In this article we are going to explore a very common mistake that may
hinder your auto dealership business growth. I have seen this mistake so often
that I even encountered this problem with one of my friends.
My friend, who happens to own an auto dealership business, asked me to
check his website and assess its performance. At the very first glance the
numbers looked really good; about 50,000 visitors per day but the real problem
was the bounce rate. Most of his visitors left the website in less than 1
minute; the bounce rate, was almost 85%.
This condition of high traffic, low engagement performance won't get you
anywhere; that's what I told him. What was driving the low quality traffic?
It's something that you've dabbled in.
o Automotive pay-per-click
advertising.
In the course of my career serving auto dealerships, I feel like I have
seen it all. I've witnessed dealers who were spending way too much with low
yield. Some of them have tried to do things on their own, while others have
enlisted the “expertise” of billion-dollar providers.
From spending too much or too little all the way to relying too heavy on
advertising, I've seen dealers in a variety of losing situations when it comes
to automotive PPC
advertising. In each
situation, nearly every dealer (or provider) made the same fundamental mistake.
I want to reveal a time tested strategy that will help you get better
results and decrease your spend. When it comes to doing anything on any of
Google's platforms, the key point is relevancy. Relevancy should always be your
focus. Whether through organic search or AdWords, Google wants to make sure
that what you lead people to is relevant to what they're searching for.
One of the reasons that dealers spend more than they need is because the
quality of the ads they run is too low. You must know that Google has something
called a Quality Score which is like a grading system for your AdWords ads.
When the quality score of the ad is low, you typically pay more for each click.
This happens in order to compensate for the low quality of your ads.
So how can you turn this around? How can you get better results and not
pay an arm and a leg for it? I'm going to show you a time tested strategy that
will help increase your quality score and deliver a superior user experience. First, you need to identify what you want your ads to
link to. Please, don't link them straight to your vehicle search results (VSR)
page. Don't link them to your homepage. This is an absolute ridiculous practice
that you need to stop immediately.
There is nothing worse than clicking an ad that you think will take you
to relevant information, but doesn't. You need to focus on your objective with
the ad campaign. What information do you want your site visitors to learn
about? If you're running a
make/model campaign, go one step above merely linking to the VSR or VDP page.
Link the user to a page on your site dedicated to information about that
particular make and model.
On the make/model page, make sure you reaffirm that the consumer is on
the right page. Make sure your page heading clearly matches the ad that they
clicked on. Google has something called
“landing page scent” and it essentially checks to make sure that the page
someone lands on from and ad matches the ad that they clicked on. When Google
can't see enough relevancy, your quality score decreases and you'll end up
spending more per click than if the relevancy was high.
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