By Colby Horton
Shop Site of the Month
Scata's Auto & Truck Repair Inc. - Windsor Locks, Conn.
www.scatas.com
This site offers several interactive features for visitors. Customers can make an appointment online, or use the "Ask Joe" section to ask automotive-related questions. The site also uses a "Community Board" for members of the community to post events, fundraiser announcements or even vehicles for sale. The site's unique design makes it easy to find information. The "Virtual Tour" and "Blueprint of a Well-Maintained Vehicle" sections are graphically appealing. The service menu and online coupons make this site complete.
Web Wise
Pay-per-click Advertising Becomes Popular Among Repair Facilities
Consumers are increasingly using the Internet to find local businesses, including independent repair facilities. Small companies are quickly realizing that Internet marketing can drive more customers into their business. Part of that Internet marketing strategy includes what is known as pay-per-click (PPC) advertising.
A Nielsen/NetRatings MegaView Search service found that 24.4 percent of searchers on major search engines conducted local searches, averaging 4.6 searches per searcher. Investing in PPC advertising allows you to choose keywords that would cause your site to appear when a search is performed in major search engines such as Google, Yahoo! and MSN. These keywords can contain local information, services or specific specialties of your shop. You decide how much you are willing to pay each time a person clicks on the search results. The more you are willing to pay per click, the higher your site will appear in the results for the keywords you choose. And most likely, the PPC sites appear in the "Sponsored Links" or "Featured Sites" section of the major search engines.
For example, you can bid on the phrase "Mansfield Honda repair" and be willing to pay up to 25 cents per click. Depending on how many other shops have bid on that particular phrase, you could appear in the top five results on the search engine.
If you're thinking about implementing such an Internet marketing campaign, make sure you do your research. A successful campaign is based on research. Keep in mind that the broader you are in choosing your search keywords or phrases, the higher you'll have to pay to receive your desired results. For example, "automotive repair" could cost upwards of $5 per click if you want to appear at the top of the search engines. That will wipe out your budget with just a few clicks. Make sure you narrow your search keywords for a more successful and cost-effective campaign.
With search engines such as Google and Yahoo!, you're able to set a daily budget with your campaigns. For example, you can set your PPC rate at 25 cents per click, not to exceed $50 per day. Once you've exhausted the budget for the day, your site will no longer appear in the "Sponsored" or "Featured Link" section of the search engines. You can also be specific and say that you want your PPC ad to appear between specific hours of the day.
For more information on PPC advertising on the two largest search engines -
Google and Yahoo! - visit adwords.google.com and searchmarketing.yahoo.com.
Net Numbers
Only 38 percent of search engine users are aware of the distinction between paid or "sponsored" results and unpaid results.
Source: Pew Internet and American Life study
ASA Web Ways
Online Registration for CARS Available
Online registration for the Automotive Service Association's 2006 Congress of Automotive Repair and Service (CARS) is now available on the CARS Web site (www.CARSonline.org). Register using a secure Web site and alleviate the hassle of filling out forms by hand and returning them by mail. In addition to online registration, the CARS Web site contains the latest information about this year's event, including a complete schedule, information about the technical and management courses and the latest exhibitor list.
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Net Worth is written by Colby Horton, ASA's electronic communications manager. He can be reached at (800) 272-7467, ext. 234, or by e-mail at colbyh@asashop.org.
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