Meg Bernazzani

Posts by Meg Bernazzani

Canadian Auto World on automotive digital marketing best practices

Posted by Meg Bernazzani on February 14, 2019

Competition is fierce in the auto industry, but dealers can set themselves apart with the right marketing strategy. Ashley Karr, CarGurus’ VP of Global B2B Marketing, outlines five digital marketing tactics dealers should put into action to drive more business this year. Check out page 22 for the full article:

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Recognize returning customers to grow trust and sales

Posted by Meg Bernazzani on February 7, 2019

How you manage each potential customers’ experience with your dealership is critical to closing the sale

Customers in the market for a car don’t just follow a straight line from wanting to buying. They shift between on and offline an estimated four times, but it’s the dealership that almost always closes with an average of 2.4 visits per sale. And when nearly two-thirds (64%) of car buyers visit the same dealership they ultimately buy from more than once before making a purchase, how you respond to repeat visitors clearly matters.

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Topics: car buying, sales

CarGurus’ 2018 in review: company milestones, dealer events, top content, and more

Posted by Meg Bernazzani on January 17, 2019

2018 was a banner year for us here at CarGurus: we officially became the fastest growing auto shopping site in the country,1 our Gurus held and attended dealer events across the country, and we launched lots of new content to help you sell more cars!

We took a moment to reflect on everything we did in 2018, and here are some of the highlights.

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Topics: CarGurus news, events, product updates, year in review

Updates to the Removed Listing Activity tab make attribution easier

Posted by Meg Bernazzani on January 7, 2019

At CarGurus, we’re working hard to give our dealers better tools to solve the challenge of attribution. We recently launched an update to our Dealer Dashboard that should make it easier for dealers to see which CarGurus leads bought a vehicle.

Lead details added to Removed Listing Activity section

The Removed Listing Activity section isn’t so much new as it is improved. This section lets dealers see their recently sold/removed listings, along with a breakdown of all the CarGurus leads and connections for those vehicles. What’s new is that we’ve added the details of those leads so it’s easier for dealers to tie a specific lead to the sale of a particular vehicle.

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Topics: attribution, dealer dashboard, product updates

5 tips for writing compelling copy for online automotive ads

Posted by Meg Bernazzani on December 18, 2018

In the past several years, there’s been a surge in digital advertising spend in the automotive industry. And eMarketer forecasts that consistent, double-digit growth in digital ad spending will continue through 2021.

Yet all too often, dealerships treat the copy in their advertising as an afterthought. They toss in a few keywords, check the grammar, and hit publish. But copy is important—words matter!—and it should be treated that way.

We’ve put together some of the top tips for writing ad copy to help your dealership get the greatest ROI from online ads.

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Topics: advertising copy, digital marketing, Marketing tips

What sets great dealers apart: 3 social media metrics you need to track to understand your campaign’s success

Posted by Meg Bernazzani on December 6, 2018

Maintaining a strong social media presence is essential in today’s business world. While it might seem simple to figure out how well you’re doing, there is more to it than just looking at how many likes and followers you have.

Likes, shares, and comments all contribute to social media success, but on their own, they don’t tell the full story. When we boil it down, there are three key areas to look at when we talk about social media metrics. In this article, we’re going to give you the rundown on all of them: what to look at, which numbers to pay attention to, and how to improve those numbers if they aren’t where they should be.

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Topics: digital marketing, social media

4 strategies for marketing your dealership’s service department—and why it’s so important

Posted by Meg Bernazzani on November 19, 2018

More than half of the average dealership’s revenue comes from its service department. Yet only about 30% of sales customers return to the dealership for service within the first year of ownership—and that number drops with each passing year. Why? Studies show that convenience and price are the main factors. Car owners believe that returning to the dealership for service is less convenient than visiting a local mechanic, and they assume non-dealership service options are better deals.

But as car owners continue to hang onto their vehicles longer than ever—and the opportunity to increase revenue grows—it’s become crucial for dealerships to expand their digital marketing efforts to include their service department. Dealerships that set themselves apart by marketing their services stay top of mind among existing customers and earn more new business.

Fixed ops marketing presents a valuable opportunity for dealerships, but to truly tap into the opportunity, you have to be strategic. Here we explore four things you can do to effectively market your dealership’s services and reach more potential customers.

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Topics: fixed ops, Marketing tips, service department

Auto Remarketing Canada on CarGurus’ rapid growth

Posted by Meg Bernazzani on November 13, 2018

Built on the principles of trust and transparency, CarGurus launched in Canada in 2015 with the mission of connecting more Canadian consumers with the right car dealers. Since then, site traffic has increased and we’ve become the fastest growing major automotive shopping site in the country. Our Diego Sanson heads up international business development for CarGurus, and in this article in Auto Remarketing Canada, he shares some insight into key initiatives that are driving our growth, including our partnership with AMVOQ and plans to launch more products. Check it out:

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Topics: CarGurus news

Tips for making your content more effective as a marketing tool

Posted by Meg Bernazzani on October 31, 2018

Effective dealership websites aren’t just lists of inventory. They’re full of useful information and advice, which attracts web traffic and ultimately generates more sales leads. The best way to create worthwhile content is through consistent and up-to-date blogging.

Here are a few blogging tips you can use to increase traffic to your dealership website—and boost your sales!

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Topics: blog, digital marketing

The top 2018 Canadian car searches, by province

Posted by Meg Bernazzani on October 16, 2018

Ever wonder which cars sit at the top of shoppers’ wish lists? Millions of car buyers visit CarGurus every month in search of their next vehicle, so we decided to dig into our data to find out. We looked at which makes and models were the most searched in each Canadian province, and, after analyzing all of the car searches on our site in 2018, we found that when it comes to sought-after vehicles, Ford and Toyota lead the way.

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Topics: car searches, car shopping, CarGurus data