Launch Your SEM Campaign Ahead of the Warm Weather
We all know that internet searches are shifting away from desktop computers in favor of mobile devices such as smartphones.
The rising use of mobile devices to search online has only increased the need for dealerships to employ Search Engine Marketing (SEM) strategies.
SEM helps your dealership get found online, especially by local shoppers. If your dealership, like many, sells mainly to consumers in your area, then local search is a crucial piece to driving more leads to your store.
The Bond Between Local Search & SEM
Considering 58% of people use their phone daily to search online for local businesses (1), it’s highly probable that the majority of your website traffic is originating from smartphones. Smartphone users are also more likely to convert, especially when the contents of their search are location-based, because they demonstrate a high intent to buy. In the last few years, 88% of local searches performed on a mobile device have led to consumers calling or visiting the business within 24 hours (2).
With mobile searches on the rise, the need for SEM becomes an even greater priority for local dealerships. Afterall, SEM is especially compatible with local search. When a consumer submits a location-based search (ie, entering a city, zip code or “near me” in the search bar), they will receive a mix of organic results and paid ads. Dealerships that invest in location-based paid ads have an opportunity to rank above organic business listings and capture the majority of local search traffic.
Why Launch Your SEM Campaign Now
The warmer spring and summer months typically see the busiest sale season for many dealership industries. That means it could be a busy time of year for your competitors, too. We encourage you to be proactive in your SEM planning to ensure that when online searches hit their peak in a few months, your online presence is in a prime position to shift online traffic to your website and away from competing brands.
Of course, quality means more than quantity in terms of achieving a sale, and SEM is a great strategy to target specific shoppers who are in the market for your inventory. SEM identifies promising candidates based on criteria such as location, search history and demographics and then helps these shoppers find your paid ads at the very top of search results, above organic rankings. Targeting mobile shoppers – who are most likely to convert – and getting your ads right in front of qualified leads is the ultimate recipe for success. To make sure these shoppers have a genuine opportunity to connect with your business when they are ready to purchase, consider SEM ads as a method to start building up your brand’s online reach now.
Go Beyond Search Engines
Google continues to serve as the most popular platform for online searches, but keep in mind that it’s not the only option for your shoppers. SEM should extend beyond search engines to reach shoppers on other channels. For example, both YouTube and Facebook see billions of users every day, and many consumers prefer to search for businesses on these sites for a more personalized experience. A smart SEM strategy pushes paid ads to multiple platforms to engage the best possible market of qualified shoppers.
SEM gives your dealership ample opportunity to connect with online shoppers, especially the vast majority that use mobile search to find their next purchase. By investing in an SEM strategy now, you can get ahead of competitors online and be the dominant destination for mobile shoppers when the warm weather rolls around.
If you have questions about SEM, we have answers! Connect with Dealer Spike today for more insight into successful SEM planning.
(1) Sagapixel
(2) HubSpot