Years ago, before the internet advertising came to existence, the car dealerships were spending money on advertising through newspapers, radio, and television. While those methods of marketing still work, many dealers are shifting toward online advertising. Cars.com, Autotrader, Yellowpages.com, and Google AdWords are just few examples of popular online advertising sources. Some of them may work better than others, depending on your particular situation.
You may try several advertising solutions at the same time, but how do you know which of them works best for you? Which of online advertisers brings more traffic for your car dealership website? For example: you have posted several vehicles on Cars.com-- would not it be nice to see how many visitors you get from that source? If your customers call you or stop by at your car dealership, then you may ask them how they have found your website. However, many of your website visitors will not call or visit your dealership. How will you know whether they found you through Autotrader, Cars.com, or Craigslist? Or maybe they just stumbled across your business by typing your dealership name into a search engine?
There is a great way to track your traffic sources: use Google Analytics – a tool from Google that helps you monitor your website traffic. It is very powerful, accurate, and free (at least for now).
How do you use Google Analytics on your car dealership website? Once you have your Google Analytics account setup, you need to insert a special code-- provided by Google--into every page on your site. It may sound hard, but most modern car dealership websites like Turbolot will do it for you automatically. Every new vehicle listing will have that code integrated into the structure of the page. The reason to include Google Analytics code on every page is to make sure that you will track every single visitor on your car dealership website. Some companies include analytics code only on their main page, but many visitors will never even make it to your main page. They may land on a certain car listing page, check few more listings, and then leave virtually undetected . So having that code implemented into every single page of your site is quite important for traffic monitoring.
Once you have your analytics setup, it will be easy to see where your site visitors are coming from. You can test several different approaches to online marketing for your dealership and actually see if they work or not. Over time, you will be able to create your own online marketing strategy by analyzing the data gathered by using Google Analytics.