Skip to content

Topic: paid search

Digital marketing attribution for beginners: Part 1

Posted by Ashley Karr on December 11, 2019

For anyone unfamiliar with the term, marketing attribution modelling is a measure of the tangible impact a piece of publicity or communication has on your company’s bottom line. Very simply, if you’ve paid for something like an advertisement, attribution will tell you the monetary value of that particular initiative.

Put like that, it sounds simple. There are plenty of metrics for keeping tabs on whether or not various forms of publicity are earning their keep, but digital marketing is now so extensive that its best asset—trackability—can be extraordinarily tricky to keep up with. That’s where digital marketing attribution comes in: an easily observable lowdown of what does and doesn’t influence your customers’ decisions.

As with most digital initiatives, attribution models have developed rapidly, becoming more granular and providing superior insight over time, so even dealers well-versed in the technology may want to refresh their understanding. Read on to find out the difference between the now old-fashioned and the latest versions, and what each will do for your business.

Read more
Topics: Attribution, best practices, digital marketing, paid search

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.

Read more
Topics: paid search

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.

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

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.

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

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.

Read more
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.

Read more
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.

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