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.
If someone was to ask me at the beginning of the year where I would be in six months, I wouldn’t have had an answer for them at that point. I simply didn’t know. Then in March, I found myself being offered an awesome position on the SEM/SEO/Social Team here at DPS. At that time, my knowledge was very basic. After the first couple of days in the department, I could see it was a very fast-paced, analytical and collaborative environment. I had a lot of learning to do in order to keep up with the team but I was, without a doubt, up for the challenge.
Fast forward to today, the opportunity to be involved in each area of the department has been quite rewarding and has been something that I enjoy each and every day. While it was difficult at first to grasp the multiple strategies and concepts of SEM and Social in particular, it has started to become second nature. Every day is different and being able to spread around to the different areas within the industry helps me maintain a high excitement level, day in and day out.
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:
It is hard to believe that almost two months have gone by since I started this new, but exciting, journey into the world of Search Engine Marketing. In the beginning, things seemed overwhelming. Continuous observation, insights, training, and the patience of the seasoned vets I call my colleagues, has helped me progress at a rather fast pace. Beginner’s anxiety has now faded away which has made taking deeper dives that much easier.
At first, I wasn’t particularly thrilled when I was told I would be the ‘Toyota Prius” of the department. Nothing against the Prius – it’s a great car for what it does – it’s just not quite my style. But what I was thrilled about was the fact that I would be a “hybrid” – able to work with, and contribute to SEO, Social Media and SEM teams. I knew I had a lot to learn and the most important thing was getting down to business right away. Continue reading Welcome to the Jungle – Volume 2 – “Swinging Through the Vines”
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 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
In 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. Continue reading Understanding the Relationship Between Business Objectives and PPC
It’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.