Car shoppers who click on search results are 10.5 times more likely to consider the brands they’ve reviewed.
In today’s evolving search landscape, having a cohesive Paid Search and SEO strategy are crucial to driving website traffic. We know it’s essential to track how well these strategies are performing to ensure you’re maximizing your return on investment.
Many dealers assess performance by searching for their dealership’s position on Google’s Search Engine Results Page (SERP). However, this method isn’t reliable for measuring the success of their ads. Keep reading to understand why constantly checking your rankings causes more harm than good.
Why Your Search Results Vary: History and Location
Let’s cover the basics of how search works. When you search for something on Google, the results are relevant to your query inclusive of various factors, such as your location, search behavior, and browser settings.
For instance, searching for “cars for sale” from a device in California will yield different results than the same search from New York. Similarly, searching for your dealership’s name may not produce consistent results everywhere.
The Impact on Your Ad Rank
At L2TMedia, we focus on optimizing your campaigns to enhance your ad rank. Google Ad Rank is recalculated with each search, and it varies based on the position of your ad on the search results page.
If you search for your dealership but don’t click on your website’s link, it negatively impacts your Click-Through Rate (CTR), one of many signals – including bid amounts, ad relevance, and competition – Google uses to determine who ads are being served to. Ad positions are constantly shifting as Google recalculates rank with every search.
Strategic Targeting: Focusing on Car Shoppers
Our Paid Search and SEO strategies are designed to attract car shoppers, not just boost your dealership’s name. Our experts aim to convert ready-to-buy audiences into customers, using keywords that potential buyers are searching for, such as:
- “Cars for sale ”
- “auto service near me”
- “Honda dealer near me”
- “Land Rover Finance”
- “Used Range Rover for sale”
By focusing on these vehicle-specific terms, we target buyers who are actively researching or looking to purchase a specific type of car. Our SEO specialists then optimize relevant pages on your website to create an experience the user is looking for. This approach helps create a cohesive strategy between Paid Search and SEO through improving page rank, driving quality traffic to your dealership’s website.
Tracking Your Progress: The L2T Performance Dashboard
We know you’re eager to see how your ad spend is performing. While we provide regular macro reports, we also understand the need for real-time insights. That’s why we’ve developed the L2T Performance Dashboard. This tool lets you monitor your web traffic in real time, offering a clear view of how different channels, including Paid and Organic Search (SEO), are performing.
Stay informed and let us help you drive your dealership’s success with smarter Paid Search and SEO strategies!