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From: Jared Hamilton
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Aaron Schinke

Aaron Schinke Vice President of Product Development and Marketing

Exclusive Blog Posts

5 Ways to Upsell Without Sounding Like a Pushy Car Sales Rep

5 Ways to Upsell Without Sounding Like a Pushy Car Sales Rep

One of the keys to making a profit is the upsell. If you want to claim a heftier commission, upselling is a necessity. However, upselling is an art that sa…

Most Valuable Insight Finalist - Jim Roach

Most Valuable Insight Finalist - Jim Roach

Using Artificial Intelligence to Prioritize Customer Engagement If only one salesman came to work today, what is the first opportunity he should act upo…

Stop Looking at CRM Lead Duplication Negatively

Stop Looking at CRM Lead Duplication Negatively

During some recent conversations, I’ve discovered that dealerships continue to mistakenly perceive CRM lead duplication badly. I strongly believe we …

Don’t Just Sell, but also Retain CPO Buyers

Don’t Just Sell, but also Retain CPO Buyers

By Ryan Williams, president, Fidelis PPM Customer loyalty does not necessarily translate into repeat business for your auto dealership. What drives meas…

2017 Presidents Club Insights - Patrick McMullen

2017 Presidents Club Insights - Patrick McMullen

Listen to what Patrick McMullen from MAXDigital has to say about the future of automotive, what dealers can do today to prepare, and how DrivingSales Presi…

PPC vs. SEO: 2 Big Reasons Why Organic Rankings Just Became Even More Important Than PPC.

PPC vs SEOWe all know that a balanced approach of paid and organic search traffic is imperative for continued success on the web. It would be irresponsible to totally disregard one or the other, but a couple recent pieces of news point out why organic rankings and traffic are more important than ever.

1.     Rising CPC’s - Adobe Systems analyzed over $100 million in ad spend from April through June 2013. Between the mobile space getting more competitive and the switch to enhanced campaigns, Adobe predicts that the average CPC will rise up to 10% over just the next 2 quarters. Cleary CPA’s (cost per acquisition) will follow suit as ROI is diminished.

2.     Dropping SERP Click Market Share - On Wednesday U.S. regulators warned several search ad networks, including Google, Yahoo and Bing, that they were not doing a good enough job distinguishing paid ads from organic listings, including on mobile devices and even voice search. With this we can definitely expect CTR’s and overall SERP click share to shift even further in favor of organic.

In light of these developments and a general rise in competition, we will see the ROI of PPC advertising decrease, especially relative to organic efforts which are seeing diminishing costs. There will be more advertisers vying for less clicks that will be more expensive.

How can you protect yourself from this? If you are doing PPC, make sure whoever is managing your account is actively doing so. With all of the automated solutions out there it is easy to quickly overspend in the wrong areas. The ‘set it and forget’ method becomes that much more dangerous. Also make sure to diversify your digital efforts. While an organic campaign may require more resources up front, it is a diminishing cost - whereas PPC is ‘pay to play’. As always continually monitor, measure and adjust!

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