Google Adwords is utilized by many dealers for paid search marketing, which is no surprise to readers.  However, what is surprising are the "sloppy" campaigns that are being operated.

Dealers have not been coached on how to inspect the work of their search marketing partners.  

I hope that this article will bring to light a need to manually spot check paid search campaigns each month. 

Here is a simple example that I randomly found on Tuesday when I was teaching a workshop on Paid Search marketing for Fixed Operations.

Is It Hard to Create Fixed Operations Campaigns?

You will notice that the Greater New York Toyota Tier 2 advertising "fund" is running PPC on behalf of dealers in the NY/NJ metro area.  I typed in a specific search for Toyota brakes and they are serving up an ad that has nothing to do with service.  

If a consumer clicks on the ad highlighted in red, they are taken to this page:

This page has nothing of value for a consumer who is searching for information, pricing, or scheduling service for their  vehicle's brake system.  It would be very easy for this "new car" campaign to add "negative keywords" that are associated with service to prevent this ad from showing.

What this looks like is that this campaign is programmed to display whenever a consumer types the word "toyota" in a search phrase. That is sloppy. There should be no reason why a Tier 2 agency doesn't have a targeted service campaign in place that includes the common keywords related top Fixed Ops.  Those ads should take consumers to a targeted landing page for service appointments and coupons for NJ/NY dealers.

Where Are All The Local Dealers?

A second thing to notice is that no franchise dealers are showing at the top of paid search.  Fixed Operations is the orphan in regards to digital marketing strategy and budget allocations. So, the most profitable division in any car dealership gets no "love" from the paid search team.  That's also sloppy.

What you can see is that the INDEPENDENT service centers are having a field day taking away business from franchise dealers.  They are not complaining.  It would seem that dealers believe consumers use the Internet to shop for cars but NOT for service.  Sloppy.

Fixed Operations digital marketing is an investment that will pay off with immediate results.  Julie Chisum, from PCG Consulting, shared this week how by adding a plug-in tire module to a Toyota dealer's website, they went from selling 150 tires a month to 600 tires a month.  

Some Dealers Are Taking Action

Not all dealers are asleep at the wheel in regards to their paid search campaigns.  In the example below, you can see that Tom's Ford is not only buying the right keywords for Ford Fixed Operations shoppers but they also have an advertisement that is clear and compelling. 

For full disclosure, I did not create the landing page nor do I manage their PPC.  This dealer attended the workshop I was teaching this week and I came across this example because they are in the marketing radius of the conference center. 

So, please take the time to act like a consumer and search common terms that you want your dealership to appear in paid search.  Make sure that the ads is relevant and the landing pages are appropriate for conversion.  If you want more Fixed Ops sales and profits, get a digital marketing campaign setup that connects with local consumers looking to service their cars.

Paid search campaigns can be very powerful when the right keywords, ad copy, and landing pages are in place.  Take the time each month to refine your keyword strategies and test the success of your landing pages based on conversion measurement.

Just get rid of the sloppy errors, there is really no excuse to let that continue.   If you enjoyed this article, please share it on Google+, Twitter, and Facebook.  

Brian

Brian Pasch, CEO

PCG Consulting

http://www.pcgconsultingservices.com

732.672.2356

Google Adwords is utilized by many dealers for paid search marketing, which is no surprise to readers.  However, what is surprising are the "sloppy" campaigns that are being operated.

Dealers have not been coached on how to inspect the work of their search marketing partners.  

I hope that this article will bring to light a need to manually spot check paid search campaigns each month. 

Here is a simple example that I randomly found on Tuesday when I was teaching a workshop on Paid Search marketing for Fixed Operations.

Is It Hard to Create Fixed Operations Campaigns?

You will notice that the Greater New York Toyota Tier 2 advertising "fund" is running PPC on behalf of dealers in the NY/NJ metro area.  I typed in a specific search for Toyota brakes and they are serving up an ad that has nothing to do with service.  

If a consumer clicks on the ad highlighted in red, they are taken to this page:

This page has nothing of value for a consumer who is searching for information, pricing, or scheduling service for their  vehicle's brake system.  It would be very easy for this "new car" campaign to add "negative keywords" that are associated with service to prevent this ad from showing.

What this looks like is that this campaign is programmed to display whenever a consumer types the word "toyota" in a search phrase. That is sloppy. There should be no reason why a Tier 2 agency doesn't have a targeted service campaign in place that includes the common keywords related top Fixed Ops.  Those ads should take consumers to a targeted landing page for service appointments and coupons for NJ/NY dealers.

Where Are All The Local Dealers?

A second thing to notice is that no franchise dealers are showing at the top of paid search.  Fixed Operations is the orphan in regards to digital marketing strategy and budget allocations. So, the most profitable division in any car dealership gets no "love" from the paid search team.  That's also sloppy.

What you can see is that the INDEPENDENT service centers are having a field day taking away business from franchise dealers.  They are not complaining.  It would seem that dealers believe consumers use the Internet to shop for cars but NOT for service.  Sloppy.

Fixed Operations digital marketing is an investment that will pay off with immediate results.  Julie Chisum, from PCG Consulting, shared this week how by adding a plug-in tire module to a Toyota dealer's website, they went from selling 150 tires a month to 600 tires a month.  

Some Dealers Are Taking Action

Not all dealers are asleep at the wheel in regards to their paid search campaigns.  In the example below, you can see that Tom's Ford is not only buying the right keywords for Ford Fixed Operations shoppers but they also have an advertisement that is clear and compelling. 

For full disclosure, I did not create the landing page nor do I manage their PPC.  This dealer attended the workshop I was teaching this week and I came across this example because they are in the marketing radius of the conference center. 

So, please take the time to act like a consumer and search common terms that you want your dealership to appear in paid search.  Make sure that the ads is relevant and the landing pages are appropriate for conversion.  If you want more Fixed Ops sales and profits, get a digital marketing campaign setup that connects with local consumers looking to service their cars.

Paid search campaigns can be very powerful when the right keywords, ad copy, and landing pages are in place.  Take the time each month to refine your keyword strategies and test the success of your landing pages based on conversion measurement.

Just get rid of the sloppy errors, there is really no excuse to let that continue.   If you enjoyed this article, please share it on Google+, Twitter, and Facebook.  

Brian

Brian Pasch, CEO

PCG Consulting

http://www.pcgconsultingservices.com

732.672.2356

I was reviewing active paid search marketing campaigns that were focused on MOBILE devices and here are some summary stats from the last 30 days:

The mobile campaign uses "conversion" data as a combination of mobile phone calls and leads.  Are your mobile campaigns delivering the same value for you dealership?  Over 20% of dealership website visits are from mobile devices so what is your paid search strategy for mobile shoppers? 

The mobile marketing results for this dealership were very attractive. Why buy 3rd party leads for more money when you can generate 1st party mobile leads at half the price?  Mobile marketing MUST be a separate marketing strategy and NOT combined with other strategies.

Mobile Frustration

Recently I had a dealer "panic" about the fact that message links that were sent via Twitter were not directly accessible to consumers surfing on mobile devices.  The issue was that the dealer's mobile website intercepted the visitor on a mobile device and sent them to a generic mobile website home page.  

Anyone identifying with this issue?  

Welcome to the emerging challenges with mobile websites and marketing strategies that don't understand how dealership mobile websites work.   I'll be writing more on on this topic in coming weeks.

Is Organic Search Marketing Dead?

As I have been reviewing the latest changes in the Google search algorithm, it is clear to me that Google wants to minimize the impact of SEO and encourage the investments in paid search.   With that said,  I have been very active in testing:

• Paid Search Marketing (SEM)
• Display Advertising
• ReTargeting
• Video Pre-Roll
• Mobile Apps/Games Banner Advertising

I bring this up because there is a CHANGE going on with search marketing and if you don't have a plan that is TESTING the opportunities with the latest changes in Google, you better invest some time researching the latest marketing choices.

I will be sharing some of my latest findings for search marketing at the Fall Conferences because the MAJOR shifts in digital marketing are happening right before your eyes.

Brian 

Brian

 Brian Pasch, CEO

PCG Consulting

732.672.2356

http://www.pcgconsultingservices.com

I was reviewing active paid search marketing campaigns that were focused on MOBILE devices and here are some summary stats from the last 30 days:

The mobile campaign uses "conversion" data as a combination of mobile phone calls and leads.  Are your mobile campaigns delivering the same value for you dealership?  Over 20% of dealership website visits are from mobile devices so what is your paid search strategy for mobile shoppers? 

The mobile marketing results for this dealership were very attractive. Why buy 3rd party leads for more money when you can generate 1st party mobile leads at half the price?  Mobile marketing MUST be a separate marketing strategy and NOT combined with other strategies.

Mobile Frustration

Recently I had a dealer "panic" about the fact that message links that were sent via Twitter were not directly accessible to consumers surfing on mobile devices.  The issue was that the dealer's mobile website intercepted the visitor on a mobile device and sent them to a generic mobile website home page.  

Anyone identifying with this issue?  

Welcome to the emerging challenges with mobile websites and marketing strategies that don't understand how dealership mobile websites work.   I'll be writing more on on this topic in coming weeks.

Is Organic Search Marketing Dead?

As I have been reviewing the latest changes in the Google search algorithm, it is clear to me that Google wants to minimize the impact of SEO and encourage the investments in paid search.   With that said,  I have been very active in testing:

• Paid Search Marketing (SEM)
• Display Advertising
• ReTargeting
• Video Pre-Roll
• Mobile Apps/Games Banner Advertising

I bring this up because there is a CHANGE going on with search marketing and if you don't have a plan that is TESTING the opportunities with the latest changes in Google, you better invest some time researching the latest marketing choices.

I will be sharing some of my latest findings for search marketing at the Fall Conferences because the MAJOR shifts in digital marketing are happening right before your eyes.

Brian 

Brian

 Brian Pasch, CEO

PCG Consulting

732.672.2356

http://www.pcgconsultingservices.com

Anyone who has been watching the grow of Google Analytic's feature set may not surprised by today's announcement that Google Website Optimizer is being shutdown and a similar feature called "Content Experiments" will be added to Google Analytics.

Google Website Optimizer was used to create A/B testing scenarios to see which elements of your website design could be changed to increase desired outcomes.  A/B testing is very popular in other industries however in the automotive retail industry, design changes are normally mandated by the OEM or rarely tested by the dealer once installed. 

On a different but related note, Google Analytics has also added a very important set of  "Social Media" tools and has introduced a new concept called "Social Media Assisted Conversions".  Google Analytics is becoming a very important software platform that dealers need to leverage to investigate the ROI of their marketing investments.  I'll be writing more about social assists in coming months.

Here is the official letter regarding Website Optimizer:

If you have any questions about the more advanced features of Google Analytics, start the conversation here on DrivingSales.com

Brian

Brian Pasch, CEO

PCG Consulting.com

732.672.2356

http://www.pcgconsultingservices.com

Anyone who has been watching the grow of Google Analytic's feature set may not surprised by today's announcement that Google Website Optimizer is being shutdown and a similar feature called "Content Experiments" will be added to Google Analytics.

Google Website Optimizer was used to create A/B testing scenarios to see which elements of your website design could be changed to increase desired outcomes.  A/B testing is very popular in other industries however in the automotive retail industry, design changes are normally mandated by the OEM or rarely tested by the dealer once installed. 

On a different but related note, Google Analytics has also added a very important set of  "Social Media" tools and has introduced a new concept called "Social Media Assisted Conversions".  Google Analytics is becoming a very important software platform that dealers need to leverage to investigate the ROI of their marketing investments.  I'll be writing more about social assists in coming months.

Here is the official letter regarding Website Optimizer:

If you have any questions about the more advanced features of Google Analytics, start the conversation here on DrivingSales.com

Brian

Brian Pasch, CEO

PCG Consulting.com

732.672.2356

http://www.pcgconsultingservices.com

Have you been frustrated with Google Places?  If you have, you are not alone.  

Be patient because good news is on the way.

To recognize the inevitable changes that are planned for Google Places, you just need to step back and look at Google's current business focus on Social, Local, and Mobile (So-Lo-Mo).

Google Places is an old technology that is broken.  Dealers have reported that their reviews appear and disappear on a regular basis.

Google Places business addresses and phone numbers have been reported to revert back to older versions that were updated.  

Have you had any Google Places horror stories?

Google+ For Businesses

When Google announced that business owners could create a Google+ directory page for their business, it was the first sign that change was underway.

When dealers create their Google+ business page, it should be no surprise that dealers are displayed with matching results of a phone number search from none other than Google Places.

Google+ and its integration with social and search is the future for Google and keeping separate business data in Google Places makes no sense.  So, in the coming weeks you will see that Google Places will be replaced with Google+ business pages.  

This should make our lives much easier. It will be interesting to see how reviews are integrated into the business Google+ page.

Why Google+ ??

Google+ must be part of a comprehensive automotive digital marketing strategy.  

It will now become the primary business directory on the Google network.  Google+ also has powerful impact on local search results.

If you have not taken the time to setup your Google+ business page, get started immediately.  

Take a minute to connect with me on Google+, here is my page:  Brian Pasch Google+ . 

Brian

Brian Pasch, CEO

PCG Digital Marketing

732.450.8200 ext 1

Brian Pasch

Have you been frustrated with Google Places?  If you have, you are not alone.  

Be patient because good news is on the way.

To recognize the inevitable changes that are planned for Google Places, you just need to step back and look at Google's current business focus on Social, Local, and Mobile (So-Lo-Mo).

Google Places is an old technology that is broken.  Dealers have reported that their reviews appear and disappear on a regular basis.

Google Places business addresses and phone numbers have been reported to revert back to older versions that were updated.  

Have you had any Google Places horror stories?

Google+ For Businesses

When Google announced that business owners could create a Google+ directory page for their business, it was the first sign that change was underway.

When dealers create their Google+ business page, it should be no surprise that dealers are displayed with matching results of a phone number search from none other than Google Places.

Google+ and its integration with social and search is the future for Google and keeping separate business data in Google Places makes no sense.  So, in the coming weeks you will see that Google Places will be replaced with Google+ business pages.  

This should make our lives much easier. It will be interesting to see how reviews are integrated into the business Google+ page.

Why Google+ ??

Google+ must be part of a comprehensive automotive digital marketing strategy.  

It will now become the primary business directory on the Google network.  Google+ also has powerful impact on local search results.

If you have not taken the time to setup your Google+ business page, get started immediately.  

Take a minute to connect with me on Google+, here is my page:  Brian Pasch Google+ . 

Brian

Brian Pasch, CEO

PCG Digital Marketing

732.450.8200 ext 1

Brian Pasch

The other day a long time friend shot me a note to say that my Facebook account was hacked.  I really appreciated the call but when I checked my account, it was not hacked.  

I had allowed the "would be hacker" permission to post on my Facebook page.

What had happened was that I saw a "funny" video posted on a friends website.  When I clicked to view the video, it requested that I use my Facebook login to view it.

The implied permission gave the video website the ability to post what I watched to my Facebook profile any time I watched a video on their site.  

Needless to say the video was not one I wanted to broadcast to my friends and colleagues; a parody of Wallmart shoppers caught in what you might call embarrassing poses.

As more websites use your Facebook account as the login key, I wanted to advise everyone to conduct an AUDIT of all the websites you have given access to your Facebook account.  

When I did my audit I was shocked just how many sites had varying degrees of access.  A handful of sites I could not recognize while others have been closed for a long time.

Review Your Apps and Permissions

To view the websites you have used your Facebook login to grant access, you will need to click on the down arrow in the upper right hand corner of your Facebook page, as shown on the left.

You will want to click on the "Account Settings" menu choice to reveal a larger set of options for your account.  

I never really took the time to review all my Facebook settings, but this experience made it very clear that we should all AUDIT our Facebook accounts.

Then, you will need to click on the "Apps" menu choice on the left, as shown on the graphic below.  

This menu choice will show you all the companies that you have used your Facebook account as a primary login method.  I don't know about your list, but mine was very long.

Delete Accounts That Are Stale - Edit Others

Any website accounts that are no longer used should be deleted.  I had a number of sites that I deleted, and on a humorous note, a few of them were once "hot" social media website properties that have faded into the sunset.

To change permissions or to delete an App, you need to click on the "Edit" link next to the app, and this will be displayed:

As you can see, by using my Facebook account to login into MetaCafe, a popular video sharing website, I am granting a great deal more that I would have thought about.  Are you comfortable that many of these sites have this type of access to your Facebook account?  

Why would I want MetaCafe to have access to my friends? This AUDIT was important for me because it made me think that I should be using a standard email (gmail) login for social media websites and NOT my Facebook account.  (i.e. brianpaschsocial@gmail.com)

Yes, the Facebook login method is easy, but at what point does your information get in the hands of too many people?  Do I want to subject my friends and my reputation to unwanted posts?

If you want to change the level of access granted for each app, you can click on the "x" next to each feature to remove that level of access.  I had much work to do and I think many readers will also.

Take a minute to do an AUDIT and let me know what you found!  Of course website companies would love to have more then just your login name and password, but do we want to give that information away?

If you enjoyed this post, please consider sharing it on Facebook, Twitter, and your other social networks.  

Brian

Brian Pasch, CEO

PCG Digital Marketing 

Brian Pasch

The other day a long time friend shot me a note to say that my Facebook account was hacked.  I really appreciated the call but when I checked my account, it was not hacked.  

I had allowed the "would be hacker" permission to post on my Facebook page.

What had happened was that I saw a "funny" video posted on a friends website.  When I clicked to view the video, it requested that I use my Facebook login to view it.

The implied permission gave the video website the ability to post what I watched to my Facebook profile any time I watched a video on their site.  

Needless to say the video was not one I wanted to broadcast to my friends and colleagues; a parody of Wallmart shoppers caught in what you might call embarrassing poses.

As more websites use your Facebook account as the login key, I wanted to advise everyone to conduct an AUDIT of all the websites you have given access to your Facebook account.  

When I did my audit I was shocked just how many sites had varying degrees of access.  A handful of sites I could not recognize while others have been closed for a long time.

Review Your Apps and Permissions

To view the websites you have used your Facebook login to grant access, you will need to click on the down arrow in the upper right hand corner of your Facebook page, as shown on the left.

You will want to click on the "Account Settings" menu choice to reveal a larger set of options for your account.  

I never really took the time to review all my Facebook settings, but this experience made it very clear that we should all AUDIT our Facebook accounts.

Then, you will need to click on the "Apps" menu choice on the left, as shown on the graphic below.  

This menu choice will show you all the companies that you have used your Facebook account as a primary login method.  I don't know about your list, but mine was very long.

Delete Accounts That Are Stale - Edit Others

Any website accounts that are no longer used should be deleted.  I had a number of sites that I deleted, and on a humorous note, a few of them were once "hot" social media website properties that have faded into the sunset.

To change permissions or to delete an App, you need to click on the "Edit" link next to the app, and this will be displayed:

As you can see, by using my Facebook account to login into MetaCafe, a popular video sharing website, I am granting a great deal more that I would have thought about.  Are you comfortable that many of these sites have this type of access to your Facebook account?  

Why would I want MetaCafe to have access to my friends? This AUDIT was important for me because it made me think that I should be using a standard email (gmail) login for social media websites and NOT my Facebook account.  (i.e. brianpaschsocial@gmail.com)

Yes, the Facebook login method is easy, but at what point does your information get in the hands of too many people?  Do I want to subject my friends and my reputation to unwanted posts?

If you want to change the level of access granted for each app, you can click on the "x" next to each feature to remove that level of access.  I had much work to do and I think many readers will also.

Take a minute to do an AUDIT and let me know what you found!  Of course website companies would love to have more then just your login name and password, but do we want to give that information away?

If you enjoyed this post, please consider sharing it on Facebook, Twitter, and your other social networks.  

Brian

Brian Pasch, CEO

PCG Digital Marketing 

Brian Pasch