wishpond GUIDE Wishpond s Complete Guide to Marketing your Auto Dealership Online wishpond.com

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1 Wishpond s Complete Guide to Marketing your Auto Dealership Online wishpond.com

2 Did you know? 70% of car buyers research their options online before buying. And, as you know, one of the fundamentals of marketing and sales is to be where your buyer is. Your dealership needs to be online. Does this sound familiar? I d been told that one of the best ways to find success as a car dealership was radio advertising. After 12 months and $36,000 in expenditure with no noticeable or trackable affect on my dealership s income, I was looking for other options. - Wishpond Auto Dealership Customer You re not alone. Not only does online marketing and promotion of your dealership allow you to reach a larger audience than you possibly can with traditional avenues, it allows you to measure your ROI - meaning that you can track and know how much value you re getting for every dollar you re spending. It s a whole new world, guys. That world is focused around a few basic strategies, and this guide will take you through them step by step: Chapter 1: Promoting your business with Google Adwords, exposing your brand to the greatest, most targeted, market available. Chapter 2: Generating leads and sales with an optimized website and lead generating landing pages, ensuring your 2

3 brand has the best possible chance of converting internet traffic to a sale. Chapter 3: Re-targeting lost customers with Google Remarketing Ads, allowing you to recapture the highest possible proportion of your bounced internet traffic. These three strategies are concrete tactics that can take your dealership to the next level. When used in conjunction with each other they can have a monumental effect on the success of your business. Let s get started with Wishpond s Complete Guide to Marketing your Auto Dealership Online. 3

4 Chapter 1 Google Adwords

5 Google is not only the largest search engine in the world, it s also the largest advertising audience. Google is where your customers go when they re researching auto specs, car makes, models, prices, deals, locations and more. Getting seen by your local customers at the exact time they are looking for is called intent marketing - and it gets sales. Your customers search on Google when they are: Researching car information Deciding what car to purchase Looking for your dealership to test drive and buy You want to be found on the first page of Google - but so does everyone else. Google AdWords give your business the competitive advantage. Here are the average Click- Through-Rates CTR) of the toppositioned Ads on Google: That could be your business. 5

6 What makes a good Google Ad: #1: Keywords, keywords, keywords. Google Adwords are based on keywords typed in by searchers. Basically when someone types buy a car in [your town] Google will match the keywords car and buy with dealerships in the area - who have used the right keywords! Use the keywords that match your customers search, and your Ad will be seen and clicked on. Here s a few tips to choosing the best keywords for your Ads: Make keywords relevant - Be sure your keywords match the campaign and landing page you re linking to. (If you re promoting a new make and model - use the vehicle names in your keywords) Think like your customer - Choose keywords your customer is looking for. Your Ad only shows when the keywords or phrases you choose are typed into Google by your customers. The more you can get inside your customers head, the better you ll do in Google AdWords. (Hey, if you can sell cars, you can think like your customer already, right?) Think outside the box - Think like your customer, and think a little outside the box, too. Think of spelling mistakes and what other searches your typical client would do when they are looking to buy a car. Check out how Chevrolet dealers used the keyword auto detailer to get their auto dealer Ad to pop up in Google: Be specific - The more specific you make your keywords for each of your Ad Group Campaigns, the more likely you ll match exactly what your customer wants. The better you match customers needs, the more clickthroughs you ll get to your site. 6

7 Use 10 to 20 different search terms per Ad Group - The cool thing about AdWords is that you can run as many Ad Campaigns, and Ad Groups as you want - and you can use different keywords for each of them. For more on Google Ad keyword optimization, check out: How Do I Optimize Keywords for my Google AdWords And hey, if this is making your head spin, don t stress. At Wishpond, we offer you our expertise in choosing the right keywords to get your ads seen at the right time by the right customer. #2: Ad Copy: Your Ad Copy is made up of: Headline - Your Headline is what shows at the top of your ad. It s in blue. You have 25 characters (including spaces) to write this prominent first impression. Display URL - Your Display URL is what searchers see as the page you re enticing them to visit. It does not have to be the exact landing page web address your ad links to, but it should be relevant. You can, for example, include your website with the top keyword in your Ad Campaign. Description Line 1 and Description Line 2 - You have 35 characters per line for the body of your Ad Copy, including your CTA and USP. To make the best Ad Copy: Use your top keywords - Be sure to make your Ad relevant, by including at least one or two of your Ad s keywords. Google likes this, and so do your customers - it shows that you relate to their needs. Use a relevant Display URL - Remember, the link that shows up in your Ad doesn t have to be the exact website address of your landing page. Keep your Display URL short, and self-explanatory. Make CTA s that are action oriented and irresistible - Keep your Call to Actions short, action words that instill the urge for immediate clicks. If you have a time based offer, make it clear in your Ad. Use Ad Extensions - Ad Extensions are those blue links you see in Google Ads. Don t lose this easy opportunity 7

8 to provide more trust and information. Use Ad Extensions to give contact information, your local address, and more landing page offers. Here s an example of great Ad Extensions. Hyundai gives 3 deals they re offering for 3 different models. They include their closest location, at 855 Automall Dr. They make it easy to contact them, with a phone number. Our experts can help you determine how much you should spend, and how many Ads you should run. Our analytics lets you track your Ad performance in real time, and gives you reports on the value of each Ad you run. Next, let s take a look at the importance of a great landing page - and how you get your customer to convert. #3: Ad Budget: The average Return on Investment for a Google Ad is $2 for every $1 spent. Google Ads offer incredible value - if they re done right. It s really easy to set your budget in AdWords. All you do is put in the total amount you re willing to spend for your Ads on a daily basis. You won t overspend, because you ve capped your daily spend. 8

9 Chapter 2 The Importance of Landing Pages

10 When people click on your ad on Google they re sent to your website. For many dealerships they re sent to your homepage, from which they can find their own way to your location information or about us page. Unfortunately, that s not an optimized sales funnel. You should be sending the people who click on your Mercedes C Class ad directly to a Mercedes C Class landing page. Having that extra step (having to find their own way around your website) will be having a huge influence on how many people bounce off your homepage, never to return. An optimized landing page, however, reduces your bounce rate. Let s look at it in terms of concrete numbers: Let s say your Google advertisements, search, social media, and other sources of web traffic are driving around 1000 people to your website each week. Let s say your homepage converts around 4% of those people to give you a call or arrange a test drive - or, on average, 160 leads per month Each one of those appointments, on average, converts at around 22% in the real world (35.2 sales/month) Now let s say that you implement a few of the best practices I ll give you below, as well as integrating carspecific landing pages into your website. Let s say this increases the rate of conversions on your website by 50%, up to 6% overall conversions, or 240 leads per month These small changes are now resulting in 52.8 real world sales per month, an increase of 17.6 That s about 211 more sales per year than you were experiencing before you started optimizing your homepage. You can do the math yourself for how much increased revenue that means for your business. Optimizing your Landing Pages for Appointments There are five primary variables that you need to include in your landing page. A page without even one of these 10

11 will struggle for conversions. It s also essential that your landing page be optimized with these variables in mind. Test the performance of your pages by changing parts, placements and the design principles of these five variables to ensure your page is optimized to get you the sales you need. #1. The Car s Make and Model: Because each ad and each car will have their own corresponding landing page, you need to make it clear, immediately, that your website traffic has come to the right place. Now Wishpond makes it easy to connect your Google Ads with your Wishpond-run landing page, but if you re not using our tools, be very careful that you ve integrated your ads and landing pages correctly. #2. An Image: The right image of the right car can get you an appointment or lead information by itself. It s the visual, eye-catching part of your page. Put time and energy (and resources) into each picture you use for your landing page. You d be amazed at the influence that the smallest change like lighting, angle and size can have on your overall conversion rates (and remember how influential the smallest conversion change can have on your yearly revenue!). #3. The Price-Point: This is essential information for a dealership, as you well know. Your price-point, along with the simplicity of your page, and the car s look and features, are what really sell the vehicle. Communicating these things better, in a more appealing way, is what sets you apart from your competitors. #4. The List of Features: This list is the final straw that communicates value to your landing page s visitor. An image and a price alone aren t always enough to make your case for a conversion. You need to give people a little more information - the features of the car they re interested in. This absolutely needs to be a list: easily skimmable, easily understandable. Avoid paragraphs entirely. #5. A Clear and Eye-catching Call-to-Action: At the base of the entry-form is your landing page s Ask, 11

12 known as its Call-to-Action (CTA). This should be one of the first things your landing page traffic sees when they travel through from your Google Ad. It should be clear, contrast with the rest of the page, and make it evident what you re asking them for. engagement is third. The list of features serves only to provide extra back-up should your landing page visitor need it before they convert. Consider these five CTA examples for your own landing pages: Book your Appointment Now! Get more Information Test-Drive Today! Speak to [Dealer Salesperson] Get my 10% Discount This is a template of Wishpond s car dealership landing page. Notice how your eye first naturally focuses on the image of a car on the left, the red CTA on the right and the price-point third. This is the natural flow of an optimized landing page: the image grabs the eye immediately; the CTA makes it clear what the page is asking of its visitor, and the value of 12

13 Chapter 3 Remarketing

14 Let s say that with an optimized landing page from Wishpond you re seeing only 90% of your traffic leaving without converting on your CTA. Here s how it can work for your dealership: Honestly that s pretty awesome given your dealership s profit margins, but is there anything more you can do? There is. You can retarget that 90% with remarketing on the Google Display Network. You ve probably seen an ad from the Google Display Network today, without even knowing it. They re the sidebar ads and banner ads you see on your favorite news sites, music sites, gaming sites, and (honestly) pretty much everywhere else. They re the ads you see because you visited the brand s site. If you ve ever been slightly thrown-off by seeing an ad for a product on the same day you were just looking at that product online, you ve been remarketed. 1. Your Google Ad drives traffic to your landing page 2. For whatever reason, 90% of your landing page traffic leaves without converting 3. As they leave, they trigger one of Wishpond s retargeting pixels, which automatically attaches itself to their browser 4. Now, whenever they go to a website within Google s Ad Display Network, they ll be shown your ad 14

15 5. That ad drives them back to your landing page (or a landing page made specifically for remarketed visitors) where they convert. Where Wishpond makes it easy: Normally, remarketing requires a complex process of coding, in which your remarketing software provider gives you a section of code that has to be integrated into your website or landing page quite specifically. To be honest it s pretty easy to mess this stage up. Luckily, all of Wishpond s landing pages are designed to automatically retarget their bounced traffic. All you have to do is tick the retarget visitors who didn t convert box, and you re there. In fact, any landing page created by Wishpond is automatically generating a remarketing audience, even if you haven t ticked that box. So whenever you do want to start getting the most out of your landing page s traffic, you have an existing audience to target. your buck. Here s why: There are more than a million websites within the Google Ad Display network, but not all of them will actually drive traffic. Basically, your dealership shouldn t have to pay to be on a website that nobody converts from. So Wishpond doesn t put your retargeted ad on the websites that nobody converts from. Our retargeting platform maximizes the chance of your ad being clicked on by optimizing where it s seen. Our experts take a complex look at ad click-throughs, impressions, and a dozen more variables to determine where your sector s ads have the best chance of being clicked on. Where Wishpond takes it up a notch: Engaging with Google remarketing through Google is great, but it s not necessarily giving you the most bang for 15

16 Conclusion These three marketing strategies allow you to promote your dealership to the largest possible audience, convert them to a sales call or test-drive at the highest possible rate, and then re-capture them to maximize the possibility of a final sale. Each and every step of this process is trackable - your return concrete and visible. You can see the value of every dollar you spend and allocate more, or less, of your resources to those platforms you see working best for your dealership. Ask our experts how Wishpond can bring you high quality leads and help you sell your inventory faster than ever before. You can sign up for our FREE one-on-one consultation here. We re offering free walkthroughs of the whole Wishpond platform (which offers online promotional contests, marketing, Facebook advertising and customer relations management tools as well as the three we ve discussed here). If you re interested in a free one-on-one demo tailored to your dealership in particular, register the time that works best for you here. 16

17 Thanks for Reading! Written by: The Wishpond Marketing Team wishpond.com

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