2017 GNYADA Membership Directory

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4. 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? 5. 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?

6. 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.

7. 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.

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