Posts Tagged Car Dealer Websites

11+ Website Visitor Conversion Optimization Hacks

Getting traffic to your dealership’s site is good, but converting that traffic into customer action is even better… Plus a Google Bonus! 
Below you have 11 conversion rate optimization hacks. Tips and tricks on how to increase your website’s conversion rates, or how to get your visitors to do what you want them to do…
  1. Faster Load Time

Time is money, right? In this case, time is conversion. You don’t want people waiting for your site to load (after all, they are here by choice and not because they have to). So, trust me when I say that they will run to the hills when a site is taking more than a few seconds to load. If they feel like they’re losing their time, you lose your conversions, so make sure to have your website speed optimised.

  1. More Prominent Buttons

This one is a no-brainer, right? Big buttons (as in tastefully big and not disproportionate to the rest of the design) are the hack that will help you push the right buttons of your visitors.

Note that they must be buttons – not a text, not a link, not a zipper, but one big fat button that shows exactly what you want your visitors to do next. Content should be simple, e.g. Request Test Drive, Place Deposit, Reserve This Vehicle, Sign up Now, Get Approved, Read More Here, etc. Feel free to play with the language and maybe make it funny or more casual, e.g. Just Do It, Hit Me, Make My Day, Don’t Tell My Wife/Husband and so on, but always remember that less is more.

Also keep in mind to use a clean, readable font; this applies to the whole site and the buttons themselves. You don’t want the ‘Oh, what does this button do?’ kind of situation.

 

  1. Stronger Headlines

You need to provide strong and catchy headlines to grab people’s attention. Again, remember to use simple language and clean fonts. As catchy as it may be, your headline should be very specific. Your website visitors have to be able to know without a shade of doubt what they’re getting into.

  1. Vivid Descriptions

You will also need more detailed descriptions of the vehicles and services you’re offering. The description should be brief (time is conversion, remember?!) and contain the most relevant information. Do point out what makes your dealership special, but remember not to sound like a braggart. Try to incorporate action-based verbs, and, again, keep the language simple and the font clean. Also, include only relevant information in your descriptions.

  1. More Images

Make your website content more visually attractive by featuring a preponderance of images, especially of the vehicles… Images of cars and trucks with people nearby or in them work far more effectively than images of machinery alone. You don’t want your site visitors to feel like they’re back in school and keep them reading forever. Instead of verbose descriptions, insert a photo to illustrate. But don’t overdo it! Too many photos on your site can be a distraction from conversion relevant content and can have a negative impact on website load times. Also, stock photography hurts you more than helps you, people see stock images as you being too lazy to take acftual photographs. I am waiting for the day when a dealer website declares:

“All Photos are Actual and were taken by ABC Motors for this website… If you are a competing dealer, don’t steal our photos, quit being so lazy and go take your own!”

 

  1. Customer Freebies

This marketing technique is an oldie but a goodie. Plus, generosity is always appreciated. Web-based stores have loads of different options for providing free stuff for their customers. Examples include: offering free delivery to home or workplace, free overnight test drive, buy-1 new Raptor-get-1-free Fiesta, etc. – you know what we mean. Try creating a display case near your showroom with low cost, but branded gifts. Offer your website visitors their choice of a gift from the display case if they request a showroom appointment and then show up.

  1. Discounts on Overaged Units and Low-in-Stock Alerts

Get your website visitors hyped for buying your vehicle, accessories or service. How? By notifying them about any discounts you currently have going on. Also, you could provoke them to Buy Now! by letting them know that the vehicle model on sale you’re offering is low in stock. Or, they should Grab one before it’s gone because there are Only two left!

  1. Customer Reviews and Testimonials

Prove to your website visitors that buying from you will be the right decision by featuring reviews and testimonials from other customers. Don’t overdo this either and don’t make it the most prominent part of your website. It should act as further, yet subtle motivation for people to take the desired action on your site.

 

  1. Guarantees and Returns

Give your website visitors a sense of security by providing detailed vehicle warranty information as well as a link to your 3 day used car return policy. Make sure that all terms and conditions featured in both the guarantee and the return policy are clearly stated and written in a clear and simple language.

  1. Bolder Privacy Policy

Sharing personal information is a big deal. Your dealership website visitors need to be fully aware of where the data they provide will be used. Most users are interested especially to know whether their data will be shared with any third parties. So a link to your privacy policy is also a must. Don’t be shy about stating that UNLIKE AUTOTRADER, CARS.COM AND CARGURUS your dealership keeps information secured, confidential and is simply not for sale.

 

  1. More Payment Options

Let your website visitors reserve a new or used vehicle for a limited amount of time by making a deposit. Deposit refunds, should they change their mind are available when they visit the dealership with valid government issued ID. Provide multiple payment options for your website visitors to make their experience even more comfortable and remember to feature that information on Vehicle Detail Pages (VDP). Show your purchase deposit and payment options as icons in a nice bright place on your front page. Accepting Gold Coins and Bars for payment is always a nice touch.

  1. FAQ

Comply a list of the Frequently Asked Questions related to your vehicles for sale, accessories or service department. After all, you know best what you offer for sale, so make sure to answer all uncertainties that may possibly arise. You can place that list on a designated page or feature some on the front page – it all depends on how F your FAQs are.

 

  1. Fewer Form Fields

If you want your website visitors to fill out lead and other forms, make sure that there are only a few required fields. That brings us back to time is conversion, as you don’t want to lose conversion by wasting your visitors’ time for filling out forms. Keep only the necessary fields mandatory and make all the rest optional to be filled-in by those who feel like it.

  14.  Turn Your VDP into a Lead Generation Machine 

The vehicle details page (VDP) is a competitive asset that drives consumers to the lot. But like all assets, VDPs require care and feeding to bear fruit. In the age of Instagram and YouTube, your VDP needs to feature striking visuals (not boring stock photos) and video. The texting generation also wants snappy, well-written content that sells the vehicle instead of listing features like a catalog. 

In addition, by necessity, dealers must provide more transparency and detail to communicate the value of the product, especially as automobiles become more sophisticated. Consumers want to learn more about the product – from you and from each other. Our own research shows that about eight out of 10 shoppers rely on online reviews to purchase a car. 

VDPs are so important that Cars.com recently added Salesperson Connect to our VDPs, which means Cars.com VDPs now highlight the product, price, place, and person. As a result, we can keep consumers engaged, build trust between them and your dealership, and facilitate a quicker and more personalized path to purchase.

There you have them – I promised you 11, then over-delivered a total of more than 14 conversion rate optimization hacks that will make your dealership website conversions grow like crazy.

Long story short: keep your site clean from cluttering and unnecessary data, remember that real and original is more when it comes to descriptions, photos, etc., and keep things as simple and as fast as possible.

Adapted from an article written by 

Source: WebsiteBuilder.org.uk/11-quick-hacks-increase-website-conversion-rates

CONVERSION OPTIMIZATION BONUS:

Every AdWords advertiser’s ulterior motive is to gain relevant prospects via clicks on his ads. If you are an advertiser yourself, this scenario will definitely sound familiar.

Well, this sets our goal – try and achieve as many clicks on your ads as possible. Now, what if we say that you can achieve your motive quickly and efficiently through an innovative tool called AdWords extensions? Yes, There are a number of AdWords extensions available today that can increase the number of related clicks on your ads drastically.

They help you convert your viewers into potential leads and thereafter, customers.

So what these AdWords extensions are and why should they be used? Let’s find out!

What are AdWords Extensions?

Recognize them by initiating a Google search, for let’s say, shoes online. You will find that some ads take more space when compared to others, all thanks to the AdWords Extensions that help your ad to display more useful information, and therefore the increased length of your ad.

The main idea here is to optimize your PPC campaign in order to communicate maximum information about the product or service to the viewers. You can, of course, opt for Google ads without the extensions. But the ones with extensions have certain advantages and benefits over the other category.

Why Should You Use AdWords Extensions?

Do nothing without a reason! And why should you use AdWords extensions without prior knowledge of how they could be of immense help to you? We here talk about a few of the many advantages that AdWords extensions have to offer.

  • Improved Click through rates

First and foremost, adword extensions lead to better click through rates since the viewers are now exposed to more information pertaining to the product or service and also get options to get in touch with the concerned people immediately.

  • Visibility

Owing to more precise information and more ad space, the ads with extensions tend to be different from the others and garner more attention.

  • More clicks at the same cost

For no additional costs, you get more valuable clicks from the viewers. What else could you ask for?

  • Improved user experience

In general, it has been seen that Google ads with extensions tend to provide a better and smoother experience to the viewers when it comes to navigating around the ads.

Now that you are convinced of the importance of AdWords extensions, it is only natural to look for a few of them that can help you achieve the motive. Read on!

AdWords Extensions You Need to Try

Let’s review the top 6 AdWords extensions and see in detail how they can be of help to you and your campaign.

  • Review Extension

A review extension, in the simplest terms, makes use of third party interference in order to have a good and unbiased review of the products and contents of your page. One of the most full-proof ways of verifying the efficiency of the content of a page is through testimonials and reviews. This ensures that the user who is going through the ad on the page has trusted the content. This brings about a sense of validity and authenticity. This is thus a must-have extension for every online marketer. However, there is one thing to be borne in mind here. It is imperative that you go through and are thorough with the guidelines of Google Review Extensions before you start adding these reviews to your site ad. Third party sites like G2 Crowd, Trust Pilot, Trust Radius and the likes could come into action here.

  • Callout Extension

Callout Extension is one of the most useful extensions to have if your aim is to express everything your service is about in those 2 lines of the advertisement. It gives you the chance to incorporate more words in order to communicate your message clearly. Basically, breaking it down to the simplest level, a callout is any short phrase that gives the user an idea of the service that you are offering. It would mean putting together small sentences like the main idea of the service, the number of hours, delivery time, location of stores and many more such pieces of information that might be essential for the viewer or potential customer to know in those few words. Basically, what this extension does is gives you maximum information in limited words.

  • Sitelinks Extension

This particular extension basically works by adding more links to your ad that ensures that you are reaching out to the potential customer base with as much information about the service as you possibly can. When you add some essential information that surrounds the main service you offer, it increases the credibility of the ad. This also improves on the potential opportunities for the viewer to reach the sites that are most useful to them. For instance, if it is a particular educational course that you are offering to the viewers in the advertisement, then the links added could be of taking additional exams and equivalent ones.

  • Structured Snippets

This type of an extension caters to those businesses that are revolving around many different ideas. For instance, if your business is for food, it could be encompassing a number of different food items and cuisines. When you advertise your services on the internet, you must make sure that you include all relevant points such that the viewer has access to all the information required. This is where structured snippets come into play. Thus, this will give you the option to incorporate the different facets of the service information in one single piece of advertisement. In fewer words, all the necessary details and types are included here with the help of this extension.

  • Call Extension

When you place an advertisement of the service you offer online, your work doesn’t end just at providing the details regarding the service. When the readers come across this advertisement, they would want to get in touch with the concerned people. For this reason, it is necessary to include an option that allows the users to give you a call such that they can get all the required information and request for your services if need be. The Call Extension looks after this aspect of the advertisement. It incorporates the call feature that contains your phone number for orders or inquiries. According to Google records, online advertisements that have phone numbers included have a 6% to 8% higher click through rates. This extension ensures that the viewers do not have to visit the website to get the contact information since this can be done right from the advertisement.

  • Location Extension

The Location extension tries to target businesses that have offices in different areas or multiple locations. In that case, you would need to pinpoint the exact location of the outlet that is going to offer the service mentioned in the advertisement. A Location extension is basically going to incorporate details like the address, phone number and business hours in order to let the users be aware of the contact details. This feature also helps filter out the customers and get the attention of the people who really want the service or the product. For instance, if your service revolves delivery of certain items around the city, if you put in the location, only the interested viewers or the potential customers will focus on the content. Also, sometimes putting the location means making the viewers realize how close the business is to them.

So, once you induct these few adword extensions into your ad, you are likely to get higher conversion rates. The choice of extension basically depends on the type of business you are running. In order to get the most of the information and PPC campaign, the need of the hour is to hire a Google Adwords Professional who can narrow down your options and get the ideal adwords to promote our ad, thus, helping you feature your ad with all the relevant directions and information.

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ADM Community Ranked 10 of 100 Top Auto Blogs by Independent Source

The dramatically tall Infographic that appears below showcases an independently produced and ranked directory of the Top 100 Automotive Blogs selected for recommendation to visit, subscribe, join and follow in 2013…

When the author (Ron Mays) who assembled and created the infographic that shows this ranking of the “Top 100 Automotive Blogs and Networks for 2013” first contacted Ralph Paglia, we did not know what to expect. Ralph provided Ron Mays with the information he requested. When the list was announced by CouponAudit and the below Infographic published, all of us associated with the Automotive Digital Marketing Professional Community were pleasantly surprised to see that the ADM Professional Community came in at number 10 out of 100 sites that were selected and ranked.

The infographic that Ron Mays and the CouponAudit team created to display this ranking of auto industry and car business networking UGC sites is available below:

Top 100 Fashion blogs to follow

An infographic by the team at CouponAudit

In above infographic, you can view top 100 Auto Blogs to follow in 2013, which CouponAudit ranked according to quality of posts.

Visit and join the Automotive Digital Marketing Professional Community at www.automotivedigitalmarketing.com

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Automotive Website Awards (AWA) Book is a Must Have for Car Dealers

The Automotive Website Awards (AWA) reception and celebratory event was held in conjunction with the 2014 NADA Convention in New Orleans.

Regardless of what anyone’s opinion is about the merits of the companies selected by Brian Pasch to receive the awards presented at this event, there is no other reference document, book, guide, website, Top Ten List or any other compilation of information regarding the companies that supply car dealers with eCommerce websites and associated peripherals that comes close to this book… As a reference tool used to see “Who’s Who” as an automotive supplier, the AWA Research Report for Car Dealers is without any competition… Neither is there anything out there that could serve as a reasonable substitute.

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So… With all that said, is this book worth the $50 cost to buy it from PCG Consulting? I have heard it said that actions speak louder than words. I purchased two of these books at the event in New Orleans and I paid full retail of $100. Every car dealer in America who considers Digital Marketing to be a core competency requirement for their business should order and retain this book… Every year.

If you are a Car Dealer then you need to invest the 50 bucks that this book sells for… The Automotive Website Awards #AWA2014 may not always pick the suppliers that I would have chosen, but the research done, which is published in this book, is the most comprehensive review of dealer website suppliers available from any source. Buy this book and review over 50 digital marketing suppliers who have their information listed, dealer customers cited and an assessment of their products and services shown. Learn more at http://ADMPC.com (photo taken at Automotive Media Partners, LLC)

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What Do You Think About Dealertrack Acquiring Dealer.com?

Dealertrack Acquires Dealer.com – What Do Automotive Professionals Think?

The biggest news of automotive M&A came at the end of the year as Dealertrack has agreed to acquire Dealer.com. Following their acquisition of ClickMotive earlier in the year, I’m wondering what the Car Peeps community thinks of the acquisition.
Here’s the release:

Dealertrack and Dealer.com Unite to Transform Automotive Retail

Dealertrack Technologies Announces Agreement to Acquire Dealer.com

Lake Success, N.Y. and Burlington, Vt., December 19, 2013 –  Dealertrack Technologies (Nasdaq: TRAK) and Dealer.com today announced a definitive agreement for Dealertrack to acquire Dealer.com, a leading provider of marketing and operations software and services for the automotive industry. Through the combination, the companies expect to realize their shared vision to transform automotive retail by delivering the most advanced solutions for dealers, OEMs, lenders and car shoppers.
Under the terms of the agreement, Dealertrack will acquire all the equity of Dealer.com for approximately 8.7 million shares of Dealertrack’s common stock and $620 million in cash, subject to customary post-closing adjustments. Dealertrack expects to finance the cash portion of the purchase price through cash on hand and with fully committed debt financing. The deal is expected to close in the first quarter of 2014, subject to regulatory approval, and the transaction is expected to be accretive to Dealertrack’s standalone multi-year organic growth profile to Dealertrack’s diluted adjusted net income per share.
Established in 1998, Dealer.com is a pioneer in bringing automotive dealerships online. The company has grown to 830 employees across its Burlington, Vermont, headquarters and Manhattan Beach, California, office, and serves approximately 7,000 U.S. dealers with its integrated suite of products. Dealer.com expects to generate annual  revenue in excess of $230 million for  2013, representing year-on-year growth in excess of 25 percent relative to 2012.
Dealertrack places a high value on the culture of creativity and innovation that has been the hallmark of Dealer.com, and plans to establish Dealer.com’s Burlington, Vermont, headquarters as a center of excellence for digital marketing solutions, along with Dealertrack’s Dallas, Texas, office. Based on the strength of Dealer.com’s brand, Dealertrack will retain the Dealer.com name in the marketplace to represent Dealertrack’s advanced and complementary set of digital marketing products and services.
“By joining forces with Dealer.com, we will be able to provide dealers, OEMs, and other industry partners with a deep and broad array of integrated solutions,” said Mark O’Neil, chairman and chief executive officer, Dealertrack. “Dealer.com and its team, whom we’ve long admired and respected, complement our solutions, catapulting our vision of delivering the market leading suite of integrated technologies capable of transforming automotive retailing even further.”
“This is a very exciting opportunity for Dealer.com,” said Rick Gibbs, chief executive officer, Dealer.com. “By combining our strengths with Dealertrack, we will be able to enhance our marketplace offering with an integrated, end-to-end solution that will help bring the automotive retailing industry to a new level of efficiency and performance.”
Gibbs further added, “Dealer.com is proud of the unique culture we, as a company, have nurtured over the years, making this a truly outstanding place to work. We will look to carry this same culture – along with our energy and spirit of innovation – forward as we unite with Dealertrack.”
Upon closing, Gibbs will become Executive Vice President and Group President of Dealertrack’s Digital Marketing solution team.
In connection with the transaction, Evercore acted as financial advisor and O’Melveny & Myers LLP provided legal advice to Dealertrack.  Goldman Sachs & Co. acted as financial advisor and Wilson Sonsini Goodrich & Rosati, Professional Corporation, provided legal advice to Dealer.com. J.P. Morgan, B of A Merrill Lynch, Barclays and Wells Fargo are providing Dealertrack’s committed debt financing for the transaction.
Dealertrack will host a conference call to discuss this announcement on December 19, 2013 at 6:00 p.m. Eastern Time. The conference call will be webcast live on the Internet at ir.dealertrack.com, where a supplementary presentation is also available. In addition, a live audio of the call will be accessible to the public by calling 877-303-6648 (domestic) or 970-315-0443 (international); no access code is necessary. Callers should dial in approximately 10 minutes before the call begins. A replay will be available on the Dealertrack website until March 19, 2014.
About Dealertrack Technologies (www.dealertrack.com)
Dealertrack Technologies’ intuitive and high-value web-based software solutions and services enhance efficiency and profitability for all major segments of the automotive retail industry, including dealers, lenders, OEMs, third-party retailers, agents and aftermarket providers. In addition to the industry’s largest online credit application network, connecting more than 20,000 dealers with more than 1,400 lenders, Dealertrack Technologies delivers the industry’s most comprehensive solution set for automotive retailers, including Dealer Management, InventorySales and F&I,Interactive and Registration and Titling solutions.
About Dealer.com (www.dealer.com)
Dealer.com is the automotive industry’s leading provider of a streamlined and intuitive solution for managing dealership marketing and operations. The company’s platform-based Inventory, Advertising, Website and CRM products allow OEMs, dealer groups, retail and agencies to leverage innovative technology to relevantly connect to their customers. The company’s unique commitment to culture, with a focus on health and wellness, makes it one of the most desirable places to work. 
Safe Harbor for Forward-Looking and Cautionary Statements
Statements in this press release regarding the benefits of the Dealertrack, Dealer.com and all other statements in this release other than the recitation of historical facts are forward-looking statements (as defined in the Private Securities Litigation Reform Act of 1995). These statements involve a number of risks, uncertainties and other factors that could cause actual results, performance or achievements of Dealertrack Technologies to be materially different from any future results, performance or achievements expressed or implied by these forward-looking statements. Factors that might cause such a difference include the performance and acceptance of the Dealertrack, Dealer.com and their solutions, and other risks listed in our reports filed with the Securities and Exchange Commission (SEC), including our Annual Report on Form 10-K for the year ending December 31, 2012 and our Quarterly Reports on Form 10-Q. These filings can be found on Dealertrack Technologies’ website at www.dealertrack.com and the SEC’s website atwww.sec.gov. Forward-looking statements included herein speak only as of the date hereof and Dealertrack Technologies disclaims any obligation to revise or update such statements to reflect events or circumstances after the date hereof or to reflect the occurrence of unanticipated events or circumstances.

via Automotive Digital Marketing Professional Community.

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Car Dealer Website Live Chat vs. Contact Form: What Is The Difference?

Live Chat vs. Contact Form: is there really a difference?

The difference between a contact form and live chat is that chat is, well, LIVE. Much more than a virtual answering service for your phones, a good chat operator can guide visitors through the website (including inventory), set appointments, provide Edmunds.com data about vehicles or CarFax reports up to twenty-four hours a day (with participating dealers and select live chat providers), and much more. The live chat operator becomes a car shopper’s ‘concierge in the cloud’.

Read the rest of the article at the source via Automotive Digital Marketing Professional Community.

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Peacheetameleon: New Cobalt Study Shows Car Dealers Must Evolve to Survive

Peacheetameleon: New Cobalt Study Shows Dealers Must Evolve to Survive

When it comes to automotive digital marketing, it’s a jungle out there, and a new Cobalt eBook proves that dealers need to change their spots to survive.

According to new data from Cobalt’s car-buyer intelligence database, car-shoppers visit a minimum of eight dealer websites, with some visiting as many as twenty in a single day. With so much competition, consumer loyalty is clearly an endangered species. What’s a dealer to do to win the sale?

Evolution, baby. To survive, a dealer must take a cue from some common jungle fauna. Enter the Peacheetameleon, a mysteriously powerful new trybrid creature that is one third peacock/one third cheetah/and one third chameleon.

The Anatomy of a Peacheetameleon Dealer Website

  1. The Peacock: Like the most vibrant bird in the jungle, dealers need an eye-catching website to engage and dazzle those who have been desensitized by hours of dizzy web-surfing. Stop them in their tracks with a captivating design that-much like the peacock-shows off your best assets: competitive messaging like largest inventory, awesome specials, or great customer service. Websites with drag and drop capability make it easy and fun to mix up your dealer website with vibrant designs.
  2. The Cheetah: Looks are one thing, but it doesn’t matter how compelling your dealer site is if it takes eons to load. Look for websites that are HTML5 compatible so they can load with lightening speed on any device (tablets, mobiles, desktops, oh my!)
  3. The Chameleon: On a related note, you don’t want to blend into the digital landscape like the chameleon, but you DO want a website that easily adapts to any surroundings. A dealer website that is optimized for tablets, mobiles, and desktops ensures you can provide ideal car-shopping experiences anywhere, a must for today’s on-the-go shopper.

Becoming a Peacheetameleon takes work, but it’s worth it. Additional data demonstrates that today’s car-shoppers are easy pickings for the differentiated dealer. Our new eBook found that 60% of consumers haven’t selected a make and model, and 64% of shoppers visiting your dealer website will purchase within 60 days.

Translation: these shoppers are in-market, undecided, and looking for something that’s going to catch their eye and put their mindless web surfing to rest. All you have to do is be the dealer that stands out from the pack.

To find out more about real car-shopper behavior and how to differentiate your dealer website, download the full eBook ““The Guide to the Modern Car-Shopper: Connecting the Dots from Thei…

Jade Makana is Corporate Storyteller at Cobalt. She is passionate
about bringing brands to life through competitive positioning. Her
first car was a maroon Toyota Corolla named Ruby.

Illustration by Yan Chow, Cobalt Designer

via Automotive Digital Marketing Professional Community

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Is Your Mobile Website Ready for Google Enhanced Campaigns?

Is Your Mobile Website Ready for Enhanced Campaigns?

Is Your Mobile Website Ready for Enhanced Campaigns?

Today’s car shopper prefers a mobile-responsive experience. Tomorrow’s search ads demand it…

In an attempt to drag all of its advertisers into the new multiscreen reality, willingly or otherwise, Google recently announced the impending switch to Enhanced Campaigns. Ads in all campaigns will have the potential to run across all devices, so whether your prospective buyer is researching a car on a phone, tablet, or desktop, she may be served the same ad. 

If your site isn’t flexible enough to take users directly to the page they want – regardless of the device they are shopping on – then it’s time to start tweaking your stylesheets. Otherwise, you risk wasting thousands on mobile and tablet users who bounce the moment they’re redirected to your homepage instead of the inventory, lease offers, or service coupons advertised.

What’s changing?

Along with disabling the ability to select which devices you want your campaigns to target, Google Enhanced Campaigns usher in greater flexibility in device preference, ad extensions, geographic targeting, and conversion optimization.

In legacy campaigns, AdWords set device targeting and ad extensions at the campaign level. So, all ads in a particular campaign were set to show on phones, tablets, desktops, or a combination thereof, all with the same sitelinks, phone number, or address extension attached. Enhanced Campaigns let you drill down and select devices and ad extensions in a much more granular manner.

Here’s an example of a new Enhanced Campaign in action:

A dealership is ramping up its Service Enhanced Campaign. During business hours, mobile users are served ads with copy boasting quick wait times, an address with one-click directions, and a click-to-call phone number. Desktop users see coupon-focused copy with a tracking phone number and expanded sitelinks to soft-sell service pages. Once the dealership closes, ads with links to service forms go live in place of the phone numbers.

Another big change arriving with Enhanced Campaigns is geographic bid adjustment. Dealerships can now boost bids in zip codes where they sell the most cars. Before, advertisers chose geographic targets for their ads at the campaign level, and you were forced to create different campaigns for every zone in which you wanted to have separate bids. With Enhanced Campaigns, you can easily adjust bids by location without having to create dozens of separate campaigns.

Here’s an example in action: 

Browsing sales reports, a dealership sees that a significant number of their new vehicle sales are coming from users in select zip codes. Using bid adjustments in Enhanced Campaigns, the auto dealer can quickly and easily increase their bids by 50% for targeted keywords in that zip code, leading to a greater market share in an already receptive area, while decreasing bids in zips known to have a weaker return.

Four things dealers can do right now:

1. Ensure that you have Google Analytics installed on your site, and link your AdWords and Analytics so that you can measure the effectiveness of your ad traffic.

Before you begin upgrading your account, make sure that you know what’s happening with the traffic you’re paying for. If you’re not looking at what’s happening after a user clicks on your ad, then you’re flying half-blind.

Linking accounts is easy – just make sure you’re an administrator on both your AdWords and Analytics accounts, and you’re halfway there. Follow the instructionshere to close the loop.

2. Make sure the destination URLs on ads for inventory or other deep links won’t redirect mobile users to the homepage.

If you have a responsive-mobile site – that is, a singular site for all devices that doesn’t redirect mobile users to a mobile.yourdealership.com or yourdealership.com/mobile/ version of your site – then you’re already ahead of the game. 

Otherwise, contact your PPC provider and make sure that they create new Enhanced Campaign mobile ads with destination URLs that go right to the relevant page. Even if they have separate mobile campaigns right now, once they’re upgraded to Enhanced, those ads will show on any device.

3. Adjust bids based on location to make sure you dominate in zip codes you know have high sales numbers.

Take a look at your sales data over the last 12 months and send your PPC provider a list of the zip codes where you know you do well. Start with those locations, and concentrate on building out more sophisticated targeting in the future.  Focus on areas aren’t ranking well Organically.

4. Use upgraded call extensions to get free call tracking on your search ads.

Upgraded call extensions on Enhanced Campaigns no longer charge $1 per call, so take advantage of that free call tracking by adding it to any ads where a phone number will make a difference. You can also set up conversion tracking through AdWords to register any call greater than a specific duration to count as a conversion. That extra data will help guide on where the call extensions are most effective.

via Automotive Digital Marketing Professional Community.

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