CallSource^® Aim Higher

Tracking Conversions Through Search Engine Marketing

by Tom Knoop, March 9 2010

Many dealers know the value of having an ad appear on a search engine like Google or Yahoo; someone searches for a brand you sell, they see your ad and click on it, and now they are on your Website looking around. Well, that's great, but now what? What are they doing once they are on the site? Are you spending money on clicks that work? Is search engine marketing actually bringing customers into your dealership? These questions can all be answered by using conversion tracking.

Conversion Definition
If you have a pay per click (PPC) campaign, you can track every time someone clicks on your ad and then converts on your Website. So, what is considered a conversion? A conversion is any time someone performs an action on your Website that you deem valuable. Conversions are usually broken down into four categories: purchase/sale, signup, lead, or view of a key page.

Purchase/Sale
With an auto dealership Website, it is unlikely that someone will purchase anything directly from your site, it is still helpful, however, to know that you have this option. If you sell apparel, accessories, or other tangibles online, this might be an option for you. In general, however, for auto dealers, it is probably not a good way to track the effectiveness of your PPC campaign.

Signup
This is a more viable option for most dealers. Signup is best used for tracking sign-up statistics for test drive appointments or special contests on your Website. This form of tracking is highly effective if you have a giveaway associated with the conversion. Your Google ad could say something like "Sign-up to test drive a 2010 Chevy Camaro and get a free iPod," and you can track how many appointments were made from people clicking on that ad.

Lead
The lead is the most important form of conversion tracking. This encompasses everything a dealer wants from a visit to their Website. This form of tracking is appropriate for dealerships interested in tracking how many visitors requested more information from a member of the sales team. These include quote submissions, emails, or any other information sent over the Internet. By tracking these conversions, you can tell how many people interact with your site and how many of them are coming from your paid search

View of a Key Page
Even if you don't have any online quote forms or test drive applications, you can still use e conversion tracking on your Website. You can put the conversion code on a specific page that usually generates leads. This can be any important page of your Website that you want users to view. The most common page is the "Contact Us" page, but it could also be the "Directions" page, "Map" page or any other page you think would generate customer interest in visiting or calling your dealership.

Whatever method you wish to use to track your conversions, it is important to realize that not every conversion means a sale. It does, however, help you understand where your leads are coming from, and whether or not your advertising budget is well spent.

About CallSource
CallSource offers expert statistical and performance analysis services, including call tracking and call recording, to help clients improve marketing and call-handling effectiveness, and tools and education to convert more callers into customers. Since 1994, CallSource has provided innovative solutions and services such as Vanity numbers, to improve organizational performance across marketing, operations, sales, training and customer service.

Tom Knoop is director of search engine marketing for Stevenson Advertising. If you need help starting your own SEM campaigns, feel free to contact him at 800-643-8584 or email tomk@stevensonadvertising.com.

Marketing Blurb

Learn how Search Engine Marketing can help you ensure your advertising dollars are being well spent.  Read the article from search engine marketing wizard Tom Knoop.