Do You Know How Much Data You Have Available Right Now?
It’s a serious question — one we continually ask ourselves. Over the course of our company’s history, we’ve come to discover, refine, and expand our understanding of just how much highly informative search data our dealership partners have.
There are two things you need to make sure you’ve done before continuing:
Search Console Data (and How You Can Use It)
Search Console will show you the different local queries related to your brand and your average rank for each of them.
This should help guide your strategy, which leaves you with two important questions.
Do you have a content plan for the queries?
Do you even have content at all for the queries?
You should begin to think about what pages you can build that provide the answers car shoppers seek. It should be prioritized by knowing exactly what their queries are, at what volume, and which deliver the most phone calls and emails. (see: AdWords below).
As you dive into this process, you’ll know where you rank and if you’re organically winning these high-intent, low-funnel searches. If not, then there’s more content to build and SEO to implement to get that visibility.
Without a smart game plan like this, your dealership is potentially missing out on thousands of sessions from people ready to buy cars.
AdWords Data (and One of Many Ways You Can Use It)
Adwords will give you additional perspective on those queries by giving you similar metrics to Search Console data along with a ton of conversion data. You’ll be able to understand the queries that, in volume, are compelling shopping behaviors by looking at clicks, CPC, pages per session, conversion rate, and transaction. Just go into your Analytics account and pull up Acquisition, then you can look at keywords and queries:
In order to do this, you need to be certain that your AdWords is connected to your Google Analytics — and, quite frankly, to be sure that your AdWords is set up with the many details necessary to make it efficient.
We’ve noted from our free digital analyses that too many accounts that have too few campaigns, ad groups, and keywords.
Why is this important?
AdRank = Quality Score x Bid Price
The more keywords you have, the more ads you have. The more ads you have, the more specific you can be on your landing pages. The more relevant your landing pages, the higher your quality score.
We recommend hundreds — even thousands — of keywords. Any fewer would guarantee that you’re spending too much money because searches have a variety of intents. You’ll drive all of those different searches, seeking different things, to the same landing page from the same ad.
It’s all tied together. Just keep one simple fact in mind: the better the strategy, the farther your dollars go.
Now, in Google Analytics, make sure you have your goals set up to properly track conversions. You’ll acquire the insights to see how people behave and convert on your site after they’ve come from your ads.
As you build your strategy, you can modify your paid search spend to ensure you’re attacking those goals.
Connect Your AdWords and Search Console with Google Analytics
You own your Google Analytics account, right? If you do not, let’s fix that now before connecting this data. It is against Google regulations for an agency to own a partner’s account. Resolve that issue, claim your account, and come back to get these rich insights.
Should you have any further questions, please feel free to contact us.