Managing Your PPC

Last week I wrote about ways auto dealerships looking to have their pay-per-click ad campaign managed by a vendor can find the best partner that best fits their goals.  I realize that not every auto dealership will decide to go that route, so I’ve found some tips for car dealers looking to manage their own PPC accounts.

You have to have some knowledge of the pay per click process.  This can be found in books, conferences, online articles or auto industry blogs, or by talking to other dealers that are running their own ad campaigns.  “Knowledge is Power” may be a bit of a cliché, but it holds true; before you begin, educated yourself on at least the very basics of PPC.  Make sure you continue to research and learn throughout your time as a PPC ad campaign manager.

Start slowly.  Get your feet wet with a few keywords to help you understand the process and the amount of time a full PPC campaign will take to manage. Diversify your ad campaign only when you feel comfortable doing so.

Test often and consistently.  Test which keywords are performing the best, the cost-per-click of these keywords, and which positions result in the best ROI for your auto dealership.  Only through testing will you be able to determine if you are successfully managing your PPC accounts, or if it might be time to partner with an auto dealership PPC vendor that can get better results.

Find the Right PPC Provider for You

Car dealers that use pay-per-click advertising for their dealership website often turn to a managed service.  If your car dealership is ready to turn your PPC campaign over, or you’re just looking to get started with PPC, here are some things you should look for when determining which car dealer PPC manager is best for your dealership.

It’s so important that you know what is important to your dealership.  There is no PPC managing program that has everything for everyone.  When you know what your dealership’s needs and wants are for your PPC ad campaigns, you’ll be better able to find the PPC manager that fits your car dealership best.

Ask the vendors you are considering what is coming down the pipeline.  What new features are they working on?  Where is the company headed?  You’ll want a company that is continually moving forward and constantly innovating.  You should also ask vendors what their strong points and weaknesses are.  This will help you make sure the vendor can deliver on the needs you’ve established your dealership has.

Ask around.  There are tons of forums, blogs, and 20 groups that have a lot of information your auto dealership can use.  See which vendors have been successful, which are lacking, and which are recommended.  Just like your customers use dealership reviews to evaluate which car dealer to buy from, testimonials and first-hand experience can be very telling.

DealerOn Does NADA 2010

With the NADA Convention and Expo just around the corner, I wanted to let everyone know the plans DealerOn has for the upcoming weekend in Orlando.

We’ll be arriving around noon on Saturday, February 13, and headed back to the cold temperatures of the Washington DC area on Monday, February 15.  During that time, Jeff, Amir, Ali, and Chris will be available to talk with any dealers about how our car dealer online marketing packages will increase your lead volumes and how DealerOn can measure your success through our digital marketing dashboard.

The DealerOn staff is excited about the new online media package we have available.  This new program will supplement your car dealer websites and maximize your online and search engine exposure through our managed blogging platform, Twitter, Facebook, and other social media.

Leave us a message on the blog, or send an email to Jeff, Amir, Ali or Chris to set up some time to meet while in Orlando.  We look forward to seeing everyone and discussing how we can help your dealership sell more cars!

Google Pagerank Incorporates Twitter Presence

Not all auto dealers use Twitter as part of their online marketing campaigns.   For those that do or those that are considering it, it’s important to know what criteria Google uses when ranking tweets now that the search engine giant is beginning to integrate real-time search results.

According to Amit Singhal, a Google “Fellow,” Google will take into consideration not only the number of followers the person tweeting has, but will also look at how reputable those followers are.  This means that a person’s followers will be like an inbound link to your dealership website.  While having a lot can help your search engine ranking, the quality is more important than the quantity.

Singhal confirms this by saying, “One user following another in social media is analogous to one page linking to another on the Web…as established users follow another user, the quality of the followed user goes up as well.”  Singhal also recommends using hashtags sparingly, since that is a common practice of spammers on Twitter.

Google undoubtedly uses other factors when determining which tweets to show in their real-time search results, but having some information is better than none.  Contact your auto dealer online marketing provider if your dealership isn’t using Twitter and would like to, or is and would like to see better results.

Happy New Year 2010

Happy New Year from DealerOn!

On behalf of everyone that works at DealerOn, I’d like to give a sincere thank you to all of our auto dealer website customers and online interactive marketing partners.  Our business is only successful when yours is, and working together is the only way we can both achieve our goals.

2009 has been a difficult year for most in the auto industry, but DealerOn has remained dedicated to helping our auto dealership website customers remain successful and profitable.  We have done this by improving our website technology, customer support, and industry knowledge.

With the loss of our CEO and dear friend, Navid Azadi, DealerOn has had a difficult year as well.  This sudden and sad loss has made the entire DealerOn staff even more focused on making DealerOn the success we, and Navid, knew it could be, and that means a focus on technology and you, our auto dealer website customers.

Again, have a wonderful New Year’s celebration this weekend.  We look forward to continuing to earn your business in 2010.