Get More Google Traffic with Three Key Tactics

3 key metrics

Google Insiders Reveal Online Strategies Essential to Automotive Dealers

When it comes time to purchase a car, 92 percent of buyers will research online. Since Google is the number-one search engine, it’s essential that your digital presence be optimized to the fullest. This approach can be summed up in three key phrases: show up, wise up, speed up.

Show Up

If you’ve heard about Google My Business, it’s for a good reason. Claiming and completing your business listing has enormous benefits for automotive dealers.

Google’s research shows that businesses who complete these listings are twice as likely to be considered reputable, 38 percent more likely to attract location visits, and 29 percent more likely to lead to a sale. Plus, completed business listings receive an average of 7x more clicks than their empty counterparts.

It’s also important to make sure that your Google Search ads show up 9 out of 10 times for search terms that are important to your brand. To check up on this, use Google’s Ad Preview Tool.

Wise Up

Traditionally, lead forms have been the go-to for dealers looking to track online marketing results. But Google Surveys found in 2016 that only 26 percent of people who have bought a car in the past six months actually submitted a lead form.

With this in mind, it’s important to use other metrics to track how well your digital marketing is performing. Consider things like phone calls, time on site, chats, text messages, test drive appointments, and “get directions” requests as well.

Once you identify your most valuable customers, target them specifically with Google Audiences. This will ensure you’re only spending money on your most receptive audiences.

Speed Up

Mobile traffic is replacing desktop traffic at a steady pace. While this means customers can access your information on the go, it also means that they need it to be quick and efficient.

Speed matters. When it comes to mobile sites, 53 percent of consumers will abandon the site if it takes more than 3 seconds to load. Simplicity is just as important. A whopping 97 percent of shoppers will leave your mobile site if there are too many form fields, so narrow it down to the essential.

More from Google

We were thrilled to host the inaugural Strong Digital Summit at two of Google’s locations – New York and Austin headquarters this past April. For a full recap of the inside information covered during the summit, visit us online at strongautomotive.com and request a brochure.


About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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