So back to the coverage issue that I am so fond of today. The manufacturers and third party portals like Edmunds and KBB are paying all the money for the top of the funnel search terms, which can lead to very uncompetitive prices for dealerships that are trying to compete.
The real question is: if someone types in “Toyota” on a Google search, is that person the best prospect for your dealership? I think I would much rather have someone who types in “Toyota Camry lease specials,” versus losing the majority of my budget on top of the funnel keywords. Go back to your Google account and see which keywords all your money is being spent on to drive traffic to your website. I will almost guarantee that the majority of your budget is gobbled up by the Google machine for generic branding terms like “Toyota” that will drive top of the funnel traffic to your site. But you will have a much harder time converting this traffic since the people doing online searches with these generic terms are in the information gathering stage of shopping—not the actual purchase stage.
To me, I want buyers or people who have the highest probability of buying, and the sooner the better. I just wanted to share some information with everyone. Your comments are always greatly appreciated.