Over the last several weeks, I've had the opportunity to speak with many of you who attended the Digital Dealer Conference in Orlando in late April. Most of you have heaped praise on Mike Roscoe and his team from Dealer Communications for the expertise and resources they brought together for the show.

And most of the buzz that I’ve heard has been around how dealerships are focusing on search engine marketing to complement their dealer management software and online car listings. There are lots of great tools and services out there to assist in your search marketing initiatives AND it is easy to misuse these tools and waste a lot of money, particularly in the area of Pay per Click (PPC). Some quick tips to keep in mind:
Have a clear goal in mind of what you want to accomplish. I’ve talked to some dealerships who have let vendors set up a PPC campaign, and the measurement is the number of hits to the website. The more clicks, the better. Our approach is a little different from this. We consult with our clients and try to develop metrics that are more meaningful. How long are people staying on your site? How many page views do they register? Do they send an email asking for more information? Do you have information they can download from your website? Take a look at our search page for more information.

About The Author
Donna Kopotic is the Marketing Director for AutoXloo. AutoXloo offers inventory management software for dealerships designed to make your life easier, save you time and generate leads for your dealership. Learn more today at http://www.autoxloo.com.

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