Dealers Optimize Your Google Campaign Keywords For The Right Consumer Moments

Google classifies car shopping and into five basic structures.

  1. Which Car Is Best?
  2. Which Is Right For Me?
  3. Can I Afford It?
  4. Where Should I Buy It?
  5. Am I Getting A Good Deal?

In the Which Car Is Best phase the shoppers are unsure of what make or model they want to purchase. As a dealer, this isn’t part of the buying funnel you want to advertise in. The manufacturer websites are typically going to be competing for these shoppers. Example searches might be something like “what’s the best minivan,” “best SUV for families with two car seats and dog” or “safest four door sedan.” Additional example keywords that customers use during this phase are fairly generic terms like are 2018 Ford, Buick Encore Review, and New Jeep Wrangler.

What Should My Car Dealer Be Spending On Facebook Advertising?

So while Facebook has been taking some heat lately over data sharing issues, it’s not going away. In fact Google and Facebook’s advertising are growing quickly (+103%!) at the expense of other digital platforms. They have the largest audiences and in a world of limited time and resources advertisers can only manage so many locations. The inevitable duopoly of Google and Facebook controlling content and advertising audiences is here to stay for a while so if you’re not on Facebook now, you should be.

According to NADA the average dealer spends about $64,000 per month on all advertising. Depending on your market, you should be spending at least half of that now in digital advertising (latest Google stats say 45%-75% should be digital).
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Car Dealers Are You Advertising On Facebook?

Facebook and Instagram now account for 20% of all mobile phone usage. In a world where American consumers spend about five hours a day on their smartphones, this equates to about an hour a day on two of Facebook’s products! This is a great opportunity for auto dealers (as well as RV and powersports centers) who are moving their advertising budgets to online spend and maybe only doing Google search ads right now.

Dealers Do You Have Google My Business Turned On?

Search engines have gotten very smart over the past couple decades. So more than likely if your car dealership, motorcycle store or RV Shop has been in business for a while it will show up in Bing, Yahoo and Google when customers search for your business name or related keywords and even better show its location on a map.

However, you can take your business listing to the next level by signing up for Google’s free My Business service. With Google My Business (GMB) you can make sure your listing stands on Google Search and Maps out when customers look online. Read more

How to Sell Cars Successfully to Today’s Buyers

selling cars to today's buyersThe disconnect between today’s automotive dealer sales team and car buyer seems at times to be every growing. In some cases, car buyers will find a car on a local dealer’s website, reach out to the dealership with some questions about the car, and then receive three separate calls or emails from three different salespeople. None of the salespeople are aware that other people on their team are calling these buyers, which leads the buyer to perceive the dealership as having, at best, poor communication skills. Even worse, the salespeople are likely urging the potential customer to “come into the store and look around,” or “come in to get the best deal available in the market” before the customer has even received an answer to the initial questions they asked. Although this is a traditional sales approach, it doesn’t work well with today’s more modern car buyer.
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Dealership Trends for 2016

dealership trends for 2016Today’s auto dealers are more progressive and focused on the future than ever. With emerging technology resources frequently serving as both an asset and a disadvantage (see trend #4) for dealerships, many dealers across the country will spend most of 2016 shifting with the trends and finding new ways to integrate technology into their sales processes. Below are four trends that dealerships should consider implementing into their 2016 business processes:
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Create F&I Opportunities with Long-Term Vehicle Owners

Create F&I Opportunities with Long-Term Vehicle OwnersWith the recent advancements in today’s new cars, vehicle-ownership periods are lengthening, leaving many people out of the market for a new car. During the first three months in 2015, the average length of new car ownership was 77.8 months, which is more than 2006’s first quarter average. The used-vehicle ownership period has also increased with the average being 63 months, almost doubling the 2006 average.
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Handling Common Objections: Turning a No into a Yes

objection handlingWhen selling to customers, it’s important to realize that each person will have different feelings toward purchasing a product or service. Some customers will simply give you a flat “no,” while others will be more open to learning more about the product before making an informed decision. Their real thoughts might be masked with a, “It’s too expensive,” or “I don’t think I need it,” but they’re open. No one wants to be sold something, but every customer is willing to buy something if they see value in the product/service. Below are some very common objections and steps on how to turn the no into a yes. Read more

4 Tips to Clear Your Year-End Inventory

Clear Your Year-End InventoryIt’s almost that time of year when your dealership takes stock of its inventory and prepares for 2016. This time of year is when your dealership offers huge year-end deals and customers hope to snag one of the last 2015 models for the best prices. While the deals themselves will be a major reason why your lots will clear, there are numerous ways to ensure you have a successful holiday-selling season.  Here are some tips to help move 2015 inventory to make way for more vehicles in the New Year. Read more