For this time period they had 2,704 total visitors and 265 phone calls. They are using track-able phone numbers on the website for new sales, used sales, service and parts. They do not have accurate goal tracking in place on their site analytics, instead we referenced web contact from specific page urls for the contact us form, quick quote page and the service appointment page. These page visits totaled 164. Add that to the total phone calls of 265 and the total represents about a 15.86%.

Total web visitors    2704
Total Phone calls    265
Totals web contacts 164
Total Engagement    429
Conversion percentage 15.86%

While this doesn’t appear to be too bad, there is much room for improvement. The current site design greatly impacts performance of these metrics. Most users to a dealer site are look to inventory and specials once they land on the home page. In this case the dealer site does have links to inventory and specials in the top navigation, but nowhere else on the home page.
One other observation regarding the conversion numbers above, is that all of this traffic is organic, none of it comes from paid search. Because of this fact, there is a bias towards service customers. The numbers support this fact;
Total Sales Engagement     127 opportunities or 29.6% of total engagement
Total Service Engagement 302 opportunities or 70.4% of total engagement
This split of 60/40 to 70/30 between service and sales from organic traffic is quite common. The split for paid search traffic is the exact opposite with sales traffic gaining the bigger share of web visitors. For this dealer to increase sales from the  website, a paid search marketing campaign is in order.

Be Your Own Lead Provider – Get better leads

Most internet savvy auto dealers know they need to use PPC advertising, but they don’t know where to begin. What the lead vendors don’t tell dealers is that search engine marketing is their primary resource for capturing buyer leads and selling them back to dealers. So why continue to buy leads from vendors when you can generate them yourself?
Lead providers are in competition for your customers using pay-per-click advertising. Their staff of search engine experts knows how to grab leads and sell them to you. They can control the PPC traffic in your market and send these new car leads where they decide it should go which may or may not be to your dealership.

Buy the same traffic as they do, without paying the markup.  Why pay for leads outside your market area, when they have little to no chance of converting into a sale?

Don’t settle for diluted leads – Dominate your own market!

• Create a literal flood of consumer traffic to your web site.
• Cut expensive third party internet lead costs by 40%
• Maximize your co-op dollars with better website ROI

Paid Search Marketing  for Auto Dealers

We have years of automotive and online marketing experience. We understand that auto dealers want quality online leads that matter and will turn into sales. Let us use our PPC knowledge to help you deliver targeted online traffic to your internet department.

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What automotive paid search marketing can do for you

• Localize researched keyword phrases to increase local brand recognition
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• Allocate online campaign media budget
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• Monthly reporting and analysis

Learn how our remarkably cost effective automotive paid search marketing options can reduce your cost-per-lead and drive traffic to your website. Talk to us today for a FREE evaluation of your PPC Campaign performance!