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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By Allysa Mousourakis, Paid Search Manager

Are you missing out on advertising to over 7% of the global search market? usually takes a back seat in a dealership's paid digital strategy, but with Microsoft Bing Auto Inventory Ads, your inventory can be visible to more potential customers than before. Similar to Vehicle Listing Ads on Google, Auto Inventory Ads allow local dealerships to go head to head against online digital retailers such as Vroom and Carvana. Trying to promote your used inventory? Inventory Ads are a great way to increase the visibility of available inventory. Some of our dealers have seen an average impression share high of 83% on their Inventory Listing Ads.

Learn more about Vehicle Listing Ads and contact GREEN LINE AUTOMOTIVE today to help you get started.


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Green Line Automotive Sponsors Martinsville Truck Race in Phoenix


Nascar Martinsville Truck Race Sponsorship Announced


Statesville, N.C. (October 28th, 2021) - Jordan Anderson Racing (JAR) has announced that GREEN LINE AUTOMOTIVE will join Sage Karam as a sponsor for the NASCAR Martinsville Truck race this weekend as well as for the NASCAR Xfinity race on November 6th in Phoenix, Arizona.

Sage Karam will make his 4th NASCAR series start this weekend in the #3 Chevy Silverado for JAR; only his 2nd oval start since making his transition from IndyCar to NASCAR. His first oval start was last month at Bristol Motor Speedway where he recorded an impressive 16th place finish in the JAR #31 Chevy Camaro.

Joining the team as a sponsor for the last two races of the season is GREEN LINE AUTOMOTIVE out of Chicago, Illinois. “It’s great that GREEN LINE AUTOMOTIVE can join us for the last two races of the year. The quality of products that they deliver to their customers certainly aligns with the same values and work ethic we put in here at JAR. I hope to deliver a few sold finishes for them at Martinsville and Phoenix” said Sage Karam.

“We’re thrilled to join many of our partners in sponsoring Sage in his upcoming races,” said Brent Rogers, Vice President of GREEN LINE AUTOMOTIVE. “We believe in high performance in all aspects of life and that Sage embodies that as a young rising star in the NASCAR world.”

GREEN LINE AUTOMOTIVE is a high performance digital marketing agency delivering tier one level advertising expertise, technology, and service to the tier three dealers. Their focus is on giving every dealer the best in technology with a fully customizable approach giving an undeniable advantage over the competition.

Coverage of the race begins at 1:00 PM EST on Saturday, October 30th. The event will air on FS1, MRN.

More information on GREEN LINE AUTOMOTIVE visit:

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

For more information on JAR, visit, and be sure to follow the team all season on the JAR social channels on Facebook, Twitter, and Instagram.


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GREEN LINE AUTOMOTIVE Is Now Google Vehicle Listing Ad Approved



By Elayna Paap, SEO Director

GREEN LINE AUTOMOTIVE is officially an approved partner for Google Dynamic Vehicle Listing Ads. By partnering with us, you can now promote your digital showroom and local inventory ultimately boosting traffic to your website and driving better qualified leads directly from the VDP. You don’t have to wait for Google’s beta program to take advantage of this new product. Sign up now and see your inventory live at the top of search results.

What are Vehicle Listing Ads?

Vehicle listing ads are similar to shopping ads. They are dynamic inventory ads placed at the top of search results that display based on your inventory feed. With GREEN LINE AUTOMOTIVE’s custom feed integrations we can integrate into nearly any dealership’s inventory without requesting a feed. These ads are different in that they offer a more visual format with your inventory photos as opposed to text ads which display text only only text. Vehicle Listing Ads give more information about the car for sale on your lot within the search result itself to encourage more qualified website traffic.

What are the benefits of vehicle listing ads?

Better qualified leads

Feature inventory information within the search result including year, make, model, condition, and price to help online shoppers make informed buying decisions. VDPs are directly linked to optimize the user experience and encourage the quality of your leads.

More inventory visibility

Millions of shopping-related searches are completed every day. Vehicle Listing Ads appear in the Shopping tab and at the top of search results separate from text ads. This helps your inventory take up more real estate within search results, increasing visibility.

Dynamic updates with available inventory

With our custom feed integrations, your Vehicle Listing Ads are dynamically updated with new arrivals and sold units are removed.

Capitalize on micro moments

Whether people are completing brand, discovery or direct searches, your inventory is displayed.



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Google Video Action Campaigns



By Danielle Neckers, Senior Paid Search Manager

Video has always been an effective tool in marketing automotive, in both driving higher-funnel branding awareness and lower-funnel retargeting engagement, but now it has become even more efficient through Google’s introduction of Video Action campaigns.

While video ad types in the past have offered variety in video length and ad formatting, Video Action campaigns simplify the category by dynamically showing multiple ad formats and copy variations within a singular ad. Google’s AI chooses to serve the variation that it believes will perform best for each individual searcher. While the loss of granular control can be hard for an advertiser to let go of, testing shows it’s best to let go and trust the algorithmic process.

Across all automotive accounts, and a statistically significant amount of data, Video Action campaigns displayed better performance in all efficiency metrics. Video Action’s higher Click-Through Rate implies a stronger relevance to searchers, higher Conversion Rate showcases increased likelihood to drive leads, and a cheaper Average Cost-Per-Click displays a better cost efficiency per interaction.

Video Action campaigns are clearly becoming Google’s priority in video, as they are sunsetting more traditional TrueView For Action campaigns in early 2022. Advertisers will no longer be able to launch this ad format past September 30, 2021. Given this transition, and superior performance to-date, advertisers would be best served to embrace the changes and test Video Action campaigns sooner rather than later.


Fill out the form below and someone from our team will reach out to you to set up a time at the event when we can show you what we can do for your specific dealership.

Google Analytics Updates Bring Good News for Car Dealerships

Google Analytics Updates Bring Good News for Car Dealerships

Google has seen how brands have become hungry for better, more granular, and more actionable information about consumers, and they’ve taken action. Their latest update to Google Analytics is an impressive boost to reporting, data tracking, and even Google Ads integration that car dealerships and their marketers are guaranteed to be excited by.

Nancy Rothman

Here are some of the most promising improvements to Google Analytics for car dealerships.

Improved Google Ads Integration

While Google Analytics had previously reached a fairly impressive level of integration with Google Ads, they’ve now taken it to the next level in ways that car dealerships are sure to love.

For example, you can now pull YouTube clicks and engagement data into analytics, alongside audience enhancements and automatic updates that help dealers see a much clearer cross-channel view of their customer lifecycle and spending habits.

Combined with AI insights and prediction capabilities, we can now better anticipate when someone is more likely to buy, where demand is increasing, and identify the highest revenue opportunities with specific Audience segments.

Finally, updates to conversion tracking now provide a much more seamless experience when you’re measuring campaign performance with website traffic.

Overall, the updated Google Analytics has made your advertising power more potent than ever, and your ability to track customer behavior more robust than at any point in the history of Google Ads.

Deeper Reporting & Data Analytics

Your ability to target the right potential customers with the right message, at the right time and in the right place, is key to the success of marketing your dealership.

The new reporting functionality just unveiled in Google Analytics will help you do all of that better than ever before. You’ll now find more granular user data insights, allowing you to identify which channels are driving the most and highest quality of new traffic.

Meanwhile, you can now identify behavior and actions taken after a form lead submission or phone call, and access more insight into online behavior with the dealership and its website. For example, you can see specifically which pages a user is looking at on your site— are they checking out the services pages, exploring inventory, reviewing a special promotion or offer, looking at aftersales content, or looking up directions to the dealership? The way you would target messaging in each of these cases is different, and now you can know exactly where your best strategy lies for each user— and track user behavior trends globally, too.

The end result is that you can better identify user experience optimizations and priorities, while also better measuring marketing efforts across all channels.

More Insights, More Ways to Take Action

Overall, this update to Google Analytics puts more power into the hands of car dealerships and marketing teams, providing dramatically more actionable insights in one unified platform. By leveraging machine learning to bring more critical customer data to the surface, you can pinpoint specific data trends and use them to transform the way you market to your customers and audience for the better.

Time will tell what other benefits this update to Google Analytics can bring to car dealerships, but rest assured we’ll be diving deep into the updates in the coming weeks to fully explore the value of all these new elements in the Google Analytics platform.

Google is Now Offering Upgraded Google My Business Profiles: What It Means for Auto Dealers

Google is Now Offering Upgraded Google My Business Profiles: What It Means for Auto Dealers

For years, Google My Business profiles have been one of the most essential tools for online businesses to capture attention, help customers find them, and appear in relevant discovery tools like Search and Maps. They’ve been particularly important for auto dealerships and auto service/parts providers, whose businesses thrive on trust and reputation.

Nancy Rothman

Now, Google has brought an exciting new premium option to Google My Business profiles— the chance to choose a subscription to an ‘upgraded’ Google My Business Profile featuring a Google Guaranteed Badge. But what exactly does that mean, and what are the details of this new opportunity?

Meet the Upgraded Google My Business Profiles

For a cost of just $50 a month ($600 a year), you can now instill even more trust in potential customers with a Google Guaranteed badge on your profile that might also show up in Local Pack listings. You’ll also be able to access premium listing features that give you increased control over the information you share with your audience and how it’s delivered.

These upgraded profiles will be subject to the standard eligibility rules for Google Guaranteed, such as licensing and background checks for the business. While this is clearly a move by Google designed to directly monetize Google My Business, they have pleased business owners and marketers by not trying to charge for features that previously already existed.

It’s expected that competition will be the primary driver of adoption for the Upgraded GMB profiles and the Google Guaranteed badges that come with them. After all, if your competitor dealership across the road has a badge on their profile, you’ll likely be tempted to pick one up yourself.

What This Means for Auto Dealers

The auto dealers that benefit the most from these upgraded business profiles will likely be the ones with department listings for service and parts. You can now add the best, most specific information for that department within the list, including the most relevant phone number to reach that department directly, more accurate operating hours, better and more department-centric photos, and optimized business categories for search.

Meanwhile, you can now direct users to the most relevant website location for making appointments, browsing specific products and services, and the general service menu. You can also place unique product and service offerings in relevant department listings within the Product tabs. This will let your customers discover special offers and available services available at your business more quickly than ever.

Nested department listings also help highlight each profit center in a unique, more relevant way for customers than was possible when you had just one high-level listing for the entire dealership.

What’s In a Badge?

Still, one of the features drawing the most attention is the Google Guaranteed badge. While on the surface it seems like nothing more than a flashy visual artifact, Google’s name does carry a great deal of trust and weight. Plus, the badge is visually eye-catching and gives the impression of a direct endorsement from Google itself.

Overall, these upgraded profiles and the perks that accompany them are likely to become increasingly popular as more and more dealerships adopt them— especially when similar paid profile upgrades on other listing sites, like Yelp, can run upwards of $1,000 a year or more. Google’s reasonable price point of $600 per year is well within the reach of most small to medium businesses to take advantage of increased visibility, clarity, and information available on their listing for customers to see.

Want to optimize your dealership’s Google My Business profile or create custom department listings that will capture interest and turn it into revenue for your business? Contact our experts at Green Line Digital to get started today.

5 Tips to Help Your Dealership Make the Most Out of July 4th

5 Tips to Help Your Dealership
Make the Most Out of July 4th

As a major shopping holiday like July 4th approaches, many car dealerships hope they can benefit from the surge in interest from shoppers. But just putting up some balloons and flags around your dealership won’t be enough to attract attention — you need to make sure that your online presence is primed and ready for the holiday, too.

Nancy Rothman

Here are 5 easy tips to help your dealership make the most out of July 4th.

1. Update Your Google My Business Page

Google My Business has become one of the most trusted, widely used spots for customers to find your dealership (and compare it to your competitors in the area.) There’s never a better time to make sure your GMB page is fully updated with all of the correct information, including any current specials as well as contact information, address, and more.

GMB also hosts some of your most important customer reviews. If you have a terrible score, there’s not much you can do in the next few days to change that. But if you have majority positive responses with a few negative complaints, now is the time to make sure you’ve reached out to each of these reviewers and asked how you can help them or change their mind. Seeing this level of engagement on your GMB page goes a long way with many buyers.

2. Update Your Service Hours

Is your dealership operating under extended or shortened hours for the holiday and surrounding days? If so, make sure to keep your service hours updated across all of your channels— from Google to Yelp to your website, you want to make sure that people who want to visit your dealership can immediately find all the information they need to know exactly when to do it. Nothing is worse than losing a potential sale because a customer showed up, became frustrated that the dealership was closed, and then took their business elsewhere.

3. Refresh Specials Pages with Incentives & Visuals

Does your dealership have a specials page? It should absolutely be updated with the most current information, creative visuals and more to highlight your July 4th specials and other information potential car buyers will want to see. The more updated and professional your specials look, the better an impression you’ll leave on-site visitors— not to mention, the more memorable your promotions and deals will be on the minds of readers.

4. Create Organic Social Posts with Hours, Special Messaging, & Promos

Social media is now one of the most high-engagement spots for car dealerships and their leads to interact. Reach them directly where they spend most of their time on mobile, by highlighting your hours, holiday messaging, and any relevant promotions. Don’t forget that repetition is key— one post about your July 4th promos may not be enough to attract all the right attention. That said, be careful not to go too far in the other direction and over-promote. Try to balance promotional posts with relevant content your audiences will enjoy.

5. Ensure Ad Campaigns Are Properly Funded

July is one of the periods of highest search volume for car shoppers. You’re going to want to captures some of that interest with your ad campaigns. However, many dealerships have set daily ad budgets that automatically stop ads when that budget is reached. During periods of higher volume, like this coming July 4th weekend, that budget can be used up more quickly and leave you with no ad presence at a time when your ROI could be higher than ever. Make sure that your ad campaign budgets are properly updated to reflect your goals for this moment.

You don’t want your dealership to miss your chance to take advantage of holiday shopping interest! Take advantage of these tips and make sure you’re prepared to make the most out of this coming weekend.

How SEO for Automotive Websites is Unique

How SEO for Automotive Websites is Unique

SEO, or search engine optimization, is an absolutely essential tool for car dealerships and automotive companies in the internet age. But when it comes to the auto industry, you can’t always apply general SEO principles and hope they’ll get the job done.

Nancy Rothman

You need an effective SEO strategy that’s customized to your industry, company, and audience. That’s why it’s essential to know how SEO for auto companies and car dealerships is different from general SEO practices.

What is SEO?

But first, what exactly do we mean when we talk about SEO? Search engine optimization is the art and science of giving your website and business a better chance of showing up in relevant search results from potential customers.

Basically, it’s how you make sure your ideal customers can find you online. You do this several ways—

  • Placing relevant keywords throughout your website, telling search engine algorithms that it’s relevant to your target audience. (For example, if your website features the phrase ‘car dealership in northern Virginia’ multiple times, your site is more likely to appear when people search for ‘car dealership in Virginia”
  • Ensuring that your website and business are properly listed and catalogued everywhere customers might find them, from search results to Google My Business listings and even review sites like Yelp.
  • Ensuring that your website provides visitors with real value, and the content/features they expect to find when they get there. Google penalizes websites that visitors quickly leave, suggesting they didn’t find what they were looking for there.

SEO Challenges for Automotive Websites

For car dealerships and automotive websites, there can be some unique challenges to confront with your SEO strategy. Here are some of the biggest areas of concern.

Multiple Locations

Many dealerships or companies have multiple locations across multiple cities, which can make localized SEO difficult. You need your search engine optimization net to include multiple markets, cities, and sometimes even states.

Multiple Business Types

Many car dealerships aren’t just one kind of business— they’re three. They sell new cars, buy and sell pre-owned vehicles, and also have an onsite body and repair shop. Targeting users who qualify for each of these three categories can be a challenge when it comes to your SEO strategy.

Intense Competition

You don’t need us to tell you just how intense competition can be between local car dealerships. If you’re trying to boost your SEO, you can bet that your competitor is right behind you, or already a step ahead.

The more competition there is for certain search terms,

Key Factors for Great Auto Dealer SEO

Here are some of the most important factors for successful and effective car dealership SEO.

Localized Success

When you try to optimize your site for specific keywords or key phrases, you’re competing with literally every other business or individual in the world using that phrase. If you’re trying to become the #1 search result when someone searches ‘car dealership,’ you’re facing an uphill struggle.

But if you’re a car dealership in Gary, Indiana, you don’t need to get visibility from customers in Miami, Florida. You don’t have to put yourself in competition with the entire industry when you only need to beat out the locals.

That means rather than going for broad, general keywords, you should go for localized ones. ‘Car dealerships in X City,’ for example. Or ‘Chevrolet dealers in X state.’

The more you narrow your audience, the less competition you’ll face—and the more likely that each lead who sees your website is likely to find what they’re looking for there.

The Power of the Long-Tail

Another way you can avoid heavy competition is by targeting more specific, niche keywords. Yes, while these will have less search volume, they’ll also have fewer competitors targeting them. These can include specific year/make/model combinations that you carry paired with common queries, such as “2020 Chevy Equinox towing capacity.”

Google My Business

Google’s business pages are one of the most trusted sources of discovery and reviews around. Think about how often you investigate a local business on it’s Google My Business page before shopping— you check its ratings, maybe read some reviews, etc.

Your business should be well-represented on this page— great reviews, professional images, a clear description, and essential info like your website, phone number, and business hours.

Image Optimization

Every year, the amount of people searching for ‘pictures of [car brand]’ goes up by nearly 40%. Did you know that you can apply SEO to your images? Every image on your website has what’s called metadata, which is text that’s not seen by users but which tells search engines what the image is about. Every image you upload should come with specific metadata that also features the location— for example, “picture of [CAR BRAND] interior for sale in [CITY].


Reviews are absolutely essential for car dealerships, more than nearly any other business. If you don’t have many reviews, find a way to gather them. If you have negative reviews, reach out to the reviewers immediately and warmly. See what you can do to address their concerns and turn a negative review into a positive one.

Not only will lots of positive reviews and ratings help search engines rank you more highly, but it will also help your leads turn into site visitors more often.

Ready to optimize your dealership’s website to be found? Contact us today.

The Pros and Cons of Search Conquesting for Car Dealerships

The Pros and Cons of Search Conquesting for Car Dealerships

Marketing online is absolutely essential for car dealerships of all types, sizes, and locations. The majority of car buyers start their buying experience online, and you want yours to be the website they find when they begin that search.

Nancy Rothman

So how do you ensure that your dealership or company shows up in the search results of customers who actually have value to your business? One of the ways is through search conquesting, a potentially powerful yet controversial strategy for search engine marketing.

What is Search Conquesting?

To understand what search conquesting is and how it works, you first have to understand how search engine marketing works in general. When you enter a search query into Google, a list of results appears based on that search. Often, the top few results are paid ads— companies have paid Google to appear in search results when users entered specific keywords or phrases. For car dealerships, this phrase might be ‘car dealerships near me’ or ‘Nissan dealerships in Denver.’

So, what is search conquesting? Instead of choosing a general keyword to target with your ad, search conquesting involves you targeting the name of one of your competitors.

For example, let’s say that your primary competitor is Dave’s Car Dealership across town. With search conquesting, you would create an ad for your business that would appear when people searched for your competitor’s name. A car buyer enters ‘Dave’s car dealership’ into their search engine, and your dealership appears as one of the paid results.

How Search Conquesting Works

Search conquesting is used as a targeted way to reach qualified leads before they can be landed by your competitors. Because competing dealerships are often very similar, you can generally bet that if someone is searching for your competitor, they would likely make a great customer for you.

Conquesting has other benefits as well, but it can also have some significant downsides if handled incorrectly.

Pros of Search Conquesting

Here are some of the reasons why many car dealerships and other companies use search conquesting as part of their search engine marketing plan.

Increase Your Brand Awareness

When executed effectively, conquesting can have the power to increase the visibility of your dealership— particularly when it comes to customers who haven’t made a decision about where to buy and might be ‘on the fence’ about their decisions.

Even if a user ultimately clicks off of your website, you’ve grown your remarketing list through website cookies and can target those customers for remarketing later.

Know Exactly What You Have to Beat

When you build your search engine advertisements around generalized keywords like ‘car dealership in [CITY], your message has to compete with all of the messages of all the other dealerships that will show up in search results for that query.

With search conquesting, there’s just one message you have to beat— whichever one your competitor displays when their name is put into a search engine. This can help narrow your focus and create a strong, bold, and specific message to make a stronger impression than your competitor’s message.

Less Keyword Competition

Let’s say you’re a car dealership in Illinois. You might want to target your ads to keywords like ‘car dealerships in Illinois.’ But that keyword will have a lot of competition from hundreds of dealers all over the state.

By targeting a specific, direct competitor with your keywords, you’re not only narrowing your audience to very qualified leads (most people search for a specific car dealership only when they’re serious about buying), but you’re also targeting the most valuable customers— those that you may be able to steal away from your competitor.

Cons of Search Conquesting

Search conquesting can be effective, but it does have its potential downsides— and they can be significant. Here are a few of the cons of search conquesting for car dealerships.

Potential Competitor Response

One challenge that you may come across when you start search conquesting is that your competitors will take notice. They may respond by creating an equal and opposite response. If they’re a larger dealership or company, they may have the resources to launch an even more aggressive and widespread conquesting campaign.

Meanwhile, if your competitor is already bidding on their own branded terms, you’ll almost always show up in a lower position in search rankings.

Can Be Costly

Google and other search engines rank the ‘quality’ of your search ad based on a range of factors. One of the biggest factors is how often the search term appears on your website. Obviously, your competitor’s brand name is unlikely to appear on your website much, if at all.

As a result, you’ll likely have to pay more for each ad or click through to your site. This is how Google manages pricing for search engine advertising— the ‘higher quality’ they determine your ad to be (meaning, the more likely it is to be what a user is looking for in their search), the less you have to pay for each ad.

In some cases, your ad spent might have been better placed in other locations, like Facebook or YouTube, resulting in less waste.

Difficulty Following Google Ad Policies

Remember— Google and other search engines have strict rules about the management of trademarks. If your competitor’s name is trademarked, you can’t even mention their name in your ad text or display URL. That means you can’t bid on a competitor’s name, then run an ad that says ‘Why our brand is better than ‘Brand X.’”

If you do, you could be penalized or even face legal action. Understanding the rules of search engine marketing is essential.

(There are some exceptions— for example, if you’re an authorized reseller, informational website centered around a brand, or an authorized advertiser).

For an audit on your dealership and how conquesting could work for you, contact us today.

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