Joshua Schafernak is a SEM/PPC Analyst at Dealer Product Services. Before working at DPS, Joshua spent several years as a SEM/Web Content Specialist. In his personal life, Joshua enjoys video games, science fiction/fantasy, graphic novels, comedy, music, weightlifting, creative writing and vegetarian cooking.

Tips to Pass Google AdWords and Bing Ads Certifications

Multiple Choice

Google AdWords and Bing Ads are very effective tools in achieving a number of business advertising goals, but marketers must first become proficient in how to properly use them in order to reap the benefits. Luckily, both Google and Bing offer free online training and certification programs for their respective advertising platforms.

Having passed both the Google AdWords Certification and Bing Ads Accredited Professional program, I have compiled some pre-exam tips to help you get certified! Continue reading Tips to Pass Google AdWords and Bing Ads Certifications

Search Drives a 90% Lift in Top-of-Mind Brand Awareness for Automotive

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Trick Ricky’s Used Cars | Fast N’ Loud www.youtube.com/watch?v=MQoeYgp11FU

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.

Continue reading Search Drives a 90% Lift in Top-of-Mind Brand Awareness for Automotive

Bing Ads Restoring Their Look & Feel

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Ahh…finally…Bing is listening to its users and moving to restore their interface as announced last week. As we learned earlier this year at Bing Ads Connect, this is in result of Bing starting to collaborate and listen to Agencies.

This update will feature:

  • Auto-tagging campaigns to more accurately pull data into Google Analytics
  • Streamlined Billing Process with online insertion orders
  • A new performance indicator tool (Top Mover feature) that will let users quickly analyze ad performance
  • Improved interface with simplified navigation helping improve work flow

This new update will start rolling out this week for some users. Here is a quick look at the before and after screenshots of the new Bing Ads design:

Continue reading Bing Ads Restoring Their Look & Feel

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.)
Continue reading The Full Value of Search in an Automotive World

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.

Continue reading Gorilla PPC Warfare – How To Pull Competitive Insights