Topic: SEM Plus

Long tail keywords: why they’re worth getting right

Posted by Meg Bernazzani on August 12, 2019

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.

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Topics: paid search, search engine marketing, SEM, SEM Plus

2019 so far: CarGurus product updates, new features, and more

Posted by Meg Bernazzani on July 29, 2019

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:

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Topics: Highlight, pricing tool, product updates, SEM Plus

Paid search 101: 5 key components of paid search campaigns

Posted by Meg Bernazzani on May 2, 2019

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.

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Topics: paid search, search engine marketing, SEM, SEM Plus

2018 in review: the evolution of CarGurus SEM Plus

Posted by Jeremy Sacco on January 7, 2019

After launching our SEM Plus product early in 2018, our engineering and product teams worked throughout the year to improve the product and drive better results for our CarGurus SEM customers. Here are some highlights of what we’ve added.

Bing search

We added a second ad partner to the mix for search budget in Q4. Now you can run search campaigns on Bing and Google. While the volume isn’t huge, Bing tends to perform quite well in automotive since its demographics skew toward older, higher-income searchers.

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Topics: dealer dashboard, product updates, SEM Plus

Dealer Marketing Magazine on avoiding SEM mistakes

Posted by Jeremy Sacco on May 15, 2018

Since we launched our SEM Plus product in March, dealers have been giving us great feedback — and asking a lot of great questions about how they can do better. Our Andrew Grochal headed up the development of the product, and in this article in Dealer Marketing Magazine, he outlines several of the key areas that can cause trouble for dealers trying to run their own campaigns. Check it out:

How to Avoid the 4 Common Dealership Mistakes When Running SEM Campaigns.

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Topics: media, SEM, SEM Plus

CarGurus unveils SEM product for dealerships as NADA kicks off

Posted by Meg Bernazzani on March 23, 2018

It’s day one of the National Automobile Dealer Association (NADA) Show, and thousands of dealers and industry leaders — including CarGurus — have descended upon Las Vegas for the event. This year, we have a state-of-the-art booth where our team is giving free account reviews, dashboard walk-throughs, and live demos of the newest addition to our dealer product suite: CarGurus’ SEM Plus.

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Topics: conference, NADA, SEM, SEM Plus, trade show

5 common mistakes you’re probably making with your SEM

Posted by Meg Bernazzani on February 6, 2018

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.

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Topics: Google AdWords, search marketing, SEM, SEM Plus