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Aaron Schinke

Aaron Schinke Vice President of Product Development and Marketing

Exclusive Blog Posts

5 Reasons You Should Seek Out Consumer Generated Content

5 Reasons You Should Seek Out Consumer Generated Content

It may seem like a good idea to always be the one writing about your dealership, but in reality consumer-generated content is as important, if not more so,…

DealerRater Reviews now Available on Cars.com

DealerRater Reviews now Available on Cars.com

DealerRater pushed a press release today that they have pushed reviews to the Cars.com Platform. According to the press release, this is about three millio…

Why Should You Attend NADA 2017

Why Should You Attend NADA 2017

As you investigate the possibility of attending NADA in New Orleans this year, you might be questioning the benefits of attending. It’s possible that…

The Most Wonderful Time of Year for Luxury

The Most Wonderful Time of Year for Luxury

It’s that time of year again: lights line the houses, the air is brisk, and luxury manufacturers are trying to make sure their vehicles are the best …

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

How to title your help wanted ad so it gets found on the internet. Please use Google in their job search. Use what people call themselves on their resu…

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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