SEM (Search Engine Marketing) has really taken off in the auto industry the past few years. With all the changes happening in Google from Pandas to Penguins and Google Place Pages to Google Local, dealers have now been pushed against the wall to get traffic to their website the old fashion way, PAY FOR IT.
This brings me to a major problem happening in the industry today. Car dealers are not aware of MOBILE SEM to the VDP (Vehicle Details Pages) of their website. Car dealers must realize that 30% to 35% of all traffic comes to their website from a mobile device. What car dealers do not know today is how much of their SEM budget is being spent on mobile marketing.
Our industry has been educated/or persuaded by industry experts such as Dale Pollak ( Founder of V-Auto) to measure the amount of VDP views per month to determine success. This type of thinking has paved the way for Vehicle Details Page Search Engine Marketing. A very successful company by the name of HAYSTACK has revolutionized this concept for auto dealers that want to get more aggressive online and advertise inventory specific vehicles on Google, Bing & Yahoo. That being said, what is being overlooked here is the “mobile spend” portion of this strategy and whether car dealer website vehicle detail pages are mobile compatible and ready to take on this strategy.
We tested this strategy on a car dealer using this type of strategy below, and as you can see the results were not good!
Lets put this problem on display:
As you can see from the screenshot above, the image to the right prominently displays a website that is not optimized for this type of SEM, so basically this car dealer is throwing money out of the window!
A mobile optimized website should look like the picture below when looking for a Kia Sorrento.
Here’s The Tip: If you want to test your website to determine whether or not your VDP pages are mobile compatible, all you need to do is copy the URL to one of your VDP pages, place it in the subject line of an email, send it to yourself as an email, and try to open that URL from your mobile device and you will have your answer!