We all know by now that at the end of July, Google changed how they calculate star counts on Google Places.  (see previous post)

Dealers that relied heavily on Dealerrater.com, Yelp.com, or CitySearch.com saw their review counts drop drastically toward the end of July.

I have been encouraging dealers to post review on Google Places because it will increase referral traffic to their website and increase calls.  Some dealers are skeptical just how important Google Places is to their overall website traffic.  Others are skeptical if posting reviews directly on Google Places makes an impact.

I finally have some direct proof that focusing your attention on customer reviews has a major impact on consumers clicking through to your website from Google Places. The term Zero Moment of Truth refers to the digital "scorecard"  and "influences" consumers see prior to selecting a product or service online.   You can download my ZMOT white paper on this link: Automotive ZMOT

For dealers, Google Places reviews play a major part of the Automotive ZMOT experience. For the dealer in the case study below, Google Places shows over 40,000 times a month. Where can dealers get 40,000 impressions (opportunities) a month for free?

If you have been lackadaisical on adding reviews each month to Google Places, this is your wakeup call.  Take a look at the data below.

When Referral Traffic Dropped 86%

I am sharing the Google Places analytics summary data for a dealer in the period from June 1st  through September  16th in the graph below.  Notice that over this period of time, the number of impressions have stayed basically the same.

However, there was a big drop in "actions" when the dealer's star counts dropped from 275 to 3 when Google changed their algorithm.  Google removed the DealerRater.com reviews from their star counts and look at what happened.

So let's dig deeper and look at traffic in June and then we will look at traffic in the last 30 days.  In June, the dealer had over 275 reviews in their star counts, primarily from DealerRater.com.  In August, their review "star" count dropped to 3.  Notice the BIG difference in referral traffic in the two graphs below:

June Traffic and Actions

Last 30 Days

The Big Drop Defined

In the month of June, this dealer had over 275 starred reviews and it resulted in 3,176 clicks through to their website. In the last 30 days, with 3 reviews this dealer had 429 clicks through to their website.

This is an 86% drop in referral traffic and the impressions stayed basically the same.   So if anyone is NOT taking their Google Places account seriously, here is the data.

To get 3,000 replacement visitors would cost you over $8,000 in pay-per-click a month or $100,000 a year in automotive advertising PPC.  Is the effort to get reviews posted by your customers worth it?  You decide.   

The more reviews you have on Google Places, the more FREE traffic you will generate to your website.  This makes a strong case to immediately implement an in-store review process using the Google Places app.  Once this dealer gets their review counts over 275 using Google Places App, their high referral traffic will return.  For a store of this size, this can be fixed in a short period of time.

When you have the highest number of reviews in your market, you can amplify the benefit by running Google Adwords Express. Google Adwords Express is not available in Canada as of today.

Reviews are a trusted resource by consumers.  They become your online brand.  Whatever you think your brand is does not matter.  What matters is what people see online BEFORE they contact you.

What Are You Waiting For?

If you have been holding off implementing on in-store Google Places review process, this data should light a fire under your ass.

Choose if you want to leverage Google Places to drive free traffic to your website or drive traffic to your competitors.

I hope to see many dealers at Internet Battle Plan 7 in Park Ridge New Jersey on October 5-7th and at the Driving Sales Executive Summit on October 9-11th.

If you need help, give us a call.

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences

Brian Pasch

PCG has a number of microsites optimized for the automotive industry on popular terms like "Automotive SEO", "Automotive Advertising", as well as "Automotive Social Media".  

I periodically check search results based on a list of key search phrases I want to target via our own SEO strategies.  

We always want to practice what we preach!  What happened today created one of those "Ah Ha" moments that I wanted to share with car dealers and our industry. 

You first have to know that Google changes the search engine results page (SERP) if you are logged into your Google account. While logged in, Google records your past activity with the goal of making sure that it can display the best search results for your online behavior.

So, with this in mind, have you asked what happens when you click on the +1 button next to a website you like, or own. :)

Automotive Social Media Searches

Here is the SERP for the search phrase "Automotive Social Media" when I am logged out of my Google Account:

Notice that TK Carsites website located at AutomotiveSocialMedia.com is ranking in position #1 over the PCG website at www.AutomotiveSocialMedia.org.   To clarify this screen capture, notice there are no "+1" buttons or thumbnails of my friends since I am logged out of my Google account.

Now look at the same search result while I am logged into my Google Account:

Notice a few things.  First, Google PULLED from Page Two our Automotive Marketing Boot Camp website which has content optimized for "Automotive Social Media" into first position.  

Secondly, it placed our microsite AutomotiveSocialMedia.org into position #2,  It also pushed up websites that I visited frequently or +1'd (like DrivingSales.com) which in effect pushed the TK Carsites website into position #5.

Also see how the thumbnail effect colorized the SERP and reminds me that my friends ALSO liked certain pages or companies.

Identifying The Googlized Consumer

Now, think about what this means to your digital assets if you could get people to +1 them.  

If you are implementing a proactive reputation management process in your dealership which uses 3G iPads or iPhones to get "Googlized Consumers" to post a review from inside the store using the Google Places App, why stop there?

When they are done with their 60 second review posting using the Google Places App, why not setup a boomark on your browser for a search that shows your key website pages one the iPad?

Hand the iPad back to the consumer and ask the consumer to click on the +1 buttons next to your key pages or at least just your home page.  

Here is what a Google search using the site command does, which in some cases is all you need to show for your dealership.  (You should see what this command brings up for your website)

In this case, many key pages are displayed like the home page, service page, parts page, and used car pages.  So if this page was bookmarked, it would be a breeze to touch the +1 button next to the pages that the customer chooses to +1.

If your website has the +1 button on each page, most do not today, then you could also have them go to the page directly and click the button.

Now the bonus.  Since they are logged into their Google account, their +1 activity is recorded.  Since they are logged into their Google account, their +1 activity is recorded.  

This means that when they search for car dealers in your area in the future from their home or mobile device, your website assets will get priority placement.

In this example, my +1 activity significantly changed my top SERP placements. This means that your customers can lock in priority placement for your website in their FUTURE browsing sessions if you ask them inside your dealership.

Mmmmmm the benefits of connecting with your Googlized customers are getting better by the day.  If your dealership needs assistance with a comprehensive IRM, SEM, and SEO strategy, give us a call.

You know I have to ask.... If you liked this article, please click on the +1 button on the top of this page and also share it with your network om Facebook.  I practice what I preach.

Brian

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences

Brian Pasch

I'm looking forward to sharing with progressive dealers my latest research and strategies for automotive search engine optimization.  Google has been making so many changes to how search engine result pages (SERP) are displayed that it is hard to know what is important and what is just fluff.  

The job of an Automotive SEO strategist is not getting any easier!

DSES Workshop on Search Marketing

On Monday October 10th at 1:30 PM I will be conducting an exclusive workshop at the 2011 DrivingSales Executive Summit (DSES) and sharing my findings.  The title of my DSES workshop is:

"The Most Important Ranking Factors for Your Dealership in 2012".

You'll be surprised what are the most important ranking factors for today's digital marketing terrain. The content of my workshop is a perfect match for DSES.  The conference attracts the leaders in the field of social media, digital marketing, SEO, SEM, ecommerce, and sales training who share the latest trends and strategies for success.

DSES is an intimate conference with just the right balance of workshops, keynotes, and panel discussions.  Jared Hamilton has done an excellent job of attracting national experts in and outside the automotive industry to inspire dealers to greater success in the year ahead.

I strongly encourage you to join me in Las Vegas by registering today for DSES.  The registration link can be found at: http://drivingsalesexecutivesummit.com/2011_registration/

If you register by August 31st you can save on registration costs.  It's a steal at $699 but that rate is only good till the end of August!

Las Vegas Automotive Conferences

This year DSES is positioned between two veteran conferences, DD11 and JD Powers.  I know that if you attended all three conferences you would be out of the office 10 days, so pick wisely.  The dates for all the Las Vegas shows in October are as follows:

• DD11 - October 5-7th 
• DSES - October 9-11th
• JD Powers - October 12-13th

If you have not attended DSES in the past, this is the year to invest in a new experience that stands alone in value and design.  If you want a new approach to digital marketing and social media, you will get the "meat" at the DSES Conference.   Just check out the lineup of keynote speakers on this page: http://drivingsalesexecutivesummit.com/2011_speakers/

Automotive Website Awards

Another perk at traveling out to Las Vegas this year will be the opportunity to attend the 2011 Automotive Website Awards ceremony which is being held at Ceasars Casino on Friday Night October 7th at 6:00 pm.

The awards recognize the best companies that provide website platforms and digital marketing prpducts for car dealers.  Come out and be the first to congratulate the winners.

You can reserve your tickets to attend the awards ceremony and VIP cocktail reception by visiting the official awards website at:  http://www.automotivewebsiteawards.com.  

Tickets are limited, so if you will be in Las Vegas on the 7th, reserve your tickets now.

See you in October!

Brian

Brian Pasch, CEO
PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

Inc. Magazine's September 2011 edition  ranked PCG Digital Marketing (PCG), New Jersey’s fastest growing Internet Marketing Agency, #192 on its 30th annual Inc. 500, an exclusive ranking of the nation's fastest-growing private companies.

PCG also ranks # 7 for all New Jersey based companies with a three-year sales growth of 1569%.

The Inc. 500 list represents the most comprehensive look at the most important segment of the economy—America’s independent entrepreneurs.

Companies such as Microsoft, Zappos, Intuit, Jamba Juice, Zipcar, Clif Bar, Vizio, Oracle, and many other well-known names gained early exposure as members of the Inc. 500.

The companies on this year's list employ more than 46,000 people and generated over 35,000 jobs in the past three years.

Complete results of the Inc. 500, including company profiles and an interactive database that can be sorted by industry, region, and other criteria, can be found on Inc.com/500.

Brian Pasch, CEO of PCG Digital Marketing and a 20-year marketing veteran, founded the company in 2005 working out of a home office with a skeleton staff. Pasch saw the redistribution of traditional print media budgets to Internet advertising and poured his heart into launching an agency that would work side by side with clients to implement effective digital marketing strategies and provide comprehensive education and training.

Today PCG Digital Marketing employs over 60 full time employees and has offices in the US and Ecuador.  The company is headquartered in Eatontown, NJ.

Pasch is quoted, “Being on the Inc.500 list is a great reward and blessing for our passionate team of hard-working professionals. Success takes a commitment to learn and lead and I’m proud of the fact that we have been able to do both.”

For more information about PCG Digital Marketing, please visit http://www.pcgdigitalmarketing.com/

Google continues to amaze me with a tsunami of changes to search and new products this summer.  The team at Google is not taking any vacation time this year.

Google announced today Google Related, a free toolbar that is available for Google Chrome and IE 7.  The toolbar is not available for Firefox.

The toolbar will appear at the BOTTOM of select websites, and show a number of items that are designed to help the consumer who is SHOPPING or RESEARCHING on the Internet.  

For car dealers, if this toolbar becomes popular, their online reputation will be amplified and also their competitors will be placed a click away. The toolbar will benefit dealers that have a strong online reputation management process and it will negatively impact dealers that have ignored their online reviews.  

When was the last time you checked your Google Places page?  How many reviews do you have posted?

Google Related Toolbar In Action

Here is a service microsite for Toyota of Sanford, and when you visit this website with the Google Related toolbar installed, you can see the Google Related toolbar at the bottom of the page:

Close-up of Google Related Toolbar

You can see how VISIBLE dealer reviews that are on Google Places will be shown.  It also shows related searches, which WILL INCLUDE other local dealers.  This has good points and bad points for dealers, however this is the CONSUMER's CHOICE. When you hover over the reviews section this is what you see:

When you hover over the related places, this is what you see:

I'd like to hear your thoughts about this new toolbar and way in which consumers will be presented with enhanced search tools.

Why You Need A Proactive Reputation Management Process

All your advertising dollars are impacted by your online reviews.  The #1 search phrase that brings organic traffic to your website is YOUR DEALERSHIP NAME.  

Almost 100% of the time, your Google Places page will show when a consumer searches for your dealership name.

This means that 15,000 - 25,000 times a month consumers are seeing your review star counts.  What are they seeing? Here are some example that are in position #1 on dealer Google Places Pages.  

Are these REVIEWS that you would want thousands of people to see a month?

What Are You Waiting For?

• Can you afford not to implement an in-store Internet Reputation Management process?
• Can you afford to leave negative reviews posted without a response from your dealership?
• Can you compete when your local competitors have 2x or 3x the number of positive reviews?

If you need help, just call the digital marketing team at PCG for assistance.  732.450.8200.  We have a comprehensive Internet Reputation Management package specifically designed for car dealers.

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences

Brian Pasch

Have you thought about how much color has been added to Google's search result pages? It's as if they took a cue from a broadway play and have created their own Technicolor Dream Coat.

Businesses that understand the importance of implementing an in-store process to collect customer reviews get an additional benefit with yellow stars next to their Google Places listing.

Yellow is a color that draws the eye.

The Amazon effect has clearly trained consumers to click on the "products" and now companies FIRST that have the highest ratings.

This is an untapped opportunity for most car dealers. Check and see how many stars you have compared to other dealers in your market.

Suggestion: Download the Google Places App and start a strategy to get your customers to post a review when they are engaged with you!

Are Your Friend's Photos Showing Under Your Assets

But now, the technicolorization of SERP include photo thumbnails (enlarge photo below) of people who "+1" the listing.

Imagine the charge in click behavior when a person searches and sees 5 of their friends profile photos under the SERP listing for a specific business.

The addition of photo thumbnails add color and relevance to people from their network of friends. The colorization and personalization of SERP pages can be leveraged to increase click behavior of online shoppers.  

You can see how powerful these thumbnails can be from the example below if you were interested in attending a conference and all your friends liked the event:

Do you have a technicolor search engine optimization strategy in place?

If you are not updating your Automotive SEO strategy to take advantage of these changes in Google SERP, you will simply be falling more behind.  Can you afford that?

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences

Brian Pasch

Like a proud father who is moved with emotion as he sees his child graduate from college, I was filled with pride when Westbury Jeep secured their graduation honors. In July Westbury Jeep was recognized as the #1 Jeep Chrysler Dodge dealer in the United States for June 2011.

Being #1 in the US for any brand is a great reward and a double blessing for a passionate and engaging dealer principal. Many factors go into achieving that level of success and the entire Westbury Jeep team should be congratulated. Creating a team that executes on all levels is not an easy accomplishment.

PCG Digital Marketing has assisted Westbury Jeep define and implement their digital marketing strategy for the past three years. We have also developed a great relationship with Joel and his team based on keeping them ahead of their competition in regards to digital marketing.  

Become a Student 

Joel Sporn is a rare dealer principal that sought to understand all digital marketing concepts so he could adapt them to his specific vision for his franchise store.

Joel is a student of strategy and fiercely competitive. He chose to accept the responsibility of crafting his digital strategy and build a great team of marketing partners.

Joel sought out and connected with people who could help him learn, execute, and integrate that knowledge. Joel was patient to see the rewards of his digital investments, which is the main theme of this article.

Too often the executive leadership of a dealership is disconnected from the staff that are tasked to research, select, implement, and manage a digital strategy. This disconnect can cause dealer principals to be impatient.

It is not uncommon for digital investments to be pulled off the budget before they bear fruit in as little as 60 days.

Automotive SEO Is Not For Sprinters

Digital marketing investments can have an immediate and clear ROI for dealers like adding 24x7 managed chat to a website, adding pop-up coupons, or operating a pay-per-click campaign with well-designed conversion pages. These digital strategies have an immediate pay-off and, when measured, create a comfort level with bean counters.

Other digital strategies require patience to create a market dominating success story. Search Engine Optimization (SEO) is one of the most misunderstood investments. Joel took the time to learn, craft, and implement a market dominating SEO strategy and the payoff is clear today.

Since an aggressive SEO strategy can take over a year to implement and refine, few dealers ever see the fruits of their SEO investment. Automotive SEO strategies are continually changing. Just recently Google added the “+1 Button” to search engine listing pages and this one change will have a major impact on click rates to dealer websites.

The Google launch of their social media platform “Google+” also creates new opportunities to drive social links and traffic to a dealer’s website.

Despite all these new opportunities, I caution dealers that have little patience to start an aggressive SEO strategy. If you are looking for SEO to make significant changes in online visibility and traffic in 90 days, don’t start.

Patience Also Needed For  Reputation Management

Patience is also required for Internet Reputation Management (IRM) processes, which yield an increase in online review counts each month. These reviews are visible to tens of thousands of in-market shoppers each month.

Dealers who ignore their online reputation “scores” are in effect using their monthly advertising budgets to send consumers to their nearest competitors. Dealers who want to fully leverage the digital divide must implement an in-store and post sale review gathering process.

Implementation does not come without resistance from dealer employees. They are also uninformed and impatient on the benefits of doing “more” work in their already hectic workday. The ROI to a commitment to IRM does not necessarily come in 30, 60, or 90 days, but when a dealership has 200+ more reviews than their nearest competitor, the pay-off starts to become very clear.

When consumers call and ask for sales professionals they never met because of an online review, your sales team will take notice.

Unfortunately, I have already started to see dealers give up on IRM process investments. I’ve been told that it’s too hard to ask happy customers to take 60 seconds to post a review inside the store. I’ve been told that none of their customers have Google accounts. Both are excuses and lies.

Dealers, what lies are you and your employees believing that are holding back your online marketing success?

Digital marketing takes a well-defined strategy and as I have outlined; patience. Success also takes a commitment to learn and lead from the top executives of the company.

We have mentored Brickell Honda, located in Miami Florida, over the past 2 years and they have over 800 reviews posted directly on Google Places.  Alex Andreus and Mario Murgado have a market dominating digital marketing strategy that includes a strong belief in presenting a positive online brand image.

With the correct leadership it is amazing what can be accomplished.  

Do You Have Patience?

Westbury Jeep and Brickell Honda have demonstrated patience in crafting and implementing their digital marketing strategy. Success did not happen overnight.

Their success came from having a strategy that reviewed all their current marketing investments, which resulted in an action plan. These two dealers are examples of a new breed of automotive professionals that are making the investment to develop a strategy that includes technology, training, and the willingness to be ahead of their peers.

Has your dealership made a commitment to create a dominating digital marketing strategy?

If dealers continue to measure success in 30, 60, or 90-day intervals they will never reap the rewards, which are produced from implementing a comprehensive digital marketing strategy.

I am not implying that your digital investments should not be measured each month. I am saying that until dealership executives invest in digital marketing education for themselves and their team, they will never have the patience to win the race.  They may win a short sprint but never the marathon.

Running A Dealership Is Like Running A Marathon

Successful car dealers are marathon runners.  Has your operations and marketing trainer prepared you for the digital marathon?   I sure hope so because the race has already started.

Brian

Brian Pasch, CEO
PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences.

 Brian Pasch

Google send out notification to Certified Adwords Specialists about upcoming changes that impact Pay-Per-Click ads that utilize phone numbers on mobile devices.

This information is very important for dealers who have been using PPC ads for Mobile Devices.  If you are not targeting mobile devices, this is a reminder and wakeup call.  

You should be testing mobile ads as well as mobile RETARGETING.  (Very cool)
 

Clickable Phone Numbers on Ads

The point is that Google is making mobile Ads more effective by adding a clickable phone number as part of the ad.  This is a win for the consumer and the advertiser who believes that targeting mobile shoppers is a smart investment.

Once gain, Google is on a roll and continually adding new ways to monetize their platform.  

Is your current PPC vendor keeping you up to date with the latest opportunities in search marketing?

This is a great reason why this forum is a great place to stay ahead of your competition.  Stay tuned, every week there is another great suggestion by bloggers on this forum.

 

Google's Official Letter

Dear AdWords Advertiser,

If you currently have a phone number in your ad text or have plans to start adding your phone number in an ad, this is an important notice that in the coming weeks, we will be launching a new enhancement to AdWords ads that will impact charges on clicks to these numbers.

To help our mobile users connect more easily with advertisers, all non-clickable phone numbers displayed in AdWords ad text will be automatically converted into a Click-to-call number. Currently when advertisers enter a phone number directly into their ad text instead of using Call Extensions, the phone number is not clickable and will not generate a call. This can be a frustrating experience for mobile users who attempt to initiate a call to this phone number.

The new Click-to-call enhancement ensures that all phone numbers shown in AdWords ads are clickable and allows users to easily place calls from their mobile device. If your ad text includes a phone number, you will begin to receive clicks and calls on this number once the enhancement is enabled in your account. As with phone calls placed via a Call Extension, you will be charged for clicks on your phone number that result in a call.

Please note that AdWords policy does not allow for phone numbers to be inserted into ad headlines. As with all Click-to-call ads, advertisers will be charged when a user either clicks on the headline or the phone number listed in the ad. Please see below for additional information regarding this change.

Which phone number shows?

If you are currently using both Call Extensions and a phone number in your ad creative, only the newly clickable phone number in your ad creative will show. This is designed to help reduce user confusion from seeing two potentially different numbers. If you would like your Call Extension number to display, simply delete all phone numbers from your existing ad text by following these steps. You'll also receive an additional line of ad text displaying your phone number if the Call Extension is used.

Measuring results

You'll be able to review how many calls you receive on the clickable phone number listed in your ad text for each campaign, ad group, keyword and ad on the "Campaigns" tab in your AdWords account. Just select the "Click-type" option under the "Segment" drop down and view your report. Please note that since these are not calls generated from a Call Extension, they will not be reported in the Extensions tab reports.

Recommendations for featuring a phone number

You can simply leave your phone number in your ad text and benefit from this change which will automatically make your phone numbers clickable and enable users to call you. However, to get the most value from click-to-call, we recommend that you remove your phone number from your ad creative and create a Call Extension with your phone number directly.

This has several benefits. With a manually created Call Extension your number will appear as an additional line of ad text which frees up space in your ad creative for other promotion. In addition, when you create a Call Extension, your phone number appears on a separate line in the ad, and you're able to take advantage of other powerful enhancements such as Vanity Numbers, Call-only and Call Metrics reporting.
 

Keep Up WIth Search Marketing Changes

If you would like to be notified when new digital marketing opportunities are announced, join our alerts mobile campaign.  To join,  text PCGTIPS to 75674

This will make sure that changes in the marketplace that impact your marketing and advertising investments are delivered to your mobile phone.



 

Brian Pasch, CEO
PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

This has been a great month for change at Google and PCG Digital Marketing has been in the forefront advising car dealers about these changes.  In July 2011 we were introduced to:

• Google+
• Google Circles
• Google +1 button
• Profile thumbnail photos under search results
• Enhancements to Adwords Ads to include META data and Site Links
• New formulas for review star counts on Google Places

To keep the news stream flowing, Google announces that Google Boost is now called "Google Adwords Express". This is another opportunity for dealers to adjust their Automotive Advertising budgets.

Are you ready for a GREAT opportunity to market your dealership online at a LOWER cost?

Adwords For The Masses

I've been asked many times if Google Boost was a replacement for Adwords and it is not. 

Google Adwords Express (formerly Google Boost) is Adwords for the masses.  It is ideal for the small business who can not afford to have a third party setup and manage Adwords.  It is ideal for the non technical business owner who wants an easy online "yellow pages" ad on the #1 search engine.

Car dealers may forget just how advanced they are when compared to small business owners who only have a few hundred dollars a month for advertising.  

Google Adwords Express takes no more than 5 minutes to setup once your Google Places listing is up and running. As a caveat, dealers must update the Google Places category selections to use Adwords Express.  Google has "standardized" these categories to avoid spamming.

Benefits of Adwords Express

Google Adwords Express is accessed through your Google Places dashboard.  It allows you to create an ad that is based on one of the five business categories that you select for your business.  The BENEFIT of a Google Adwords Express ad is that it includes:

• Business Name
• Business Address
• Contact Phone Number
• Call To Action Message
• Consumer Reviews (Star Counts)

Google Adwords Express ads STAND OUT from the boring text Adwords Ads because they include the yellow highlighted star counts.  Do not ignore the fact that these ads stand out from your competition.

Google Adwords Express ads MAY reduce clicks because they have the location of your business, a contact phone number, and social proof that people like your store.  

This is especially true for Fixed Ops marketing campaigns. The key to leveraging Google Adwords Express is to have your Google Places page setup properly.

You can also download our free white paper by clicking on this link:  Google Places Optimization

Adwords Express is Ideal For Car Dealers

Just because Adwords Express was designed for small business owners, it is actually perfect for car dealers.  You just have to know how to utilize Adwords Express.

We have managed and documented Adwords Express campaigns that have a lower cost per click than Adwords.  We have also seen campaigns setup improperly and cost MORE than Adwords.  

Don't rush and be sloppy, it is still a PPC campaign!

Google Adwords Express is ideal for Fixed Ops marketing.  Dealers who want to go after the national service and tire chains (Jiffy Lube, Meineke, Discount Tire, Pep Boys, etc.) should take note:  Adwords Express can change the dynamics of your Fixed Operations marketing strategy.

Adwords Express Must Be Integrated With Reputation Management

Dealers who want to benefit from Google Adwords Express, which is connected to Google Places, must have a strong Internet Reputation Management Process in place.  Do you have one? Here is a quick check:

• Do you have a process to identify Google consumers in your sales process? Service?
• Are your customers adding new reviews to Google Places each week?
• Are you reading and responding to reviews each week?
• Do you have a policy on dealing with negative reviews?

Dealers who implement an in-store review process that leverages the power of the Google Places App will significantly advance on leveraging Google Adwords Express to increase their sales and fixed operations revenue.

Are you ready to leverage Google Adwords Express?  I hope so because you want to be in the game BEFORE your competition reads this post!

Change once again is rocking the automotive digital marketing world as Google today drops the third party review counts from its yellow stars. ONLY reviews directly posted on Google Places are showing.

This screen shot of BMW of Scherville showed all the DealerRater reviews last week in their star counts but not today.

This is what their Google Places account looked like last week:

This change is impacting all Chicago BMW dealers:

In-Store Reputation Management & Google Places

I've been coaching dealers to start using the Google Places App on their iPhones and iPads to increase directly posted reviews. The benefit? The dealer can use Google Boost to spice up their PPC strategy.

I also warned dealers that if Google every dropped the review "counts" from the stars from 3rd parties, they would be better protected by having a direct Google Places posting strategy.

Now keep in mind, Google is still showing the counts from third parties in brackets, but the key metric is that the yellow stars are what always show and not always do the consolidated reviews show.

I am not saying that 3rd party review sites are not IMPORTANT, they are. 

It is just that the MOST visible aspect of Google Places and SERP results is the yellow stars.  Secondly, there is not way to predict which 3rd party sites will show up in the brackets underneath the listing.

A Tsunami of Change

Acton Toyota has over 1,227 reviews posted on DealerRater but they only have 10 reviews directly posted on Google Places. A few weeks ago I saw their Google listing and it showed over 1,000 reviews with their stars. That is now history!

In fact, Google is not even showing all of their reviews from Dealerrater.com as shown below:

Dealers looking for direction on how to best adapt to these changes should start an in store reputation management process that include using 3G iPads and iPhone devices.

Dealers must set processes to identify consumers with Google accounts while they are in the dealership. 550,000 Android devices are activated a DAY and all have Google Accounts. Google empowered consumers can post reviews directly on Google Places, with their account, from a mobile device.

I told dealers this day would come and today is that day. If you need help with in store training, processes, and strategy on reputation management, give me a call. I'm here to help. We have the strategy and solutions.

Brian Pasch, CEO

PCG Digital Marketing

732-672-2356