When shoppers decide they’re in the market for a product or service—or they’re generally curious about something—they head to a search engine like Google for information. In fact, billions of Google searches happen every day. Think about how many of those are car searches—or, chances for your dealership to attract potential customers to your site.
While you can rely on search engine optimization (SEO) tactics to help you increase the ranking of your site without spending money, changing algorithms and ranking criteria make it hard to maintain your position in search results. So how else can you promote your dealership and drive new visitors to your site? Through the use of search engine marketing, or paid search as it’s commonly called.
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:
Search Engine Marketing (SEM) has become an increasingly effective way for dealers to connect with in-market shoppers. In fact, over 80% of dealers are now investing in SEM, according to a CarGurus study. However, if you manage an SEM ad campaign you know that simply upping your budget isn’t enough. You also need to take the time to measure and analyze your campaign’s performance so you can optimize and refine your marketing accordingly.
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.