Archives For SEM

While participating in a meeting during NADA 2015 in San Francisco, I challenged Brian Pasch’s assertion that car dealers should not invest too much time or energy on Pay-per-Click Search Engine Advertising strategy or tactics… Almost a year and a half later, I believe Brian has come to understand why I still work so diligently at educating dealers about Google Adwords as a strategic digital marketing tool.

Recently Brian published an article on LinkedIn which references Ford Motor Company’s latest initiative to compel their dealers to spend more of their advertising budget on PPC Search Advertising.  This article is compelling because it showcases a major OEM doing whatever they can to drive their Dealer Network’s competitive positioning in Search Results Page rankings via the use of Google Adwords.

Although I agree that dealers need more and better educational resources for their digital marketing proficiency, I do not believe it is a 100% educational issue, nor will the problem be resolved by learning alone. Car Dealers have an almost inexplicable affinity for the off-line advertising media that has served them so well over the years… In the past. This will only be overcome when those of us in the automotive digital marketing world learn to communicate, present and close deals as well as the old school media sales professionals.

Here is the bulk of Brian Pasch’s article:

Education Is a Cause of Low Impression Share

Founder of PCG Companies, Author, Keynote Speaker

Education Is a Cause of Low Impression Share

Recently, Ford sent out a memo to their franchise dealers outlining their new co-op policy regarding funds associated with digital media investments. The new policy will require Ford Dealers to use 50% of the digital media funds for paid search, starting July 1st, until dealership impression share increases.

The reason for this change in policy, according to Ford, it the abysmally low AdWords impression share that Ford dealers have when consumers conduct a search in their local market for Ford related terms or general shopping terms.

The dealers must increase their paid search spend until they hit a target impression share, which would make the brand more competitive in search results.

While I understand the reason for this policy change, and how it will help to support the national advertising campaigns that Ford runs, it does not fix the underlying problem.

Why are Ford dealers not seeing the need to invest in search engine marketing?

According to Ford’s memo,  their dealer network is being outgunned by competitors by nearly a 3:1 ratio in paid search. Other dealer networks are investing in paid search, protecting their brand related terms, resulting in a much higher impression share.

So what is really the root cause of this competitive disadvantage? An issue is the current state of franchise dealership education. It is not a problem unique to the Ford dealer network. While some Ford dealers may not understand that they must advertise online, why is the Ford network they so far behind their peers?

While policies that require spending in specific strategies (SEM) makes sense in the short term, to protect market share, the bigger problem at hand is the failure of dealership education and certification regarding online marketing.

Franchise dealers hate being told how they have to advertise their dealership.

So, I’ll raise my hand to offer assistance to the Ford dealer network regarding strategies to help Ford dealers understand the “why” behind digital advertising and online marketing. PCG has developed a comprehensive catalog of online workshops designed to educate dealers on automotive digital marketing and sales process.

Once Ford dealers understand the “why” behind this policy change, they will adjust their spending patterns naturally. Forcing franchise to spend their advertising dollars in certain areas, without establishing a clear financial benefit first, will create friction between Ford and their dealer network.

Right now, affirmative action is needed. I support that decision, however, what about social media advertising? Video pre-roll advertising? Will the beatings continue without education?

Do you agree? Share your thoughts below.

2016 Digital Marketing Strategies Conference

I invite all dealership leaders to join me at the 6th Annual Digital Marketing Strategies Conference (DMSC), May 22-24th in the Napa Valley. This conference is designed for dealership owners and managers who want to gain a competitive edge with their online marketing strategy. 18 tickets remain; act quickly.

Conference details: http://digitalmarketingstrategies.org/

Introducing Google Now – Automotive Digital Marketing Professional Community

From a strategic positioning perspective, I see Google Now as the alternative to iOS Siri on iPhones and iPads.  The intersection of GPS location with time of day is fascinating.  Let the competitive development wars continue… Will Siri include contemporaneous integration like Google Now seems to have?

Google Next Update Will Make Current SEO Practices Obsolete!
In a few days time, Google will unleash the biggest shake up of search engine rankings in it’s history.

It’s so big, Mat Cutt’s made the unusual decision to pre-announce it at a conference a couple of weeks ago.

Matt Cutts, the head of search spam at Google, said “you don’t want the next Penguin update.” He warned that the Google “engineers have been working hard,” on this update. He even added the next few updates will be “jarring and jolting” for webmasters and SEOs.

If you’ve been following me, this can’t come as a surprise…

Winter Is Coming

It will be hard, for you, for your clients, for your rankings.

BUT

In carnage comes great opportunity.

One of the biggest opportunities will be in helping local businesses through this shake up. Google isn’t unleashing hell on the indexes for fun. They are hitting the reset switch to take advantage of context based searches. They are doing it to stay relevent.

Delivering search results the user needs BEFORE they even knew they needed it…. [1]

Caro McCourtie and I having been training people to work with local businesses for years now. On Thursday evening (US East Coast Time), Caro and I will take you through whats going on.

It sure won’t be link building!!

To register for the webinar click here…

Phoenix From The Flames – How you can take advantage of the imminent Goomageden

Sent from my iPad

Ralph Paglia
http://RalphPaglia.com
http://LinkedIn.com/in/RPaglia
http://Facebook.com/RPaglia
http://Twitter.com/RalphPaglia

Industry Thought Leader Shares Guerrilla Marketing and Competitive Conquest Advertising Strategies – Automotive Digital Marketing Professional Community.
Ralph Paglia, Vice President of Digital at Tier10 Marketing, is sharing with automotive dealers and managers his insights on guerrilla marketing and competitive conquest advertising strategies

DETROIT September 7, 2011 Ralph Paglia, Vice President of Digital at Tier10 Marketing, is sharing with automotive dealers and managers his insights on guerrilla marketing and competitive conquest advertising strategies for the web. With today’s technologies and the sophisticated messaging and advertising systems available, there are more ways than ever before for aggressive dealers and managers to take their competition’s customers away from them.

What are some online tools and techniques that dealers can use to see exactly which keywords the competition is bidding on in Google?

How can dealers and managers use their dealer advertising association’s own web site to take customers from other dealers?

Paglia offers advice to dealers and managers on:

  • How to create a dealership Google Adwords account.
  • How to register competitive conquest domain names.
  • How to build guerrilla marketing microsites.
  • How to determine the weakest gazelle for conquest.

Ralph Paglia has 20-plus years of leadership in information technology enabled automotive marketing strategy and tactical implementation. Widely known as the outspoken director of Digital Marketing at ADP Dealer Services, Paglia is now vice president of Digital at Tier 10 Marketing.

Paglia is also the founder and editor-in-chief of America’s leading social network for automotive marketing and sales professionals. The Automotive Digital Marketing (ADM) Professional Community provides an online exchange for strategies, tactics, best practices, files, images, videos and professional networking among marketing professionals working in the car business.

Paglia has presented critically acclaimed workshops at each of the 10 previous Digital Dealer Conferences.

Ralph Paglia will be speaking to dealers and managers about guerrilla marketing and competitive conquest advertising strategies for the web at the 11th Digital Dealer® Conference & Exposition, October 5-7, at The Mirage, Las Vegas, Nevada.

Google +1: Now in PPC Ads and Affecting Search Engine Ranking – Automotive Digital Marketing Professional Community.

 

Google makes it clear that the +1 button does have an impact on your organic rankings, regardless of whether they come from a PPC ad or your organic listing.  As long as the URL of your PPC ad matches the URL of the organic listing, +1’s will show on both results.  The company also notes that while +1’s will affect your organic search ranking, they will not change Quality Score or ad ranking.  However, the most important component of Quality Score is Click-Through Rate (CTR) and I suspect that the primary reason that Google is testing this functionality in PPC ads is that they believe (as I do) that when a user sees a +1 from a trusted source, they will be more likely to click on the ad—increasing CTR, Quality Score, and Google’s ad revenue.

January 18 – 20 in Atlanta, GA with:

Ralph Paglia

Larry Bruce

Jim Ziegler

Ralph Paglia Larry Bruce Jim Ziegler

OUR MISSION:

In today’s fiercely competitive retail environment, every dealership must be operating at maximum efficiency. Every profit center must be synergistically integrated with every other department in the dealership while, at the same time, producing their maximum profitability. Your only choices – Grow or Die.

Ralph Paglia, Larry Bruce, Jim Ziegler and Special Guest Speakers will demonstrate numerous techniques, word tracts, strategies and real life examples of dealerships that are dominating their competitors with technology-enabled marketing and Internet techniques and programs. This is hands-on ‘real-world stuff, not theory. We’re doing it in the real-world, in real dealerships, with real customers.

You and your managers will leave with a step-by-step “Battle Plan” that will dramatically increase your sales and profits… immediately.

If you have questions, or to register via telephone please call:

800.726.0510

Weekdays, 8AM – 5PM

YOUR TROOPS WILL LEARN:

  • How to Ensure that your Dealership doesn’t Waste a Single Opportunity to do Business
  • Methods, Programs, Marketing and Advertising Secrets to Drive Floor Traffic and Phone Traffic
  • Video Search Engine Maximization
  • How to turn your dealership into an Internet Sales Powerhouse
  • Facebook, Twitter, YouTube and LinkedIn… the guys will show you how to create dealership Social Community marketing programs that yield incredible returns
  • Tips, Tools and Techniques that Produce Immediate Results
  • And Much More!

Jim Ziegler and Ralph Paglia Host Dealer Battle Plan Workshop in Atlantic City on July 6-8th

ATLANTA, June 2 — Top automotive industry trainer Jim Ziegler presents a dynamic workshop to help auto retailers meet online marketing challenges. Automobile retail sales are a fiercely competitive and erratic market. Ziegler’s plan is to give dealers an Internet Sales and Marketing Strategy to outperform the competition. This powerful event will be held at Bally’s Atlantic City, just minutes from the Philadelphia and New York City areas.

Change is constant. Nothing is the way it was, and will never be that way again. After working with thousands of automobile dealers over the years, Jim Ziegler needed to be sure his clients kept up with the new realities of changing technologies and the emerging influence of social media. So he assembled an all-star faculty for this dynamic event. All four presenters are world-class online retail practitioners. Their expertise and hands-on experience has shown they know what works and what doesn’t work in the online sales arena.

Workshop Instructors Ralph Paglia, Joe Webb and Tim Jennings have all been top-rated speakers at premier industry events and have managed both large and small InternetDepartments. When interviewed, Jim Ziegler smiled and said, “I’ve assembled a killer team for this event, combat tested veterans with more than four decades of in-the-trenches experience.”

Now, Ziegler and friends are delivering the real deal, content-rich sessions, hands-on “real-world stuff”, not theory. These tactics and processes are battle-tested on the front lines in dealerships all across the country.

Jim continued, “Dealerships can’t afford to miss a single opportunity to do business.” Having a dominant and effective presence on Facebook, Twitter, and other portals is critical to dealership marketing strategy. Ziegler and Paglia are masters of Social medium relationship sales and marketing. Students will take back an in-depth understanding of how to leverage online relationships for sales and profits as well as…

  --  The pathway to success; from email, to telephone, to the appointment
      to delivery
  --  How to Maximize Existing Profit Centers and Create New Ones
  --  How to use self-produced videos to capture customer trust and create
      credibility
  --  Focus sites, micro sites, and 12 other secrets to drive high-volume
      traffic
  --  Internet stealth marketing techniques with 'Ninja' Search Engine
      Optimization
  --  Marketing and Advertising with ultimate Video Search Engine
      Maximization
  --  How to turn your dealership into an Internet Sales Powerhouse
  --  Customer Relationship Management and CSI Engineering Projects for High
      Average Profitability, Top-Rated CSI Scores, Customer Retention and
      Referrals!
  --  YouTube, Facebook, LinkedIn and Twitter: How to profitize
      relationships with consumers through customer-friendly "Pull
      Marketing"

  About :

Ziegler SuperSystems is an automotive training and consulting organization based in the Atlanta, GA area. President Jim Ziegler is a member of the National Speakers Association and has been a keynote speaker at National and State Dealer conventions, and has trained over 75,000 Dealers, GSMs, Sales and F&I Managers. Course and Training information is at: http://zieglersupersystems.com/ Jim can be reached at: 800-726-0510

Jim Ziegler and Ralph Paglia Host Dealer Battle Plan Workshop in Atlantic City on July 6-8th.

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