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Jared Hamilton
From: Jared Hamilton
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Paul Potratz

Paul Potratz COO

Exclusive Blog Posts

Ecommerce and Auto dealers

Ecommerce and Auto dealers

Many of the ecommerce sites are now a days trying to test the waters of entering into the automobile sector by trying to engage customers on a small scale …

Closing Out Your Phone Call Properly

Closing Out Your Phone Call Properly

Closure - An Important Step One of the most commonly skipped steps during a sales call is Closure. During Closure we should be giving the customer …

Take me off the List!

Take me off the List!

      The last thing a dealer wants to hear is “take me off of your marketing list.” Each and every time you get th…

Using Vehicle Safety Features to Drive New and Used Car Sales

Using Vehicle Safety Features to Drive New and Used Car Sales

Selling a consumer a large ticket item like a car, truck, or SUV comes with a degree of understandable skepticism for the buyer. Consider the importanc…

Why Branding Your Price is a Great Idea!

Why Branding Your Price is a Great Idea!

If you’ve been reading my pieces for the last few months, you’ve probably noticed how passionate I am about branding. By branding every aspect of your …

Focus on the Goal in Your Dealership's SEM

What’s your ultimate goal in running a search engine marketing campaign for your car dealership? To get more clicks on your ads? To lower your cost per click and get the most for your money? To get more conversions when people fill out forms to get a quote? All of these things work step by step closer to your ultimate goal: to sell more cars. That’s what it comes down to.

 

An effective pay-per-click campaign needs to take into consideration all these elements and more to use your dealership’s advertising budget to its maximum potential and drive the most people to your site and ultimately to the lot to buy cars. It’s much more than just bidding on a few keywords and letting it run.

 

In fact, an auto dealer SEM campaign can ultimately only be as effective as the web pages ads drive people to. Google takes into account the quality of landing pages and their relevance to the ads people click on. As a car dealer seeking to drive more leads, you need to make sure your website is buyer-friendly with a clean, simple design and also plenty of calls to action to get people to fill out forms.

 

Every part of your dealership’s advertising needs to focus on your goal of selling more cars, and you should take steps to make sure your search engine marketing campaign is driving toward this goal.

Jared Hamilton
There is not enough talk in our industry about proper conversion. How to test and optimize keywords, landing pages etc for proper conversion. Driving traffic without conversion optimization is like doing a direct mail drop without training your sales people. Its a quick way to be inefficient. Thoughts?
Paul Potratz
A great way to get started is by using Google Website Optimizer. It provides the ability to really get serious about how a landing page converts. It is also free. I really feel strong about testing and then testing again. It is amazing how often I hear "I need more traffic to my website" then when I ask what is the site conversion. I hear.............. It is the same principal as car shoppers visiting the lot and 97-99% of them don't buy, that would scream we have an issue and your website should follow same rules.

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