2017 GNYADA Membership Directory

HOT TOPICS

2017

MEMBERSHIP

DIRECTORY

142

Assess your digital competition.

Consider how customers might be searching for parts and service in your area. Use the Google Adwords preview

tool to search geographical areas around your market and keywords. In addition to the standard terms, put

yourself into the position of your customers. Will they be searching for ‘service department,’or maybe they’ll be

adding terms like ‘check engine’or ‘vibration’to their make and model in a local search?

Create a digital advertising strategy.

Just as you’re advertising your inventory online, so too should you be brandishing your parts and service

departments (re-read the section above about the obvious importance of these areas of your dealerships).

Locally targeted, relevant ads that reach parts and services shoppers will boost revenue. Consider these

questions whether you’re just getting started or have already implemented parts and service advertising: What

is your competition doing? What business are you going after? What is your geographical priority? Do you want

to have a mobile strategy? Are you looking to drive a specific type of new business?

Create parts and service-specific landing pages.

Digital ads designed for sales send visitors directly to

the ad’s featured inventory, which minimizes the chance

of visitors leaving or “bouncing” from the site when the

content doesn’t meet their expectations.

Your parts and service department ads, depending on

their keywords, should link to landing pages with content

and information specific to the keywords. For example, if

you and your advertising strategist create ads based on

tires, the landing page needs to reflect your tire stock,

tire warranty, and tire “why buys.” Sending them to your

homepage, service scheduler, or general service page will

set you up to have a high number of these prospective

customers leave when the content that they see doesn’t

match the ads on which they clicked.

Merchandise your initiative across your digital presence.

By this point you have an updated website, and digital advertising steering traffic to tailored parts and service

landing pages. Now, update your slideshow and create service oriented specials, which provide a clear path for

additional visitors to reach your content, which has been tailored to meet their needs.

Incorporating parts and service messaging into your digital strategy is a huge win for your overall business. Once

in place, expect gains across your fixed ops department as well as your entire dealership.

Information provided Courtesy of Dealertrack Technologies 888.705.7926;