How Negativity in Adwords Can Yield Positive Results

The challenge of Paid Search/Adwords can be quickly dismissed once one realizes the incredible possibility of impressive results.

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There are many educational resources for “would-be Adwords experts” along with plenty of tutorials, agencies, and expert-trainers who can be hired. However, in my experience, the only real way to master Adwords is to dive right in and start building campaigns yourself.

Mazda Adwords Changes

 

This tutorial isn’t going to teach you the basics of Adwords, SEM, or any other entry-level approach to Paid Search Marketing. Instead I’m going to focus on the area of Adwords that in my opinion is the most overlooked and can really be the deciding factor between relevancy and completely unrelated traffic.

It can be the difference between generating a lead or generating a bounce. It affects your quality score, ad relevancy, the frequency your ads are shown and perhaps most importantly YOUR WALLET.

Defining A Hierarchy Of Automotive Digital Marketing Responsibilities

As larger dealer groups allocate more internal resources to manage their digital marketing investments, our industry needs to discuss roles and responsibilities for digital marketing execution.

Dealership Digital Marketing Responsibilities Chart

In the graphic above, I started a conversation in my latest book, using this chart, on how a dealer group could organize their marketing team or employees who are performing marketing tasks.

Most active members and readers of DealerRefresh know that dealerships are normally under staffed in regards to their online presence. The roles (Entry Level, Associate, Senior, Manager, CMO) that I use in the chart do not have to be full-time positions; they are roles that are normally shared. However, since dealers are in the e-commerce business, they need to have an internal discussion on how to organize the dealership’s staff based on knowledge and skills.

2 Strategies to Reduce Your AdWords Cost per VDP View

Dealers are spending more and more money each year on Google AdWords campaigns.

Google Adwords Campaign Report

AdWords can be a very effective way to connect dealers with in-market shoppers.  With budgets increasing, I want to encourage dealers to demand more transparent reporting from their AdWords management agencies.

In particular, I would like dealers to request that each AdWords campaign to have additional metrics documented so that some specific campaigns can be better optimized.  In the example below, adding three columns to standard AdWords reports can be very helpful in campaign optimization for online advertising strategies that are designed to connect consumers with in-stock cars.

Not all campaigns are designed to drive consumers to look at in-stock vehicles. However, campaigns like a dynamic inventory campaign based on in-stock VINs, should be driving a high percentage of clicks your dealership website’s most important page(s) – the Vehicle Detail Page (VDP).

The data shown above is from actual dealer campaigns that I recently audited.

Why Mobile-only Shoppers are Changing Car Sales

If you had to guess, how big would you say your dealership’s showroom is?

25 percent consumers mobile only

Somewhere in the neighborhood of 15,000 or 18,000 square feet, maybe bigger? The front façade is probably in tip-top shape, the last of the 2014s are glistening, perfectly detailed and merchandised online. And I bet it’s full of amenities – lounge areas, a coffee bar, flat-screen TVs, WiFi –  all of which help your customers feel at home when they come visit. But that’s not entirely accurate.

The truth is that for one out of every four of your customers, your dealership is far smaller. In fact, it lives on a screen that’s only about five inches wide – a smartphone. I sure hope the espresso maker fits.

Understanding Mobile-Only Shoppers

Earlier this year, we commissioned a study with the research firm Placed Inc. to better understand how car shoppers use their mobile devices during the shopping process, and to learn how mobile affects consumer decisions on dealership lots. What we found is that an astounding 25% of consumers used only a smartphone to do automotive research before visiting a dealership.

Now that’s a radical concept…

A Fresh Look at Segmentation and the Consequences to Dealer Marketing

Although most dealers don’t perform formal market segmentation analysis, the vast majority understand and use some form of segmentation.

Consumer Marketing Segmentation

While there is value in a more formal practice, changes in consumer behavior are causing us to take a fresh look at the broader subject and rethink our approach to segmentation. Regardless of the dealership’s desire, or even tolerance for formal marketing practice, this new wave of change merits understanding. It brings opportunity and consequences to dealership website design and other communication challenges.

The formal study of market segmentation has been around since the 1950s. However, there is evidence that the practice of segmentation was being executed in some areas even 200 years ago.

Over the past six decades, marketers have used cluster analysis (when the data is available) or segmentation trees to divide markets along the following criteria:

Are You Ignoring this Godzilla-Sized Email Trend?

Mobile continues to take over the world. Here are some recent stats on email marketing and how you can apply them to improve your marketing results.

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Litmus.com reported that the percentage of emails opened on a mobile device reached a new high of 51% last year. For webmail users such as Aol, Yahoo, Gmail and Hotmail, the mobile open rate bumps to 61%.

Have you looked at how your emails render on a smart phone? How much do people have to manipulate your content to be able to easily read it?

A study from Acxiom last year analyzed what people do if an email doesn’t look good on their phone:

– 70% delete it

– 28% use a computer

– 16% unsubscribe

– 9% try to read it

If you’re not taking advantage of a responsive design that displays your content based on the device it is being viewed on, you’re hurting your results.

Last year we switched our newsletter format to a responsive design. This means if you look at the newsletter on a desktop, you’ll see a two-column version. If you look at it on a smartphone, the left column is automatically suppressed so only the column with the stories displays which makes it much easier to read on a mobile device. Our internal study showed the average click through rate for the non-responsive design was 28.5% versus 31.3% for the responsive design.

How does that number translate into customers?

If you email 5000 newsletters and have a 25% open rate, the responsive design is helping an additional 35 people click through which can add up over time.

Some resources to help you with mobile email design:

1. See how your email looks on different devices

http://litmus.com/

http://emailonacid.com

2. How-To Guide to Responsive Email Design:

https://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic

3. Free email templates:

http://www.emailonacid.com/blog/details/C13/600_free_email_templates

4. Responsive Email Design

http://www.campaignmonitor.com/guides/mobile/

What do you think about these stats?

What have you noticed at your dealership?