Category Archives: Kevin Drongowski

When managing a campaign, you usually only find out about a problem after it’s too late. If you’re watching accounts closely you should be able to minimize the damage though. It’s all about having a plan based on what indicator tells you there’s a problem.

For instance, if you suddenly see a dip in traffic, here are some thing to investigate:

• Has something fundamentally changed in the site structure? if landing page URLs have changed and the ads have not been updated, your quality score will take a hit, reducing your ad exposure.
• Check recent keyword changes. Sometimes if someone added the wrong negative keyword, it can suddenly prevent your ads from showing at all.
• Are you making first page bids? Ensure all of your bids are high enough to show up on the first page of search results. There’s a good SEO joke that says “Where’s the best place to hide a dead body? Page 2 of Google.”
• Does your landing page content match your ads? This is a factor in determining quality score, and if that score is too low, the ad might not show.

If your ad spend is too high:

• Review the daily budget. First and foremost, bust out the calculator and make sure the campaign wasn’t already setup to spend more than you intended.

If CPC is too high:

• What kind of bid management do you have set? If you’re using enhanced CPC, your CPC may be getting bumped up over time and you might want to switch over to manual bidding.
• What is the competition like on your keywords? If you’re going after highly competitive keywords, you might have a hard time keeping up with the average CPC.
• Does your landing page content match your ads? Again, if your quality score is low, you may have to pay more per click to have a decent ad position.

If leads aren’t coming in:

• Are you advertising anything out of stock? If someone clicks on an ad for a vacuum cleaner and you don’t have one to sell them, they’re sure not going to buy something else, they’re going to bounce.
• Are sales historically down this time of year? If sales are usually down in January, it may not the fault of PPC. Consider lowering spend until your busy months.
• What is the competition offering? If your competitors are offering lower prices or nicer incentives, you might need to evaluate what you offer to stay in the game.

PPC can be very confusing, so why not let our professionals take over your existing Google Adwords account.  Our PPC and car dealer industry experts can dramatically improve your ROI.

Kevin Drongowski
PPC Manager
[email protected]

By definition, geofencing is a technology that can register when someone enters a predefined geographical area. This is measured by GPS or RFID. Some marketers have begun using geofencing as a way to target coupons and ads at people within a certain distance of their dealership.

Google currently does not offer a direct way to advertise using this through adwords. They do, however, offer developers an API for creating geofences. Since use of geofences is currently limited to user-installed apps, the possibilities are still somewhat limited, but 3rd party companies offer ways to make use of geofencing to deliver deals to nearby customers.

I’m not sure when this technology is going to become available for everyone, but it would be pretty impressive to be able to serve an ad or display a coupon for your dealership when a customer is nearby, or better yet, when they’re in the waiting room for a competitor.

Kevin Drongowski
Integrated PPC

SEO and PPC have very different costs and results. For PPC/search advertising, your ROI is pretty clear. You spent X dollars, you got Y clicks, of which Z people converted. However, when it comes to SEO and content development, the results are much less clear.

When you put the time or money into writing quality content, you might not see any benefits in the first 30 or even 60 days. Over time, though, the more high quality articles you publish, the more your traffic will improve and the more it will benefit your search ranking.

This can make SEO very discouraging to pursue, but the results are far more sustainable. With PPC, you buy a click, and boom, it’s over. You either made a sale or you didn’t. With SEO, you are building authority and relevance, which will continue to drive traffic for months or even years. This makes it hard to convince someone just starting out that it’s worth the time and money, but when it comes to long term results, a strong SEO effort will pay dividends.

To Your Success,

Kevin Drongowski
PPC Manager
PGI Auto
[email protected]

First, let’s review what’s happened in 2013. Matt Cutts released several videos talking about how guest posts for the sake of link building has become a more and more spammy practice. As a result, must websites that would actually benefit you to have links on them (the non-spammy sites) are most likely going to put “nofollow”s on your links, meaning they won’t affect your pageRank. Additionally, Google has updated their webmaster guidelines stating that any large-scale link networks or article repositories will result in penalties as well.

Ultimately, the trend is toward high quality content, and fewer links from higher quality sites instead of hundreds of low quality links. Going forward the best strategy is going to be around building your brand, and promoting as if the search engines didn’t exist. Here are some good tips to determine if a link is going to look good to Google. Taken from http://searchenginewatch.com/article/2259674/Penguin-2.0-Forewarning-The-Google-Perspective-on-Links

Would you build the link if Google and Bing did not exist?

If you have 2 minutes with a customer, and the law required that you show a random sampling of your links to customer prospects, would you happily show the link to a target customer? Or would it embarrass you?

Did the person giving you the link intend it as a genuine endorsement? This is where widget and infographic links fail.

Do you have to make an argument to justify that it’s a good link? Still my favorite – truly good links require no justification.

Google still takes links into account for determining your pageRank. However, if you aren’t picking those links carefully, you could end up getting hurt by it.

Is you dealership looking to boost your search engine results and rise above the competition?  Content Motive has a variety of services that will boost your dealership’s content quality and referral links.