At LotLinx, we’re constantly evolving, offering automotive marketers new tools and innovations that can help them sell more cars online. Global tech giant Google – widely known for their own non-stop innovation – is also focused on giving automotive marketers more and better resources. It’s important for dealers to work to stay up-to-date with Google’s latest developments, and the release of the new Google “dealer playbook,” offers a simpler way to get more from Google’s ever-expanding suite of tools and resources.
A big debut at DD23.
The playbook was previewed at the recent Digital Dealer Conference and Expo in Las Vegas, with a full release expected soon. The company’s goal is to help automotive marketers (and their agencies) gain actionable insights into what today’s car shoppers want from their digital experiences. Additionally, the resource will provide insight into maximizing the benefits of individual platforms, and provide a better understanding of measurement capabilities.
Making sense of the options.
As a recent article in Automotive News explained, gaining this new level of understanding and knowledge about Google’s offerings will help dealers determine the features, targeting options, and products that will bring in the biggest benefits.
The article quotes Peter Leto, Google’s head of industry, automotive sales, as saying, “It’s not just about ‘Should I do Google search or YouTube?’ It’s about, ‘What type of video should I run on YouTube, how should I be charged for those videos, and how should I target people across those videos?’ Those can be confusing components.”
A simple structure for a complex subject.
Google has organized the content around four main sections, as seen here:
This structure gives marketers a clear, concise understanding of the range of potential strategies and actions they can or should be taking, beginning with things that are considered basic and instrumental, and ending with what the most forward-thinking dealerships can do to set themselves apart and chart a path toward growth.
The right approach to GA.
At LotLinx, we’ve long been committed to helping automotive marketers make the most of the mountains of data Google can produce. It begins with a laser-like focus on the most valuable insights, gained from the nine Google Analytics goals that our team worked hard to identify as most important to track.
New Vehicle Detail Page View
Used Vehicle Detail Page View
CPO Vehicle Detail Page View
Click To Call from SRP/VDP
Customer Chat or Text
Trade Appraisal Lead
Setting up those goals in a Google Analytics dashboard is the most effective way to accurately measure website activity, and parse the extensive amount of data available to determine the actionable insights that lead to smart decisions, along with increased conversions, engagement, and sales.
Here to help.
There’s certainly no doubt that Google’s offerings will continue to increase and evolve. Which makes the playbook is a timely and welcome guide for any automotive marketer who understands the importance of keeping on top of their most important resource.