Topic: SEM Plus
A note from Maddy Pisto, Director, SEM Sales and Account Management:
We’re incredibly excited to share that CarGurus and FCA have created a provisional partnership to offer co-op reimbursement to FCA dealers using CarGurus SEM Plus.
During the provisional period, FCA dealers spending on New & CPO vehicle paid search ads through CarGurus SEM Plus will be eligible for 1:1 co-op reimbursement (subject to the new program rules).
Because paid search is such a critical strategy for their dealers, and because CarGurus SEM Plus helps dealers efficiently drive traffic to their websites, FCA is eager to assist their dealers with an investment in this proven search technology.
FCA dealers already using CarGurus SEM Plus know that it drives a larger and more engaged audience of buyers to their websites by combining CarGurus technology and data with their inventory. Our Google-Certified Digital Consultants provide support focused on helping dealers succeed, and CarGurus SEM Plus also runs effective retargeting campaigns across the web to further extend your dealership’s reach.
We look forward to continuing the partnership and working with FCA dealers to improve their paid search strategy and performance. If you have any questions, or want to learn more, talk to your account representative, fill out this form, or call 1-800-CarGurus.
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.
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.
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.
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:
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.
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.