Digital Marketing for Auto Dealers: How to Optimize your Google Places Listing

Transcription

1 Digital Marketing for Auto Dealers: How to Optimize your Google Places Listing How to amplify your dealership brands and leverage customer reviews with Google Places With Brian Pasch, CEO of PCG Digital Marketing Moderated by Mike Bowers, Executive Editor of DealersEdge

2 Brian Pasch - CEO, Pasch Consulting Group Brian is an 18 year veteran of the direct marketing industry. His career has spanned both management and technology roles. He continues to lead research into Digital Marketing platforms. PCG continually tests new digital marketing strategies which can provide a cost effective channels for business advertising and lead generation. Brian Pasch and his staff are currently rating the effectiveness of the top social networking and blogging portals. PCG works for and with an ever-growing number of auto dealers and dealer groups from all over the country to maximize results of their digital marketing efforts.

3 Google Places Optimization & Advertising Strategies Presenter: Brian Pasch, CEO PCG Digital Marketing How to leverage the free and paid automo4ve adver4sing opportuni4es with Google Places.

4 Workshop Goals Understanding how Google Places can help car dealers. Google Places Op4miza4on (GPO) How To Do It. Know when Google Places should be appearing in search. How to complete the data requirements for 100% score. How to enhance the call to ac4on of Google Places. Understand Data Synchroniza4on with 3 rd Party data Centers. The importance of customer reviews and click traffic. How to mone4ze Google Places with Google Boost. How to increase customer reviews on Google Places.

5 What is Google Places? Business Lis4ngs Show Contact Info & Consumer Reviews Google Places pops when Google thinks you are looking for a business

6 It s Google s Yellow Pages Normally appears on a direct search of dealership name

7 It Highlights Key Data Dealers Name Address Phone Number Reviews Direc4ons and Map All of this data is important for Google Places Op4miza4on (GPO)

8 Google Places Has Strong Visibility Would you like 1,050 free visitors to your website?

9 You Can Now Tag Your Listing Google s Yellow Tags Draw A^en4on

10 Tag Analytics Also Provided Nice Ac4on for $25 a month

11 You Can Integrate Places into Adwords

12 Use Google Boost to Amplify Reviews This is paid adver4sing using Google Boost which using Google Places reviews

13 Notes About Google Boost Google Boost in NOT Google Adwords. Google Boost is managed through Google Places. Google Boost is Adwords for Dummies. Instead of keywords you pick categories and the ads are displayed when Google thinks you are a match. Clicks can go to your Google Places page or to your website. Google Boost has its own analy4cs for tracking.

14 Google Boost Analytics

15 Google Boost Analytics You can see which keywords are triggering the Boost Ad

16 On Caveat about Google Boost Reviews Although he has 104 Total Reviews, Boost only shows Google Reviews

17 Is Your Listing Claimed? If this says Owner Verified Lis4ng someone from your organiza4on has the login & password

18 Is Your Listing Claimed? If this says Business Owner? it has not been claimed yet. Ouch!

19 Google Places is Impacted by SEO Google Places is impacted by SEO Strategies The key to placement is relevance Google Places lists business by some priority That priority can be influenced by SEO strategies Being the FIRST or SECOND lis4ng in Google Places business lists is a favorable posi4on. Tradi4onal microsite strategies can also rank ahead of Google Places for business search terms.

20 Search Marketing SimpliUied Search Phrase Best Matching Assets SERP External Links 18

21 Dealers Need An External Linking Strategy PPC Adwords Microsite Blogs Links Links Your Website Links Social Media Press Releases Links Links Brochures Video & Photos Possible Traffic Sources

22 Na4onal Giants Google Places Decoding Search Results Look who appears on Page One in the Free lis4ngs for this broad search phrase:

23 Decoding The SERP Same Dealer Google treats exact match domains based on their relevance and SEO strengths. GEO- targeted searches have Google Places to contend with now. #1 in Places #2 in Organic

24 This brings some normalcy although the stars catch the eye. Decoding The SERP This means that strong SEO strategies can jump ahead of the Google Places lis4ngs for GEO targeted searches.

25 SERP Regions SimpliUied SEO SEM Google Places Can also be broken into two pieces, in some cases, with SEO lis4ng in between. Google Places SEM SEO

26 The Marriage of SEO & Reviews & YP Reviews SEO SERP To show up to the game you need your Google Places account to be associated with your primary website. Data needs to be synchronized Old SEO rankings play important role in the order, for now.. Google Places is the virtual marriage of the Yellow Pages with Consumer Reports

27 GPO Business Name, Address, & Phone You need to synchronize your Name, address, & phone Focus on exact matches; start with OEM data. You can manually update all major business directories You can also pay to have it done for you This address and phone number should match OEM website and your local phone bill as primary number.

28 The Internet is a Twisted Mess of Data Partners Data Synchronizing LocalEze InfoUSA Experian SuperMedia CitySearch InsiderPages Yellowpages.com Acxiom UBL

29 Inspecting Your Google Places Page You will need your Google Places login. Google Places provides its own Analy4cs repor4ng. Check to see that your lis4ng is at 100% complete. Re- think your use of: Photos Videos Categories Addi4onal Data Google Places Dashboard

30 GPO Categories and Services Inspect your compe4tors Google Places profiles Look at which category tags they are using Look at which directories or agencies are showing on their profile page. Make sure you didn t leave any stone unturned on your own Google Places lis4ng.

31 GPO Inspect Google Places Reviews DealerRater PrestoReviews Yelp.com Judybook.com CitySearch.com Edmunds.com Whoever is showing up on your Google Places page should be added to your ac4on list!! This dealer has 3 review sites rolled- up in addi4on to Google Places

32 Dealing With Reviews You can respond to reviews, posi4ve or nega4ve to show that you are listening!

33 How To Add Reviews Fast Download the Google Places App on your iphone and ipad and Collect Reviews in Your Dealership for customers that have a Google Account.

34 GPO Third Party Business References Angieslist.com MyDealerReport.com BBB.org DealerRater.com Make sure these 3 rd Party Sources are accurate!

35 MyDealerReport.com Ads running on dealer lis4ngs

36 Angieslist.com Reputable website for all businesses and open ignored by car dealers. Don t forget the Be^er Business Bureau!

37 GPO Complete All Data Fields Are you 100%

38 Basic Information Synchronized Data Category Data

39 Service Area Settings This is an Important Choice By DEFAULT, this is set to only a 20 Mile Radius around your dealership! Custom Shapes Should be created if you are located near water.

40 Customized Service Area Settings By adding a list of ci4es, Google will create a polygon for your service area.

41 Photos & Videos Include photos that are compelling and NOT photos of your building. Pick 5 Great Videos 3 Tes4monials One Service One Welcome Pick 10 great photos of customer deliveries, work in the community, or employee awards.

42 Don t Forget The Additional Details

43 Promoting Your Google Places Page Your can use QR Codes on Print Ads You can use QR Codes in POS Materials

44 Places Poster You can create these posters from within Google Places Use them for off- site promo4ons On Car Window S4ckers Mailers Print Ads

45 Advanced Digital Marketing Architecture AT/Cars/3 rd Party Leads Syndica4on 43 Video & Graphics Social Media Microsites Document Portals Blogs Review Websites Press Releases Bookmarking Portals Paid Adver4sing Google Places Main Website This architecture builds links, traffic and relevancy

46 Automotive Marketing Boot Camp Dealers more than anything else need to invest in educa4on Selling cars is basically the same however how we connect with consumers has dras4cally changed. Dealers who invest in educa4onal will be generously rewarded Dealer principals must lead the charge so they can inspect all areas of spending in their organiza4on. The Boot Camp Experience provides the necessary classes for all members of your dealership. Snooze you lose.

47 Self Serve Education & Advice Join online communi4es that allow you to engage with your peers and get help for free: Need Coaching, Just Call! Office: Cell: