Google VinVelocity VinVelocity is paid search done better.

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1 Certified Partner

2 Savvy dealers know building a strong online presence includes much more than just getting found at the top of organic search engines like Google. For today s digital car shopper, paid search ads provide consumers with real buying choices. It s time to do paid search smarter by providing your consumers with the information they need, when they need it anything less challenges your success. Some dealers do pay-per-click advertising in-house while many others use consultants or agencies to do that work. Whatever your approach, we ve identified the top five opportunities for dealerships to improve their paid search efforts and drive better ROIs. We ve built a powerful solution around these opportunities called VinVelocity. VinVelocity is a fully automated traffic-building solution that matches long-tail consumer search queries with actual vehicles at the dealership. VinVelocity is paid search done better. Our month-to-month SEM campaign creates hundreds of dynamically-generated consumer search ads "on-the-fly" using keywords for each vehicle in your inventory. When consumers click on an ad, it takes them directly to your vehicle detail page. VinVelocity redefines PPC marketing for your dealership by 'deep-linking' lowfunnel auto shoppers directly to inventory detail pages. These VIN specific pages are more valuable to consumers and convert at a higher rate.

3 When you send a visitor to your homepage, you hope they will eventually end up on pages that are the most important to your dealership. Simply put, the pages that help you capture contact information, set appointments and drive sales. If a car buyer is searching for a specific make, model and trim, the ideal page to send them to would be that vehicle s detail page (VDP). Don t dump low funnel consumers on homepages or make them wade through pages of inventory results. By providing your visitors more targeted information based on their needs, you can enhance the user experience and remove the friction to conversion. In fact, a 14% increase in VDP views corresponds to a 62% increase in conversion rates 1. VinVelocity deep links car buyers to the most meaningful and relevant content on your site by delivering them directly to your VDPs. It is here where the consumer can take action by calling, filling out a form, or visiting your dealership. 1 Patrick Elverum, The Most Important Page on Your Dealership Website (DealerRefresh Article).

4 Long-tail keyword searches are a better way to connect with the right customers. Long-tail keyword searches are more specific phrases that car buyers are more likely to use when they re closer to the point-of-purchase. As an example: if a car buyer searches the word Chevrolet (a very broad keyword) you can t really qualify them as a low funnel car buyer. With these shorter keywords, competition for rankings is fierce, but visits can be scattershot and ROI can be low. But with long-tail keyword searches such as 2012 Chevrolet Cobalt 4 door you ll be attracting car buyers who are serious and lower in the funnel. They are more likely to click to your website than those of your less-savvy competitors. The traffic you will generate from VinVelocity search ads will be more qualified than general search traffic. These car buyers are more focused, more committed, and know exactly what they want. Serving these shoppers delivers a higher return on your paid search investment.

5 Most dealers consider phone calls to be the most valuable conversion outcome their marketing efforts can produce. Given the importance of phone calls, your dealership needs a way to track those calls back to the sources that trigger them. When you know where your calls are coming from, you can make smart decisions about your advertising budget and your sales strategy. VinVelocity s call tracking allows you to precisely measure phone call conversions from the campaign. With dynamic number generation, each visitor we send to your website from a VinVelocity search ad will see a unique phone number we ve assigned to your dealership. We capture critical follow-up information on every call such as name and phone number. We also record each call and deliver the recordings directly to your CRM. This makes it easier for your dealership to qualify leads, coach your staff, improve customer service and measure the success of your paid search campaign.

6 Knowing your customers wants and needs and delivering on them are key concepts for any dealership. But how do you really know what your customers want? By not linking your marketing efforts to what car buyers in your area are searching for, you could be getting lost in the noise. By advertising at the vehicle level, VinVelocity will provide you with actionable, robust reporting to help you better understand how car buyers interact with your inventory. Determine which cars are generating the most (or least) clicks and impressions, which cars generate the highest click-through-rates, and find out where those consumers are located! This will give you real numbers you can use to help make decisions regarding inventory and which cars to highlight as specials.

7 Managing pay-per-click campaigns for your store can be complex and time consuming. What s even more difficult is making your paid search campaigns work for you. Whether you manage your paid search efforts in-house or have hired an agency to run one for you, the success of your campaign is probably limited by human element. Our industry leading, proprietary platform automates what it would take an army of professionals to achieve. VinVelocity is as dynamic as your inventory and is fueled by your daily vehicle feed. The tool will automatically create multiple targeted ads for each of your vehicles. VinVelocity allows your dealership to take advantage of large-scale, highly productive PPC campaigns without the costs of advertising agencies or employees dedicated to managing a search traffic-building program.

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