Websites, SEO, SEM, Display, Social, Marketing

This thread explores why two dealers implementing identical products/services within the same group often see drastically different results, with participants concluding that **success depends almost entirely on management commitment and leadership quality, not the product itself**. The consensus is that any tool requiring dealer participation becomes a reflection of the organization's leadership—those with strong, engaged management that believes in the solution and drives adoption succeed, while those with passive or disengaged leadership fail and blame the product. Several participants suggest that a dealership's online review scores are a reliable early indicator of whether their leadership team will successfully implement new solutions.

JessicaRuth questions whether major brands' back-to-school and Twitter-focused commercials effectively reach their target demographics, while ryan.leslie argues that Twitter represents a viable marketing channel if executed strategically, citing high user numbers and sharing an example of a dealer successfully engaging a potential customer through social media monitoring. The thread suggests that social media integration into dealership marketing can be effective when approached authentically and with genuine customer engagement rather than forced promotional tactics.

An Internet Manager seeking conference recommendations evaluates automotive-focused events like AutoCon, Digital Dealer, and DealerSocket Summit, with experienced professionals advising that choice depends on experience level and learning goals. Key recommendations include Digital Dealer or AutoCon for first-timers to build foundational knowledge, with DrivingSales Executive Summit for more advanced attendees, though one panelist cautions that the proliferation of conferences can consume excessive time. A valuable broader insight suggests supplementing automotive conferences with general digital marketing events (Pubcon, SMX Advanced, etc.) to gain specialized expertise in SEO, social media, and analytics.

Craigslist recently updated its Vehicle Details Page (VDP) layout to display photos in a friendlier grid format, which some dealers view as a positive change for presentation. A key insight highlighted is that listings without maps may be missing an opportunity, as including location information helps customers verify the dealer is local and provides easy access to Google Maps directions.

Dealers debate the optimal timing for email campaigns, with most consensus pointing to Tuesday-Thursday as the best days, though reasoning varies (some prefer Thursday to allow weekend planning, others favor Monday-Tuesday based on traffic patterns). The thread's key insight is that while industry studies suggest mid-week sends work well, **testing your own customer analytics and segmenting by audience type matters more than following generic best practices**—the right message to the right people at times when your specific customers are engaged will outperform any universal rule.

AutoTrader announced plans to add aggregated dealership reviews from multiple sources to their platform, prompting dealers to debate whether this feature is a competitive necessity or a genuine traffic driver. Key concerns emerged around review moderation—specifically whether paying dealers could pressure AutoTrader to remove negative reviews, and whether review visibility on search results pages would actually influence consumer behavior. The thread suggests this move could become a sales incentive for non-subscribers while potentially revitalizing AutoTrader's lead generation effectiveness.

Dealers debate the viability of Tred.com, a startup offering at-home test drives and acting as a broker between consumers and dealerships. While skeptics dismiss it as another failed startup with a weak revenue model that underestimates dealer dependence, supporters argue it fills a genuine niche by serving consumers intimidated by traditional dealerships or seeking convenience, and could succeed if positioned as a value-added service for dealers rather than a replacement for them.

A dealer questions whether bounce rate is the appropriate metric for comparing dealership websites across different markets, prompting industry professionals to explain that bounce rate is too contextual and traffic-source dependent to serve as a universal benchmark. Respondents emphasize that conversion rate (leads divided by website visitors) is a more meaningful comparison metric, while also recommending traffic-source-specific analysis, VDP views, phone calls, and appointment metrics as more actionable KPIs for dealer websites. The consensus is that using bounce rate as a "gold standard" for cross-dealership comparison is flawed because it ignores critical factors like traffic origin, shopper intent, and where visitors are in the sales funnel.

A dealer shares their positive experience using CashCarStore.com as a free alternative to Craigslist for selling vehicles under $10K, highlighting advantages like customizable ad duration, view tracking, animated attention getters, and built-in messaging. The post positions CashCarStore as a superior option for dealers in this price segment looking for more control and visibility compared to traditional classifieds platforms.

The thread debates whether accepting free guest blog content in exchange for outbound links is a legitimate SEO strategy for car dealers. While one participant argues guest blogging can be effective if done strategically with quality sites, another cautions that Google is cracking down on link-building schemes and recommends focusing instead on creating naturally shareable content. The practical consensus suggests that for car dealers specifically, building links through guest posts is difficult and less effective than creating genuinely remarkable content that earns links organically.

A dealer group seeks recommendations for removing invalid email addresses from their large customer database in Autobase CRM. Responses suggest starting with Autobase support directly, using list hygiene services or re-engagement campaigns for moderately outdated lists, and leveraging mail server bounce-back filters or third-party email monitoring services like SendGrid to identify bad addresses—with one user noting that dedicated email verification software has limited accuracy (around 50%) and offering a custom solution. The key insight is that a combination approach using bounce-back monitoring and mail server filters may be more cost-effective and accurate than purchasing expensive third-party scrubbing services.

Dealers discuss whether and how to market to MyCars leads—customers who save vehicles on their DDC website—with concerns about email frequency and whether promotion might discourage direct lead submissions. The consensus favors soft-sell, relevant messaging (like finance offers and price alerts) that mirrors successful retail models like Amazon, rather than aggressive sales tactics. A key insight from joe.pistell (DDC representative) is that MyCars prospects are earlier in the buying funnel and respond best to helpful, non-intrusive content that supports their shopping process.

The thread discusses Google Places' UI change that displays reviews in an overlay rather than navigating away from search results, then pivots to debating whether popup lightbox forms or full-page forms convert better for vehicle listings. Ryan Everson argues that full-page forms likely convert at higher rates because users feel more committed to completing them, whereas lightbox overlays allow easier abandonment since users can see the original page and close the form instantly.

A dealer showed RyanK (an Edmunds employee) a local SEM tool that charges dealers thousands to "own" keywords, but the community consensus quickly identified it as spyware that covertly injects ads into users' browsers—a black-hat practice everyone strongly advises against. The thread offers unanimous agreement that this product is deceptive and harmful, with comparisons to unwanted crapware and unethical advertising tactics.

A thread sharing Contact at Once's annual dealer survey on live chat, highlighting that 7 in 10 car shoppers welcome chatting with a dealership and that young shoppers are nearly unanimous in preferring it. The data shows chat is favored over traditional lead forms and that dealers using chat sell more cars, with mobile chat use growing rapidly. The post makes a straightforward case that dealerships without live chat are leaving real sales opportunities on the table.

Jason Martin seeks advice on photographing inventory vehicles in sunlight when his third-party service falls behind, and community members provide practical tips including using a DSLR with filters to reduce glare, positioning vehicles to face the sun while shooting from behind it, and referencing resources like eBay's photography guide and Vernon Auto Group as examples of best practices. The thread emphasizes that proper camera equipment, understanding sun positioning and angles, and studying high-quality dealer photography examples are essential for consistent, professional-looking inventory photos.

A dealer asks for best practices to measure Search Results Page (SRP) performance and SRP-to-VDP conversion rates, initially considering time-on-page as a metric. Responses converge on heatmapping as the most reliable measurement tool, while discouraging time-on-page metrics due to multi-tab browsing behavior; additional suggestions include using Google Analytics advanced segments, event-based goal tracking, and user testing videos for deeper insights into shopping experience and page design effectiveness.

• Poll

Automotive professionals debate whether social media platforms like Facebook and Twitter are losing relevance, with participants sharing observations about declining personal usage, platform saturation, and shifting user demographics. While some report fatigue with social media and decreasing engagement, others argue the space is evolving rather than dying—particularly highlighting its growing importance for reaching younger generations and influencing car-buying decisions. The consensus suggests social media is maturing from a novelty into a permanent but more specialized tool that requires compelling content to cut through the noise.

Aaron Wirtz responds to a Google automotive specialist's Digital Summit presentation on YouTube and 'Generation C,' arguing that car dealers must shift from passive media to authentic, engaging video content to connect with today's digitally fragmented audiences. Replies from conference attendees reinforce the message, emphasizing that authenticity alone isn't enough — dealers must also actively engage with the audiences their content reaches.

The thread explores the pros and cons of dealerships using YouTube for video marketing, with the original post highlighting strong SEO benefits (VSEO) alongside cons like driving traffic away from dealer-owned pages. Commenters largely agree YouTube has a place in the marketing mix but caution against using it for direct customer video responses, with some preferring Vimeo for better control over viewer experience. A few dissenting voices hint at disagreement with the cons but don't fully elaborate, leaving the debate somewhat unresolved.

The thread discusses Cobalt's new personalized consumer experience feature for GM dealer Flex Websites, which uses Big Data to tailor online content based on shopper behavior, similar to retargeting seen in other industries. A commenter raises a pointed question about whether the system prioritizes ads based on ad spend rather than true consumer intent, particularly when a shopper has visited multiple competing brands. The thread is brief but touches on the broader promise and potential pay-to-play pitfalls of Big Data applications in automotive retail.

A dealer asks whether a 54% email open rate for initial quotes is good, high, or low. Respondents caution that email open-rate tracking is unreliable and suggest the actual engagement is likely higher, while others note that geographic location and customer tech-savviness significantly impact email responsiveness, making phone follow-ups essential regardless of open rates.