Reporting and Data from the last 90 days is pointing to two very prominent indicators in regards to SEM strategies and they are as follows:
1) USED CARS –
While the manufacturers and distributors including Southeast Toyota and Gulf States Toyota are urging their dealers to consolidate all their SEM strategies under certain umbrella companies and platforms, this may not be the best thing for the individual dealer. The individual dealer has only one goal in their SEM efforts, “LOOK OUT FOR #1” – your SEM strategy should be for you and you alone. The average dealer right now that has an SEM campaign with STRONG LLC, is seeing an average click through rate or CTR of over 1.1%, which is well above the industry average. This is not being done by buying a lot of new car keywords… NO, NO – exactly the opposite, it is being done through USED CAR keywordsand search terms. Any dealership should have their entire used inventory included in their keyword copy. But don’t stop there – add your two closest competitors used car inventories and update them weekly. That is how you will win at used car search.
2) CASH FOR CLUNKERS –
Some dealers like it, some dealers don’t, but millions of Americans are searching for it online everyday. You only have a few weeks for this to take effect and then the buzz of the program will be over. If you are not adding CASH FOR CLUNKERS keywords into your SEM campaigns you are not only missing out – you have already missed out. This shows signs of being one of the greatest automotive programs of all times and the public is starting to figure it out. If you or your SEM company has not added these words then you need to reevaluate who you are doing business with.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.