THE internet has given consumers more choice than ever when buying a new car.
Most auto dealers already have a good web presence with their own websites and social media efforts, but do enough dealers have paid search services helping them out?
If you aren’t too sure what paid search is, and the huge benefits it can have for your dealership, the CarGurus keynote speech at CDX19 should be high on your priority list to attend.
CarGurus was introduced to the UK in 2015 as an online consumer-focused car-buying platform, although it has existed since 2006 in the US. It’s now the fastest-growing automotive site in the UK according to Comscore and it is showing its intent by investing heavily. Already it has invested in Pistonheads, which it acquired from Haymarket late last year, and expanding its dealer services too.
The latest stage is the addition of its paid search offering.
Paid search is all about targeted advertising, and ensuring that the top advertisements on search engines like Google match closely what a consumer is looking for in their next car through keywords.
Given that most car purchases start through search engines, CarGurus has accumulated vast knowledge advertising and promoting its site as a growing company – putting it in an ideal position to help dealers improve their paid search, too.
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