More Data, More Customers
Figure 7
Figure 8
Keep in mind these ads are on the very top of the search results and people have stated that they pay more attention to the top of the page. But they do not necessarily pay more attention to the paid ads. This is not a statement against
Figure 9
paid placement. We’ve used Google Adwords for the ATRA consumer site since we launched it in May 2010, and it works. I think it speaks more to the fact that we have an engaged audience. Everyone with a desk job is on the Internet, daily. People out in the field are using their smart phone. They’re looking for information and know how to get it. This also begs the question: how many transmission shop websites provide good quality information to their visitors? I’m referring to informa- tion without a hook on the end for a sale. Certainly, your website is there to make the phone ring, but we have a sophisticated audience that proba- bly won’t be all that impressed with sales gimmicks and puffery. Again, the advantage with having quality content on your site is that search engines like Google and Bing love it. You’re more likely to rank higher if your content is well written (but that’s another article).
Social Media I have a daughter in college and
Figure 10
page versus the bottom (figure 8). The majority does, but not by a lot. When you break it down without considering age or gender, 57.5% pay more atten- tion to listings on the top versus 42.5% that don’t.
50 We then asked if people were
aware of paid placement, like Google Adwords. Most of the respondents said yes (figure 9). We then asked if they paid more attention, or thought more highly of those ads. The response came back with a resounding no (figure 10).
she’s constantly on Facebook along with all of her friends. Are Facebook and other social media sites a good place for transmission shops to reach customers? In my daughter’s case (and probably most of her friends) the answer is no. She has no money and if she has a problem with her car she just texts me. But today’s students and young people are tomorrow’s market, and you can bet when it comes time to
GEARS January/February 2012
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