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HuebnerPetersen's Dealer Marketing Services' presentation on search engine marketing basics. Including information on organic search, paid search, video, and mobile. Presented at Jayco RV's 2014 Dealer Homecoming event in San Antonio, TX.
Vehicle buyers rated how influential each touch point was in their purchase process . A dealership website was the top digital medium and ranked higher than working with a sales person, and nearly as high as a visit to a dealership.
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013. Accessed via http://www.thinkwithgoogle.com/research-studies/digital-drives-auto-shopping.html
Examples of referral sources for dealers: rvda members page (~30 visits), rvdealersconneticut (~30), Jayco.com (~20), Yellow Pages (~15) Direct traffic’s bounce rate is higher than search, 39% vs 26% (26% for paid and for organic)
90% of vehicle buyers begin the purchase process online. 65% of vehicle buyers name search as a leading or gateway source to purchase information.
Estimating a profit of $1500 per sale.
77% of searchers say they always or frequently click on organic search results.
For vehicle shoppers, 85% of clicks go to the top three listings in search results. If you’re not actively working on ranking high, you’re missing out on website traffic, potential sales leads.
Un-paid listings that appear
based on your website’s
relevancy to a user’s search.
Influenced by how your website
is setup and your content.
Most often appear below paid
Ensure your website is organized and setup well.
How to rank organically.
Develop a keyword list.
Use keywords in your copy and content.
Setup meta tags & alt attributes. Use keywords.
Generate and use a sitemap.
Use Webmaster Tools, submit site to search engines.
Set a plan to regularly update content.
Google matches keywords in a user’s
search, to keywords on your website.
Jayco’s White Hawk
To setup meta tags & alt attributes,
talk to your web admin.
Provide your keyword list and titles
for each web page.
Sign up for Google Webmaster Tools.
Track top search terms, errors and
submit a sitemap.
Google cares about relevancy
Think helpful content, keywords,
organization and speed.
Work with your website admin to
optimize for organic search.
Top three search listings get 85%
of the clicks.85%
Of vehicle buyers use search in
their purchase process.90%
Listings in search results available to
Paid search listings.
Ranking determined by budget,
keywords, ad copy, and web
Paid listings get the most “real
estate” in search results.
86% of above-the-fold pixels
show paid search results.
show in top
allow you to
Identify landing pages on your website.
How to start with paid search.
Develop a keyword list.
Open a Google AdWords account.
Setup conversion tracking on your website.
Set a target monthly budget, $300 - $1000.
Start a test campaign, targeted to your local area.
Track metrics, aim for a 1% CTR.
As with organic, Google cares about
relevancy and quality.
Paid search requires constant
monitoring, testing, optimizing.
Test keywords, ads, landing pages.
Maintain quality score, watch costs.
Worth the investment?
Sell 5 units
Sell 2 units
Sell 3 units
Sell 1 unit
Running just one paid campaign
can increase website traffic by
over a third.
Why run paid ads?
Even selling just one unit
provides over 100% ROI.100%
Best results combine organic and
paid search engine marketing.
Only 14% of above-the-fold real
estate shows organic listings.
Ranking in search = sales traffic.
| Top result
| Second result
| Third result
| Remaining results
of paid ad
10 + 40 = 80?
When both organic and paid listings show,
Jayco gets 80% of available clicks
When you combine organic and paid
search efforts, your dealership will
show up for more searches, have
more opportunities to rank higher,
have the ability to block competitors,
and build more awareness.
A successful online strategy utilizes
both organic and paid.
The average dealer’s
site gets 25-30% of
traffic from mobile
Mobile searchers take action.
70% of mobile searches result in action within 1
61% of local searches on a mobile phone result in
a phone call.
52% of mobile paid ads result in a phone call.
Ensure your website works on mobile devices.
Keys for mobile search.
Run mobile versions of paid ads.
Keep an eye on ad rank, only the top 2 ads show.
Use click-to-call and location extensions.
Video influences vehicle purchase.
49% of vehicle shoppers visit a dealer after watching
a related video, 37% search dealer inventory online.
61% of vehicle shoppers research their purchase with
online video. 25% of shoppers watch over an hour of
videos in the purchase process.
YouTube is the second largest
search engine, behind Google.
YouTube ranks videos organically,
and provides space for paid ads.
Curate a YouTube channel for your dealership.
Make use of Jayco videos on your own site.
Consider ad placements in YouTube videos.