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.
Monitoring website performance is the cornerstone of your digital marketing strategy
Your website is the lifeblood of your business, and most of your digital marketing efforts likely revolve around ways of driving people towards it. In fact, according to Hubspot’s latest State of Inbound report, 54% of companies say driving more website traffic is their current marketing priority.
That’s a laudable aim. But for car dealers, as with all businesses, driving extra traffic is only useful if your website meets both visitor expectations and business ambitions. Nearly 40% of people will stop engaging with a website if they don’t like its content or design.
By monitoring a few key metrics, readily available on Google Analytics, you can more accurately measure the performance of your website and tweak it to be more user-friendly, compelling, and productive. Making this a continual process of improvement sets great dealers apart and creates the foundation for success—digitally-savvy small businesses are five times more likely to increase profits and operate more efficiently than less advanced competitors.
With that in mind, here’s what you need to know.