Showrooming on Mobile Devices

Troy Smith, President & Founder of Search Optics, recently contributed an article to Momentology, a leading digital marketing strategy and news resource, in which he discussed how auto dealers can succeed at mobile-first marketing by following five best practices. These include mobile functionality, a focus on results, ease of accessibility, user engagement, and prioritization of content. As Smith makes clear, the numbers speak for themselves:

“Mobile has never been more important to the automotive industry. Recent research shows that 63 percent of car shoppers engage in “showrooming” – examining merchandise online via mobile while physically shopping an auto lot. Of the mobile content sought out by these shoppers, 51 percent pertains to price, payments and offers, and 29 percent is inventory information. These numbers indicate that large numbers of customers are relying on mobile not just for preliminary research, but also as they make final decisions about what to purchase and where.”

Read the complete article at Momentology.

Shift to a Mobile-First Strategy to Stay Ahead

Mobile device use by in-market auto shoppers increased 35 percent year over year in 2014, with those users expecting the same dynamic experience they get on their desktops. Don’t lose customers for life due to a slow-loading, outdated website. It’s more important than ever to take a mobile-first approach, and in this webinar, you’ll learn everything you need to get started, including:

● How a mobile-first approach drives more revenue to your business
● How low-funnel customers continue to use their mobile devices on dealer lots
● Ways to customize and optimize content for mobile delivery
● Why responsive design is best for increasing SEO and online lead conversion
● What you need to ask your provider to improve your mobile-first strategy

We’ll demonstrate using our proprietary responsive website platform. You’ll leave with actionable advice and takeaways that you can use no matter your website provider.

Google Selects Search Optics® as a Google AdWords Premier SMB Partner

SAN DIEGO—Mar.  23, 2015—Search Optics®, a leading digital marketing provider with a specialty in automotive, today announced it has been selected into the Google AdWords™ Premiere SMB Partner Program. Search Optics specializes in providing automotive dealer associations and dealerships with data-driven campaigns that are backed by real, human analysis from more than 150 Google-certified employees – the most in its industry. More than 1,000 dealers use Search Optics to create incremental  showroom traffic to push sales up.

“The Google AdWords Premier SMB Partner Program was created to help small- and medium-sized businesses who don’t have time or resources to manage their advertising campaigns,” said Ben Wood, head of Google’s Americas channel sales partnerships. “Our PSP partners like Search Optics offer expertise, experience and end-to-end customer service so business owners can focus on running their business.”

In 2014, Search Optics achieved record year growth thanks to integrated digital marketing platform with a full suite of digital services and digital marketing experience.  Search Optics’ flagship digital marketing platform, Blueprint, enables dealers and companies of all sizes to quickly and easily build their digital and mobile presence using responsive web techniques. Last year, Search Optics expanded its capabilities with the purchase of DigiGo, a leading automotive website design, social media and SEO business, adding more hands-on expertise to Search Optics’ already extensive portfolio of work.

“This recognition from Google as part of the Google AdWords Premier SMB Partner Program reinforces our philosophy that quality, hands-on marketing has a more positive impact than automated digital marketing,” said Christian Fuller, chief relationship officer at Search Optics. “Over the past few years, Search Optics has been rapidly gaining a reputation for thoughtful marketing campaigns that are carefully constructed to fit each of our clients’ needs, thanks in part to our recently launched Blueprint platform.”

About Google AdWords Premier SMB Partner Program

The Google AdWords Premier SMB Partner Program (PSP) connects Google’s trusted and experienced AdWords partners with small- and medium-sized businesses that want expert help in creating, managing and optimizing their online advertising campaigns. In addition to in-depth AdWords expertise, PSP partners provide full-service campaign management, detailed reporting, one-on-one customer support, and broad marketing guidance to help advertisers make the most of their campaigns.

Premier SMB Partners meet Google’s highest standards and criteria for qualification, transparency, and customer service, which includes completing extensive Google product and account management training. This ensures they can provide small businesses with the most effective AdWords advertising solutions.

For more information about the Google AdWords Premier SMB Partner program, visit:

About Search Optics

Search Optics is a digital marketing company that specializes in custom, integrated solutions with an emphasis on return on investment. The company uses an uncommon blend of leading edge technology and human interaction to turn virtual traffic into measurable results. Search Optics, which was founded in 1998, has corporate offices in San Diego, Detroit, Orange County, Calif., Toronto, Montreal and São Paulo, and field locations in major markets throughout the U.S. and Canada. For more information, please visit  You can follow Search Optics on Twitter, LinkedIn, G+ and Facebook.


Media Contacts:

Adrian Eyre
Ogilvy PR
T: 415.677.2708

Google Launches New “Callout” Ad Extensions

Ad extensions have become a common sight when looking at Google’s paid search results. Less of an option and more of a “must have” when building a campaign, these extensions (including site links, call, location, social, review, and app extensions) give businesses an array of options to complement their ads. Recently, Google introduced another ad extension to the mix named “callout” extensions. This new extension allows you to include an additional two to four, 25-character lines of text along with your ad to highlight services, features, and benefits of your products. As with other ad extensions, there is no additional cost to use callouts. An example of the new extension is shown in red below:


Although this text is not clickable, it still provides major benefits to the ad. First, the extra line of text captures an increased amount of real estate on the page. This pushes competitors’ ads further down the page and helps attract the searcher’s eyes to your ad. Second, Google includes ad extensions in its quality score calculation, one factor that helps determine an ad’s position on the page. Including as many ad extensions as possible only helps boost the ad’s quality score. Finally, the callout extension allows you to include an extra line of persuasion that may not have otherwise fit within the ad’s text. When combined with other extensions, callouts can help create a very compelling ad.

Search Optics was quick to jump onto the new extension’s bandwagon, implementing it for a trial run the day it was released. Not only were our account managers happy with the overall effect of highlighting additional features and benefits, but the statistics were even better. Early results showed that callout extensions increased clickthrough rate by as much as 8 percentage points when they were present in an ad.

Cosmetically, callout extensions add to the overall appeal of an ad, giving advertisers more options to highlight their products and make their ad stand out. From a statistics standpoint, callouts have proven to be effective in driving more clicks so far. Overall, callouts are a win for advertisers and should become a staple in all AdWords accounts.

- Matt Ganey, SEM Manager

Seven Steps to an Influential Facebook Presence

In today’s content-saturated world, there are a lot of things competing for our attention. Marketers are challenged with not only ensuring their clients stand out above the competition, but also keeping them relevant enough to produce engagement. Here are a few tips and tricks to meet these challenges:

  1. Analyze Your Results
    Tracking results is key to developing what your social media content should look like. Within Facebook, marketers can use Page Insights, Audience Insights, and Ads Manager data to build a strong social strategy for their clients. Indicators from Page Insights allow marketers to drive down on what audience they are reaching, when they are engaged, and the type of content that engages them. Audience Insights lets marketers understand not only who their audience is, but also their lifestyles and purchase behaviors. These metrics help marketers better customize content to the audience they are targeting. With Ads Manager, marketers can dive into how well their campaigns are performing and optimize them, as well as manage ads and budgets.
  1. Pay to Play
    Organic reach has been declining for Facebook Business Pages at a staggering rate. Brian Boland, VP of Ads Product Marketing and Atlas at Facebook, ties two key factors to this decrease. The first is that more content is being created, and with this increase, there is more competition for a page’s audience to see posts. The second has to do with the way that the News Feed works, which is designed to show users the most relevant content for them. In 2012, Facebook for Business began with an organic reach of 16%, which has since dropped to roughly 6%. According to a Facebook Newsroom article from this November, a new algorithm will launch in mid-January, whereby pages producing promotional posts without putting spend on them will have a reduced ranking in the News Feed.
  1. Listen to Your Audience
    By listening to a client’s audience, marketers can get a feel for what they are hoping to see from the brand’s page, as well as deliver content that resonates with them. Marketers need to consider what excites their client’s audience. When talking about the brand, what is the audience saying? Facebook uses a ranking system to decide which content will be relevant to its users; just because someone likes a business’ page does not mean that he or she will see the page’s content. Understanding what fuels the brand’s fan base will increase the reach of the pages content, as well as drive more shares, comments, and likes.
  1. Nurture Relationships with Your Audience
    Marketers need to follow up with those who check in and interact with their clients business. According to Social Bakers, up to 70% of questions are not answered on page walls. This portion of the audience cares enough about the brand to interact with it. Taking the time and effort to respond and give feedback will show them that they are valued, as well as help to build brand loyalty. Facebook lets brands understand how their audience speaks to one another. It is important that marketers listen to these conversations and speak to the page’s audience in a similar tone.
  1. Engage Your Community
    When thinking about what makes a customer brand-loyal, things like exceptional service, a great product, and an overall pleasant experience come to mind. Brands have an ideal opportunity to connect with their customers in an entirely new way when they engage with their community. This can include hosting or sponsoring events or donating to a cause. For example, Search Optics supported a social media campaign that raised funds for Detroit-area school projects. This campaign showed the company’s commitment to the community, increased visibility for the brand, and improved page reach and engagement. At the end of the campaign, more than $10,000 was donated.
  1. Promote Company Culture
    An article in Huffington Post by Zappos CEO Tony Hsiehv says it best: “Your culture is your brand.” A company’s culture says a lot about what it stands for, and in today’s saturated marketplace marketers are challenged with making sure that their clients stand out above the competition more than ever. Providing a behind-the-scenes look works to build a personal relationship with customers.  Successfully promoting company culture can also lead to customers engaging with the brand long after they’ve made a purchase.
  1. Create Your Own Shareable Content
    People go on Facebook to connect with friends and talk about current topics and events, which has led to News Feeds favoring relevant high quality articles. Creating and posting original content helps to build a brand’s SEO value and gain leads. Not only is it important to ensure that content is original and high quality, but also that it is shareable. When a piece of content is shareable, the potential reach increases greatly and leads to higher site traffic.

- Andrea Brown, Content Strategy Analyst