Best PracticesDealership Marketing

3rd Party Classifieds Battle to Win-the-Click

One of the questions I receive most often from dealers is whether or not they are overpaying for their third-party classifieds. The dealers overall agree that third-party classified sites (*TPCs) are a foundational element in a successful digital marketing strategy, however they are concerned as the pricing has continued to climb over the years. It seems to …
Dealership MarketingIndustry News & TrendsOther Stuff

NADA: Internet Advertising tops 50%, TV & Radio Lose

I carefully navigated the NADA website, clicking the button to download one of my favorite semi-annual automotive industry reports. I had heard the 2017 results were finally available, and I was anxious to dive into the data. I double-clicked to open the report, quickly scrolling to the “Advertising Expenditures” section. And then…my jaw dropped. I’m …
Dealership Marketing

Who? How? A Closer Look at Inquisitive Paid Search Traffic

One of my favorite techniques when auditing automotive dealers’ paid search spending, is to compare the search queries to keyword purchases. The search queries are the exact phrases that visitors are typing into Google (or other search engines). I find it useful to compare the search queries to the actual keyword(s) the dealer is purchasing. For instance, if …
Dealership Marketing

Facebook Testing Ads, Reviews, Drilling Down Search

Facebook has been very busy lately– figuring out how to monetize Graph Search, while improving its functionality. The process of monetizing Graph Search comes as a welcome addition for Facebook investors. Facebook currently has a limited monetization focus with search ads, which are not targeted to the user’s search criteria. Instead, standard targeting and retargeting …
Best PracticesDealership MarketingIndustry News & Trends

Facebook Graph Search…What Next?

Facebook Graph Search – How Should Your Dealership Prepare? I’ve written in the past about optimizing your Facebook business page for Facebook Graph Search. Graph Search is Facebook’s most recent search tool iteration, helping users make connections to existing people and places that were previously difficult to find. With a clean interface and natural search capabilities, Graph Search …
Dealership MarketingIndustry News & Trends

Dealers – Are You Prepared for Facebook Graph Search?

  On January 15th, Facebook announced a feature launch that dramatically changes the way consumers use the world’s most popular social networking site. Facebook Graph Search (FGS) is a natural-language search tool which, to date, has only been released in Beta. Currently, not all Facebook content is searchable, and only a small group of people …
Dealership MarketingIndustry News & Trends

Should Dealers Have Interest in Pinterest?

During a recent management retreat, a colleague introduced the group to the Internet’s fastest growing Social Networking site, Pinterest.com. Pinterest (pronounced pin-terest, not pin-interest) has burst onto the Internet with growth rates we haven’t seen since Facebook. Traffic has jumped to almost 11 million visitors in mid-December, nearly 40 times where it was only six …