![]() ![]() When a website is built correctly, as explained earlier in this article, the landing page experience will match better with the ad and searcher’s intent.Īt this moment, the automotive industry’s average click-through rate is 4%. These latter two are weighted to equal 78% of what influences QS. This score is also determined by landing page experience and expected click-through rate. The best ad campaigns are broken up into dozens of ad groups that host hundreds or even thousands of ads. Did you know that a dealership whose ad has a QS of 3 pays twice as much as a dealership whose ad has a QS of 6? One key factor, again, is relevance. As competition grows and market share becomes tighter, it’s vital that dealerships focus on bolstering their Quality Score (QS). Paid search - PPC, SEM, or whatever you refer to it as - remains one of the automotive industry’s best lead generators. Quality Score multiplied by Bid Price equals Ad Rank. The dealership needs to understand the value of Quality Score By having pages that match consumer search, the site will better align with paid search ads and, thus, lower bid costs.By creating a frictionless, relevant experience across their site, dealerships maximize the investment through generating more leads that can be parlayed into sales.Google recently updated Search Console to offer insights from up to 16 months of historical data. Then they can broaden their efforts to acquire more traffic higher in the sales funnel by producing content around long-tail searches where car shoppers are seeking more information about a make or model.Īs you expand upon these SEO strategies, you’ll want to leverage Search Console to ensure your site shows up for a greater number of search queries, first with intent modifiers, which are measured by impressions and clicks. By focusing on these searches that offer low-hanging fruit, dealerships inherently optimize their website for paid search and social media campaigns with more-relevant landing pages. Upon closer examination, the majority of these short-tail queries included intent qualifiers: “for sale,” “near me,” and “2018.” This information can help dealerships understand how to develop and structure their sites’ metadata and content. We found that search queries two to four words in length comprised approximately 76% of all impressions. Our agency recently analyzed a sample of our dealership network’s Search Console data, totaling 10,000,000 local queries. This improved user experience coupled with other SEO tactics like page speed keep reduces bounce rate and increases opportunities for conversion. This yields less friction while website visitors navigate across the site to a dealership’s high-value pages, such as search results pages and VDPs. These tools are essential to prioritize content production by marrying it with search volume and search intent. Search Console and Google Ads, formerly Google AdWords, provide information about local searches, including impressions, clicks, average position, and conversions. It’s vital to build pages that satisfy local search queries across the customer journey, starting with keywords that imply that a person is highly motivated to buy (e.g., “for sale”). A dealership’s website is the only place where shoppers will not view or engage with any other dealer. Search engine results pages (SERPs) and third-party sites will deliver competitors’ inventory to local car shoppers. The dealership’s website needs relevant content to satisfy consumer search ![]() The following three considerations will help make that path clear. By focusing on the relevance of website content, Google’s Quality Score of paid search, and the efficacy of CRM for social media, there is a clear path to significantly reduce marketing cost. Dealerships that have fully embraced their digital strategies can break these industry averages. Despite allocating dollars to digital platforms, the marketing cost per car sold has remained nearly the same: $762 for luxury vehicles and $630 for mass-market vehicles. ![]() This increase reflects the industry’s understanding of the consumer’s shift to the internet for the purpose of car shopping. NADA reported in 2017 that the average dealership spends 55.4% of its budget across digital marketing channels.
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