News + Insights Archives - Page 3 of 4

Q: When are Similar Audiences changing?

The change to Similar Audiences will be going into effect on May 1, 2023.

Q: How can I prepare for the changes to Similar Audiences?

Next steps include: turning on optimized targeting to reach additional relevant and expanded audiences. If you have used Similar Segments on Search or Auto Shopping campaigns, you should use Smart Bidding with your campaigns. If you are already using Smart Bidding, you don't need to take any action. For types of campaigns, refer to Google Support for their next step recommendations.

Q: Why are Similar Audiences changing?

Similar Audiences are changing as a way to improve automated strategies of marketing and provide users with more powerful, automated solutions. Swapping out similar audiences in favor of optimized targeting, audience expansion and Smart Bidding.

Q: Will I keep my historical data?

You will continue to have access to all historical data after this change to Similar Audiences.

Doorway Pages

WHAT ARE DOORWAY PAGES?

By Elayna Paap, SEO Director

By definition, Doorway pages are pages that are created for the deliberate manipulation of search engine indexes. The name doorway comes from the intention of these pages to just “get your foot into the door” with the search engines for specific search queries. These are typically one of many pages that people use as spam entry points to a website. They offer little value to users and are only created with the intention to scheme into specific search results without truly earning visibility through high quality, relevant content. This strategy does not follow best practice and is considered black hat SEO.

Why shouldn’t you build doorway pages?

All content should be created with the intention to provide useful information to users. Sites that try to maximize their search footprint through malicious tactics that do not add clear, unique value for users can be completely removed from search results, just as BMW was in 2006 (see below). Google continued cracking down on websites that use spammy content with the Panda update in 2011.

Google’s examples of doorway pages:

Having multiple domain names or pages targeted at specific regions or cities that funnel users to one page
Pages generated to funnel visitors into the actual usable or relevant portion of your site(s)
Substantially similar pages that are closer to search results than a clearly defined, browseable hierarchy

Specific automotive example of doorway pages:

Creating a group of pages for a specific keyword target plus a variable city target just to funnel more traffic from these areas where the dealership has little to no local presence. These pages also typically include duplicate content.
Topic: used cars
Used cars for sale in Naperville, IL
Used cars for sale in Schaumburg, IL
Used cars for sale in Elgin, IL
Topic: BMW dealer
BMW dealer in Naperville, IL
BMW dealer in Schaumburg, IL
BMW dealer in Elgin, IL
Topic: BMW service center
BMW service center in Naperville, IL
BMW service center in Schaumburg, IL
BMW service center in Elgin, IL

Questions to ask of pages that could be seen as doorway pages:

Is the purpose to optimize for search engines and funnel visitors into the actual usable or relevant portion of your site, or are they an integral part of your site's user experience?
Are the pages intended to rank on generic terms yet the content presented on the page is very specific?
Do the pages duplicate useful aggregations of items (locations, products, etc.) that already exist on the site for the purpose of capturing more search traffic?
Are these pages made solely for drawing affiliate traffic and sending users along without creating unique value in content or functionality?
Do these pages exist as an "island?" Are they difficult or impossible to navigate from other parts of your site? Are links to such pages from other pages within the site or network of sites created just for search engines?

Source

Penalty Example

In February 2006, Google announced that it had caught BMW using a black-hat strategy to boost the company’s German website, BMW.de. Instead of focusing on creating valuable content for the targeted keyword topics, they tried to force their way into rankings with doorway pages. Because of this practice, the site was completely removed from search results for three days. This was a potential loss of traffic of around 71,600 organic visits.

BMW acknowledged that it had set up doorway pages and stated they had no intention of deceiving users, adding “if Google says all doorway pages are illegal, we have to take this into consideration.”

Source

Recommendations

Always check and follow Google's Webmaster Guidelines
Focus on enhancing the user experience and delivering better, high-quality content for search results
Optimize for local search
Update and optimize local listings with consistent information to build organic authority
Build internal linking structure with an optimized website architecture
Earn local backlinks from city targets
City pages can be created, but they must include original, unique, and high quality content
Ensure the intention of the page is useful and provides value to users

GA 4 Is Here: Is Your Data Ready?

What should I do?

We understand how important your data is – it’s a measurement of success, a way to chronicle your story, and more. Green Line Auto offers two flexible solutions to help you retain and access this data.

Cloud Storage: Store your historical UA data in our secure and reliable cloud-based system, which you can access at any time.
Advanced Storage & Reporting: Integrate your UA data with Green Line's reporting system, which not only allows you to retain this data but also provides you with valuable insights such as year-over-year metrics. You’ll be able to access your data at any time and gain important performance insights even after the migration to GA4.

Learn more about our Data Storage and Warehousing offerings here.

How can I compare GA4 data to UA data?

During the migration process to GA4, you’ll notice that your reporting may look different. While some metrics may cross over from UA to GA4, there are others that do not correlate or may be calculated differently.

There are, however, certain key elements that should remain consistent. These include traffic acquisition dimensions such as source, medium, and campaign, as well as metrics such as sessions, pageviews, transactions (if using), transaction revenue (if using), and UA goals (if using). Find out what other metrics are impacted by this transition here.

What are the next steps?

At Green Line Digital, we are committed to helping our clients manage their data effectively. Whether you want to securely store your data, analyze performance insights, or just learn a little more about GA4, we are here to support you during this transition.

Contact us today. If you are a current Green Line customer, reach out to your Account Manager to import your historical data if you haven’t already. If you’re a new client or want to learn more, fill out the form below and a Green Line team member will reach out to you to set up a time to connect.

Want to connect about your Digital Strategy?

Fill out the form below and someone from our team will reach out to you to set up a time to connect.

Green Line Automotive Becomes Approved Digital Advertising Partner For Volkswagen Of America

Green Line Automotive expands partnership with Volkswagen of North America by joining the Dealer Digital Program for Service & Parts

FOR IMMEDIATE RELEASE

Schaumburg, IL- (March 31, 2023) - Green Line Automotive, Agency of Record for After Sales for Volkswagen of America Tier One National Media, is excited to announce they have become a Digital Advertising Provider for Volkswagen of America (VWoA) After Sales, specializing in Service & Parts Digital Advertising as an enhancement to the Dealer Digital Program.

The VW Dealer Digital Program has expanded the preferred Service & Parts Digital Advertising Providers to allow dealers choice & the VW Dealer Digital Program has partnered with providers that are experts in the digital fixed ops marketing space. Green Line Automotive is excited to become a part of the Dealer Digital Program after being Volkswagen of America’s Agency of Record for After Sales National Paid Media!

Green Line Automotive offers industry leading insight on digital marketing efforts, specifically crafted to help dealership’s service departments increase service appointments, parts and accessories sales. From strategies such as, SEO, SEM, Display, Social, Video & First Party Data Integrations, there’s multiple avenues for every dealership to engage with their target audience.

Open enrollment to partner with Green Line Automotive through the Digital Dealer Program has begun! To learn more about Green Line, please visit the Volkswagen Dealer Digital Program Enrollment Website. Contact your Volkswagen Digital Consultant with any questions or reach out to vwaftersalesprogram@greenline.nyc to connect with Green Line Automotive today.

About Green Line Automotive
Green Line Automotive is a digital advertising agency created for automotive dealerships. Our mission is to deliver tier one automotive advertising expertise, technology, and service to tier three dealers. We give you an advantage over your competition by giving every dealership the best in technology coupled with a fully customizable approach.

For more information on GREEN LINE AUTOMOTIVE visit:
https://gldauto.com
https://www.facebook.com/greenlinedigitalauto
https://www.instagram.com/greenlinedigitalauto
https://twitter.com/gldauto

About Polly
Polly is the most trusted and complete digital insurance marketplace for automotive retailers and their valued customers. The company’s innovative mobile technology enables car-buyers to view multiple insurance quotes and immediately purchase online and/or connect with licensed insurance agents to complete the process. With an exclusive combination of partnerships among premier automotive retailers and data providers, an industry-best insurance carrier network, and access to Polly Insurance licensed agents, Polly is recognized for its place at the forefront of Insurtech. Polly Insurance is a licensed insurance agency, with licenses to operate in the lower 48 states. For more information, visit www.polly.co.

About Driven Data
Driven Data is an advanced software marketing provider and digital marketing agency serving the automotive retail industry. Through its proprietary universal architecture and first to market managed CDP (customer data platform), Driven Data fuses valuable marketing data with first party data from CRM, inventory and DMS sources to analyze and act on insights in real time and deliver hyper-personalized, scalable marketing campaigns. Driven Data's performance and analytics data give auto retailers - from single rooftops to OEMs - unprecedented access to insights that can be leveraged to instantly enhance marketing strategies and operational improvements.

Google Ads is Changing Similar Audiences

Similar Audiences, also known as Similar Segments, will no longer be generated by Google Ads for targeting and reporting. Active campaigns using similar segments will remain in place until August 1, 2023.

In place of Similar Segments, different campaign types will be offered to assist you in using your data, reaching your audience and improving your campaign for your business goals. Your next steps should be to turn on optimized targeting to reach additional relevant and expanded audiences. If you have used Similar Segments on Search or Shopping campaigns, you should use Smart Bidding with your campaigns. If you are already using Smart Bidding, you don't need to take any action.

Your team of Ad experts at Green Line Automotive can help you navigate Google’s continually changing landscape and keep your business goals in mind. Contact Green Line Automotive today to build your team.

When are Similar Audiences changing?

How can I prepare for the changes to Similar Audiences?

Will this change my current campaigns?

Why are Similar Audiences changing?

Will I keep my historical data?

Why Your Facebook Ads Don’t Match Google Analytics Data

Click-Throughs

Google Analytics tracks a session after a user has clicked on an ad and was directed to your website. Facebook tracks all engagement, likes, comments and shares. You can define Facebook engagement further by measuring general clicks or specific link clicks.

When it comes to user sessions, Facebook and Analytics differ. Facebook will consider every ad click as a separate session, whereas Google Analytics combines all clicks within a 30-minute time into one session. One reason your data may not be matching is because you may be looking at All Clicks and comparing them to just Link Clicks.

Tracking Users

Google Analytics uses first party cookies to gain insight and gather data on website visitors. Facebook doesn’t require cookies to track ad clicks. Facebook will also count a click even if a user's browser doesn’t fully load the external link before they exit the page, causing the tracking code to not fire and not record the session. This all means that it is highly likely that Facebook is tracking more users than Google Analytics.

Due to the nature of Facebook, it can assign multiple conversions to the same user. Google Analytics can’t do the same and attributes one conversion per path.

Reducing Discrepancies

Although numbers will never match completely, there are a number of actions to take that will reduce discrepancies between Facebook Ads and Google Analytics. You can create custom parameters for your URLs to effectively measure traffic in Google Analytics, remove 24-hour View-through conversions from Facebook, and use both click and session metrics in your reports.

Understanding the differences between Facebook Ads and Google Analytics can help you use your data in the most effective way. Quality reporting of your data will help you make the best decisions when it comes to advertising efforts and ultimately impacting your bottom line.
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Green Line Automotive Partners with Driven Data / Polly

Green Line Automotive has been selected to work with Driven Data's direct paid media partnerships

FOR IMMEDIATE RELEASE

Schaumburg, IL- (August 9, 2022) - Green Line Automotive has announced they have been selected by Driven Data as a preferred partner to take over their paid media partnerships as they focus on 1st-Party data Audiences and Analytics.

Driven Data was acquired by Polly on June 1st and will be continuing to serve the automotive industry, providing 1st-Party data audience and analytics solutions. As they evolve and scale, they have decided to end their direct-to-dealer marketing solutions such as paid search, social, and OTT.

Driven Data (now Polly) has partnered with Green Line Automotive to continue to provide their dealership clients with cutting-edge digital marketing solutions. “We have carefully chosen Green Line to carry our torch in the industry because they believe entirely in the power of leveraging your data to bolster lifetime customer value and acquire more new customers for as little expense as possible” stated Ashley Kolb, Senior Director, Product and Technology Operations at Polly.

Green Line Automotive’s mission is to deliver tier one automotive advertising expertise, technology, and service to tier three dealers. They focus on giving every dealer the best in technology with a fully customizable approach which gives their dealers an advantage over their competition. Their digital strategy is focused on having your Paid Search and Paid Social Campaigns convert into highly qualified walk-ins, calls, and leads for your dealerships.

For more information on GREEN LINE AUTOMOTIVE visit:
https://gldauto.com
https://www.facebook.com/greenlinedigitalauto
https://www.instagram.com/greenlinedigitalauto
https://twitter.com/gldauto

About Driven Data
Driven Data is an advanced software marketing provider and digital marketing agency serving the automotive retail industry. Through its proprietary universal architecture and first to market managed CDP (customer data platform), Driven Data fuses valuable marketing data with first party data from CRM, inventory and DMS sources to analyze and act on insights in real time and deliver hyper-personalized, scalable marketing campaigns. Driven Data’s performance and analytics data give auto retailers – from single rooftops to OEMs – unprecedented access to insights that can be leveraged to instantly enhance marketing strategies and operational improvements.

GREEN LINE AUTOMOTIVE JOINS KARAM AT ROAD AMERICA

Nascar Road America Race Sponsorship Announced

FOR IMMEDIATE RELEASE

Schaumburg, IL- (June 30th, 2022) - Green Line Automotive has announced their sponsorship and support of Sage Karam and the No.45 Chevy Camaro for the July 2nd NASCAR Xfinity Series race at Road America. This will be Karam’s first race back since competing in the 2022 Indianapolis 500 and his 3rd NASCAR Xfinity start this season.

Green Line Automotive made their first appearance as a sponsor of Sage Karam at the NASCAR Xfinity race at Phoenix in 2021. “I’m excited to once again have Green Line Automotive onboard, but this time as our Co-Primary Sponsor. Brent and his team have been instrumental to our program since day one and it’s great to see our partnership and relationship grow to this point. We have some great things planned for the near future and can’t wait to see them continue to grow with us and NASCAR” said Karam, driver of the No.45 Green Line Automotive Chevy.

“Green Line Automotive is excited to continue our partnership with Sage Karam, and the Alpha Prime Racing team. As an automotive enthusiast, I have great respect for how Sage is able to handle the nuances of each vehicle he races. As a business owner, I stand behind growing and working each day to become better at your craft and the dedication it takes. Myself and the team at Green Line Automotive are excited to have him represent our work ethic and dedication to the automotive industry." said Brent Rogers, Vice President and Managing Partner of Green Line Automotive.

Race coverage of the Henry 180 will begin at 2:30pm ET Saturday July 2nd, on USA.

About Green Line Automotive:
Green Line Automotive is a digital advertising agency created for automotive dealerships. Our mission is to deliver tier one automotive advertising expertise, technology, and service to the tier three dealers. We give you an advantage over your competition by giving every dealership the best in technology coupled with a fully customizable approach.

For more information on GREEN LINE AUTOMOTIVE visit:
https://gldauto.com
https://www.facebook.com/greenlinedigitalauto
https://www.instagram.com/greenlinedigitalauto
https://twitter.com/gldauto

Stay updated with Sage by following him on Social Media; Facebook and Twitter and Instagram, or visiting his website online at SageKaram.com.

For more information on Sage Karam, please contact Shelby Park Marketing at:
www.shelby-park.com
Manager – Rolando Arroyo
rolando@shelby-park.com
317-220-9349

GAIN AN EDGE ON THE COMPETITION WITH PERFORMANCE MAX

Why You Should Start Utilizing First-Party Data

By Nicole Leonhart, Sr. Account Manager

The better question to ask is why not? Your technology stack is most likely using third-party data to identify owners or in-market consumers but why aren't you using first-party data? The data in your CRM and DMS provides a unique perspective and gives insights into your business that would be unknown without the connection. First-party data can be utilized in both Search Engine Marketing and Paid Social platforms.

Prevent Defection
When your consumers are on Google, you should be the first one showing for them to prevent a competitor from stealing your business. On social, your ads will allow you to remain top of mind.

Optimize Your Ad Budget
Stop wasting money advertising to consumers who just completed a sales or service transaction.

No Cookies Needed
The first step in tackling cookie loss is shifting to a first-party data strategy. First-party data is housed in your CRM and DMS and not collected in the backend of your website.

Highly Customized Ads
Are you looking to entice someone who has not been in for service in a while? Serve the select audience a competitive custom offer; for their eyes only.

The Rise of First-Party Data For PPC

First-Party Data For Automotive Pay per click

GREEN LINE AUTOMOTIVE’s Paid Search Manager, Allysa, wrote an article featured on UpCity on Harnessing The Power Of First-Party Data For PPC. First-party data’s relevance and the ability to utilize it is more important than ever with changing regulations, Google ending third-party cookie use, and automation becoming key to strategy in Google Ads.

What does this mean for Automotive? Using first-party data is a cost-effective way to target audience segments you already have in your CRM and DMS.

Due for Service
Missed Service
Off-Lease
Predictive Purchase Timeline

Utilizing first-party data takes experience to ensure it is set up and managed properly. Let us make your advertising dollars work efficiently and effectively for you. Learn more about how our Paid Search strategy is different and customized for your dealership.

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DOORWAY PAGES

WHAT ARE DOORWAY PAGES?

Why shouldn’t you build doorway pages?

Google’s examples of doorway pages:

Specific automotive example of doorway pages:

Questions to ask of pages that could be seen as doorway pages:

Penalty Example

Recommendations

WANT TO CONNECT ABOUT YOUR SEO STRATEGY?

GA 4 Is Here: Is Your Data Ready?

The highly anticipated data migration is just around the corner:

What should I do?

Why do I need to keep historical data?

How can I compare GA4 data to UA data?

What are the next steps?

Want to connect about your Digital Strategy?

Green Line Automotive Becomes Approved Digital Advertising Partner For Volkswagen Of America

Green Line Automotive expands partnership with Volkswagen of North America by joining the Dealer Digital Program for Service & Parts

FOR IMMEDIATE RELEASE

WANT TO CONNECT ABOUT YOUR DIGITAL STRATEGY?

Google Ads is Changing Similar Audiences

WANT TO CONNECT ABOUT YOUR DIGITAL STRATEGY?

Why Your Facebook Ads Don’t Match Google Analytics Data

Click-Throughs

Tracking Users

Reducing Discrepancies

WANT TO CONNECT ABOUT YOUR DIGITAL STRATEGY?

GREEN LINE AUTOMOTIVE PARTNERS WITH DRIVEN DATA / POLLY

Green Line Automotive has been selected to work with Driven Data's direct paid media partnerships

FOR IMMEDIATE RELEASE

WANT TO CONNECT ABOUT YOUR DIGITAL STRATEGY?

GREEN LINE AUTOMOTIVE JOINS SAGE KARAM AT ROAD AMERICA

Nascar Road America Race Sponsorship Announced

FOR IMMEDIATE RELEASE

GAIN AN EDGE ON THE COMPETITION WITH GOOGLE'S PERFORMANCE MAX

Google's Latest Ad Type: Performance Max

PERFORMANCE MAX RESULTS

$880

SPEND

$0.90

AVG. CPC

324

CONVERSIONS*

27.38%

CONVERSION RATE

$2.73

COST PER CONVERSION

WANT TO CONNECT ABOUT YOUR DIGITAL STRATEGY?

WHY YOUR DEALERSHIP SHOULD START UTILIZING FIRST-PARTY DATA

Why You Should Start Utilizing First-Party Data

WANT TO CONNECT ABOUT YOUR DIGITAL STRATEGY?

THE RISE OF FIRST-PARTY DATA FOR AUTOMOTIVE PPC

First-Party Data For Automotive Pay per click

WANT TO CONNECT ABOUT YOUR DIGITAL STRATEGY?

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