On the horizon
For the second year in a row, auto sales are expected to decline slightly in 2007 (Merrill Lynch). But wait – there's good news, too. Online searches for auto parts have been steadily increasing over the last two years. According to Google stats, 51 million Internet users searched online for parts last year, with tires and accessories leading the pack. And Jupiter Research's U.S. Online Retail Forecast for 2006-2011 predicted that the online auto parts category will experience an annual growth rate of 22 percent through 2011.
Navigate these trends by performing a quick tune-up on your AdWords campaigns. A few changes to your AdWords budget, campaign structure, and ads can have a huge impact on your website traffic and conversion rates.
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Aftermarket parts suppliers can look forward to a bump in business as auto sales decline and older cars remain on the road longer. Leave no part behind! Use your website as a blueprint, creating campaigns and ad groups around your various product categories. This will ensure that your entire inventory is covered, and it will be a lot easier to monitor success and make changes.
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Car dealers should closely examine how they've allocated their AdWords budget. Google Analytics, a free tool that integrates with your AdWords account, can help you evaluate which of your auto sales campaigns are generating the best return on investment. Try shifting some of your spend to campaigns focusing on your parts or service departments.
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Don't forget the importance of research in the automotive buying cycle: 13.6 percent of auto parts shoppers learn about products online before purchasing them in a store (BIGresearch SIMM 9 Survey, March 2007). If you host an auto forum with product reviews and information, make this clear in your ads.
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