Meg Bernazzani

Posts by Meg Bernazzani

Dealer Spotlight: introducing Premier Car Supermarket and its path to growth

Posted by Meg Bernazzani on May 23, 2019

At CarGurus, we believe our dealers have valuable stories and insights worth sharing. Today, we’re featuring Premier Car Supermarket, a large independent dealer group near Derby.  

Picture what a perfectly-designed and located car supermarket might look like, and there’s a chance you’ll conjure up something similar to Premier Car Supermarket’s flagship site in Egginton, near Derby.

Opened just over two years ago, it sits in the centre of a heavily trafficked road network (including the busy A38 that runs between Derby and Burton upon Trent), meaning that not only is it easy to access, but it’s also visible to millions of motorists every week. What’s more, because the site was purchased as an empty field with planning permission already granted, the team at Premier Car Supermarket has been able to create a purpose-built showroom rather than adapting an existing structure.

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Topics: case study, dealer profile, dealer spotlight

Paid search 101: 5 key components of paid search campaigns

Posted by Meg Bernazzani on May 9, 2019

The auto industry has seen substantial growth of digital ad spend in the last few years, and the growth isn’t predicted to slow down. The auto industry as a whole grew online ad spend by 44% since 2016 and is projected to grow another 10% in 2019.* And of the industry’s digital spend, about 40% is in paid search.**

The reason for this spend is simple: digital ads drive more sales and cost less. According to DealerSocket, the average profit margin for sold vehicles that were advertised on digital channels exceeds that of sales driven by conventional media by over $800.

It’s clear that paid search is becoming more important than ever, so let’s take a quick look at five key components of a successful paid search campaign.

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

Paid search: a car dealer’s path to driving more sales

Posted by Meg Bernazzani on April 23, 2019

When buyers decide they’re in the market for a product or service—or they’re generally curious about something—they head to a search engine like Google for information. In fact, billions of Google searches happen every day. Think about how many of those are car searches—or, chances for your dealership to attract potential customers to your site.

While you can rely on search engine optimisation (SEO) tactics to help you increase the ranking of your site without spending money, changing algorithms and ranking criteria make it hard to maintain your position in search results. So how else can you promote your dealership and drive new visitors to your site? Through the use of search engine marketing, or paid search as it’s commonly called.

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

Introducing CarGurus Paid Search for UK dealers

Posted by Meg Bernazzani on April 3, 2019

We’re excited to announce the launch of CarGurus Paid Search, our new managed paid search solution. Through powerful machine learning, CarGurus Paid Search helps deliver ready-to-buy car shoppers to dealers’ own websites and drives more quality engagements by improving results from Google AdWords. It eliminates guesswork for dealers and delivers performance at scale.

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

How 4 government trends are influencing car buying in the UK

Posted by Meg Bernazzani on March 18, 2019

It’s easy to forget just how much influence the Government wields over car buyers’ decisions, but it’s absolutely enormous. It may be subconscious to a customer, but the country’s authorities impact their choices at every level, be it financial, technological or geographical, and the more in-tune retailers are with customers’ needs and concerns, the better their chances of a sale. Here, we investigate how four government trends are impacting car buying in the UK.

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Topics: industry news, trends

5 ways to speed up your stock turn

Posted by Meg Bernazzani on March 12, 2019

Efficiency and profitability go hand-in-hand, which is why stock turn is critical to dealers. Many within the industry consider around 45 days an acceptable average turnover, but averages mean there are businesses that beat it and those that don’t. Time really is money, so the faster you sell cars, the more you make, and our five top tips will help you sell your vehicles that much sooner.

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Topics: sales tips, stock

A dealer’s guide to car photography

Posted by Meg Bernazzani on February 27, 2019

There is no underestimating the value of good-quality car photography. Customers can tell a lot about your dealership from your advertising images, and they’re often the first impression a customer gets of a car.

New models benefit from polished manufacturer stock shots, while used vehicles do not enjoy the same luxury and require a bit more effort. Get it right though, and you immediately showcase the car’s best qualities in plenty of detail, immeasurably boosting your chance of a sale.

However, photography is easy to get wrong–and a lot of businesses do exactly that. A lack of know-how or the scramble to get images online frequently leads to low-grade shots that leave the viewer unclear about what they’re looking at and questioning the dealership’s professionalism. If you want to sell more cars, then you can’t cut corners with photography. If you have the budget for a professional snapper then go for it–but handling your pictures in-house is perfectly doable whether you’re a veteran photographer or a newbie with a smartphone.

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Topics: best practices, car photos, listings, photography

The top 2018 UK used car searches on CarGurus, by region

Posted by Meg Bernazzani on February 11, 2019

Ever wonder which cars sit at the top of shoppers’ wish lists? We decided to dig into our own data to find out. We looked at which makes and models were the most searched on CarGurus in each UK region, and, after analysing the data, we found that when it comes to sought-after vehicles, BMW leads the way. Its 3 Series cracked the top three in every region.

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Topics: CarGurus data

CarGurus One Voice Report examines key issues dealers face in 2019

Posted by Meg Bernazzani on January 31, 2019

CarGurus’ inaugural One Voice Report, released today, brings together the opinions of more than 400 influential UK dealers on hot topics affecting the used car market. It touches on rising overheads, increased competition, government issues, and more, and provides valuable insights into how digital is helping dealers adapt to today’s changing market. Key findings include:

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Topics: CarGurus data, CarGurus news, industry news, trends

Dealer spotlight: using data to inform decisions

Posted by Meg Bernazzani on January 23, 2019

Fords of Winsford is one of the thousands of UK dealers that upgraded to a CarGurus paid listings package. We’ve been working with their group marketing manager, Nathan Quayle, for three years and he views the relationship as a two-way partnership.

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Topics: case study, dealer profile, dealer spotlight