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Jared Hamilton
From: Jared Hamilton
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Christian Salazar

Christian Salazar Sales Director

Exclusive Blog Posts

Improving Vehicle Detail Pages

Improving Vehicle Detail Pages

Your VDP is one of the most important aspects of your marketing. Improving your sellers notes will help your customers see the value that is included for t…

Improving Service Efficiency for the Customer

Improving Service Efficiency for the Customer

As a former service advisor for one of the busiest Chevrolet dealerships on the prairies, I know firsthand how many customer interactions frontline sta…

EXCLUSIVE WEBINAR - From First Search to Final Sale: Understanding Today's Customer Journey

EXCLUSIVE WEBINAR - From First Search to Final Sale: Understanding Today's Customer Journey

The modern customer journey has changed with the majority of decision making, price matching, and quality assurance done online before even being in the st…

The Problems with Selling Used Cars with Recalls - Part 1

The Problems with Selling Used Cars with Recalls - Part 1

Part 1: Consumers Vote with their Pocketbooks When it comes to selling used cars with recalls, dealers seek refuge from scrutiny by turning to fellow de…

Rock's Rants: Equipment Repair

Rock's Rants: Equipment Repair

Recently I was sitting in an office with a service manager and a few advisors. Someone walked in and said, "The balancer's not working again.&quot…

Keep Your Current PPC Provider, Pay Them Less

 

Automotive SEO 

Content marketing (SEO) is something dealerships started to learn and understand around 2013 – 2014.  Some masters of the craft, even earlier.  Since then there’s been a major fallout of companies able to produce quality content.  Whether you have one person or a team of in-house writers they must know all the rules the search engines play-by.  The golden rule, produce original, relevant and high quality content that produces revenue for your business.

  • Keep Your Current Provider, Pay Less

  • This is one of the biggest opportunities dealerships have when it comes to advertising spend and it can be seen at too many dealerships across the nation.  If your current paid search company is landing people on SRP’s or the homepage of your website.  They are doing it wrong.   Use SEO to work with your paid provider to create landing pages for low-funnel buying questions.  This keeps users engaged on your website therefore increasing your chances of a conversion.

5 Essential Components To Landing Pages

1 - Engaging Headlines w/ Proper H1 & H2

2 - Information Relative To The Searched Keywords

3 - Video, Pictures, Infographics

4 - The Benefits of Your Offering

5 - Clear Call-to-Action

If you’re landing paid search on pages that don’t include these things, STOP.  You’re paying too much and users are leaving your site without converting.  This is also known as wasted ad-spend.

overtake search engine optimization

Pay Less Overtime With Your Paid Search

 

  • For example, if your keyword is “new chevrolet lease offers” and your current provider is sending them to your homepage or chevy SRP’s on your website.  Stop buying that keyword, your customers are bouncing.  And you’re paying a premium for that keyword, probably close to $10 or more.

 

  • With quality content, land people that click on your ad to landing pages specifically talking about your brands’ lease offers.  And clicks could cost you 50% less.

 

  • That’s right, with great quality content, you could be spending 50% less on paid search.  Either you get double the results for the same spend, or you use that money for other advertising avenues.

 

Bart Wilson

Great to hear from you Christian!

Content marketing is a great way to improve paid search.  Where do you recommend a dealer start?  In other words, if I'm creating content that maps to a campaign, how should I make sure I'm providing value on that landing page?

Christian Salazar

Hey Bart, a few different places come to mind.. first, ask the dealer the top model they would like to push and use this info including a geo to create your first page.  Secondly, take a look at search console and see the most often queried search terms that don't use the brand name.  Third, as it directly related to the title of this post... log into your Google Ads account and click on keywords, then sort by impressions, that will give you loads of content ideas to write about...

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