Business Optimization and Internet Marketing

Infiniti of Santa Monica Case Study

May 1st Alert: Infiniti of Santa Monica was just informed that from October 2007  thru March 2008, they had the highest sales volume and LOWEST cost per new vehicle (PNUR/PNVR) advertising costs in California.  In fact their Advertising PNVR was 50% lower than the National Infiniti Dealer average.  Why?  Our organic and PPC campaign strategies deliver results that NO OTHER company is offering.

Car dealers can easily spend thousands of dollars a month on third party lead providers.  The total cost of third party leads is not limited to the physical lead cost.  When you add the hours of labor that are used to contact these Internet leads, the actual lead costs are much higher than you think. 

There is no doubt that third party leads sell cars.  But at what cost? We agree that Internet leads provide a value resource for new car sales.  Our perspective is that the dealer websites should be a bigger source of lead generation and most are not configured and marketed to achieve that result.

Your Internet sales department  may feel that third party are the best primary source for new car buyers.  We disagree.  We don't believe that you should be paying for leads that you have otherwise received from your own website.

The truth is that you can update your website to significantly increase lead flow from local shoppers. Local car shoppers convert better and when they come in direction from your website, they are not shared with other dealers.  If you can respond to their inquiries quickly, your sales success with surely increase.

Do Not Kill The Golden Goose

Third party lead providers do not want you to fix your site.  They do not want you to employ the same search marketing techniques that they use.  Why kill the Golden Goose!  Car dealers are the Gold Goose indeed, spending millions of dollars on car leads each year.

Infiniti of Santa Monica will be our dealer in focus in this article as we have helped their General Manager, Steve Rudkin,  increase sales through a sustainable Internet lead generation model that they own.  They came to us because their existing website, built by Dealerskins, was designed in Adobe Flash and not helpful for organic search optimization.

Their existing website design by Dealerskins had been in operation for years.  The site was a a source of leads but nowhere near their potential.  Why? Because the Dealerskins website was not showing up for many common Infiniti search terms in Google and Yahoo

Effective Infiniti Microsite Designs

In a few months we were able to double lead flow into their Internet Sales department via organic microsite leads.  We also double the phone calls from the Internet into their switchboard due to our microsites.  How did we accomplish this?  Through our Infiniti microsite model which harnesses the power of search marketing and blends it with automotive lead generation.

We can determine the exact phrases  your potential customers are using to get prices and information on Infiniti cars.  So, our approach is simple.  We make sure your website(s) show up for the key search phrases and at the same time, push out of the way your competition.

If national websites like www.automotive.com or http://autos.yahoo.com are showing up on page one for local search in your town, do not accept that this is the way it has to be.  Take back control of local new car consumer searches with our microsite designs and effective search marketing strategies.

Infiniti New Car Sales Search Marketing

If you make a list of the towns that are in your primary marketing area, how well do you show up when you search for the car models that you sell.  When people live near your dealership, you have a greater chance of selling them a new car.  When they search for a car model, it is important that your website(s) appears on Google/Yahoo page 1 or 2. 

Here are some examples of how Infiniti of Santa Monica ranks for local searches on Google using phrases that contain some of the Infiniti car models they offer. 

You can see that we have help optimized for dozens of local searches as well as high placement for National searches, when customers are researching just the model and do not use a city name in the search phrases.  See below some examples of National search rankings.

We Know How To Optimize Local Search

The best Internet leads that come to a dealership are those that are local.  So, a lead within 10-15 miles of the dealership is a strong lead and more valuable than a lead from a consumer 1-2 hours away.  We have helped Infiniti of Santa Monica optimize their local search marketing on Google and Yahoo. 

All of the following search phrases put at least one Infiniti website on Google Page One.  In some cases, multiple websites appear on page one.

• Northridge Infiniti
• Culver City Infiniti
• Santa Clarita Infiniti
• West Hollywood Infiniti
• Inglewood Infiniti
• Calabasas Infiniti
• Burbank Infiniti
• Sherman Oaks Infiniti
• Woodland Hills Infiniti
• Encino Infiniti
• Pasadena Infiniti
• Torrance Infiniti
• LA Infiniti
• LA County Infiniti

Infiniti Used Car Sales

We have also optimized organic search for Infiniti used car sales.  On May 1, 2008 we took this screen capture that shows two of Infiniti of Santa Monica's website on Google Page one for the search phrase "Infiniti Used Cars".

You can also see our automotive lead generation case studies at: www.seonj.com/autos

Go Back to Automotive Case Studies Page

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