Archives For June 2013

Is Your Mobile Website Ready for Enhanced Campaigns? – Automotive Digital Marketing Professional Community

Is Your Mobile Website Ready for Enhanced Campaigns?

Today’s car shopper prefers a mobile-responsive experience. Tomorrow’s search ads demand it…

In an attempt to drag all of its advertisers into the new multiscreen reality, willingly or otherwise, Google recently announced the impending switch to Enhanced Campaigns. Ads in all campaigns will have the potential to run across all devices, so whether your prospective buyer is researching a car on a phone, tablet, or desktop, she may be served the same ad. 

If your site isn’t flexible enough to take users directly to the page they want – regardless of the device they are shopping on – then it’s time to start tweaking your stylesheets. Otherwise, you risk wasting thousands on mobile and tablet users who bounce the moment they’re redirected to your homepage instead of the inventory, lease offers, or service coupons advertised.

What’s changing?

Along with disabling the ability to select which devices you want your campaigns to target, Google Enhanced Campaigns usher in greater flexibility in device preference, ad extensions, geographic targeting, and conversion optimization.

In legacy campaigns, AdWords set device targeting and ad extensions at the campaign level. So, all ads in a particular campaign were set to show on phones, tablets, desktops, or a combination thereof, all with the same sitelinks, phone number, or address extension attached. Enhanced Campaigns let you drill down and select devices and ad extensions in a much more granular manner.

Here’s an example of a new Enhanced Campaign in action:

A dealership is ramping up its Service Enhanced Campaign. During business hours, mobile users are served ads with copy boasting quick wait times, an address with one-click directions, and a click-to-call phone number. Desktop users see coupon-focused copy with a tracking phone number and expanded sitelinks to soft-sell service pages. Once the dealership closes, ads with links to service forms go live in place of the phone numbers.

Another big change arriving with Enhanced Campaigns is geographic bid adjustment. Dealerships can now boost bids in zip codes where they sell the most cars. Before, advertisers chose geographic targets for their ads at the campaign level, and you were forced to create different campaigns for every zone in which you wanted to have separate bids. With Enhanced Campaigns, you can easily adjust bids by location without having to create dozens of separate campaigns.

Here’s an example in action: 

Browsing sales reports, a dealership sees that a significant number of their new vehicle sales are coming from users in select zip codes. Using bid adjustments in Enhanced Campaigns, the auto dealer can quickly and easily increase their bids by 50% for targeted keywords in that zip code, leading to a greater market share in an already receptive area, while decreasing bids in zips known to have a weaker return.

Four things dealers can do right now:

1. Ensure that you have Google Analytics installed on your site, and link your AdWords and Analytics so that you can measure the effectiveness of your ad traffic.

Before you begin upgrading your account, make sure that you know what’s happening with the traffic you’re paying for. If you’re not looking at what’s happening after a user clicks on your ad, then you’re flying half-blind.

Linking accounts is easy – just make sure you’re an administrator on both your AdWords and Analytics accounts, and you’re halfway there. Follow the instructions here to close the loop.

2. Make sure the destination URLs on ads for inventory or other deep links won’t redirect mobile users to the homepage.

If you have a responsive-mobile site – that is, a singular site for all devices that doesn’t redirect mobile users to a mobile.yourdealership.com or yourdealership.com/mobile/ version of your site – then you’re already ahead of the game. 

Otherwise, contact your PPC provider and make sure that they create new Enhanced Campaign mobile ads with destination URLs that go right to the relevant page. Even if they have separate mobile campaigns right now, once they’re upgraded to Enhanced, those ads will show on any device.

3. Adjust bids based on location to make sure you dominate in zip codes you know have high sales numbers.

Take a look at your sales data over the last 12 months and send your PPC provider a list of the zip codes where you know you do well. Start with those locations, and concentrate on building out more sophisticated targeting in the future.  Focus on areas aren’t ranking well Organically.

4. Use upgraded call extensions to get free call tracking on your search ads.

Upgraded call extensions on Enhanced Campaigns no longer charge $1 per call, so take advantage of that free call tracking by adding it to any ads where a phone number will make a difference. You can also set up conversion tracking through AdWords to register any call greater than a specific duration to count as a conversion. That extra data will help guide on where the call extensions are most effective.

Finding Your Style- Commission Sales – Automotive Digital Marketing Professional Community

Finding Your Style – Commission Sales

I cut my teeth selling at an early age selling door to door. From delivering newspapers to Fuller Brush to Cash is Best, for which Ted Turner was a fugitive from the US holding offshore on his yacht in international waters for purporting a pyramid scheme, to selling the original wind up fire and burglar alarms for the home.
After having had my foot caught in the door many times I eventually found my way into Automobile sales. I was so excited to have this opportunity because here were people coming to me looking to buy what I had to sell.
I felt like a kid is a candy store and never looked back. This business allowed me to experience owning my own businesses but I always came back to what I always loved.
When I think of all the advice available to train a good salesperson I think of why salespeople would not all be superstars. After years of being around commissioned sales and salespeople both in and out of the Automotive industry it is apparent to me that the art of selling (and it is an art) is a talent that few people ever master.
I have seen so many techniques that salespeople use to make a sale that works very well for them but would never work for me. As a matter of fact, Some I could not even fathom how they even made so many sales with their “Style” of selling but it worked for them.
What worked for them would never work for me or you.. You can only observe and take those observations and find a “Style” that works for you and make it your own.
This “Style” for the fortunate ones something that comes naturally making selling for them almost effortless. Sales must be looked at as a challenge- the more difficult the sales is to make, the more satisfaction you get from the experience.
That challenge is something that the truly gifted crave, need and look forward to each and every day in every aspect of their lives. It is like a game of chess that is played and each move determines an eventual outcome that a true salesperson is driven to win by reading each move of the opponent before it is even made.
We are all actors on a stage in our journey through this wonderful life but only a few can mold and manipulate the parts they play.
There is and always has been a misunderstanding or maybe even a lack of respect for these truly gifted people. Only a secure, talented and gifted manager who driven to hit that next level knows that he must let these salespeople work their craft using their own “style” to make the relationship rewarding and successful.
These are the type of people that one needs to make a business truly successful. The ones who are in it not just for the money but because they are driven to succeed. Don’t settle for mediocrity. Constantly be looking for the people that will take, maintain and always be looking for that next rush that only these people get from their work.
If you have all the tools and have not found your “Style” as an owner, manager or salesperson unfortunately you probably never will. But if you know all this and never stop looking to surround yourself with these truly talented people you will have your battle plan and will eventually win the war.
The Social Car Sales Daily
Exploring the world of selling cars using social networks!
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05 June 2013
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Ralph PagliaPresident
Automotive Media Partners, LLC
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