Category Archives: sem

Google recently released their Vehicle Dealer vertical report for the Q4 of 2015. The data yielded some interesting data that shed some new light on the vertical and reinforced past trends. According to the report search queries in the Vehicle Dealers Category grew by 13%. Interestingly, Desktop searches declined by 3 percent and Tablet queries declined by 5 percent, while Mobile queries grew by 33%. This is not groundbreaking news, but it does reinforce the fact that mobile traffic is increasingly becoming a larger part of the pie.

The report also shed some light on interesting trends in regards to the paid search auctions on Google search results.

Queries, Impression and Clicks saw huge increases for Mobile on the Adwords search auction. On the contrary, those same metrics saw a decrease on desktop – no surprise there. An interesting trend that I wasn’t aware of was that Ad Depth decreased quite significantly for desktop queries, a drop of 8.79%. The Ad Depth refers to the number of ad placement spots for a particular search query. A near 10% drop in Ad Depth means that a search term that used to yield 10 search ad spots may only be showing 9 ad spots now. One less ad spot on the search results page means a decrease in impressions and a rise in CPC as the same number of advertisers competes for even less ad space. If your dealership Adwords campaign saw a rise in CPC in the past 3 months then this may be a contributing factor.

The big takeaway from Google’s report is that mobile traffic and desktop traffic is trending in opposite directions. In fact 62% of all searches in the Vehicle Dealers vertical are made on mobile or tablet devices. So what does this mean for car dealerships? Well, it means having a mobile responsive website and a digital advertising strategy to reach mobile users is even more important and increasing by the day.

A lot of dealerships I work with are reluctant to spend their ad budget on service department related keywords for various reasons. Competing with national service brands such as Jiffy Lube or Pep Boys for high CPC service keywords such as ‘oil change’ and ‘engine repairs’ can seem daunting. Also, why spend money on the service department when they’re in the business of selling cars. Those are valid reason, but here are some call analytics stats from Marchex that may make you think twice about ignoring PPC advertising for your service department.

– 74% of inbound calls to a dealership are to inquire about parts and services.
– 77% of phone calls to dealerships are from new customers.
– Only 14% of calls to dealerships are from customer inquiring about a new or used vehicle.

Obviously, calls regarding inquiries about new or used vehicles are considered the most valuable type of call. However, they only make up a small percentage of incoming calls to a dealership. The data suggests that there’s great opportunity to increase profits with incoming calls for parts and services. In addition to increased profits, capturing leads for the parts & services department puts your dealership in a position to increase customer loyalty that will lead to sales later on. If your maintenance & service department does their job well, then those customers will return.

Customers arriving to your dealership from the parts & services channel provides a prime opportunity to bring in loyal customers to the sales lot. Eventually, the car that your repeat customer has been bringing into the service department is going to be put to the pasture. When that happens your service customer will be looking for a new vehicle and become a sales customer. It’s much easier to sell to a satisfied repeat customer who is already familiar with your dealership than to try to pry a customer away from a competing dealership.

Learn more about how a service campaign can be implemented into your PPC campaign by contacting your Integrated PPC representative today.

In our current digital age there is no shortage of ways for prospective car buyers to connect with businesses. Consumers can fill out an online form or communicate with your site’s chat function. These forms of communication provide great value to a business; however, the tried and true act of picking up a phone is still considered the most valuable conversion. In our mobile obsessed society, making a phone call is a matter of reaching out to one’s pockets.

To properly evaluate the effectiveness of your campaigns, tracking your phone conversions is very important. Here are some numbers to consider to highlight the importance of tracking calls from your digital marketing campaigns:

• By the end of 2014 there will be 2 billion smartphones globally
• Google found that nearly half of mobile consumers searching on their smartphones are more likely to explore other brands when they can’t call a business directly from their search results.
• Click-to-call usage on mobile devices has increased exponentially in recent years. The call tracking analytics company Marchex now drive over 40 million calls per month from Google Adwords.
• 71% of most advertisers search engine conversions occur over the phone.

Tracking phone call is important for every business in every industry. However, it is especially important for business involved high investment purchases such as car buying. Integrated PPC offers call tracking solutions with your digital marketing campaign that allows you to track every one of your phone conversions. Phone call data will be available 24/7 through your dealer dashboard and you’ll even be able to listen to the phone calls.

The phone numbers associated with your website (tracking numbers) are now labeled in the lead :: phone area of the back end.

In the attached case we also added PPC (Pay Per Click) and Retargeting (ret) to this dealer’s internal report.

Our goal is to provide faster access to information on your daily digital performance. Remember that we can integrate 12 major phone systems with our back end and if you don’t have any we work with Marchex (Seattle based) which I think is $4 a number and $80/1000 minutes. It is well worth the money to have unique tracking numbers on the website by department even though all the numbers dial into the same front desk. It is our goal for 2015 to further divide the system call so we track mobile numbers independently from desk top numbers as we believe it is increasingly necessary to understand our mobile conversion rate independently.

If you have any questions or need help labeling or adding numbers to the system please content your DealerLab account manager.

The post New Phone Leads Tagging appeared first on Paramo Group.

The phone numbers associated with your website (tracking numbers) are now labeled in the lead :: phone area of the back end.

In the attached case we also added PPC (Pay Per Click) and Retargeting (ret) to this dealer’s internal report.

Our goal is to provide faster access to information on your daily digital performance. Remember that we can integrate 12 major phone systems with our back end and if you don’t have any we work with Marchex (Seattle based) which I think is $4 a number and $80/1000 minutes. It is well worth the money to have unique tracking numbers on the website by department even though all the numbers dial into the same front desk. It is our goal for 2015 to further divide the system call so we track mobile numbers independently from desk top numbers as we believe it is increasingly necessary to understand our mobile conversion rate independently.

If you have any questions or need help labeling or adding numbers to the system please content your DealerLab account manager.

The post New Phone Leads Tagging appeared first on Paramo Group.

The phone numbers associated with your website (tracking numbers) are now labeled in the lead :: phone area of the back end.

In the attached case we also added PPC (Pay Per Click) and Retargeting (ret) to this dealer’s internal report.

Our goal is to provide faster access to information on your daily digital performance. Remember that we can integrate 12 major phone systems with our back end and if you don’t have any we work with Marchex (Seattle based) which I think is $4 a number and $80/1000 minutes. It is well worth the money to have unique tracking numbers on the website by department even though all the numbers dial into the same front desk. It is our goal for 2015 to further divide the system call so we track mobile numbers independently from desk top numbers as we believe it is increasingly necessary to understand our mobile conversion rate independently.

If you have any questions or need help labeling or adding numbers to the system please content your DealerLab account manager.

The post New Phone Leads Tagging appeared first on Paramo Group.

The phone numbers associated with your website (tracking numbers) are now labeled in the lead :: phone area of the back end.

In the attached case we also added PPC (Pay Per Click) and Retargeting (ret) to this dealer’s internal report.

Our goal is to provide faster access to information on your daily digital performance. Remember that we can integrate 12 major phone systems with our back end and if you don’t have any we work with Marchex (Seattle based) which I think is $4 a number and $80/1000 minutes. It is well worth the money to have unique tracking numbers on the website by department even though all the numbers dial into the same front desk. It is our goal for 2015 to further divide the system call so we track mobile numbers independently from desk top numbers as we believe it is increasingly necessary to understand our mobile conversion rate independently.

If you have any questions or need help labeling or adding numbers to the system please content your DealerLab account manager.

The post New Phone Leads Tagging appeared first on Paramo Group.

The phone numbers associated with your website (tracking numbers) are now labeled in the lead :: phone area of the back end.

In the attached case we also added PPC (Pay Per Click) and Retargeting (ret) to this dealer’s internal report.

Our goal is to provide faster access to information on your daily digital performance. Remember that we can integrate 12 major phone systems with our back end and if you don’t have any we work with Marchex (Seattle based) which I think is $4 a number and $80/1000 minutes. It is well worth the money to have unique tracking numbers on the website by department even though all the numbers dial into the same front desk. It is our goal for 2015 to further divide the system call so we track mobile numbers independently from desk top numbers as we believe it is increasingly necessary to understand our mobile conversion rate independently.

If you have any questions or need help labeling or adding numbers to the system please content your DealerLab account manager.

The post New Phone Leads Tagging appeared first on Paramo Group.

The phone numbers associated with your website (tracking numbers) are now labeled in the lead :: phone area of the back end.

In the attached case we also added PPC (Pay Per Click) and Retargeting (ret) to this dealer’s internal report.

Our goal is to provide faster access to information on your daily digital performance. Remember that we can integrate 12 major phone systems with our back end and if you don’t have any we work with Marchex (Seattle based) which I think is $4 a number and $80/1000 minutes. It is well worth the money to have unique tracking numbers on the website by department even though all the numbers dial into the same front desk. It is our goal for 2015 to further divide the system call so we track mobile numbers independently from desk top numbers as we believe it is increasingly necessary to understand our mobile conversion rate independently.

If you have any questions or need help labeling or adding numbers to the system please content your DealerLab account manager.

The post New Phone Leads Tagging appeared first on Paramo Group.

The phone numbers associated with your website (tracking numbers) are now labeled in the lead :: phone area of the back end.

In the attached case we also added PPC (Pay Per Click) and Retargeting (ret) to this dealer’s internal report.

Our goal is to provide faster access to information on your daily digital performance. Remember that we can integrate 12 major phone systems with our back end and if you don’t have any we work with Marchex (Seattle based) which I think is $4 a number and $80/1000 minutes. It is well worth the money to have unique tracking numbers on the website by department even though all the numbers dial into the same front desk. It is our goal for 2015 to further divide the system call so we track mobile numbers independently from desk top numbers as we believe it is increasingly necessary to understand our mobile conversion rate independently.

If you have any questions or need help labeling or adding numbers to the system please content your DealerLab account manager.

The post New Phone Leads Tagging appeared first on Paramo Group.

The phone numbers associated with your website (tracking numbers) are now labeled in the lead :: phone area of the back end.

In the attached case we also added PPC (Pay Per Click) and Retargeting (ret) to this dealer’s internal report.

Our goal is to provide faster access to information on your daily digital performance. Remember that we can integrate 12 major phone systems with our back end and if you don’t have any we work with Marchex (Seattle based) which I think is $4 a number and $80/1000 minutes. It is well worth the money to have unique tracking numbers on the website by department even though all the numbers dial into the same front desk. It is our goal for 2015 to further divide the system call so we track mobile numbers independently from desk top numbers as we believe it is increasingly necessary to understand our mobile conversion rate independently.

If you have any questions or need help labeling or adding numbers to the system please content your DealerLab account manager.

The post New Phone Leads Tagging appeared first on Paramo Group.

The phone numbers associated with your website (tracking numbers) are now labeled in the lead :: phone area of the back end.

In the attached case we also added PPC (Pay Per Click) and Retargeting (ret) to this dealer’s internal report.

Our goal is to provide faster access to information on your daily digital performance. Remember that we can integrate 12 major phone systems with our back end and if you don’t have any we work with Marchex (Seattle based) which I think is $4 a number and $80/1000 minutes. It is well worth the money to have unique tracking numbers on the website by department even though all the numbers dial into the same front desk. It is our goal for 2015 to further divide the system call so we track mobile numbers independently from desk top numbers as we believe it is increasingly necessary to understand our mobile conversion rate independently.

If you have any questions or need help labeling or adding numbers to the system please content your DealerLab account manager.

The post New Phone Leads Tagging appeared first on Paramo Group.