Tyler Rayome is the Director of the Digital Media Group at Dealer Product Services helping lead the charge for everything digital. In his previous life, Tyler worked the agency grind in downtown Chicago for national and local clients across many verticals. He was instrumental in bringing in digital offerings at a formally traditional agency, and helped grow the business tremendously in a short period of time. In Tyler's free time, he enjoys playing music with his band, whether its gigging on the weekends at Chicago's hot spots or recording in the studio.
We all know those terrible and funny used car dealership TV commercials. The ones where the guy with slicked back greasy hair and a half buttoned up white t-shirt talks about “incredible” deals that you can’t beat! Just like the example above from Discovery’s, Fast N’ Loud (happens to be one of my favorite shows) that is trying to drive in-market brand awareness.
Traditional media like television, is still heavily used for many car dealerships as a channel for building brand awareness. While this may still be an effective way of driving top-of-mind awareness, what a lot of marketers or car dealers don’t realize is that their search marketing efforts accomplish this goal as well.
The Google Adwords Keyword Planner Tool was recently updated. While the keyword planner has several functions, the traffic estimator is the real bread and butter of the Keyword Planner. Unfortunately, the traffic estimator has let me down in the past with its highly inaccurate estimates. Since the keyword planner was recently updated, I decided to give the traffic estimator another chance and it appears to be more accurate at predicting impressions and some of the new features are a step in the right direction. However, the traffic estimator is still far from perfect.
The most important function of the traffic estimator is its ability to estimate traffic. Despite the fact that it’s just an estimator, I do expect a certain level of accuracy. Fortunately, the estimator is much improved at predicting how many impressions broadmatch keywords will receive. While the tool is good at estimating impressions, I don’t think it’s safe to put much weight in the tool’s ability to estimate clicks, CTR, average position, etc. Those KPIs will be highly dependent on how you set up the campaign, your bidding strategy, how compelling your ad copy is compared to your competitors, etc. Continue reading Updated Adwords Traffic Estimator still leaves much to be desired
We were all shocked last week when Twitter announced the major redesign of its profile. And by shocked, I actually mean that we weren’t shocked at all. Frequent changes happen constantly in the digital world, and there’s nothing that we can do to slow them down. What we, as digital marketers, can affect is our reaction to these constant dynamics. We must research, prepare and react quickly to ensure our social networks are ready and up-to-date.
As if Apple didn’t already have their hands in enough of your technology, they recently announced CarPlay, a revolutionary entertainment system.
CarPlay is an in-car infotainment system that will allow you to connect your iOS device to your car. CarPlay will allow iPhone users to make phone calls, access text messages, listen to music, and access the Maps app in their cars using Siri, touch controls, and of course, the standard knobs and dials that would usually come with a car’s entertainment system. Continue reading Apple’s CarPlay may bring iOS Apps into your car