Autobytel, a U.S. automotive marketing services company, has come out with five handy best practices to help dealers drive high quality car buyers to their websites.
“While search engines and social media channels are good sources of automotive website traffic, there are plenty of things marketers can do to optimize their processes and reach high quality, low funnel consumers while they are actively researching their next vehicle purchase,” said Mindy Howe, Sr. Director, Strategic Accounts at Autobytel, in a written release.
Best practices include:
- Advertising where serious car buyers are actively researching and comparing vehicles;
- Catering offers to vehicles of interest and to a person’s market area. Said Howe, “Advertising that doesn’t target particular makes and models of interest, or the geographic location in which a person is located, is missing the boat;”
- Developing/managing a strong ad ranking through relevant keywords and checking their Quality Score. “Don’t forget that the best geo-targeted campaigns drive people to the locations where you are most successful at selling,” said Howe;
- Linking to the right content by driving car buyers to the areas of your website where shopping and conversions are more likely to occur; and
- Focusing on measurement, considering key KPIs such as Click Thru Rates, Time on Site, Bounce Rates and Lead Conversions.
