Automotive News - June 19, 2017 - v2 - A7
SPECIAL ADVERTISING SUPPLEMENT
SEARCH
ONLINE SEARCHES GO MOBILE
WHEN PEOPLE USE THEIR MOBILE
PHONES TO SHOP FOR CARS, THEY'RE
usually searching-for model information,
comparative pricing, availability, local
dealerships and reviews of both vehicles
and dealers. Half of the auto searches on
Google now are performed on a smartphone,
according to Google's 2016 data.
Shoppers can use search engines such
as Google to find the information they
need, and they can also search within
third-party, review and social media sites.
"Search has become the most critical
channel not just for auto dealers but for
most retailers. Shoppers today are so
mobile-focused; it's how they consume
media," said Kevin Howard, senior director,
digital marketing for Ally.
BUYING KEYWORDS AND OTHER
ADVERTISING ON SEARCH ENGINES IS
ONE WAY TO GET NOTICED BY SHOPPERS.
But it's also important for a dealership to
create content on its website and social
media pages that can be picked up by
search engines-and to take advantage
of the content opportunities on thirdparty sites, where many searches end.
For instance, the Edmunds website now
offers dealers "showrooms" for a more
in-depth opportunity to showcase their
50%
of the auto searches
on Google now
are performed on
a smartphone,
according to
Google's 2016 data.
staff and their business. "Dealers should
be thinking about how to transfer their
in-store experience to a third-party site, to
build that brand experience in our online
showrooms," said Nick Gorton, VP-product
innovation at Edmunds.
DAVID KELLEHER BELIEVES SHOPPERS
ARE MORE INTERESTED IN ORGANIC
SEARCH RESULTS THAN IN PROMOTED
ADS. "They want the search engine to
take them neutrally to a dealership; let
them find me and not be influenced by
advertising," said Kelleher, dealer/principal
at David Chrysler Dodge Jeep Ram in Glen
Mills, Pennsylvania. In this past year his
sales are up dramatically, in both new
and used cars; he says he has focused on
stocking more cars and has his staff post
as many as 75 to 100 photos of each car
online within 48 hours, making sure not
only his website but the third-party sites
are all up-to-date. "All this activity is picked
up by the search engines, and shoppers
can immerse themselves in the car they're
looking at," he said.
Short video content in search ads and on
landing pages grabs customer attention,
Howard said. He also recommends dealers
pay attention to both prospective buyers
as well as current customers, with tailored
messages in search ads as well as landing
pages. "You can't have one blanket approach
for every customer-a buyer, a lessee, a newcar shopper, a used-car shopper," he said.
As shoppers conduct more research
online, said Howard, "Ultimately there is
only one chance to make a first impression
on a user when it comes to marketing online
and in digital. The more relevant you can be
to them, the better."
"Search has become
the most critical
channel not just for
auto dealers but for
most retailers. Shoppers
today are so mobilefocused; it's how they
consume media.
- KEVIN HOWARD,
senior director,
digital
marketing
for Ally
"They want the search
engine to take them
neutrally to a dealership; let
them find me and not be
influenced by advertising."
- DAVID KELLEHER, dealer/principal
at David Chrysler Dodge Jeep Ram
in Glen Mills, Pennsylvania.
JUNE 2017 | ally | 7
Table of Contents for the Digital Edition of Automotive News - June 19, 2017 - v2
Automotive News - June 19, 2017 - v2 - Intro
Automotive News - June 19, 2017 - v2 - A1
Automotive News - June 19, 2017 - v2 - A2
Automotive News - June 19, 2017 - v2 - A3
Automotive News - June 19, 2017 - v2 - A4
Automotive News - June 19, 2017 - v2 - A5
Automotive News - June 19, 2017 - v2 - A6
Automotive News - June 19, 2017 - v2 - A7
Automotive News - June 19, 2017 - v2 - A8
Automotive News - June 19, 2017 - v2 - A9
Automotive News - June 19, 2017 - v2 - A10
Automotive News - June 19, 2017 - v2 - A11
Automotive News - June 19, 2017 - v2 - A12
Automotive News - June 19, 2017 - v2 - A13
Automotive News - June 19, 2017 - v2 - A14
Automotive News - June 19, 2017 - v2 - A15
Automotive News - June 19, 2017 - v2 - A16
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