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Jared Hamilton
From: Jared Hamilton
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Paul Potratz

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Exclusive Blog Posts

2017 Presidents Club Insights - Patrick McMullen

2017 Presidents Club Insights - Patrick McMullen

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Five Tips for Selling Used or Certified Pre-Owned Vehicles

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Selling used or certified pre-owned vehicles can be daunting task. With prices, laws, and competition varying across the country selling a pre-owned car fo…

What Motivates Your Employees to Perform?

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2017 Presidents Club Insights - Mark Brown

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Search Preview in PPC Ads: What Does It Mean for Your Campaigns?

You’ve probably noticed the little magnifying glass next to Google search results. When you click it, you see a preview of what the site looks like. Google has recently added this preview feature to paid search results as well, letting people get a glimpse of your page before even clicking the link. What are the implications of this new feature for automotive advertising search campaigns?



First, this makes the quality of the landing page all the more important. Before, people would have to click an ad to even see your site. Now, they can see it before even clicking, making it all the more necessary to have well-designed graphics and a clean, appealing look.

Second, the page needs to be specific to what people are searching for. If they are searching for a 2011 Nissan Sentra and can see that they are going specifically to a page about the Sentra, they will be more likely to click the ad. If they are just going to the main dealership page which has 10 different brands listed, people will not be as likely to click since they are not going straight to the vehicle being searched for.



Finally, be aware that Flash, Java, or other web platforms may not show up in your site preview and instead show as just an empty white space. Check your pages in the preview to make sure that graphics do indeed show up.

Brian Pasch
Paul I spoke about this feature yesterday during the Automotive SEM Study and I posed the question to myself "How do consumers find out about this feature and learn how to use it?" For 95% of the dealers on the webinar, none had notice this feature nor thought about the implications. Some of the ads we tested had poor graphics so you are on point when you say that dealers should check what is being displayed. I just wonder what percentage of consumers are using the preview function today. The second question was regarding the preview page itself. Google is selecting certain text to highlight on the page and magnify that text. I was wondering if their are HTML tags to guide Google which text to use. For example, one client's ad showed their Dealer.com page home page and two areas of text were highlighted. One was the review section, a feed from DealerRater.com. So, I wonder if you can force certain text to be selected?

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