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.

The Full Value of Search in an Automotive World

Google CarsIt’s Evolution Baby

We all know it. The landscape of how we market to our car buyers has changed, and is still changing. With consumers increasingly in control, the traditional sales funnel is becoming less and less relevant. Our consumers have the ability to start their purchasing journey at any point along the traditional sales path. Dealers must adapt in this ever-evolving space in order to compete in an already highly-competitive automotive world.

Search ads have always been a proven method of marketing to prospective consumers. What hasn’t always been so clear cut is attributing offline sales to them. Google Think recently posted an article answering what we, as automotive search marketers, have always questioned: Can search ads impact offline sales? The answer they came up with from this study is YES. (Proof That Online Search Ads Can Boost Offline Store Sales” Nov.2013, Kirthi Kalyanam Ph.D.)
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Understanding the Relationship Between Business Objectives and PPC

PPC & Business ObjectivesIn PPC, you must never forget that the goal of marketing is to satisfy client expectations and help them meet their business objectives. Client objectives and expectations should be reflected in everything you do for them, including how you set up your PPC campaign and what metrics you report on. It’s a bad idea to push forward with campaigns when they are completely misaligned with your client’s actual business objectives. Some companies may strive for growth or pushing a specific product or service more than they care about short term profitability, but you will never know unless you stay in touch with them. Keeping an open line of communication with clients is essential to retaining business, understanding client objectives as well as managing their expectations of your performance.

Asking questions is a great way to learn more about the business you’re representing and what their objectives are. It’s also important to understand how they will measure your performance. Figure out what metrics matter to your clients so you can tailor your reports to be as relevant and actionable as possible. Most clients aren’t experts in PPC and by giving them reports with lots of irrelevant metrics will likely to confuse them or give them the wrong idea about your performance.
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Gorilla PPC Warfare – How To Pull Competitive Insights

Gorilla WarfareIt’s a jungle out there and the key to survival is making sure you are swinging high in the branches of search results. Guaranteeing that your dealership is being competitive in the automotive jungle is crucial to PPC campaign success. Fortunately, Google has a tool for this called the Auction Insights Report.

This post is going to give a step-by-step guide to understanding these reports and how any Grease Monkey out there can pull them.

This wonderful tool provides the ability to take a deep dive analysis of how you are comparing to your direct competitors in market for the same auctions you are in. With this report, dealerships can see how often their ads rank and how their share of total possible impressions compares with their competitors. We utilize these reports to make informed business decisions on bids, budgets and keyword choices to show where we are winning and even losing at the campaign, ad group and keyword level. These reports will give any dealership or client the opportunity to get ahead of the pack.

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