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The Million Dollar Marketing Strategy

Is there such a thing as a million dollar strategy or a one-size-fits-all strategy for your digital advertising?

On this episode of Think Tank Tuesday, Paul, Ashley, and Juliana discuss brands that have attempted to utilize a million dollar strategy and whether or not it could be repeated for your business. 

We’d love to hear what you have to say. Comment below and follow us on Facebook.
Website: http://www.ppadv.com
Facebook: http://www.facebook.com/PotratzAdvert...
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Do You Bing Like You Google?

You can’t Bing like you Google.  What we mean is: Bing is rolling out some new features that may optimize your strategy differently than Google does. From URL’s to shared tracking templates to custom parameters, Bing is making sure everyone can easily update their account in order to improve their campaigns.

Watch this week’s Hard Facts with Samantha to learn how to upgrade your Bing account.

We’d love to hear what you have to say. Comment below and follow us on Facebook.

Website: http://www.ppadv.com

Facebook: http://www.facebook.com/PotratzAdvert...

Twitter: http://www.twitter.com/Potratz

Instagram: @Potratz

Snapchat: PotratzAgency

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Spanish Language PPC

Pay-per-click advertising, such as AdWords and Bing, is a popular way to bring qualified traffic to a website. Spanish speaking customers are one market segment that is widely ignored on these platforms. Spanish Language PPC is a concept that can bring great potential clients to an automotive dealer's website.

In America, most PPC defaults to English when Campaigns, Ad Groups and Keywords are set up. However, many fail to utilize the language targeting options to enable Spanish Language PPC. In most cases, a separate campaign can be formed that concentrates on creating advertising geared towards the ever-growing Spanish-speaking population in America.

One way to help ensure success with Spanish Language PPC is to have someone that speaks Español build out the Ads and Keywords, or help in doing so. Conversational (and successful) Spanish language marketing is a bit different from what sites like Google Translate and Babelfish can generate. Getting an authentic speaker of the language is a must for dealerships looking to tap into the under-served Spanish speaking market.

In conclusion, Spanish speakers represent a large market segment that buys vehicles and therefore should not be ignored. What are you all doing to tap into the Spanish-speaking community and bring those customers back to your websites?

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Let’s Face It. Google Is Search.

Let’s call it what it really is, shall we? Despite efforts by Bing/Yahoo to stay relevant as well as efforts by Facebook and Twitter to enter the search game, there really is only one. For years, I’ve always had to add the caveat when discussing search marketing that “When I say Google, I mean Bing and Yahoo as well.”

I won’t be saying that any more. If we’re talking search, we’re talking Google.

It’s not that the others don’t exist. They do and they’re still somewhat relevant. Millions still use them on a daily basis so they cannot be ignored completely. However, when it comes to making decisions about search marketing, there’s only one algorithm that needs to be taken into account, one traffic source whose numbers should be used to steer the strategy.

The infographic below asks the question of whether or not Google is a monopoly. In reality, that’s not important, though the infographic points to a glaring fact that Google is the leader not only in market share but also in innovation and others, specifically Bing, are always just chasing the leader from a distance. The important takeaway is this: if you want to craft your strategy for search, particularly organic, mobile, and local search, then Google is the only thing to consider. Again, Bing and the other options are still valid, but if you build your strategy around Google, the others will eventually fall into line.

It’s been like that for a while. Google was the first to look at inbound links as a primary ranking factor and the others followed. Google was the first to truly integrate personalization and the others followed. Google was arguably the first to truly integrate social media into their search algorithm through the use of social signals, though in this case the competition wasn’t far behind. It doesn’t matter. Think Google when you’re thinking about your strategy and the rest will fall in line.

Paid search is a different thing altogether and many have found success with the cheaper clicks through other search engines, but even in that case the only way to truly hit a bulk level is through Google. Facebook is making strides in this arena, but they’re still worlds apart.

The funny part of it all is that Google is extremely vulnerable to manipulation, second only to Twitter when it comes to ease. Both rely more heavily on real-time data than the others, which is both their strength and vulnerability.

Here’s the graphic…


Source: Franchise Gator

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Dealers Need To Revisit Their Bing SEO Strategies

Bing Traffic Optimization

Jared Hamilton sent out a Tweet that caught my eye about the recent report from Compete that Bing powered search is now 29% of the search market share so I thought it was time to share a few insights into Automotive SEO with Bing and Yahoo. Car dealers need to have a digital marketing strategy for Bing and Yahoo that is independent of what they are doing in Google. Do you have a Bing and Yahoo strategy?

In general, Automotive SEO "basics" apply to Google, Yahoo, and Bing which includes strong page titles, URL names, and relevant content. However there are some big differences. Yahoo and Bing favor sub-domains that are keyword targeted more than Google. Having hundreds of SEO tests running a year, I'll share with you a two examples that demonstrate this sub-domain preference.

Toyota Sale Search


When you search Google for the phrase "Toyota Sale" you will see among the Page One results "www.toyotaforsale.org" which confirms what I have witnessed thousands of times; Google favors exact match domains or near match domains.

Yahoo and Bing on the other-hand will often favor sub-domains more than exact matches when they are properly optimized. A search in Yahoo and Bing show similar results and shows the site http://toyota.cardealersale.com on Page One. The Home Page title on this site is "Toyota Sale | Toyota For Sale". This sub-domain is NOT on Google Page One.

Toyota Sale

What this means is that you can get on Bing and Yahoo page one for important keywords using a sub-domain microsite strategy.

Jacksonville Hyundai Searches


When exact match domains are not available you can see that sub-domains can also play a major role in achieving visibility for short search phrases. The sub-domain http://jacksonville-hyundai.fl.cardealersale.com is showing on Bing Page One. You will also see in the example below that Bing shows a domain with TWO dashes in the name "www.jacksonville-hyundai-fl.com" which you will normal NOT see appear on Google Page One. Bing and Yahoo like these dashed domains!

Jacksonville hyundai

OEM Compliance With Sub-Domains


Most dealers also should know that OEM are more tolerant with sub-domain microsites that stand-alone microsites on a new domain. For example, http://service.irvinebmw.com is a service microsite but it is associated with the primary dealer domain and thus complies with BMW microsite regulations. For Toyota warranty information, Acton Toyota created http://warranty.actontoyota.com which indexes nationally on Page One for a search on Toyota Warranty.

Toyota Warranty

In summary, there are more ways to gain Page One exposure on Yahoo and Bing than in Google and this means that the early bird will get the worm.

Automotive SEO Conference



Do you want to learn more about digital marketing?   Come out a few days early before NADA and attend the 2011 Digital Marketing Strategies Conference February 1-3, 2011 which is right before the NADA Convention in San Francisco.

Register online at: http://www.digitalmarketingstrategies.org.

The conference has attracted some of the top speakers and educators in the automotive industry and if you are looking to lock in a successful digital marketing attack in your PMA in 2011, you need to be in attendance.

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