is seen and used. It’s very easy to make a purchase and then never use it. I mean I know I have lots of outfits in my closet still with the tags on them; but given the idea that they would dissolve within a few months time, I might consider wearing them especially since the alternative would equate with having just thrown my money away in the trash. I’m sure there will be many people who will not purchase the product knowing it won’t last, but I think there will be a lot of people who will purchase and subsequently use said product in order to beat the constricting time limit.
I think it’s important to apply this way of thinking to your car dealership; how can you make something non-lasting? Now I’m obviously not suggesting we develop dissolving cars; that would just be crazy, but I am saying providing some serious incentives to your customers. Why should they buy this now? Most people purchase a vehicle when they need one, not because they want one but if the deal was really sweet wouldn’t you consider the purchase a little bit sooner?
What Customers Want
Offer your customers something worthwhile. Now, I know you can’t just go out on the lot and decide the prices of vehicles, but you can provide really strong incentives for why they should buy now. The words ‘for a limited time’ are extremely effective because let’s be honest, nobody wants to be the one who missed out. Establish programs that only run for short periods of times such as come in before 3pm to save x amount of dollars on a selected service.
In addition, you could develop contests such as the 100th person to come in a test drive this car today wins an iPad. The opportunities are endless; depending on your dealerships location you could work with a local organization to help promote an event such as free tickets to a theme park, the movies, or even a gift certificate to a popular restaurant.
Have you given your customers a reason not to wait? What are you waiting for? Contact us now and let’s get started!
Procrastination
We all know about it– continuously pushing things off until the last possible moment, always saying tomorrow, next time etc. Well one Argentinean publisher says no more, recently developing special ink that will disappear within two months time of coming into contact with the sun and air, allowing a reader a limited time to complete the book before all the ink vanishes.
I believe this is a very effective way to ensure the product is seen and used. It’s very easy to make a purchase and then never use it. I mean I know I have lots of outfits in my closet still with the tags on them; but given the idea that they would dissolve within a few months time, I might consider wearing them especially since the alternative would equate with having just thrown my money away in the trash. I’m sure there will be many people who will not purchase the product knowing it won’t last, but I think there will be a lot of people who will purchase and subsequently use said product in order to beat the constricting time limit.
I think it’s important to apply this way of thinking to your car dealership; how can you make something non-lasting? Now I’m obviously not suggesting we develop dissolving cars; that would just be crazy, but I am saying providing some serious incentives to your customers. Why should they buy this now? Most people purchase a vehicle when they need one, not because they want one but if the deal was really sweet wouldn’t you consider the purchase a little bit sooner?
What Customers Want
Offer your customers something worthwhile. Now, I know you can’t just go out on the lot and decide the prices of vehicles, but you can provide really strong incentives for why they should buy now. The words ‘for a limited time’ are extremely effective because let’s be honest, nobody wants to be the one who missed out. Establish programs that only run for short periods of times such as come in before 3pm to save x amount of dollars on a selected service.
In addition, you could develop contests such as the 100th person to come in a test drive this car today wins an iPad. The opportunities are endless; depending on your dealerships location you could work with a local organization to help promote an event such as free tickets to a theme park, the movies, or even a gift certificate to a popular restaurant.
Have you given your customers a reason not to wait? What are you waiting for? Contact us now and let’s get started!
Google Analytics is a powerful tool for managing your online advertising campaign. But did you also consider that tracking your ad campaigns can provide important insights into your business – and help you control your inventory?
Think about it this way. People will search a variety of things to land on your site. They might search “car dealerships” and the area you’re located in to get to you. They might search a particular product – like car model – that is in your inventory. By monitoring what people search to get to you, you can understand what is currently in demand and replenish your inventory accordingly.
For example, if you’re located in the northeast, users might begin search for all-wheel drive vehicles or snow tires at a certain point in late fall or early winter. Monitoring when this search begins to pick up will signal when it is time to push those winter vehicles and accessories.
Similarly, a current client of ours noticed that when the weather began to get warmer, people in the area began to search for convertible cars. It can be difficult to determine on your own what inventory you need; so let your potential customers assist you!
Not only can this analytical monitoring aid your inventory quality, it can also help you design advertisements. If you find that lots of people are searching for the new model your manufacturer has rolled out, make sure to let people know, through commercials, social media, or retargeting, that you’ve got it!
This is just one example of how Google Analytics can enhance your dealership’s performance beyond effective advertising. Want to know more? Give us a call!
Google Analytics is a powerful tool for managing your online advertising campaign. But did you also consider that tracking your ad campaigns can provide important insights into your business – and help you control your inventory?
Think about it this way. People will search a variety of things to land on your site. They might search “car dealerships” and the area you’re located in to get to you. They might search a particular product – like car model – that is in your inventory. By monitoring what people search to get to you, you can understand what is currently in demand and replenish your inventory accordingly.
For example, if you’re located in the northeast, users might begin search for all-wheel drive vehicles or snow tires at a certain point in late fall or early winter. Monitoring when this search begins to pick up will signal when it is time to push those winter vehicles and accessories.
Similarly, a current client of ours noticed that when the weather began to get warmer, people in the area began to search for convertible cars. It can be difficult to determine on your own what inventory you need; so let your potential customers assist you!
Not only can this analytical monitoring aid your inventory quality, it can also help you design advertisements. If you find that lots of people are searching for the new model your manufacturer has rolled out, make sure to let people know, through commercials, social media, or retargeting, that you’ve got it!
This is just one example of how Google Analytics can enhance your dealership’s performance beyond effective advertising. Want to know more? Give us a call!
By: Yasmine Syed
Approximately sixty-seven percent of American adults use some kind of mobile device, whether it be a smartphone or a tablet. But who are they exactly? It’s important to know, especially if you are serving up mobile ads.
In a nutshell, they’re the ideal target consumer. Mobile device users are more educated and earn higher incomes than their non-smartphone using counterparts. This revelation may prompt you to wonder if traditional print media advertising should be relegated to the ash heap, but a study conducted by the University of Missouri’s Reynolds Journalism Institute proves otherwise. The same consumers who use mobile devices also continue to utilize traditional print mediums like newspapers and magazines. Rather than replacing traditional media with digital, these consumers consume both.
Mobile devices are as diverse as their owners. For example, smartphone and iPad owners are predominately male, while e-readers and small tablet owners skew female. IPhone and Blackberry users tend to be more educated and earn higher incomes than Android users and earn, on average, $75,000 or more annually. In fact, a whopping 81.3% of mobile device users earn more than $75,000 per year while 55.5% of mobile device users have a 4-year or advanced degree. What’s even more interesting is that nearly the same percentage of mobile device users and non-mobile device users read print publications. This data suggests that digital media is not replacing traditional media; it is simply an extension of it.
So just how do individuals us their mobile devices? Most people take their smartphones everywhere and use them for task-related activities like sending text messages and reading and responding to email, while tablets are used for longer-term media consumption.
The following chart depicts tablet use:
Because tablets are largely used for viewing richer content and enhancing leisure time, display ads do not perform as well on tablets as they do on smartphones. Because smartphones are task related they are predominately used while traveling, in a store while shopping, in the car, and in a restaurant.
The following chart depicts smartphone use:
When it comes to automotive advertising, the evidence supports the need for ads to be optimized for smartphone users. Given the fact that they have disposable income, they are ripe potential car-buying consumers.
