Baffled by all this Google talk online?
If you often find yourself scratching your head at terms like "PPC" or "SEO" or "search campaigns versus shopping campaigns," then this resource list is for you.
In this article, we break down the definitions for common Google terminology, the best (free!) Google tools to boost your parts eCommerce website, and top resources for using and improving on those Google tools.
If you're working with a marketing agency, then these might not be essential reads, but they can still help you get a better grip on the topic. After all, it helps to have a basic idea of what your agency is talking about when they start throwing out marketing terms.
Don’t forget your free download: The Google Cheat Sheet for Parts Managers
Listed below are three RevolutionParts resources articles about how your dealership can benefit from Google's tools.
Most automotive shoppers begin their search for auto parts online. If you want your parts website to tap into those searching, ready-to-buy customers, then appearing in on the first page of Google search results is the best place to start.
This article covers 6 simple ways to boost your website’s Search Engine Optimization (SEO) so it will rank higher in search results.
You simply can’t get by without marketing in this day and age… Thankfully, it will always pay off. At least, as long as you market properly.
Many dealerships choose to hire a marketing agency to do the work for them, which is a fantastic way to boost parts department sales without adding more headache and hassle.
Since Google offers so many powerful tools to help businesses (like your parts website) succeed online, it’s no surprise that Google Shopping Campaigns are one of the most popular ways to advertise. If your dealership has an in-house marketer or if your parts department plans to give DIY marketing a plan, read up on some of the biggest Shopping Campaign fails that can cost you profits.
We see a lot of new marketers get “shopping campaigns” and “search campaigns” mixed up, so this article breaks down all the similarities and differences.
Each type has its share of pros and cons, so most marketers end up running a bit of each. Read up to learn more about how to succeed at both and sell more auto parts online.
Here are some tools Google offers that can make selling parts online easier or more effective.
Keeping track of key metrics on your parts website can help you see where you’re succeeding, and where you’re not doing so well. Use this to find out how many shoppers are visiting your site, where they’re coming from, how long they stay on your parts website, and so on.
If you see a lot of traffic coming from your last Facebook promotion, then you know that’s the place to focus your attention!
Google AdWords (and Keyword Tool)
If you’re doing your own marketing (instead of hiring an agency), AdWords is essential for setting up some marketing campaigns. You can also use the free Keyword tool to see what shoppers are searching for. If you know what they’re interested in, you can polish up those pages to really shine.
Is someone talking about your parts website? With Google Alerts, you can get a notification any time someone links to your website. Sometimes, it's necessary to reply to the mention or at least acknowledge it.
For example, if someone posts a review (either negative or positive) about your website, you should respond to it.
Google Merchant Center
Through Merchant Center, you can upload inventory to make it available across other Google services, like Google Shopping, Google AdWords, Google Analytics, and more.
Although it’s one of the smaller social media platforms out there, some people do use it. You can set up a Google+ page for your parts website with some key information, like contact info and a link back to your parts website.
If you write auto blog articles or run promotions, take a second to post them to your Plus page!
Tired of all the marketing jargon and fancy terminology? Here’s a glossary of the most common Google terms that you’ll run into online.
- SERP – stands for “Search Engine Results Page.” Whenever you conduct an online search, this is the page of results.
- Organic search results – Websites that appear on the SERP based on what Google’s algorithm ranks as high-quality content. These spots cannot be purchased.
- PPC – Stands for “Pay Per Click.” With PPC ads, a business only pays for the advertisement when a shopper clicks on it.
- Google search campaign – Text-based PPC ads that appear at the top of Google search results.
- Google shopping campaign – image-based PPC ads that display the specific products you sell, along with price and key information.
- PLAs – Stands for “Product Listing Ads.” These image-based ads are now known as shopping campaign ads.
- Keywords – Common search terms that shoppers will use to find their product. Ex: VW spark plugs; Nissan Rogue brake pads
- SEO – Stands for “Search Engine Optimization.” This is the practice of optimizing your website to be search-engine friendly. Better SEO will help your website appear in the top results of the Google SERP.
If you’re working with a marketing agency, you don’t need to know the ins and outs of every tool, but having a foundation will help you understand your marketing agency’s results—otherwise they may pull out the fancy terminology just to make you think they know what they’re talking about.
Grab the Google Cheat Sheet for Parts Managers for an easy breakdown to refer back to!