Websites, SEO, SEM, Display, Social, Marketing

A dealer asks whether geotagging vehicle images with latitude/longitude coordinates and schema markup improves SEO rankings for local searches. Experienced contributors advise against this tactic, arguing the effort doesn't justify the minimal return on investment and is difficult to scale across large inventory. The consensus recommendation is to prioritize established local SEO fundamentals and high-impact markup (like pricing) instead.

A dealer marketer reports observing anomalous Google organic search results for dealer-related keywords, where geographically distant dealerships (hundreds or thousands of miles away) are ranking higher than nearby competitors, despite location settings being enabled. While other participants acknowledge that Google frequently runs tests and experiences SERP anomalies, most confirm they haven't observed the same issue, leaving the root cause uncertain—whether it's a widespread Google test, a localized glitch, or something specific to the original poster's setup. The thread concludes with the consensus that without major website changes or clear algorithmic shifts, there's little dealers can do but monitor the situation and wait for Google to self-correct.

Ilana Zur from a vendor perspective uses AT&T's 'Just OK is not OK' ad campaign as a springboard to challenge dealerships that have settled for mediocrity in their digital marketing, websites, and sales processes. The core argument is that having 'working' SEM, a functional website, and basic training isn't enough — dealers need to demand more from their vendors and themselves rather than accepting adequate as a benchmark. The thread invites discussion on where dealers are accepting 'just OK' and what bold improvements actually look like in practice.

Kristen Liggins asks for feedback on her dealership's lead conversion metrics (5.57% lead-to-visit, 0.06% chat, 0.08% calls, 0.6% web leads), and the discussion reveals that while lead generation through multiple sources may be working, **website user experience (UX) is the critical bottleneck that most dealers overlook**. Alexander Lau emphasizes that driving traffic means nothing if the website itself doesn't convert, pointing out that poor website design is endemic in auto dealerships and often unrelated to advertising effectiveness.

Glenn seeks advice on marketing and selling the domain autogroup.com, but receives minimal substantive guidance. The replies suggest limited commercial appeal for the domain name (questioning why anyone would search for "auto group") and recommend using Flippa, a domain marketplace, as a sales channel—with one respondent noting that Glenn's forum post itself serves as advertising.

A GM dealer seeks alternatives to CDK's expensive website platform and discusses options like Dealer.com and DealerInspire as GM recently announced it would expand approved vendors beyond CDK. The thread reveals widespread dealer dissatisfaction with CDK's service quality and costs, with some dealers reporting CDK is offering discounts to retain customers ahead of expected mass departures, though opinions on CDK's website performance relative to competitors are mixed.

Alexander Lau initiated a discussion about optimizing dealership websites for voice search, sharing multiple resources and predictions that voice searches would comprise 30-50% of all searches by 2020. The conversation revealed divided perspectives: some argued voice search optimization is premature for most dealers since current voice queries are limited to basic information (phone numbers, hours) rather than complex transactions, while others contended that early adopters—particularly large dealer groups—could gain significant competitive advantages by ranking as the sole voice search result.

The thread announces a new integration allowing automotive dealers to post their inventory directly to OfferUp, a popular online marketplace, through their existing inventory management systems, DMS platforms, and marketing provider tools. This development streamlines the process of listing vehicles on OfferUp without manual data entry, potentially expanding dealer reach to a broader audience of used car buyers on the platform. The key insight is that dealers now have an automated channel to distribute inventory across additional marketplaces beyond traditional automotive sites.

An alleged Dealer.com/DDC employee circulated an email warning clients about "drastic changes" starting May 1st, sparking debate about the company's management and account structure. Responses were mixed: some dismissed the complaint as unprofessional whining about manageable workloads and excellent benefits, while others acknowledged underlying issues with organizational change fatigue and constant strategy shifts under Cox Automotive ownership. The thread reveals divided opinions on whether DDC's problems stem from individual employee attitude or systemic management failures.

Automotive professionals debate Facebook's future after a major privacy scandal, with most agreeing the platform remains effective for car advertising despite damaged public perception. Key tensions emerge between those who view Facebook's ad targeting capabilities as still superior (Adam Schaefer) and those concerned the trust erosion will be harder to overcome (craigh, Alexander Lau), though Chris Cachor notes users may simply migrate to Instagram rather than abandon Facebook entirely. The thread reveals broader concern about misinformation and data privacy practices, with Rick Buffkin raising an intriguing observation about Facebook's ironic choice to defend itself through traditional media rather than its own platform.

A dealer group manager seeks recommendations for conquest marketing strategies to win luxury car buyers from competitors across six luxury brands. Responses emphasize that successful conquest requires foundational elements—unique inventory with strong photography, geo-targeted third-party classifieds, excellent lead response systems, and proper CRM utilization—rather than simply buying expensive external conquest services. The key insight is that dealers often already have valuable prospect data in their CRM from past luxury buyers who lease and return every three years, making internal follow-up a more cost-effective starting point than external conquest vendors.

Dealers discuss switching to FCA-certified SEM vendors after non-compliant providers lose PAP eligibility in May, with Brian Tucker questioning whether certified vendors offer better value despite higher fees, lack of transparent pricing, and potential cookie-cutter strategies. Respondents debate the trade-offs between scalable standardized approaches and customized solutions, with recommendations for specific vendors like Dealer Teamwork and Click Here Digital that claim to offer transparency and strong results. The key insight is that vendors' scalability often forces them toward standardized strategies across multiple dealers in the same region, raising questions about whether FCA certification truly improves dealer outcomes or simply consolidates spending with larger providers.

A dealer claims CarGurus is selectively enforcing its rules against conditional pricing, allowing larger competitors to list cars $2,000 below actual price by reflecting a down payment in the advertised figure, which artificially inflates the poster's own inventory pricing metrics. Respondents validate the complaint by noting this practice violates CarGurus' own policies and can have legal implications, while pointing to broader industry issues where listing sites tolerate deceptive pricing to maintain dealer relationships and ad revenue. The thread concludes that stricter all-in pricing regulations (like Ontario's model) and more consistent rule enforcement are needed to level the playing field for smaller dealers.

Steve Stauning outlines how individual salespeople can leverage personal Facebook presence to drive 25+ car sales per month by authentically sharing accomplishments, posting vehicle photos, and networking openly about their profession. The key insight is that social selling requires genuine personal investment and pride in the work, much like old-school networking, but at digital scale. A follow-up exchange reinforces that posting compelling inventory like luxury or specialty vehicles performs well organically, provided dealers avoid overwhelming followers and pair posts with storytelling.

Dealers discuss which third-party lead sources deliver the best ROI, with CarGurus and AutoTrader emerging as consistent performers, while TrueCar underperforms. The conversation emphasizes that success depends less on the lead source itself and more on dealership factors like market/inventory type, internal sales processes, conversion rates, and how effectively dealers manage their own SEM budgets and social selling strategies.

TabFlythe promotes using local dealership events combined with digital marketing as a strategy to drive foot traffic, increase brand awareness, and boost sales during the summer months, referencing a Dealer Authority blog post with five tips on executing successful events. The post invites community members to share their own event experiences—both successes and failures—to facilitate peer learning. The underlying premise is that well-executed events represent a cost-effective way to strengthen community investment while directly contributing to increased monthly sales.

John V. asks whether dealers should allow sales agents to create personal Facebook business pages, and if so, what address they should use to avoid SEO penalties from duplicate business listings. While respondents confirm SEO concerns are minimal, the thread's consensus pivots to a more pressing issue: **ownership and control**, with Rick Buffkin warning that agents who build personal followings using dealership customers and resources can take those relationships elsewhere when they leave, potentially undermining the dealership's customer base and brand.

Car dealers discussing Facebook advertising effectiveness report mixed but generally positive results, with consensus that success requires testing, tweaking, and strategic audience targeting. Key insights include Facebook's strong ROI for hyper-targeted campaigns (especially when targeting specific demographics and vehicle interests), the critical importance of building and maintaining quality email lists, and the value of pairing ads with custom landing pages that reinforce messaging. A vendor highlighted that Facebook's behavioral targeting capabilities allow dealers to reach only qualified prospects, making it a worthwhile investment when executed strategically.

Automotive dealers discuss Google's move toward monetizing Google My Business through paid premium features and subscription services, expressing skepticism about Google's motivations and concerns that paid features could gate-keep verification tools (like verified reviews and licenses) that build trust and prevent spam. Key insight: while most dealers recognize Google's inevitable monetization strategy, the real problem is that Google's existing GMB spam controls are ineffective, so charging for trust-verification features feels like exploiting a problem Google created rather than solving it—though one dealer notes most dealers aren't even using free Google Posts effectively, which already provide significant value.

A BHPH dealership manager seeks marketing strategies beyond traditional radio, TV, and direct mail, specifically asking about proximity and geofencing tactics. Respondents suggest Facebook advertising as particularly effective for BHPH's special financing offerings, while another commenter notes that unconventional late-night TV infomercials can be a cost-effective option despite the original exclusion of TV. The thread indicates that digital/social media channels and creatively-executed traditional media represent the most viable alternatives for reaching BHPH customers.

The thread discusses best practices for dealership social media policies, particularly regarding employee-managed accounts representing the dealership. While debating whether provocative advertising tactics are effective, participants highlight that women now drive most vehicle purchase decisions, requiring a more sophisticated approach than outdated "sex sells" strategies. A key insight emerges that successful social selling depends less on personal branding by individual salespeople and more on strategic, paid advertising—though some salespeople can succeed organically if they invest significant time building authentic networks.

Dealership professionals discuss digital retailing solutions that enable customers to complete vehicle purchases online, with participants identifying and debating several vendors including MakeMyDeal, DealerSuccess Virtual Deal, Shop Click Drive, and Dealer.com's digital retailing product. The conversation reveals skepticism about the maturity of these solutions, with one dealer characterizing them as glorified "make an offer" buttons or clunky combinations of traditional forms that lack meaningful functionality. The thread ends without consensus on a truly effective full-transaction solution, with participants essentially asking for recommendations if anyone finds a product that actually works well.