“Partnership has proven itself one of the most powerful business tools for dealing with fast changing markets, technologies and customers. Partnering is becoming the weapon of choice for today’s successful competitors.” – Curtis E. Shakian
It’s no secret that including paid search in your auto dealer marketing strategy can generate more leads. Whether you use pay-per-click (PPC) or another kind of search engine marketing (SEM), odds are that you’ve brought in a partner agency or consultant to help. We’re sharing our secrets to help you build a successful relationship with your paid search partner or agency.
Share data and dealership reports.
No one knows your dealership better than you. Share your monthly sales reports with your partners and talk through your successes and also areas where your dealership has opportunity. Perhaps your used car sales are in a slump; a good paid search agency partner will take those insights and tailor their campaigns to address your goals and needs.
If you have a different company managing your automotive SEO, be sure to ask your paid search partner to share keyword reports each month. Since Google transitioned to secure search back in 2013, Google AdWords is the only place SEO marketers can tap into valuable keyword data which relates specifically to your dealership.
Define goals and set clear expectations. One of the most important parts of any business partnership is setting expectations. Understand what your agency will be delivering and when you can expect it each month. On the contrary, it’s just as important to be clear with your partner as to what they can also expect from you. If weekly meetings will be difficult, it may be better to communicate via email regularly and meet with your paid search agency on a monthly basis to review your progress and paid search campaign metrics.
Goals are the driving force to any paid search strategy. Is your overall goal to simply generate more leads? Do you need to focus on your used car inventory? Is there a new model you’re pushing this month? Answering some of those questions will help your partner better understand your objectives and guide them in building your paid search campaigns.
Like many other components of your auto dealer marketing strategy, paid search is data driven. It may take some time to gather the insights needed to evaluate campaign changes or overall performance. Luckily, unlike automotive SEO implementations, results of your paid search efforts can be seen in a week or two and can sometimes be instantaneous.
Keep in mind that pushing your partner to make too many paid search campaign changes at once may make it more difficult for them to isolate which changes lead to which effect. A good partner agency should be responsive, however, it’s important to avoid randomizing their work.
Whether you have a new model releasing or are offering stellar lease deals next month, your dealership is constantly changing. Ensure you’re communicating those changes with your partner on a regular basis to ensure they can leverage business changes in your search engine marketing. In turn, you should promote an open dialogue on the ongoing status of your campaigns with your paid search partner. Both you and your partner should feel comfortable addressing any vital issues or account changes throughout the month as needed.
These secrets can be applicable to other business relationships for partners working on your auto dealer marketing. With as powerful a business tool that partnerships can be, are there any other secrets you’re willing to share to your success?