When it comes to running a dealership, every dollar counts. So, if there was a place that most people went to, and advertising there was free, you’d make use of it. I’m not talking about some mythical land; I’m talking about the modern joy and/or bane of existence: Facebook and Twitter. They’re ubiquitous, they’re intrusive, and they’re completely free. But they also require a little bit of finesse to use well. Fortunately, you’ve found yourself here, and I’m going to walk you through a few ways to up your social media game.

Not speed, exactly, but lack thereof. Let’s cast our minds back to the dark days when the Internet was just getting started. In that halcyon time, it wasn’t unusual to wait long minutes for a single image to load. If you wanted to watch a video, you might as well notify your next of kin. These days, we’re living in the future. With the proliferation of high-speed wireless internet pretty much everywhere, we’ve gotten a little more discerning as to what constitutes a reasonable amount of time, especially when it comes to browsing on our mobile devices.
Turns out, according to Google, that’s been settled as “about three seconds.”
Seriously, most people won’t even wait three seconds for the content they want. Doesn’t matter if we’re shopping for a car or reading recaps of Walker Texas Ranger, we want our content right now, if not sooner. If one site isn’t loading it, we’ll read about Chuck Norris spin-kicking evildoers elsewhere. If a website takes longer than three seconds to load, 40% of people will just leave, and 80% of people will never come back. And here’s the kicker: the average car dealer’s site takes almost 9 seconds to load and based on Google’s speed testsit could cost dealers as much as a 28% drop in visitors. That’s over one in four people who aren’t even sticking around to see a single car, read a single offer, or look at a single service coupon.
So it should go without saying that your site speed should be a primary concern. After all, it doesn’t matter how good the deals are on your vehicles if every visitor rage quits as soon as a single image attempts to load. So what can be done?
The first step is checking how fast your site loads. No, you don’t have to sit in front of your computer with a stopwatch. There are number of sites that can help you. Head over to take the Google Test My Site (speed tester) (thinkwithgoogle.com/feature/testmysite) or to webpagetest.org, and soon you’ll know if you have a problem or something else you can brag about. Even better, these sites will help you identify and diagnose the specific items on your website that are causing problems.
Even more importantly, google can turn that somewhat abstract figure into dollars. Sure, you know that a four second load time is bad, but how bad? Any dealer worth their salt can estimate how much a lead is worth. Google can take that information along with how quickly your site is loading, and let you know how much you would make in that perfect world in which your site speed is optimized. And, perhaps more starkly, it will show you how much you’re losing by not optimizing. Look at it this way: let’s say you’re spending $10,000 on digital advertising to push traffic to your site. If your load time is bad, you might as well flush $2,800 of that money down the toilet for all the good it’s doing you. That’s a pretty good down payment on a car right there.
Three seconds. It’s almost the blink of an eye. There’s probably something bad there about the state of the current attention span, but complaining isn’t going to make you a dime. Making your site faster will make you a whole lot more than just a dime.
And isn’t that what’s truly important?

5 Ways to Recession-Proof Your Dealership
If someone tells you they can see the future, they’re probably looking to put one over on you. It doesn’t matter who you are, all you can do is hope for the best while preparing for the worst. On that latter point, more than one indicator is hinting that we’re heading for a recession in 2020, so it behooves you to prepare. And if there isn’t a recession, the worst thing that happens is you saved yourself a ton of money when you didn’t have to. Here are five things you can do right now that will give your dealership a solid footing, even when the ground isn’t so stable.

Long gone are the days you would run around to every dealership and test out all the different cars until you found the perfect one. Your consumers are forming their own opinions and decisions before they even step foot on the lot of your dealership. According to David Mogensen, Google’s head of YouTube ads marketing and former automotive marketer, the average car shopper only makes two visits to the dealership. It’s because car shoppers are using the internet to find great deals, research different vehicles and more. Continue Reading
If you are not measuring and optimizing your campaigns toward metrics that really matter, like units sold, customer paid RO’s and ROI, you might be hurting your business.
Are you frustrated of getting reports from your digital advertising provider every month that show excellent improvements in all of the KPIs they have deemed important? But when you look at your sales report for the same month, you are down in every category. How can it be these campaigns were judged as a success when your dealership was actually less successful?
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