Auto Dealers Increase Online Visitors and Quality Leads with Paid Search Service from Reynolds

Search Engine Ad Management from Reynolds Web Solutions Helps Dealerships Reach the Right People at the Right Time with the Right Message Online

Aug 31, 2010, 11:02 ET from Reynolds and Reynolds

DAYTON, Ohio, Aug. 31 /PRNewswire/ -- Reynolds and Reynolds today announced the results of a dealership case study to measure the effectiveness of Reynolds' Search Engine Ad Management (SEAM) service on dealership Web marketing.  SEAM provides paid search and internet ad management and analysis for dealerships seeking to incorporate search engines such as Google™, Yahoo®, and Bing™ into their Web marketing strategy.  As part of the paid search service for dealerships, online ads and critical advertising terms are constructed and managed by Reynolds in order to drive more traffic to the dealer's website.  The service is offered on car dealership websites built by Reynolds Web Solutions.

During the four-month study, the pilot dealership using Search Engine Ad Management saw significant increases in total visitors (30% increase), unique or first time visitors (32% increase), and lead submissions (41% increase) compared to a previous period when the Reynolds paid search service was not utilized at the dealership.

"We developed our paid search service with the expectation that targeting the right audiences with paid search ads will help drive a higher rate of quality traffic to the dealership's website," said Trey Hiers, vice president of Marketing at Reynolds and Reynolds.  "This, in turn, can produce more quality leads and put the dealership in a better position to increase sales – all while allotting ad spending more effectively.  The results of this study bear this out."

Reynolds also compared the results of its paid search service to a different, third-party service used by another Reynolds Web Solutions customer.  The results of the comparison were equally significant.  

By the end of the pilot period, the dealership using the paid search service from Reynolds (Dealer A) recorded significant increases compared to the dealer using a different third-party search service (Dealer B):

  • 14,400 visits for Dealer A compared to 11,000 visits for Dealer B.
  • 11,300 unique visitors for Dealer A compared to 8,000 unique visitors for Dealer B.
  • 302 leads for Dealer A compared to 230 leads for Dealer B.

"It's nice to see a product concept such as paid search perform so well in the market," Hiers said.  "Search Engine Ad Management clearly helps dealerships reach the right people at the right time with the right message through their online ads."

More information on the paid search service case study is available on the Reynolds Web Solutions site.  

Reynolds Web Solutions offers website design, mobile marketing, search engine marketing and optimization, inventory management, and Internet marketing and sales training – all aimed at helping dealerships gain the best business benefit from their Web presence.  Connect with Reynolds Web Solutions on the Web: http://reynoldswebsolutions.com | Blog: http://blog.reynoldswebsolutions.com | Facebook: http://facebook.com/ReynoldsWebSolutions | Twitter: http://twitter.com/reynoldswebsols.

About Reynolds

Reynolds and Reynolds is the automotive industry's largest and most trusted provider of automobile dealership software, services, and forms to help dealerships improve business results.  The company is headquartered in Dayton, Ohio, with major operations in Houston and College Station, Texas, and Celina, Ohio.  (www.reyrey.com)

SOURCE Reynolds and Reynolds



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