Strathcom Media Blog

Digital Marketing for Dealerships

Changes to Google’s testmysite Tool

No, you are not imagining things – Google’s testmysite tool has been given a bit of a face lift.

Google's testmysite tool

If you want a quick way to see how your site is performing on mobile, Google’s testmysite tool provides a quick overview. It can tell you in seconds if your website takes over 5 seconds to load (most people won’t even wait that long for a site to load), or if there are things you should fix to make your site more mobile friendly.

Some new features include:

  • the number of seconds it takes for your site load, before it just gave you a score out of 100.
  • more detail as to what Google looks at to determine your scores. For site speed, for example, it looks at your HTML/CSS, Javascript and compression.
  • it also stacks your results up against other sites in your industry

How Strathcom's site compares to others in the Vehicles Industry

Keep in mind that the tool isn’t perfect, but designed to tell you a general idea of how your site stacks up.

If you would like to learn more about how your site can perform better on mobile, drop us a line today. For more Google updates and best practices, subscribe to our newsletter!

New Medium, New Rules

In a recent Facebook blog, Mark Rabkin, the VP of Core Ads at Facebookdiscussed everyone’s favourite media platform: smartphones. He mentions in the article that just as televisions were not just a modern version of the radio, smartphones are not just tiny televisions. TV was revolutionary because it gave every household a screen, smartphones give every person a screen, on their person, at all times.

This constant access to content means that advertisers have to create attention-grabbing, thumb-stopping content in order to capture and hold the small amount of attention consumers have. In fact, Facebook studied the Facebook activity of 537 participants as they watched the season premiere of a popular TV show. They found that during every commercial break, their Facebook activity rose.

Participant's activity on Facebook rose during comercial break
Rabkin, M. (2017, June, 8). New Medium, New Rules: Video Advertising in the Mobile Age

When it comes to advertising, Facebook clearly knows what they’re doing. Here are the best practices of some of Facebook’s top advertisers: Nestle, AirBnb, and Ubisoft.

Build brand new, short-form, mobile creative 

Whether it’s a carousel ad or a video ad, it has to be unique, designed for mobile, and reward people’s attention. Mark also suggests using mobile to echo the organic content people already like to consume.

Re-organize to test and measure ads on a weekly cycle, not every 6 months

You need to test and build quality creative on short notice. As Mark mentioned in the article, “mobile is evolving too quickly for a traditional, fragmented approach to work well”.  Having your creative and measurement streamlined with one provider is a great way to do that. Someone at the dealership might not have the time to whip up new creative on-demand but we have an entire team of experts that can take care of everything for you.

Don’t try to equate disparate platforms

Every mobile format has a different demographic with different expectations and behaviours, so it’s important that you design your creative based on the platform it is going to be viewed on. Mark explained this well when he said:

“a guaranteed 10 second ad break requires different creative than a video in a feed that may be seen for 6 seconds by the average person, but for 30 seconds by 10% of the audience. Facebook isn’t YouTube, YouTube isn’t Search, Search isn’t Snapchat“.

Measure results, not seconds 

It’s easy to get caught up in the amount of views or clicks. But remember, everything should revolve around your business goals and your bottom line. It can be tough to remember these kinds of campaigns take time to begin to generate results, but that’s why it is important to measure, track, and optimize. Traditional media seemed easier to advertise on because there really was no way of knowing how it was performing. Maybe a thousand people converted on your newspaper ad, maybe no one did, there is no way to know for certain.

Mark summed this up nicely by saying:

“it’s crucial to measure business value and results on a per-creative, per-platform, per-audience basis. An advertiser’s ability to measure the right things properly will be the biggest predictor of their mobile advertising success”.

If you would like to learn more about running kick ass mobile campaigns, drop us a line today!

Are You CASL Compliant?

Important Update:

The Government has decided to suspend the implementation of the provision known as Private Right To Action.  This is the provision that would allow lawsuits to be filed against individuals and businesses for alleged violations.

Check out this government page for more information: https://www.canada.ca/en/innovation-science-economic-development/news/2017/06/government_of_canadasuspendslawsuitprovisioninanti-spamlegislati.html

The government will be reviewing this, but the rest of CASL is still moving forward July 1.

Continue reading “Are You CASL Compliant?”

Automotive Innovations – what are shoppers looking for?

It’s always interesting to see the new and upcoming technology that luxury automakers reveal at their auto shows. The technology that is released today could potentially be commonplace for vehicles in the future – and not only for luxury vehicles. This can be traced back to the early versions of the seat belts that Saab offered in 1958, the first implementation of ABS.

An automobile full of new technology and innovation

Continue reading “Automotive Innovations – what are shoppers looking for?”

Check Out Our Case Study on Facebook’s Website!

We have been talking about Facebook a lot lately, but that’s only because we understand its potential and we know to succeed on it. If you still don’t believe us, check out this case study Facebook published on their own site about yours truly.

With Facebook advertising, we were able to get this dealership group 68% more vehicle sales than the next best advertising medium in just 60 days. If you want to give Facebook advertising a shot, you can try it with us for 3 months and get $500 in bonus ad spend. Schedule your complimentary consultation today!

Facebook is more than Likes and Shares.