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BizReport : Search Marketing : January 30, 2009

Search management tool to help auto dealers engage consumers

More than three-quarters of in-market car buyers start their vehicle online; however without the right search campaign in place auto dealers are likely to miss out on sales while competitors reap the rewards. A new solution from Reynolds Web Solutions could help by managing paid search campaigns for auto dealers, giving them the upper hand with consumers.

by Kristina Knight

The Search Engine Ad Management (SEAM) platform is set up to help auto dealers generate high-quality leads which lead to higher sales conversion rates and traffic increases. The combination of paid and organic search results are what drives more traffic to websites in all categories.

Trey Hiers, vice president, Corporate Marketing, Reynolds Web Solutions said, "This service provides dealerships with an easy way to identify where their Web marketing dollars are being spent and gain a better return on their ad dollar investment on the Web."

The platform is basically hands-off for busy car dealers. Instead, the SEAM platform builds the online ads and then select keywords which will drive the most traffic to a dealer website. As the campaign moves forward the platform manages bids for future keywords. Ads are displayed in search queries and on website from search engine providers.

According to the latest research from Hitwise search continues to be the top way consumers find information; nearly 20% of traffic to retail/classified websites was directed from a search engine.

Tags: automotive, automotive advertising, Hitwise, paid search, search engine marketing, search marketing

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