11. @RyanBertollini
#brightonSEO
The Strategy: Reduce CPC by improving
ad Quality Score for ads pointed to VSR
/VehicleSearchResults URLs
Base URL populated with dynamic content
and URL parameters dependent on filters
for Make, Model, etc
12. Ad Relevance (PPC)
Landing Page Experience (SEO & UX)
Quality Score
Both of these metrics are relative to
the strength of the destination URL
15. @RyanBertollini
#brightonSEO
Find a common keyword that occurs
across many campaigns or ad groups
Keyword with high amount of impressions
Highest probability of positively affecting
client’s bottom line
27. Added
“Your Love at First Drive Place”
to on-page body text for this model
(Dynamic content card)
Bolded as headline
but did not assign
an Htag
Trial A - C-Class 300 VSR URLs
28. Bolded as headline
but did not assign
an Htag
Added
“Dynamic and versatile with
capability to take you anywhere”
to dynamic on-page body text.
Trial B - Volvo XC90 VSR URLs
31. @RyanBertollini
#brightonSEO
CDK SEO & DAA team ran this trial on 12
other website VSR URLs
with varied OEMs and target geo markets
85% Success Rate
Reduction to CPC Metric
32. Fixed Operations - Finance & Service
“fixed ops”
@RyanBertollini
#brightonSEO
Variable Operations - Unit Sales
Most car dealers make bulk of profit margin
from fixed ops
33. @RyanBertollini
#brightonSEO
Fixed Ops Trial: /BodyWerksAbout URL
Combined Methods 1 & 2
PLUS added target keyword to URL body text
No change to QS, AR, LPE or CPC
1 instance where CPC increased
“Auto Repair” BUST!