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?
DID YOU AUTHORIZE YOUR INVENTORY TO BE POSTED ON ANTI-DEALER OR HOSTILE WEBSITES?
5:00 AM and the Alpha Dawg is on the Point. Actually been awake since 4:00 AM. Did you ever have so much on your mind you couldn't sleep because you were thinking so hard? Well, a lot of side issues that came out of this Cars.com battle that are bothering me and I intend to pursue them.
First of all many people reported on the blogs and on Facebook and in Private Chats and Messages. That your inventory was showing up on TrueCar and CarGurus.
Well, that is troubling. One participant in the blogs emailed a statement that ALL of our vendors, or at least most them, are brokering off our inventory to other websites you didn't subscribe to. OR, perhaps buying and selling your inventory to brokers and listing services where other websites pick up your cars and put them on their own sites. The example they used in the email to me was a listing site the sender claimed to me was brokering your inventory back and forth between these lead generator vendors buying and selling inventory to each other... your inventory, for $6.00 to $12.00 each. I have not investigated fully but I believe there's got to be some truth to that in essence.
I HAVE NO PROBLEM RIGHT NOW WITH TRUECAR I think their model revisions are as in line with dealers' best interests as any of the others.
BUT, I have a severe problem with CarGurus. I believe they are anti-dealer and NOT good for us or the consumer... my opinion based on what I have seen.
CarGurus is an alleged lead generation service that Tells The Consumer whether or Not Your Unit Pricing is a Good Deal or a Bad Deal (in their opinion?) During the course of all of this, one of my dealers discovered his Chevrolet Tahoes listed on CarGurus and labeled as a Bad Deal. The rub is He never gave any inventory listing to CarGurus. According to him, the only vendor he was aware of with his inventory was Cars.com. Have you checked, CarGurus to see if your cars are listed there when you don't do business with them????
I am not sure if Cars.com, AutoByTel, AutoTrader, or any of your vendors have the right contractually to do this. I am also researching that. They may be acting strictly within the rights you have signed away somewhere in the deep paragraphs buried in the text of your agreement with them. We will find out.
Here is the language in the Cars.com agreement you probably signed that authorizes them to do this to your dealership.
4. Content. Customer grants Cars.com a perpetual, irrevocable, royalty-free, transferable, license to access, edit, store, enhance, modify, adapt, translate, copy, reproduce, distribute, transmit, broadcast, publish, perform and display publicly, prepare derivative works of, and otherwise use Content, and to sublicense such rights through multiple tiers. Cars.com reserves the right to modify the Sites and Products, and to edit or reject any Content or portion thereof from use on the Sites or Products in its sole discretion and without notice."
You need to get with your dealer and have this re-negotiated out of the agreement.
My previous blog post, Google's New Car Lead Program: The Basics, I discussed Google Cars, which is Google's New Car Lead program that they will be rolling out in the coming months. It's currently in Beta testing. Once again, Google has made a huge splash with the inclusion of LiveChat, powered by ActiveEngage, into Adwords.
Here's how it works:
As we all know, each time we enter something into Google (Chevrolet, Toyota, VW, etc..), at the top of the search results, there is the adwords sponsored result. With this new addition of LiveChat engagement, you'll see the words LIVE CHAT next to the URL. Once you click on that, a dialog box will pop up (See below)
As you can see above, it's all very neat and clean, easy to navigate. Once you enter your name & Start Chat, you'll be in a chat with a representative from that brand and prompted to enter your Zip Code, so the consumer will be able to find the dealership in their city/town.
Have you been following Google's steady migration into the automotive world? As I mentioned before, they announced a New Car Lead program last month, and now this inclusion of LiveChat into Adwords. What do you think of Google's dive into the Automotive sales world? What are the benefits that you see?