Is There a “Right Balance” For SEO vs SEM Spending For Your Dealer Website?

If you want to maximize your ROI, then it is crucial to strike a balance between your SEO and PPC SEM budgets…

Many car dealers use a mixture of search engine optimization (SEO) and pay-per-click search engine marketing (PPC SEM) to promote their websites. As a dealer, to maximize your return on investment, it’s crucial to find the right balance when you decide how much money to budget for each method.

Balanced Spending

Most marketing experts recommend a combination of SEM and SEO promotion. They urge advertisers to consider several factors when budgeting. For instance, your current position in search results and the urgency of lead generation both hold importance.

According to Smart Insights, small businesses typically devote around 24% of their marketing funds to organic search optimization. No “best practice” ratio exists, but it is wise to think about the cost-effectiveness of each method.

Return on Investment

Numerous marketing professionals agree that a dollar spent on professional SEO produces more revenue than the same cash in a PPC account. Search optimization typically yields a 75 percent higher ROI, according to data from marketing agencies and Fairleigh Dickinson University.

What are you doing? Is your dealership wasting money on pay-per-click SEM? To find out, you need to determine if the clicks actually produce sales. Only about three-tenths of Google’s advertisers track conversions adequately, according to Search Engine Journal. So, check your analytics and compare them to your sales to see if you are wasting money..

If fewer than 2 percent of clicks generate sales or there’s an unsustainable per-sale expense, you’re probably wasting funds. ProRankTracker recommends removing SEM keywords that have a high cost-per-click or low conversion rate and using SEO to target them instead. If you don’t know how to do this, then get a professional to help. It makes no sense to waste money.

Evaluating Results

To discover if your dealership has maximized its organic search performance, you should look at traffic data and your website’s rankings for relevant keywords. Remember that SEO efforts may take several months to yield traffic.

If your website isn’t making progress, you can take steps to improve it. Always avoid the temptation to use keywords excessively or purchase links. Instead, you can start with these four things:

  1. Enhance mobile accessibility
  2. Link to authoritative websites
  3. Optimize your site’s speed
  4. Add fresh, SEO relevant and unique content

SEO Has a Higher ROI

Although SEM delivers quicker results, SEO usually offers a higher ROI and click-through rate. It also supplies longer-lasting benefits. Basically, if you are not dedicating a solid portion of your dealership’s marketing budget to SEO, then you are missing out on the targeted traffic that SEO can produce, and, most painfully, are likely to be wasting money.

If you are not sure what to do and want help, give us a call at 954.507.6454 or email us for a free demo. The analysis and talk will be free, but the advice will set you up for money in your bank.  🙂

The Need for Speed – Why Your Dealer Website Must be Fast

Your dealer website’s speed is critical if you don’t want to frustrate your shoppers and lose money…

The speed of your dealer website can have a huge impact on its profitability. A fast load time is important for desktops, but even more so for mobile sites. Fifty-three percent of mobile internet users immediately vacate web pages when load times exceed three seconds, according to Google’s DoubleClick division. Think about it. Half your visitors… poof. Gone!  

Why It Matters

Many potential customers will shop for cars elsewhere if you have a slow website. This behavior doesn’t merely reduce web traffic; lost sales opportunities could really affect your bottom line.

For example, DrivingSales.com users report that most automotive websites produce around 20 leads per 1,000 hits. If your site takes four seconds to load and you lose 53 percent of visitors, the same traffic only yields about nine or 10 prospects. That’s lost money to you.

The Effect on Sales

Lead conversion rates vary; they often range from 10 to 25 percent, according to AutoNews. If one-fifth of your leads turn into sales, a fast website might sell 30 more cars to every 15,000 visitors. Kelley Blue Book reports that drivers pay $37,577 for the average new auto. 30 x $27,577… you do the math.

Want an example? Google reports that parts and accessory retailer AutoAnything achieved greater success when it cut load times. The company’s sales increased by about one-eighth. Would you like to increase your sales by one-eight?

Search Visibility

If your pages take a long time to load, potential buyers might not even find them. Google automatically prioritizes faster websites in its search results. It also rewards them by indexing new pages more frequently. To measure your site’s performance and see how Google evaluates it, use the search engine’s PageSpeed Insights tool.

Mobile vs. Desktop

Smartphone, tablet, desktop and notebook users all care about load times. However, Lifewire reports that mobile devices often connect to the internet at significantly lower speeds. Users tend to notice a bigger difference in large cities. This disparity makes it even more crucial to optimize the performance of a dealership’s mobile website.

Numerous Americans still prefer to shop for cars on home computers, but portable internet devices continue to gain popularity. Fifty-six percent of drivers use mobile electronics to find automotive information, according to J.D. Power. Furthermore, many motorists turn to smartphones as they visit car lots and test-drive vehicles.

Get a Competitive Edge

Although we’ve offered compelling reasons why you must develop a fast mobile site, the truth is that most dealers are unlikely to do anything if general trends are any indication. According to Entrepreneur Magazine, a survey showed that 79% of small business owners don’t intend to reduce website load times. Are you one of those people?

The bottom line is that you’ll benefit from happier visitors, more search traffic, more sales and lower costs if you fully optimize your mobile site. SurgeMetrix can help you achieve these goals. Unlike many of our competitors, we’ll ensure that your responsive website performs well on PageSpeed Insights and loads rapidly on a variety of devices. Call us at 954.507.6454 or send us a message. We want you to succeed.