Google launched their latest version of their Dealer Guidebook, which is designed to give dealers an inside look at Google’s suggested marketing objectives made specifically for the automotive industry. Detailed best practices can be reviewed step-by-step through the digital download. Keep reading for a quick summary of the Guidebook!
Loading speed has been a topic of concern for a while now, specifically on mobile devices. According to the Google, more than 60% of automotive searches are from a mobile device1 and the vast majority of those viewers will leave if it takes more than 3 seconds for the site to load2. Once there are on your site, it’s also important that they are able to easily navigate from page to page, finding what they are looking for in a timely fashion. Once on your site, quick access to things like phone number, hours, the service department, or featured specials are highly important. If a customer has to fill out too many forms or spend time ‘zooming in’ to read information, they will lose interest.
Customers today also want to feel recognized and personally addressed. Whether they are just starting their search for a new vehicle, or ready to take the final steps toward a purchase, Google suggests customized search ads and remarketing. By ‘following’ people who have either visited your site or have even just searched for info on a new vehicle, these are powerful tools that do most of the work for you.
An interesting aspect that many dealers may not be aware of is the prominence of phone calls. Phone calls are gaining popularity over lead forms, which heightens the need to ensure that your dealership’s phone numbers are correct and consistent, not only on your website, but on Google My Business as well.
Last, but not least, is the power of video advertising. The Dealer Guidebook explains that more 40% of those who watched a video about cars or trucks then went on to visit a dealership3. Whether its uploading test drive videos via your dealership’s YouTube account or utilizing Trueview and Bumper ads, don’t miss out on this opportunity. Modern shoppers want to feel as if they’ve been inside of a vehicle without ever leaving their home.
Have any more questions about how to utilize these best practices? Contact our DEP Digital Marketing experts today!