Sep 2018

Just One Look

What can you learn from just one look? Quite a lot For example, a quick glance at this search query report for one of my new clients with their name and models changed will tell you volumes. 1. Dodge is the first keyword for this dealer and has the most searches, but only got 10 clicks? The dealer ranks in the middle of page 1 on Google, so what’s the

If your store’s results are flat or off a little bit, it’s time you get out of your automotive mindset and start listening to the computer guy. Does this story sound familiar? “John Doe,” a software developer and digital marketer by trade, had never worked in automotive retail before and was surprised by the resistance he received from his peers at the dealership about digital marketing and advertising on new


Jul 2018

Show Me the Ups!

You want to see the Ups? Here’s the Ups! Over my years in the car business I have spoken to literally thousands of Dealers, GMs, GSMs, Salesmen, and OEMs. And they have all told me the same thing, “Chip, you need to make it simple for us, we’re car guys!” Well, today I’m happy to say, “Ok, you want it, you got it!” Just look at the picture above. Guys,

Want to know how you can see your competitor’s Facebook Ads? Ever wonder what the dealer down the street that’s killing it is doing that you’re not? Then you’re in luck. Here’s how you do it: Logon to Facebook Go to your competitor’s page Select Info and Ads Facebook will show you all of the ads your competitor is currently running. This is a great way to find out: The

When people ask me, “Chip, what do you do?” my standard format one sentence reply is something like this, “I’m a digital marketing consultant who helps car dealers with their Google and Facebook Analytics so they can make data-driven decisions.” Sounds good, but what does that really mean to the average car guy? Unfortunately, not much. So I’m giving you some examples of what I did yesterday for a client.

Google Analytics is not plug-n-play. There’s more to it than just having your website provider add some code to your dealership’s website. A lot more. In fact, if you’re a car dealer and you haven’t enabled these eight features, it’s costing you money because you’re wasting your time looking at metrics that are misleading. But we’re going to fix that. So, follow along and you’ll be on your way to

A little bit of knowledge can be a dangerous and expensive thing. Such is the case with SEO. Especially for car dealers who are using OEM mandated websites, have limited knowledge of how SEO works or how SEO fits into a well-run automotive digital marketing program. Let me explain. SEO by itself is a good thing. Organic traffic is usually some of the best, highest converting quality traffic that dealers

Hopefully after my last post, Everything Car Dealers Know About SEO is Wrong, dealers have a much better idea of what’s really going on with SEO as it pertains to them. But my post didn’t really give dealers a whole lot of positive things they could do to improve their SEO. So, let’s get to it. Here are ten tools dealers should be using right now to improve and manage


Jun 2018

Sticker Shock

I’d like to go a little deeper and add some color to my first blog post, The OEM Trap, by explaining exactly how much money it’s costing dealers. How Much Does It Cost? If we take Ford and FordDirect as an example, and round a few numbers to make the math easier, let’s say there are 3,000 dealers coerced into The Trap through Ford’s coop programs. If these dealers spend


Jun 2018

The OEM Trap

Most car dealers struggle with their marketing, and digital marketing in particular. This is understandable, digital marketing is complex and constantly evolving. Just keeping up with all of the changes is a challenge for full time marketers, let alone for dealers who have a lot of hats to wear. It doesn’t help that their own manufacturers are screwing them too. The OEM Trap It goes something like this. Dealers have