Meg Bernazzani

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Posts by Meg Bernazzani

A dealer’s guide to pre-registration

Posted by Meg Bernazzani on December 4, 2019

Dealers are under constant pressure to hit sales targets, which leads many to pre-register cars in order to achieve what the manufacturer is asking of them. If it’s kept to a sensible amount and handled in a controlled fashion then there’s generally nothing wrong with it, but it can easily get out of hand and turn into an expensive headache for retailers. We explain the cons, the pros and how to deal with it.

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How longer test drives can boost sales

Posted by Meg Bernazzani on November 28, 2019

A test drive is the one thing customers can’t do online, so it’s among the main draws to physical showrooms and potentially your best opportunity to interact with customers in the flesh. The industry-standard loop from and to the dealership is alive and well, but more and more manufacturers have begun offering extended test drives, such as Mercedes, SEAT, and Volvo – often for days at a time.

Longer test drives can be an extremely powerful sales tool if you have the capacity to offer them. We explain the perks and how you can make them work for you.

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Topics: industry insights, test drives

What sets CarGurus apart in the UK

Posted by Meg Bernazzani on October 14, 2019

Purchasing a used car can be a stressful experience, especially when you’re unsure of the car’s exact value. But new technology, including what’s offered through third-party marketplaces, is playing a big role in helping to make the used car buying experience easier and more transparent.

On CarGurus, car shopping is simple and user-friendly. We make it easy for consumers to find great deals from top-rated dealers. Our focus on transparency and efficiency results in informed, engaged buyers that drive results for dealers.

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Topics: IMV

Learn how our sister site PistonHeads helps Tom Hartley get more quality leads

Posted by Meg Bernazzani on October 8, 2019

Car dealers like Tom Hartley understand the value of partnering with our sister site PistonHeads, a trusted and influential digital motoring brand in the UK. He shifted his dealership’s strategy to digital and quickly saw the benefit of advertising to PistonHeads’ audience of millions of in-market car buyers. He was able to quickly get his stock in front of more buyers, which led to an increase in leads and sales.

Now, he’s partnering with CarGurus to expand his dealership’s reach and accelerate its growth. Watch the video to learn more about how his dealership works with PistonHeads and CarGurus.

Call now on 0808 196 1182 to find out more about a PistonHeads package that fits your dealership needs.

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Topics: PistonHeads, success story

Google Ads to remove average position metric

Posted by Meg Bernazzani on September 30, 2019

Since Google Ads (formerly called Adwords) launched, the average position metric has been a key performance indicator for many marketers. If you produce or receive Google Ads reports, then you’ve probably seen this metric.

But, as of today, 30 September, Google Ads is sunsetting the metric. Since it’s one of the oldest and most popular metrics among users, we thought we’d brief you on the update. Here’s everything you need to know about the change.

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Topics: paid search

Meet the winners: CarGurus announces inaugural UK Best Used Car Awards

Posted by Meg Bernazzani on September 26, 2019

CarGurus recently revealed the winners of its inaugural UK Best Used Car Awards, with the SEAT Ateca coming out as the overall victor. Based on a unique combination of CarGurus data insights and expert judging by a panel of highly respected motoring journalists and road testers, the awards recognise the best buys in the used car market across 13 categories including city car, supermini, small family car and more.

If your dealership sells any of these vehicles, share the award on social media and use it as an additional selling point for each of the winning vehicles. Here’s the list of this year’s winners:

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Topics: CarGurus news, Used Car Awards

Unlocking the basics of paid search

Posted by Meg Bernazzani on August 21, 2019

It isn’t exactly news that the vast majority of car buyers do their homework online long before they head to a showroom and online marketing is, therefore, one of the best tools in a dealer’s arsenal. Get it right, and you can set out your digital stall in front of willing customers in their run up to a new purchase.

Paid search, or search engine management (SEM) as it’s commonly called, is one of the fundamental tools employed by digital marketers to get retailers’ products and services in front of the right online audience at the right time. Here, we explain what they are and how they can help you.

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Topics: CarGurus Paid Search, paid search, search engine marketing, SEM

Managing the swing from PCP to PCH

Posted by Meg Bernazzani on August 8, 2019

It’s hardly a secret that the majority of new cars are sold on credit. According to the Finance and Leasing Association, 91% of private new car sales were funded by its members in the 12 months to April 2019, which illustrates what little role cash buyers now play.

Personal contract purchase (PCP) has long been the default form of car finance in the UK. Its cyclical nature – your first PCP is unlikely to be your last – has been a hit with retailers and customers alike, while the up-front carrot of a flexible end to the contract – roll onto a new one, hand the car back, or pay the balloon and keep it – is a comforting set of options.

PCP’s status as the dominant credit package is under threat, though. The UK’s teetering economy and uncertain future are causing many buyers to think twice about committing to any form of finance – you only have to look at last year’s 6.8% fall in new car sales and 2019’s 3.1% year-to-date drop to see that. Those in a position to buy new are therefore more likely to gravitate toward more affordable types of funding and potentially shorter leases.

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Topics: industry insights

Paid search metrics that matter: the value of VDP views and cost per VDP

Posted by Meg Bernazzani on July 17, 2019

Paid search has become an increasingly effective way for dealers to connect with online car buyers. As a result, growth in digital ad spend in the UK is continuing to increase, with 40% of that digital ad spend being spent on paid search specifically.* However, if you manage a paid search campaign you know that simply upping your budget isn’t enough. You also need to take the time to measure and analyse your campaign’s performance so you can optimise and refine your marketing accordingly.

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Topics: metrics, paid search, search engine marketing, SEM

Product update: connect your Instagram profile to your CarGurus account

Posted by Meg Bernazzani on July 15, 2019

Social media platforms help you connect with buyers, increase awareness about your dealership, and ultimately, boost your leads and sales. And with nearly 3 billion social media users worldwide, it’s clear that social media should be an essential part of your digital marketing strategy. That’s why we let you link to your dealership’s social media profiles right from your CarGurus listings.

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Topics: product updates, social media