Pay to Play
You may have
noticed that there are fewer and fewer "organic"
(Free) listings on the first page of the search
engines...and even those have been relegated to
the bottom of the page.
With the advent
of the new algorithms, it's getting harder to
get a website ranked on the first page for more
than a few keywords.
meta-tags were the primary focus of the search
engine spiders and it was easier to "trick" the
search engines into high rankings for multiple
keywords. Today, not so much.
Meta-tags like Keyword, Title, and Description,
are still necessary; just not as important in
have become more sophisticated and now search
not only for relevant content, but it must be
"readable" content...that is, it is no longer
easy to "stuff" pages with keywords. If
the content is not "readable," it is ignored
(and may even get your page de-listed if you're
guilty of keyword stuffing) At the same
time, it is harder to get organic rankings for
more than two or three keywords per page.
So how do you get
your website included in the "organic" listings
on the first page of the search engine results?
First, you must
have relevant content on every page of your
website targeting specific keywords. Then
you must have the correct number of keywords
(keyword density)...not too many, not to few.
Sounds like a "Goldilocks" fairy tale doesn't
have one responsibility...to provide the most
relevant content to the searcher. That
means returning those sites that have the
highest probability of satisfying the searcher's
searching for a hotel, you don't want to see car
rental websites...nor do you want to see hotel
websites in Atlanta if you're traveling to San
Francisco. It's completely understandable,
but it doesn't help the dealer in Arlington TX
reach potential car buyers in Fort Worth...at least
will aide in getting your business listed
in your local market...it's virtually impossible
to reach beyond your local area today thru
organic listings. There's simply too much
competition for most dealerships to get listed
outside their local area.
So how does a
dealership reach farther than the
local market and/or show up for more than a few
keywords? You have to pay to play.
PPC (Pay Per Click) is simply paid
advertising. It's no different than radio,
television or newspaper...except PPC allows you
to reach millions for pennies.
Here's how one of my
dealers faired last
This dealer got over five million impressions
last month. You may not want to spend
$5,000 to get 9,000 opportunities to do
business, but you don't have to...with PPC you
determine how much to spend, just like any other
form of advertising. The more you spend,
the more visitors you will get to your website.
Neither will every franchise get clicks for
$.59...some highly competitive franchises can
run several dollars per click. How much
are you paying for a "lead?" Twenty
dollars? Twenty-Five dollars?
dealerships are unaware of
the potential of online advertising, so if you
want to dominate your market, move some money
from the traditional forms of advertising and
get on the digital bandwagon.
Be careful, PPC can be an extremely effective
form of advertising or a complete waste of
money. It sounds easy, but PPC is an
art-form. You can do it yourself; but if
you don't have tools or the expertise for
keyword selection and copy writing or you don't
have the time to monitor, test and manage a
campaign, whether it's Google or Facebook, it's best to let someone who does, do
helping dealers sell online using the tools and
technology of the Internet for over seventeen years. We're experts at
selecting keywords, writing copy and managing
efficient and cost-effective PPC campaigns on
Google and Facebook.
We only work with one
dealer per franchise per marketing area, so
contact us today to see if your brand is