Monthly Archives: October 2009

Gear up For the Holidays!

I decided to my holiday shopping early this year, meaning starting right now. And of course I do my shopping online for the best deals! I went to my favorite place Amazon and then it dawned on me. They always seem to know what are going to be the hot toys or things in general that people will be looking for. With that knowledge they have designed specific landing pages that will cater to whatever your looking for. Example below with the hot toys of the year.

amazon-toy-listSeeing as how the automotive space can be a few steps behind on internet strategies, you’ve really got to follow the footsteps are your large Internet retailers, amazon, ebay…… and the list goes on.  Sure your cars may not be the highest searched gift item like that new Liv World doll, but they’re are going to be an increase in car shoppers this holiday season. So take advantage of it and design Holiday themed landing pages, or microsites and display your Holiday Specials and be creative.

So don’t be a Scrooge!

Yours Truly,

The A.D

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The Launch Of Campaign Insights, More Proof of How Valuable Display Ads are for Dealers

Display- Definitely not smoke and mirrors. If you’re a dealership that thought Display/Banner advertising wasn’t measurable or useful to you, I’ll kindly ask you to rethink that.Google has always given ways to measure the effectiveness of Banner Ads, but today we’re now exposed to a really cool reporting tool “Campaign Insights.”

At the moment, you can measure how many clicks your display ads achieve, measure conversions that result from those clicks, compare results with industry benchmark data, and use “View-through conversion reporting” to measure visits to your website from users who saw your display ad in the past.

Today, we’re launching a new tool to measure the impact of your display ads – Campaign Insights. As of today, Campaign Insights is available for larger display ad campaigns across the Google Content Network in the US and UK.

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Campaign Insights is a unique measurement tool that can give reliable data about how a campaign has raised brand awareness, or active user interest, in a particular product or service. It looks beyond the traditional measures of clicks and conversions to calculate the incremental lift in both online search activity and website visits that result from a display ad campaign.

We use the same expertise we use to improve our own services — our ability to analyze large quantities of data. Campaign Insights compares two data sets: a large group of users (many thousands, minimum) who saw a particular ad, with an equivalent, large group that did not see the ad. It then measures whether there is any significant difference in searches and visits to your website between the two groups. Doing this, Campaign Insights can determine the incremental change that is directly attributable to the display ad campaign. With this insight, you can establish how well your display ad campaign is working beyond just clicks.

I find this so valuable especially for dealerships today when you’re ad budgets are slim, but you’ve made the wise decision in reallocating towards the internet. Value comes from real measurable results and with tools like this it helps “your interactive agency” improve month after month.  Remember being an internet dealer isn’t just trying some ppc for couple months. It’s a commitment in building your online reputation and constantly having a message out there in the web about your dealership. You should be working closely with you’re interactive agency to ensure that you are both on the same page with your dealership goals.

yours truly,

A.D

Google kicks PageRank out of Webmaster Tools

Well it seems that Google has quietly gotten rid of PageRank in Webmaster Tools. I ran across this news feed and I felt that I had to express my feelings on it.

Barry Schwartz at Search Engine Roundtable points to a thread featuring an explanation from Google Webmaster Trends Analyst Susan Moskwa. “We’ve been telling people for a long time that they shouldn’t focus on PageRank so much; many site owners seem to think it’s the most important metric for them to track, which is simply not true,” says Moskwa. “We removed it because we felt it was silly to tell people not to think about it, but then to show them the data, implying that they should look at it.” Uh hem…. Bull Crap!

Barry Schwartz Search marketers are wondering why Google tells people not to focus on PageRank and removes it from Webmaster Tools, but still keeps it in the Google Toolbar. “Back in 2007, Google wanted feedback on removing PageRank from the Toolbar,” says Schwartz. “I felt it was a good idea but the idea died out. Google cannot remove PageRank from the Toolbar, it is too much of their branding. No matter how much Matt Cutts and the Google search quality and webmaster trends team want it removed, I cannot see Google’s executives allowing it.”

Andy Beal of Marketing Pilgrim says the role of PageRank has been reduced to nothing more than a “comfort blanket for SEO Noobs.” He adds, “I say this, with a high degree of confidence that most experienced SEOs pour over the data in Google Webmaster Tools, whereas those new to the industry likely let the toolbar be their only guiding light.”

I think this is just a load of crap. Especially to the automotive space, let me shed some light on how stupid this actually sounds. By saying PageRank isn’t important you’re saying that when a carshopper searches for “2006 toyota camry houston” that it’s not important for a toyota dealership in houston to rank on the first page? Um yeah Ok I wish I would try to tell one of my clients that they don’t needGoogle to worry about their PageRank!

True that PageRank is just one of 200 plus ways to measure SEO efforts but it is a major one and Google knows it! Of course they want this whole conspiracy on how to crack their alrgorithm live on in mystery. Way to go  Google keep on your journey of ruling the world LOL!

Yours Truly,

The A.D

Terrestrial Radio Not Dead it Just Moved

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As I was surfing the net this evening I came across a lot of different articles on how much terrestrial radio spending has been decreasing. I mean I say it all the time on how traditional advertising spend has been cut over the past few years, but millions in radio alone! But then you have to keep this in mind especially as a car dealer it’s not about cutting out things it’s about reallocation. Because radio hasn’t really died, it’s just shifted to where the consumers are and yes that is on the internet of course.

Even in this tough economy Internet radio is one of the fastest-growing online media categories. Attractive demographics and a connected audience will prove increasingly appealing to dealers as they look for fresh channels to reach carshoppers. So keep this in mind when you’re developing your internet strategy for your “virtual dealership,” and be sure to communicate this with your vendor.

Think about these key questions and I will address these later:

  • What effect has the economy had on terrestrial radio?
  • Who listens to radio online?
  • What attracts listeners to online radio?
  • How will satellite and HD Radio survive troubles in the auto industry?
  • How will mobile applications affect radio?

Yours Truly,

The Diva

Google Wave, I’m waiting for my invite.

I cam across this and I know from many years of experience how frustrating it can be to get things done not only with your website but your day to things that need to include so many people in the mix. Take a look at the Google Wave and see how you could incorporate this into your dealership.

Cool new Local Search in Mobile Tab for Google

Hmm now remember my comment about how the Consumer sets the trends on we use technology. Make sure you dealership is coming up correctly in ALL the local listings, because if it’s not your dealership is basically invisible.

Yours truly

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