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Jared Hamilton
From: Jared Hamilton
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This Means You are Probably Losing Thousand of Search Impressions Per Month. I have gone through many websites over the past few months that handle SEM for dealerships and have done more Google searches than I even want to admit. Mostly for my own edification but also to try to better understand other companies’ strategies. Just as I am sure that you occasionally type in your keywords to see which competitors show up and to also see at what types of ads they might be running. Today I want to give you one word that will change your entire Google strategy or at least put you into the top of marketers on Google. The word is “Coverage” or the percentage of time people see your ads based on your targeted keywords. This term is what separates people who are extremely successful using Google as a marketing tool from those who just waste a lot of money. Just to give you a little inside information almost all advertisers on Google have keyword coverage of less than 20% and in fact dealerships that I have tested usually are only 1-2%. This means one thing: you are overpaying for high demand keywords that will give you poor coverage and probably be poor converters to sales. So what does that mean? Let’s take the term “Toyota” and you did a search for this term. This is most definitely a term a Toyota dealership is using and probably only coming up one or two times out of every 100 times that term is typed into Google by his local shoppers. I know that term in December was searched 13,600,000 times nationally so it is highly competitive. The competition for this broad term is entirely cost prohibitive for a dealership to use successfully and receive good coverage. Even if you regionalized the campaign for your local marketplace your coverage will be so small you won’t make much of a branding impact for your dealership or generate leads. I know you need the term but at what cost? And is someone searching for the term “Toyota” really what a dealership should be trying driving to their website? More on that next time.
Bart Wilson
I couldn't agree more. At the last dealership I worked at we tracked our advertising as well. We had the same results. Even though I haven't opened a yellow pages up in 5 years, it was number 2 on the list of traffic drivers. Great post.

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