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Search Engine Marketing Right vs. Wrong

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WRONG: Not targeting the correct keywords

It’s easier and more effective to win your locale. Focus your keyword and business listing efforts towards winning the area directly surrounding you. It is often counterintuitive to try and dominate an entire state or even worse, a tri-state area. Take a look at your analytics and see where your target demographic is. If your business caters mainly to a 20-mile radius, focus your keywords on specific locales in that area.

For example, “NY Honda Dealer” is much more difficult to win and when you do, you can’t guarantee that those impressions are from people within your target demographic. Instead, try focusing your keywords to specific towns you want to target (ie, NYC or Manhattan). There’s a big demographic difference between Buffalo, NY and Midtown Manhattan.

WRONG: Forgetting to use negative keywords

When setting up a pay-per-click campaign, many people forget to include negative keywords. These are keywords that you don’t want your ad to show up for when they are searched. For example, if you’re a Honda car dealer you may want “Honda dealer” in your database, but you don’t want your ad to show up when someone looks for a Honda motorcycle dealer. Therefore, “motorcycle” should be in your negative keyword database.

Covering substantial ground with negative keywords ensures that your ad appears when you want it and you don’t waste valuable ad dollars.

WRONG: Not using a tracking number

Wouldn’t it be great if every person who called you because they saw your ad could be differentiated from everyone else? 800 tracking numbers are common when trying to assess the effectiveness of your ad. By using a unique 800 number on each ad source, you can see which investments have the most success in attracting calls and adjust your online marketing dollar deployment accordingly.

WRONG: Not A/B testing

The art of A/B testing is crucial to successful PPC campaigns. An A/B test is where you take your ads and change some of the copy, especially titles, to see which ad is more effective in attracting clickthroughs. Some ads focus on price, while others may focus on service, selection or buyer benefits. The market will click the ad that’s most relevant to what they want. Guess work isn’t necessary when you can test the market in real time. Don’t waste precious ad dollars on ineffective ads.

WRONG: Improperly tracking your clickthroughs

The best way to measure how effective your SEM efforts are is to properly record analytics. When linking to your website in a PPC ad, it is important to build a reference URL that can be tracked. Google offers a free URL building tool that can be found at: http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578

URL building lets you specify your campaign’s source, medium, term (if using paid keywords), content and name. So instead of simply linking to www.bullseyenj.com to find out how our ad performed, we can link to:

http://www.bullseyenj.com/?utm_source=google&utm_medium=email&utm_content=marketing%2Btips%2Bto%2Bavoid&utm_campaign=email%2Bblast

Your Google Analytics (a whole topic on its own) can identify these specialty links and will sort them by the signifiers specified (in this example, source, medium, content or campaign).

RIGHT: Measure everything

The most important part of analyzing your ad campaigns is to have the most data possible. By following the above methods, you’re guaranteed to use your ad budget more effectively. More importantly, you can hold yourself accountable.

Mercedes Reveals the Redesigned Mercedes Benz E Class Cabrio

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Mercedes has officially unveiled the redesigned Mercedes Benz E Class Cabrio at the North American International Auto Show in Detroit.

Based on the award winning Mercedes Benz E Class Coupe, the Cabrio combines sexy styling with a retractable canvas roof. The roof was specially designed to provide “one of the quietest interiors in the segment for four-seater premium cabriolets with a fabric roof.” It’s so quiet, Mercedes promises that owners will be able to a have “perfectly normal” phone conversation at speeds exceeding 125 mph.

Should you choose to lower the roof, you’ll be happy to find the Mercedes Benz E Class Cabrio has been outfitted with AIRSCARF (a neck-level heating system) and the new AIRCAP system. Essentially a windshield-mounted air deflector (which can extend 2.4 inches), the AIRCAP system redirects the air flow above the interior. This results in a nearly draft free environment, which allows for reduced interior noise levels.

European engine options will include the 125 kW (170 hp) E 220 CDI BlueEFFICIENCY, the 150 kW (204 hp) E 250 CDI BlueEFFICIENCY, the 170 kW (231 hp) E 350 CDI BlueEFFICIENCY, the 135 kW (184 hp) E 200 CGI BlueEFFICIENCY, the 150 kW (204 hp) E 250 CGI BlueEFFICIENCY, the 215 kW (292 hp) E 350 CGI BlueEFFICIENCY, and the 285 kW (387 hp) E 500.

In the U.S. two initial engines will be available:

  • E350 Cabriolet: 268 hp / 258 lb-ft.
  • E550 Cabriolet: 382 hp/ 391 lb-ft.

Look for the new Mercedes Benz E Class Cabrio to start arriving at dealerships this May in the U.S.

–Source:  World Car Fans

Mercedes Benz E Class Convertible Details and Photos Released

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Daimler has dropped the official word about the new Mercedes Benz E Class Cabriolet. The two-door car, available with seven engine configurations in Europe, will go on sale from January 11.

Despite going on sale early next year, the company still says that the market launch will take place in March. This will be timed both for the Geneva Motor Show, but also for the beginning of the all-important convertible season.

Six of the models – E200 CGI, E250 CGI, E350 CGI, E220 CDI, E250 CDI, E350 CDI – come with the BlueEFFICIENCY moniker. The diesels range from 170 to 231 horsepower, while the petrol engines start at 184 hp on up to 292 hp. The E500 gets the benefit of 388 horsepower, likely generated from a 5.5-liter V8 unit.

One of the innovations seen on the car is the new AirCap system. With a button push, the passengers sitting in the four individual seats will notice a reduction in turbulence and noise, and an increase in warm air thanks to AirScarf. This is very useful when the soft top is taken down, a task that takes less than 20 seconds and can be completed at speeds up to 25 mph.

When the weather does not suit open-air driving, the “all-year-round” car makes use of an acoustic soft top, which keeps the interior comfortably quiet up to 124 mph. It makes good use of insulation, bringing the thickness to 23.5 mm, and keeping the interior warm even in the winter.

Seven airbags, thick dual rollover bars, and tilt sensor are all included in the safety features. Crash-responsive head restraints are standard at the front only.

The Mercedes Benz E Class Cabriolet is the fourth Mercedes Benz E Class model. It joins the Saloon, Coupé, and recently-launched Wagon. You can read a great deal more about the convertible in the press release below.

–Source:  World Car Fans

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Common PPC Mistakes: Not Remaining Relevant on Landing Pages

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Whatever you say in your paid search engine online marketing ad you need to repeat on the landing page, or where you’re taking the visitor! If you are advertising a 60% sale in your internet marketing paid search ad, you can be certain that people are going to looking for it when they arrive at your landing page. All the SEM experts say that if people don’t see the 60% sale anywhere on the landing page, they’ll leave. Your landing page needs to reflect exactly what you promised or advertised in your PPC ad.

Common PPC Mistakes: #1 May Not Always Be A Good Thing

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Being the #1 ad in any paid search engine internet marketing results, such as automotive search engine marketing, is not always the best strategy, especially if you’re paying a lot per click and the keyword is too broad. One of the best ranks in paid search engine online marketing is #3. This is because most people do research before they buy online. As a result, being #1 could mean that you’ll attract visitors who might have not used the right keyword for their search or ones that are just starting their research. When they are ready to buy, you’ll be the last one they remember. As a result, you may have alot of web site traffic, but your traffic conversions will be low, and consequently so will you ROI.

Common PPC Mistakes: Broad Keywords

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In the next couple of posts we will talk about some of the most common PPC (paid search engine marketing) mistakes that people make in their online marketing campaigns that, if fixed, can earn any business an extra 70% of revenue or save thousands of dollars a month.

The first mistake people make is bidding on keywords that are too broad or general. Each industry has its giant keywords that bring in the most web site traffic. However, there are many more variations of those keywords that searchers are using. The more focus you put on the long tail keywords, the less your PPC campaign will cost. Also, your ads will be ranked higher if the keywords are more closely matched. Take your 100 keywords and make them into 200 by just looking at your own web statistics for exact keyword variations people use to search for your product.

Horizontal Search Engine Marketing is the Way to Go

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Those new to SEO NJ have often been told to focus on one very niche topic. One narrow vertical. That has commonly been considered the way to gain credibility, readers, links, and ultimately build website traffic, which assuming the blog/site itself isn’t your primary source of income, could lead to online conversions. But is keeping it narrow really the best way to go?

Another way to go would be to cover as much ground as you possibly can. Throw a wide net out there and see what you catch. Once you see what you’ve caught, maybe you can catch more in the same area. The thinking is that the more ground you cover, the more people you are potentially exposing your work to. It’s going horizontal, rather than vertical.

The more resources you have, the better off you will be, of course. That is why big companies, like car dealerships, with deep pockets find the horizontal content angle so attractive. They can afford to pay to have a lot of people create content. In automotive search engine marketing, they can afford to bid on keywords across the board.

But just because it’s easier for a big company to go horizontal, that doesn’t mean the small SEM experts can’t keep the same principle in mind. Small businesses can find success in e-commerce, despite the fact that Amazon and Walmart are only a click away. The same goes for horizontal content sites.

If you’re going to go the route of trying to cover as much ground a possible, it doesn’t mean that quality should be sacrificed. It’s not about quantity over quality. Search engines like quality, and more importantly, so do users (who also like to share quality content via social networks). Search engines like Google want to deliver the highest quality results possible to the user, and they’re getting better and better at doing this as time progresses.

You may not be an expert in everything. Who is? There are different ways to construct quality content in areas you are less familiar with. For one, obviously, you can get SEM experts to write content for you in any given niche. You can also perform thorough research before tackling a specific topic. The more you learn along the way, the more knowledgeable you will be anyway, and what is an expert if not someone that has a thorough understanding of a subject?

If you can cover more ground, you can attract a wider audience, which means more web site traffic, which means more eyeballs, which means more New Jersey advertising dollars.

Source:  Web Pro News

Back to Basics of Internet Marketing NJ

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Many businesses are joining the world of internet marketing, especially in New Jersey. Online marketing can be categorized into three categories: market analysis, search engines, and e-zine advertising.

Internet marketing research is figuring out how your investment can fit into your online marketing campaign as a whole, determining the people, places, and which of your products you should focus your investment on. This analysis is the foundation of any internet marketing New Jersey campaign. Investing the right amount of money to the right groups is essential in internet marketing NJ research and online marketing in general. Proper research can eventually determine the outcome of your entire online marketing campaign.

Search engines are a very common type of internet marketing New Jersey. Search engines are divided into two sections: search engines and directories, and pay per click engines. While the most favored and effective type of online marketing New Jersey, this category is also the most time consuming and requires the most amount of investment. For example, automotive search engine marketing NJ requires a few months to be truly effective, so it is best if that type of work is left to a knowledgeable expert.

Another effective form of internet marketing NJ is e-zine advertising. Using the data collected from your internet marketing research, you ought to be well tuned in to what your audience wants. Find out what kinds of on-line publications or newsletters your customers are inquisitive about, and purchase advertising from these sources. Ads typically are on the market in three basic sorts: solo ads, top-line ads, and classified ads. Solo ads are the best ads since they are sent to the entire publication list. These ads also are helpful for online marketing because they contain solely your ad. But, solo ads are the most expensive. While classified ads could be a cost-effective alternative, they will not be enough for your online marketing campaign to return a positive ROI. This is because they are tiny advertisements that are positioned at the tip of the newsletter, and are sometimes overlooked by the bulk of readers.

Mercedes Benz E Class Sales Help Mercedes-Benz Sales Jump 19.1% For November

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Mercedes-Benz USA (MBUSA) today reported November sales of 16,797 vehicles, a 19.1% improvement over November 2008.

The all-new, 9th generation Mercedes Benz E Class, continued to show strong demand with sales of 4,824 for November 2009, up 113.1% over November 2008.

On a year-to-date basis, the company sold 170,403 new vehicles, narrowing the gap versus last year to 17.4%.

Separately, through the Mercedes-Benz Certified Pre-Owned (MBCPO) program, MBUSA sold 4,627 vehicles in November; a 12.9% decrease compared to November 2008 sales of 5,312 vehicles. Year-to-date sales for the MBCPO program are 66,788, a 15% increase over 2008 year-to-date sales of 58,065 vehicles.

Being on Google's First Page Isn't Always Good

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What do you want your online marketing campaign to accomplish for you? Are there any reasons why you would not want your pages to be found for your targeted keyword phrases on page 1?

Here are 3 reasons as to why that may be the case.

Is there intent for actual commerce?

Let’s say you are the first result.

You should be asking yourself, what is the intent of this keyword phrase? Do the words contained in the keyword phrase give any indication of someone getting ready to spend money on a product/service that you offer?

For example, compare these keyword phrases: SEO NJ, automotive search engine marketing, and online press release service. The latter 2 phrases give an indication of someone who is getting ready to spend money.

If you are targeting a keyword phrase that has questionable intention, there really shouldn’t be any reason to be found on page 1. It would be better to target more appropriate phrases instead.

If there’s no intent for actual commerce then that keyword phrase isn’t helping your online marketing efforts.

Traffic Really Matters

If you can have a first page result in position 4, or a second page result in position 12, which would you choose? Is this an obvious choice?

What if the first page choice has 3,300 monthly search queries for its keyword, but the second page choice has 22,200 monthly search queries for its keyword.

Would you still believe that the best choice in this example is the first page result?

According to numbers from Aaron Wall’s site, approximately 6% of search users will click on the number 4 result in Google. That’s 198 visitors in a month.

And over 1% will click on the number 12 search result. That’s 222 visitors per month.

The second choice is now the obvious choice. The higher traffic volume will result in a higher percentage of online conversions.

Smart Searchers Bring Value

The people that click the first result in the SERPs are more often that not less serious than people who go through the first few results or who continue searching onto the second page.

There is something to be said about avoiding people who almost randomly click the first result and who may have impulse control issues.

These may not be the best potential clients for your products/services. For an online agency like us, we like our clients to be a bit more informed so we can be on the same page when it comes to performance. The searchers who don’t just click on the first result but read through a few are usually the more informed people.

A second page result could bring you more serious potential customers, people who are more likely to actually read your website content, understand your products/services better, and be more likely to become a traffic conversion.

Mercedes Benz E Class Cabrio

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This is a Mercedes Benz E Class Cabrio.

These design elements are nearly identical to the design elements on the Mercedes Benz E Class Coupe. Like the coupe, the Cabrio has a canvas roof and a unique pop-up wind blocker that reduces air turbulence when the roof is down.

Also like the coupe, engine options are expected to include a 292 horsepower, 3.5-liter V6 and a 5.5-liter V8 with 388 horsepower.

Look for the Mercedes Benz E Class Cabrio to debut at either the North American International Auto Show or the Geneva Motor Show.

A Tuning Package for the Mercedes Benz E Class E-500 Coupe

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German tuner Carlsson has released details previewing its tuning package for the Mercedes Benz E Class E-500 Coupe (C207).

The CK50, as Carlsson has branded Mercedes Benz E Class, comes with an increase in power over the production model, with output dialed up to 435 hp and 600 Nm of torque. 11 of those extra horses come courtesy of the stainless steel sport exhaust silencer, with dual oval pipes, that also provides for a more robust sound.

To help handle those extra 47 horses (from the standard model’s 388hp) is a coilover suspension with damping and height adjusting that can lower the car up to 30mm. Carlsson also offers its 1/5 REVO 20-inch light alloy wheels which come in a dual-tone finish.

The aerodynamic kit is rather spare, featuring only a front and rear spoiler. An optional RS front lip is also available.

For the interior Carlsson adds a few touches to mark its presence. These include gearshift and steering wheel covers offered in a leather/ultra-suede combo, aluminum covers for the pedals and illuminated floor mats with the Carlsson badge.


Mercedes Benz E Class E-500 Coupe

–Source:  WorldCarFans

First Official Images for the Mercedes Benz E Class Sedan

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Lorinser has released the first official images of their styling package for the Mercedes Benz E Class sedan.

While details are limited, the package remains pretty faithful to the original design sketches and leaked photos that surfaced earlier this year. Up front, Lorinser added a sportier grill (similar to the one used on the C63 AMG), a revised bumper, and aggressive front fenders with air vents. Out back, the Mercedes Benz E Class features a trunk-mounted spoiler, a four tailpipe exhaust system, and a redesigned rear bumper with an integrated diffuser. Other styling touches include Lorinser wheels, extended side skirts, and a roof-mounted spoiler.

As we have previously reported, Lorinser will also offer a performance package for the E 500 sedan. Boasting special camshafts, an upgraded exhaust system and revised engine electronics, the package enables the 5.5-liter V8 engine to produce 435 horsepower and 570 Nm of torque.

–Source:  WorldCarFans

Mercedes Benz E Class Estate

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Earlier today, Daimler released an extensive amount of photos, video, and information about the new Mercedes Benz E Class Estate. The car will have a choice of five different engines when it goes on sale in November, with another six models ready for release by March 2010.

Pricing will begin at $52,921 for the base level E200 CDI BlueEfficiency, with a 136 horsepower, four-cylinder engine. A $88,503 E500 will also be released with a 5.5-liter V8 engine producing up to 388 horsepower.

But most exciting is the range-leading E63 AMG, powered by a massive 6.2-liter V8 petrol. The 525 horsepower car will be on sale for $136,794.

The Mercedes Benz E Class Estate will come with a wide variety of standard features. All V6 or V8 models get the 7G-Tronic automatic transmission, while four-cylinder models get a new air regulating radiator louvres to improve aerodynamics. The car has enough airbags to practically envelop all of the passengers, while front passengers are also protected by responsive head restraints. Adaptive braking, drowsiness warnings, stability control, and Thermatic climate control are all included.

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–Source:  WorldCarFans

Local Search Made Simple Continued

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In the last post, I wrote about optimizing your website to tell Google and your visitors where you are and what you do. But another important online place where it’s absolutely critical to clearly identify where you are and what you do is your local business profile on Google Maps, Yahoo Local, and Bing Local.

Your Categories

In Google Maps, you can categorize your business in up to 5 categories. They may be standard categories that are provided by Google Maps or those that you can create yourself. Use 1-2 of the standard Google Maps categories that best fit your business, and then create 3-4 that contain your best keyword terms plus the geography terms for which you want to be found.

For example, as a New Jersey online marketing company, we classify ourselves in the already established categories of Advertising, and Internet. For our other four categories we use the top keyword phrases for which we want to be found, such as SEO NJ, Internet marketing, or automotive search engine marketing.

The categories you choose may be based on any criteria that are important to you. Some suggestions are your most profitable procedures or the categories in which your strongest competitors have categorized themselves. The categories may also be based on some other criteria known only to you.

Use geographic terms in your categories in order to make it completely clear to Google where you do business. Using the names of nearby areas may also help your site rank better for those searches. For example, our office is in Westfield, NJ, but most searchers use “New Jersey” or “NJ” in their queries, so we use New Jersey terms in our categories instead of Westfield terms.

However, Yahoo Local and Bing Local do not allow you to create your own categories. So you must choose as many categories as you are allowed, picking the most appropriate and most important first.

Your Descriptions

Also use geography terms within the description area of your profiles, where you have complete control of what is written. These descriptions are crawled and indexed by the local spiders, so make certain they find your most important geographic terms within them.

Your Attributes

Attributes (only in Google Maps) allow you to go crazy with terms to tell spiders and humans what you do and where you do it. You can, in essence, create and name a field whatever you want and then populate it with terms describing that property.

Almost every business pulls people from both its immediate location and surrounding areas. So, you could create a field named Locations Served and list the towns and neighborhoods near you and from which your business typically draws customers.

Some business, like plumbing, carpet cleaning, lawn care, and pet sitting go to the customer instead of customers coming to them. For a business like this, you could title a field Service Areas and list the places where you are willing to travel to provide your services.

You can also include attributes that allow you to use keyword terms that contain geographic modifiers. For example, if you have an online agency in New Jersey, you could create a field titled Online Services and populate it with terms like “New Jersey internet marketing”, “online marketing in NJ”, “SEO NJ”, “SEM experts NJ”, “NJ website development”, and “New jersey reputation management”. This is an effective way to help you rank for long-tail terms that apply to where you are and what you do.

Your Coupons

Although not every business type has been traditionally associated with coupons, creative entrepreneurs are finding ways to use them to their benefit. Nearly every business can offer some sort of discount or value-added coupon for its goods or services. For inspiration you can look around to see what your competitors are doing with coupons. Then, when you create your coupons, include your best keyword terms plus your location in the offers.

It’s highly likely that attributes from Google Maps Local Business Listings and coupons from all of the platforms are pushed out to other places on the Web, such as Google Base and coupon Web sites, so the impact can be very far-ranging.

Local business listings are designed to help searchers find businesses in particular geographic locations. Make it easy for Google Maps, Yahoo Local, and Bing Local to tell where you are and what you do to increase the odds they will find your business when a relevant search is made.

Experience is Key for Any Online Agency

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By now, all you small businesses must know that having an internet presence is necessary for your business to succeed.  It’s certainly not enough to just have a website.  You need an entire comprehensive internet marketing strategy.  A good online agency will offer a greatly scalable website, SEO capabilities, an SEM campaign, and e-commerce solutions, all tied together with trackability.  But how do you know which agency you should go with?

The first thing that comes to mind is experience.  Has the agency that you are considering had enough experience in the marketplace?  Is it capable of innovation when it comes to new and exciting marketing ideas.  Agencies with experience have had the time to develop strategies to keep up with the pace of the marketplace.  These are usually the agencies that are leaders in their areas of business.

The second thing is, of course, the online marketing services that the agency offers.  Does it just offer website hosting, or just website development?  Does it offer an entire comprehensive package of marketing tools?  It would be best for you if you can consolidate your marketing strategy into one agency and not have to go to a number of separate agencies for each service.  For example, if you are a car dealer, it is not enough for your agency to just offer automotive search engine marketing.  It should offer search engine marketing, along with organic search engine optimization, website development, website hosting, database marketing, etc.  Again, larger companies with more experience will most likely fit this bill.

Finally, the agency’s reputation for increasing not only web site traffic, but also traffic conversions should be the deciding factor if you’re still on the fence.  Being able to carry out a comprehensive internet marketing strategy is all well and good, but if it doesn’t increase your traffic conversions then what are you really paying for?  The ability to increase online conversions should always be the bottom line for any online agency.