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Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
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Paul Potratz

Paul Potratz COO

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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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