Digital Dealer - April 2019 - 35

Google's guidelines and get
penalized, or if your competitors do so much SEO that
it bumps you off the first
pages.
PPC can be seen as
the ying to the SEO yang.
Where SEO is slow moving
with long-term value, PPC
is instant but the value is
also all short term. What
I mean by that is you can
start a PPC campaign
today and get instant traffic,
leads, and sales to your
dealership. However, you
are paying for every one of
those clicks. A poorly set up
PPC campaign and you can
lose tens of thousands in a
blink of the eye. Stop PPC
and all the clicks and traffic
stops. However, PPC is still
one of the most powerful
tools in the digital marketing
toolbox. PPC allows you to
precision target your exact
customers with both geographic and demographic
filters. Then, you target
the exact keywords they
are searching, letting you
perfectly capture purchase
intent. For example, if someone is searching "Porsche
Macan lease deals this
month," there is a pretty big
chance that person will be
leasing a Porsche Macan
very soon! With properly
configured PPC campaigns
you can target people in
various parts in the decision
process and tailor specific
ads for each one of those
steps. You then of course
track everything, analyze,
and optimized!
Social media is the last
piece of the digital puzzle.
Social media allows your
dealership to have a human

face (show off your employees, your customers, etc). It
also allows you to engage
with your customers and
show the outstanding service
that you provide, which will
hopefully attract others to
come to your dealership.
Although the value of social
media isn't necessarily
direct - it can help increase
awareness of your dealership, show off your customer
service, and help you manage relationships with your
clients online.
GET STARTED

Here are four action items
to help you get started:
1: Publish organic content
regularly
2: Create PPC ads across
different campaign
strategies
3: Establish your brand
on different social media
platforms
4: Set up tracking to
measure and analyze
your marketing efforts
Too many dealerships are
still spending a disproportionate amount on off-line
advertising, chasing an audience that's more and more
glued to the digital world. If
your dealership is still lagging
behind, it's not too late to
embrace digital and capture
the arbitrate opportunity that
still exists in the digital media
space.
ALEX MELEN is an awardwinning entrepreneur and keynote
speaker. He is the founder of web
hosting company T35 Hosting
(founded 1997) and ad agency
SmartSites (founded 2011). Alex
has been featured in Business
Week's Top Entrepreneurs,
Bloomberg, Forbes, & more.
EMAIL: alex@smartsites.com

Combining SEO
with PPC to Drive
Maximum Results
Did you know that over a third of all digital
spend is usually wasted on strategies that
don't generate results? Even P&G earlier this
year announced that "too much digital ad
spending is a waste," cutting back $200M in
spend due to poor management. Due to a lack
of knowledge and understanding of the digital
industry, the car dealership space has long
suffered from this issue - with advertising
spend being misappropriated, results not
being tracked and performance not being
evaluated.
In Alex Melen's session at Digital Dealer 26,
he will cover the best digital strategies that
combine SEO and PPC to generate longlasting results. Alex will share case studies
that reveal the measures used by various
dealerships that have led to their success,
along with never-before-published Google tips
to generate real results for your dealership.

Takeaways:
 Learn integrated digital strategies that
generate results for your dealership.
 Explore SEO strategies, including
unpublished techniques from Google.
 Learn how to use data and machine learning
to create successful PPC campaigns.
Speaker:

BY ALEX MELEN
Founder
SmartSites | An Inc. 5000 Company

D I G I TA L D E A L E R . C O M

APRIL 2019

35
http://www.DIGITALDEALER.COM
Digital Dealer - April 2019

Table of Contents for the Digital Edition of Digital Dealer - April 2019
