Topic: SEM Plus
At the head of the search results, a very small number of keywords— the top 100 or 500—have monthly search volumes in the tens or hundreds of thousands. Those are searches like “Honda Civic” or “Ford truck.” They’re very high volume, they’re easy to identify, and they’re fairly short: 1 or 2 words, generally.
In contrast, long tail keywords are searched much less frequently: single digits per month, in many cases. And, instead of a few hundred terms, you’re looking at millions of different keywords, mostly longer, more complex searches. So why should you care about them at all?
The long tail isn’t just about volume: it’s about value. What you find in the long tail are buyers who know what they want and are closer to taking action. This concept dominates search, both organic and paid, with long tail keywords making up over 70% of search traffic.
Our engineering and product teams have worked throughout the past few months to improve our platform and create more opportunities to drive more results for CarGurus dealers. We recently launched a number of updates that should make it easier for dealers to maximize their success on our site. Here are some of the key additions:
The auto industry has seen substantial growth of digital ad spend in the last few years, and the growth isn’t predicted to slow down. The auto industry as a whole grew online ad spend by 77% since 2016 and is projected to reach almost $22B by 2022. And of the industry’s digital spend, 43% is in paid search—a total of $5.8B.*
The combination of spend per dealer and the large number of dealerships means that only the retail industry spends more on search ads than automotive. The reason for this spend is simple: digital ads drive more sales and cost less. According to DealerSocket, the average profit margin for sold vehicles that were advertised on digital channels exceeds that of sales driven by conventional media by over $800.
It’s clear that paid search is becoming more important than ever, so let’s take a quick look at five key components of a successful paid search campaign.
In this Dealer Marketing Magazine article, CarGurus VP of Product Management Andrew Grochal outlines several of the key areas that can cause trouble for dealers trying to run their own campaigns. Check it out:
An efficient search engine marketing campaign can help you get your business in front of lots of potential customers who are already searching for your products. With so much at stake, it’s crucial that you optimize your SEM for success.
Whether you’re just getting started with SEM or you’ve been running campaigns for awhile, knowing what not to do can be just as valuable as knowing what works. We’ve identified five common mistakes to avoid.