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.

1. APPEAR IN
SEARCH RESULTS
HOW TO

2. Bethany AbbyJala
Jayco Dealer Marketing Services

3. Your
virtual
storefront
Your website is a valuable sales tool.
Sells
product
Available
24/7
Captures
Sales
Leads

4. Television Dealership
Visit
Dealer
Website
Sales
Person
53% 89% 83% 82%
As important as a dealership visit.

5. But without traffic,
your website doesn’t do much.

6. 5% Referral
75% Traffic From Search
20% Direct Traffic
Traffic
sources for an
average RV
dealer website

7. Search is the top
research tool for vehicle buyers.

8. Get a bigger piece of
search engine pie.

9. Un-paid listings that appear
based on your website’s
relevancy to a user’s search.
Organic search.
Influenced by how your website
is setup and your content.
Most often appear below paid
search advertisements.

11. 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.

12. Google matches keywords in a user’s
search, to keywords on your website.
User’s keyword
Jayco’s White Hawk
keyword list

13. Keyword
heavy text
Images
named
with
keywords

14. Meta tags, alt attributes, and
sitemaps tell about your site, and if
it’s a match for a user’s search.
Help Google
determine if
you’re a match
for this user

15. Meta
title
Meta
description
Keyword

16. To setup meta tags & alt attributes,
talk to your web admin.
Provide your keyword list and titles
for each web page.

17. Sign up for Google Webmaster Tools.
Track top search terms, errors and
submit a sitemap.

19. Google cares about relevancy
and user-experience.
Think helpful content, keywords,
organization and speed.
Work with your website admin to
optimize for organic search.

20. Top three search listings get 85%
of the clicks.85%
Why optimize?
Of vehicle buyers use search in
their purchase process.90%

21. Listings in search results available to
paying advertisers.
Paid search listings.
Ranking determined by budget,
keywords, ad copy, and web
page relevancy.
Paid listings get the most “real
estate” in search results.

23. 86% of above-the-fold pixels
show paid search results.
The “fold”

24. Paid listings
ensure you
show in top
spots and
allow you to
control the
message.

25. 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.

26. 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.

27. 1400%
800%
500%
200%
Worth the investment?
At $500/month:
Sell 5 units
Sell 2 units
Sell 3 units
Sell 1 unit

28. Running just one paid campaign
can increase website traffic by
over a third.
39%
Why run paid ads?
Even selling just one unit
provides over 100% ROI.100%

29. Organic & paid search work together.

30. Best results combine organic and
paid search engine marketing.

31. The majority
of searchers
prefer
organic
results, they
trust them.
But…
77%

32. Only 14% of above-the-fold real
estate shows organic listings.
The “fold”

33. Ranking in search = sales traffic.
| Top result
| Second result
.
| Third result
| Remaining results
60%
19%
6%
16%

34. And,
Nearly 90%
of paid ad
clicks are
incremental
to clicks
from organic
listings.
89%

35. 10 + 40 = 80?
When both organic and paid listings show,
Jayco gets 80% of available clicks

36. 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.

37. THERE’S MORE…
VIDEO | MOBILE
.

38. Mobile search.
The average dealer’s
site gets 25-30% of
traffic from mobile
devices.

39. Mobile searchers take action.
70% of mobile searches result in action within 1
hour.
61% of local searches on a mobile phone result in
a phone call.
52% of mobile paid ads result in a phone call.

40. 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.

41. 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.

42. YouTube is the second largest
search engine, behind Google.

43. YouTube ranks videos organically,
and provides space for paid ads.

44. Curate a YouTube channel for your dealership.
Utilize video.
Make use of Jayco videos on your own site.
Consider ad placements in YouTube videos.

45. Videos on the Jayco Marketing Hub.

46. Need a helping hand?

47. Paid search management.

48. Developed specifically for Jayco dealers.
Targeted to your sales
area.
Eligible for 100% co-op.
Real time reporting, accessible via mobile.

49. Participants have seen increases
in web traffic of up to 39%.39%
Increased website traffic.
Average conversion rate.
These are visits that become
sales leads.
4.5%

50. Contact Dealer Marketing Services
Jala Curtis
970-775-7140
info@jaycomarketinghub.com
jayclick.jaycomarketinghub.com