According to a recent Google “path to purchase” study, summer is the season of vehicle search. Since 2008, summer search interest in vehicle deals has peaked each July, held strong in August, and tapered into early fall.* While many shoppers are buying cars during the summer, far more are searching for them online than in any other 90-day period.
Add to this escalation in search queries that nearly 9 out of 10 shoppers are in the car-buying market for 90 days or less,* and you’ve got huge opportunity for strong sales strategy for the rest of the year. Here’s how your dealership can capture this season’s high search traffic:
- Increase investments in targeted digital advertising campaigns now – while vehicle searches are at their peak – and reach more in-market shoppers who will be looking to buy their next car during fall, holiday and year-end clearance events, all within the 90-day buying window.
- Explore OEM initiatives with which to align your campaigns. Engage with your advertising vendor to identify possible OEM co-op programs and ad creative. A unified ad approach – from both tier one and tier three organizations – will supercharge your local advertising investments.
- Improve your website’s SEO for increased visibility and ranking on search engines. Focus on writing original, unique content that answers the questions your users are asking. Use tools like Google’s Keyword Planner and Auto Suggest to help identify keyword opportunities, then write compelling content about that subject. Even though the intent for most of your website visitors is inventory related, don’t overlook fixed-ops opportunities as well.
Just because the days are getting shorter, doesn’t mean that sales opportunities are as well. See September for what it is: a huge month for vehicle search queries positioned at the sweet spot for reaching holiday event shoppers.
*Source: Google/Complete Path to Purchase 2012, U.S. Automotive 2012 Sales Data, Google Internal Data