Dealerships spend thousands of dollars each month to drive business through leads and calls. Many will not connect. Here’s how you can avoid wasting that time, effort and investment.
You don’t need to abandon your click-to-call campaigns. But you do need to change how you measure the effectiveness of those campaigns.
Dealers know SEO is important, but they sometimes forget why or lose sight of its impact. They earmark marketing funds to optimize their websites, but too few agencies and dealers effectively monitor and measure what they’re getting for that ad spend. If you can’t measure it, how do you know if it’s working?
The average dealership spends $10,000 a month on pay-per-click or search engine marketing. Less than one-fifth of that is allocated to promote the service department. This is a huge missed opportunity.
The shift from traditional advertising to digital advertising continues to grow. Today, it’s common for 90% of a dealer’s budget to be spent on digital channels. Yet, it’s very difficult for most dealers to directly attribute phone calls, appointments and sales to that ad spend.