In this week’s Wednesday Workshop, we talk about the importance of landing pages – specifically, mobile landing pages. It’s incredibly important to keep customers on the path they start off on, so it’s important to create landing pages that make sense. Speed is important too… Nothing kills conversions more than a slow-loading landing page. Watch the video for all the details…
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Over the last few months, Google has been honing and preparing what they call the “Dealer Playbook” – an attempt to get dealerships to reset, focus on what’s truly important, and drive traffic that can actually create incremental business.
If you haven’t already seen the New Dealer Playbook from Google, do ask your agency partners or account manager to discuss it with you.
We thought it would be a good idea to pen our thoughts from the perspective of an agency whose lifeblood is digital marketing for car dealerships.
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Sitelinks are a Google AdWords staple. They take users to specific pages within your site, allowing searchers to find exactly what they’re looking for. I’ve always been a big fan of them for a number of reasons; dealerships who use sitelinks take-up more ad space, and more importantly, sitelinks allow dealers to precisely focus their ads.
Recently, Google updated their sitelinks for mobile devices to allow double the number of links—now you can have as many as eight. With more links available, you can have an even more targeted approach for specific pages or products. And if you’d like to get the most out of this new update, use these links to provide searchers with shortcuts to high-converting pages or product-specific landing pages.
On top of allowing more links, the design of sitelinks on mobile browsers has changed. Dubbed by Google as, “Tappable Sitelinks,” links are now seen in a carousel format that allows for left-to-right swiping and easy tapping—a friendlier design that all mobile users will be happy to see. Before this update, users dealt with cut-off text and non-interactive links on mobile devices.
You can check out the improved design below:
This sitelinks improvement is a win-win for both sides, since searchers can now easily find the content they are looking for, and you can draw attention to more targeted landing pages and products. All dealers should take the time to consider exactly what pages they would like to spotlight. As I mentioned before, you’ll want to place a special emphasis on your highest converting pages, but I would also suggest that you focus on pages like New Inventory, Used Inventory, Specials, and Services. If you want to step outside of the box, you can experiment by running some model-specific ads with sitelinks that filter out those particular models. You can also prioritize your Service Center with service-specific ads, matched with various service-focused sitelinks. This will encourage you to create more service content and your fixed ops department will love the results!
We’re heading to Digital Dealer next week! If you’re going to be there, you’ve got to come by booth 305 to say hi – and you don’t wanna miss the awesome sessions from the Beard and the Hair. We share all the important details in this week’s Wednesday Workshop video
Happy Friday! I’m excited to announce a new series we’ll be rolling out today: Feature Friday Videos!
In these videos, we’ll be showing off some of DealerOn’s top-performing, results-driven features. They’ll give you a more in-depth look at the tools that make us tick. Our goal is to help you better understand some of the features of DealerOn websites that can make your dealership stand out from the competitors.
This week we’ll take a look at Geo-fencing, a feature that allows you to strategically target potential customers based on their location. Geo-fencing creates opportunities for your dealership to target specific audiences for location-based campaigns, like if you wanted to show social media ads to people in your competitor’s showroom, or if you were trying to reach students on campus about your student discount.
VIDEO TRANSCRIPT
When you’re walking down the street and you pass a shop you might hear, “Come in for the best t-shirts in the city,” or “For you, $5 off your entree.” Pointed messages, directed at you — and they’re enticing because you’re right in front of the store. This is real life geo-fencing.
In this digital age, successful marketing is all about sending the right message to the right person at the right time. Geo-fencing is the technology that makes this possible. By simply selecting an area on a map, your dealership can choose where to run its ads and special promotions.
Think about it. Rather than a blanket message all over town, you can strategically target your customers. Maybe you want to remind people leaving the big game on Sunday about your dealership’s great leasing program. Boom, geo-fencing gives you that opportunity. Maybe customers at your competitor’s lot will be interested in your bigger rebate offers. Let college students at a nearby university know they can use their student ID for a discounted oil change.
With geo-fencing technology and DealerOn’s innovative geniuses, your dealership is closer than ever to closing sales.
Remember, over 50% of all auto shoppers checked their phone for better prices on the dealership lot, which means YOU have the chance to make your dealership shine.
That’s it for today’s Feature Friday. Tune in next week for more tips & tricks guaranteed to rock your dealership.
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