Topic: metrics

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

What sets great dealers apart: key website metrics to track

Posted by CarGurus Admin on October 30, 2018

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.

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Topics: dealer success, marketing tips, metrics, website

What sets great car dealers apart: key metrics for e-newsletters

Posted by Meg Bernazzani on September 20, 2018

Carefully measuring the performance of your email newsletter leads to better content and more engaged customers

As a car dealer who wants to engage customers and nurture loyalty, you probably send a regular e-newsletter (and if you don’t, you really should). But too many customer newsletters are bland, self-serving, and easily ignored. Great dealers set their newsletters apart by using key metrics to continually fine tune everything from core content to the time of day they send them. Customers value their newsletters, which become a potent weapon in their marketing armoury.

Refining your own newsletter isn’t complicated, and it will never be wasted effort. Email marketing—of which an e-newsletter is an important component—remains a stunningly effective marketing channel. According to Campaign Monitor, every $1 spent on email marketing earns $44 in return (the equivalent UK figure is calculated at £33 for every £1).

In other words, an effective e-newsletter is a key part of your marketing mix. But measuring that effectiveness and tweaking it accordingly is vital. Newsletters that offer no value annoy consumers, who are increasingly prepared to report irrelevant emails as spam and unsubscribe from contact lists.

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Topics: email marketing, metrics, newsletters