DealerRefresh

Obstacles, Observations and Opinions of an Automotive Internet Sales & Marketing Manager

  • Blog
  • Forum
  • Sponsors
  • Home
  • About
    • Contact
  • Jobs
  • Newsletter
  • Archives
  • Advertise
  • Marketing
  • Lead Sources
  • Mobile
  • Social Media
  • Video
  • Reputation
  • Dealer Forums
  • Tech & Tools
  • News

Archives for November 2018

November 28 by George Nenni -

CarGurus Overstating Search Results (SRP’s)

CarGurus Overstating Search Results (SRP’s)

Recently, I shared a new metric that CarGurus now includes in their dealer reporting. This new metric is called “SRP Impressions”, and at the time I posted, CarGurus was showing this new metric in addition to their normal SRP metric.

A week or so later, I along with many other dealers received an email from CarGurus explaining what this new SRP Impressions metric was, and how it will eventually replace their current SRP metric. What was most shocking to me was their explanation surrounding the old vs. new SRP metric…

[Read more…]

Categories: Best Practices, Lead Sources, Online Marketing

Latest Hot Topic in Forums

New Google SEO Tool

ChrisR Getting Refreshed

First Name:
Christian
Company:
Findlay Auto Group
Location:
Prescott, AZ

Just saw that Google released Web.dev today, to perform SEO audits.

Running them on our OEM mandated DDC site, along with a lot of my competition, is showing a severe trend of poor performance, slow load times, along with a number of other issues. Some are provider caused, some are from us.

I’ll be fixing what I can, but something tells me I will not get anywhere with bringing up the page load issues Google is mentioning.

Run your website through and report back to the dealer forums.

Visit our forum for more interesting discussions DealerRefresh Forums Click here to comment»

November 14 by Michelle Denogean -

Digitizing Your Sales Process: The Path To Omni-Channel Retail Success

Digitizing Your Sales Process: The Path To Omni-Channel Retail Success

As a small child, I remember traversing the halls of the local Sears with my father who always acted like a little kid in the candy store when buying new tools. In my bright-eyed view, Sears was the place to go back then. They had the best selection and the best customer service for all of our home improvement needs. I remember how proud my dad was of his latest purchase, and how nice it was of the friendly cashier to hand me a lollipop.

Fast forward to today, and Sears has filed for bankruptcy, joining the graveyard of big box brands who have gone out of business, and the sad truth is that no one is terribly surprised.

So, what happened? [Read more…]

Categories: Best Practices, Processes

November 9 by Erika Simms -

Online Reviews Made Easy: 5 Steps to Build Your Google Review Link

Online Reviews Made Easy: 5 Steps to Build Your Google Review Link

It is a well-known fact that your online reviews are your first foot-in-the-door with a new customer. It is also widely known that it is essential to respond to ALL reviews – be they negative or positive – but the struggle with online reviews is keeping them up!

Your dealership may be one of the lucky ones. You may have a dedicated staff member that daily monitors your online reviews, but if your dealership is one of the many that do not, I’d like to show you a great way to continue to build consistent online reviews, by creating your Google Review Link.

As technology progresses, consumers collectively have become more and more reliant on what is “easy.” How many times has a company directly asked you to review them online, and you think to yourself, “I’ll get to it when I get to it.”? Most likely that has happened more than you can count, but think of the times when a company has directly sent you a link that you just click on to review them. I know that as a consumer myself, I am 100 times more likely to click on that link and post a review of my experience if the source to do so is sent directly to me.

Setting up a Google Review link for your dealership is easy, and it only takes 5 steps to get started.

[Read more…]

Categories: Best Practices, Online Marketing, Reputation, Search Marketing

November 8 by Jeff Kershner -

#RefreshFriday Ep. 39 – Classified Listings and Cost Per VDP – is this STILL a Relevant KPI?

On tomorrow’s #RefreshFriday Dan Sayer and Jon Berna (Mr. Truth) join us to discuss the VALUE of 3rd Party Classified Websites. Dans post over in the dealer forums was the driver for this week’s RefreshFriday. Thanks Dan!

Determining the value of 3rd Party Classifieds can be fairly complicated. Despite all the promises around greater attribution tools, we all know the greater number of eyeballs on our inventory, the higher the influence is on vehicles Sold. So, keeping the classified websites somewhat accountable for consistent KPI’s is still compelling…

  • Which KPI’s should you be tracking?
  • Is the cost per VDP view still a relevant measurement?
  • How does reporting differ between the Classified Websites?
  • What other KPI’s should you be tracking?
  • What attribution tools are in the horizon?

Join us Friday (tomorrow) at 1pm EST, LIVE on Facebook for the answers!

Categories: Best Practices, Online Marketing, Refresh Friday

Latest Hot Topic in Forums

QR Codes – In or Out?

ppenton Noob

First Name:
Phil
Company:
Xcite Advertising
Location:
Chicago

Here’s a thread that for some reason has yet to find its death…

As I mentioned on #refreshfriday last week, over the last several days or so I’ve been presented a QR code over a dozen times. I scanned each one – I couldn’t resist!!. Maybe it was only out of curiosity, but I also did it because there was a relevant CTA behind the QR code – scan to leave a review, scan to register your product, scan for a list of accessories to match your purchase, etc. 

Maybe they were before their time? Maybe I’m just crazy… the below post from Phil Penton is several years old now but still gets commented on. Check it out! –  https://dlrfr.sh/QRCodesINorOUT

Will QR codes make a comeback? 😉

-Kershner

——-

QR Codes…  has this been a hot topic lately.  I was never completely sold on QR codes.  I look at my entire family and only my sister and I figured out how to use them.  My father, for example, has a smartphone and if you asked him to scan a QR code, it might take a couple of hours for him to figure it out (the need to download an app is their biggest drawback in my opinion).   My mother – I don’t think she owns a smartphone, so she’s out.

“But Phil, their old.”  Maybe they are. But I’m a techie and so is my sister.  We get it and we still don’t use them, other than to say we gave it a try.  If I look at my closest friends, they don’t use them.  They all have fancy smartphones and I bet only a few have the software installed.  (It’s probably because I told them how to do it).

I have always said text messaging is for the masses.  It may not be cool or flashy… but you know, even my father and mother can text.

These articles put an interesting twist on the future of QR codes and NFC.  Industry titan Google is stepping out of the QR Code game.  I think that says something.  Will they be the first of many?  Most likely not, and QR Codes will stick around, but there may be better technology out there soon.

Google Kills Off Those Little Square Codes You Scan With Your Phone (GOOG)

Google Throws Its Weight Behind NFC – Tech Europe – WSJ

Google Ends QR Code Initiative – PCWorld

Guess we will see how it all works out.  If you have any thoughts about QR Codes and their importance, please share them with me.  I really want to like them 🙂

Join the discussion

Visit our forum for more interesting discussions DealerRefresh Forums Click here to comment»

November 6 by Steve Stauning -

It’s the Boring Stuff that Sells Cars

It’s the Boring Stuff that Sells Cars

It’s the Boring Stuff that Sells Cars

As you and your team review your sales plans for 2019, it’s important to remember that the dealers growing market share use the same websites, tools and marketing sources you use. Just like you, they’ve yet to discover a magic bean or digital secret that can sell vehicles without effort. They’ve discovered, as most dealers have, that selling cars isn’t hard, it just takes work.

Moreover, top dealers understand knowing is just a fraction of the job of selling cars; the bulk of what drives their growth is the doing. And doing, for most people, is boring. However, as top dealers know, it’s the boring stuff that sells cars. [Read more…]

Categories: Best Practices, Opinions & Advice, Processes, Social Media

Latest Hot Topic in Forums

Classified Listings and Cost Per VDP – Relevant still or meh?

Dan Sayer Noob

First Name:
Dan
Company:
Anderson Auto Group, LLC
Location:
Lincoln, NE

I’m back in retail after being on the vendor side (which I think everyone in retail should do at least once and vice versa) for nearly two years.  Prior, I spent 14 years on the retail side mainly in Internet/BDC/eCommerce/Dig Ad.  Around 2010, I was struggling how to measure ROI of classified vendors [insert joke here].

Leads didn’t make sense so started focusing on their cost per VDP.  Back then I was holding AutoTrader to under a dollar and Cars.com to $.85 and really used that through 2016.  During that time, if they wanted a package up-sell I needed to see that cost stay the same or lower for it to make sense and ultimately keep the product.

Fast forward to 2018 and it looks like my stores (same group I was at prior) are running just below $.70 per VDP view with both AutoTrader and Cars.com (CarGurus is quite a bit lower per).

My question to you is do you use Cost Per VDP as a KPI and if not, what do you use in 2018? Analytics/Referrals, Leads, Actions on site, etc?

Join the discussion

Visit our forum for more interesting discussions DealerRefresh Forums Click here to comment»

Premium Sponsor

RSS Join the latest discussions in the DealerRefresh Forums

  • Best FCA Certified Digital SEM Vendor Near Me?
    Starting in May of this year, off-program paid search providers will no longer be PAP eligible under the FCA program. My question is - Who is the best FCA Certified vendor if we decide to switch and why? Why is it... Best FCA Certified Digital SEM Vendor Near Me?
  • Digital Retailing: I want...
    One of the (very) few things I learned as a product manager for an Agile software development tech company was how to write "stories." Product ideas start in the backlog with a simple story; the "simple" part was what caught my attention (by necessity ). I enjoyed thinking and starting the... Digital Retailing: I want...
  • FRIKINtech: Alex's new role and what it means for DealerRefresh
    View attachment 4063 I'm a two-timing SOB again. Unlike last time I don't have to worry about my DealerRefresh behavior like I did when working for a publicly traded company. This time, I'm the boss! FRIKINtech is the name of my company and it is was founded with some friends. Over... FRIKINtech: Alex's new role […]
  • SEM Strategy...In House or Agency
    If agency, who would you say are the Top 3. If In House, who handles it? Thanks for the feedback.
  • Content Marketing vs. PPC: Which One’s Better for Your Dealership?
    Dealerships have many options available to them as they seek to grow their online presence. In fact, they might almost have too many options; certainly, it can be difficult to determine which channels offer the best return on investment. Take, for example, the long-running debate over content... Content Marketing vs. PPC: Which One’s Better for […]
  • Digital Retailing - What are your results?
    *If there is a thread out there that is similar to this please send me the link* Not looking to get into a long draw out discussion about Digital Retailing (DR). I personally think it scares your customers away but that is just my stubborn self. All I really want to know is five things […]
  • It's Customer Valuation, not Attribution
    Marketing attribution has been a hot topic for several years now, especially with the increasing availability of technology and metrics that can show marketers almost every step in a customer’s journey. Greater and deeper visibility into these touchpoints has... It's Customer Valuation, not Attribution

Editors

  • Jeff Kershner

    Jeff Kershner

    I’m the founder of DealerRefresh. I got my start in the dealer business when I was 18. From there I've worked throughout several departments within fixed to variable ops. Whether it’s managing the desk, perfecting sales process or studying online marketing and media trends, I absolutely love this business and the challenges it brings. On top of keeping up with DealerRefresh, I consult with dealerships and key industry businesses. My passion has been and continues to be helping dealers leverage new media to sell and improve customer service.
  • Alex Snyder

    Alex Snyder

    2019 marks Alex's 30th year in the car business. In that time he has had a front-row seat for the rise of the Internet and has been working to bring the online and offline dealership experience closer. Whether you knew him from his life at Checkered Flag or his years with Dealer.com/DealerTrack/Cox Alex has remained an opinionated DealerRefresh contributor who enjoys nothing more than to poke at the unsaid truths in our industry. He also helped found FRIKINtech.

Our Sponsers

Contributors

  • Steve Stauning

    Steve Stauning

  • Joe Webb

    Joe Webb

  • Kevin Frye

    Kevin Frye

  • Eric Miltsch

    Eric Miltsch

  • Matt Murray

    Matt Murray

  • Ilana Zur

    Ilana Zur

  • Adam Robinson

    Adam Robinson

  • Joe Pistell

    Joe Pistell

  • Todd Smith

    Todd Smith

Copyright ©2019 · DealerRefresh - All Rights Reserved · Website by ForumCube

  • Blog
    • Advertise
    • Automotive Industry Job Board
    • Archives
    • Contact
    • About
  • Forum
  • Affiliates