Chris Collins explains why dealerships should target high-volume keyword searches instead of relying on platform ads. He uses an Audi dealer in Anchorage as an example, showing how posting on third-party sites won't surface in organic search. The key is identifying seasonal search terms like 'detailing car service' and 'mobile detail near me,' then building marketing campaigns around them.
This is important.
And it's easy if you want it to be. And so, for example.
We will hear, I put up an ad for text.
I ran an ad.
It's a specific thing. And then you go, so let's say I'm talking to a fella at Audi dealership in Anchorage, Alaska. I'm just making up whatever. So Anchorage, Alaska, Audi. And the guy says, I'm the fella says, I need techs. And I say, what have you done? He says, I ran an ad. I goes the ad up right now? Yeah. So I go to Google, I open a browser, and I go to Google and I type in Audi technician.
What did I say? Fairbanks.
Sure.
Anchorage.
Anchorage.
Anchorage, Alaska.
And literally Google crickets, chirp.
We write an ad. Where does it usually come up?
Really close to number one, if not number one.
Yeah. Why?
Because we plan it that way.
Yeah. And so what happens if you're just running an ad on.
Indeed, it's one hit.
Well, it's one hit that then you got to pay inside of their website to rank.
That could also be true.
Right. Because you're paying them to post the ad. And then they're saying, well, if you want the ad to come up anywhere, you got to pay us a gy.
You got a sponsor it, or something like that. Right.
We can. For free. We can leapfrog all of that, come up at the top, because we understand one important thing. And what is that important thing created? Christian, if you had to summarize it into two words.
Are you ready for these two words?
And I just gave you the first one.
Yeah, the two words. And this is the point where Chris is a little nervous because he's like, I feel like I've laid the softball up. And I don't know if he's gonna answer it right or not. The two words, keyword search, how'd it do?
Keyword search? Keyword.
I think keyword is 1 and search.
Is the other 2. Depends on how you want to spell it. I want to put a space in between key and word.
Well, it's got more dramatic effect if you keyword search like that.
But we're saying the same thing.
Yeah.
Semantics aside, we're saying the same thing is right. And so our marketing team was playing around and they were.
Looking at what are the things that consumers are searching for in relation to service and automotive. How cool is it that they can pull that stuff up? And this is seasonal. Right. So this is what people are thinking about right now. This would change throughout the year. Like, there would be A time. There'd be a time of year where tires would be at the top, especially in certain regions.
Mm.
Right. There would be a time where batteries would rank. All that, but most. And the reason why I want to go through this list is I just want you to understand that you want to get good at this and you want to understand what consumers are searching for. And now if I use some of these keywords in anything that I do, it would rank higher than most everything everybody else is doing. That is right, because Google.
Knows what people are searching for and considers you relevant if you're talking about the same thing.
Do they call that Mega Data? Giga Data? Metal World, Metaverse?
Are you swearing at me?
Yeah. What is it, Kash? Metadata. Metadata.
Okay. Number one on here. Nobody would guess this. All the money, not in a gazillion years, not in a meta world, had the most searches.
Detailing car service.
You know the most common thing that happens when you ask people if they detail cars? You know what they usually say? We just do our internals. The number one consumer search thing is for detail service.
Guess what number two is.
Let me think about this stuff.
Mobile detail. Near me.
Yeah. Okay.
Guess what number three is.
Hold on.
I'm a little price for detailing.
All right. What?
And these got heavy volume. Like we're talking about zillions of searches.
I'm going to say number four has something to do with detail.
Yep.
Also number five.
Number six. So detail. Because it's summer, right?
Yeah. I think number eight is not about.
Detail, but it matters. Number eight is job description for a service advisor.
Number nine is detail again, detail. Car detailing websites, mobile car washing services.
So, Chris, if you're gonna do a marketing campaign, what would you include?
Details. I probably would have done it a month ago.
And advisor job descriptions.
And then service writer job near me. Service writer automotive.
Is on here. But I just want. You know, we're working on a marketing book and we're gonna. We're gonna start.
Doing some things for marketing because RO accounts are gonna drop.
But this is a little insight into.
How easy it really is. But most of us are just closed off to.
Trying to find it. It's way harder to get certified on transmissions with Chrysler than it is to understand this stuff. This stuff is pretty easy. We just perceive it as being foreign and unknown. So we're scared of it. And what I would love for everybody to take away is let's not be scared of it. Let's master it.
Well, yeah, it's the way to figure out what your customers are thinking it's genius.
Service advisor training, Service writer training.
Yeah. It's fascinating, though, that detail is coming up, and I guarantee this is seasonal. It should be something that you're looking at constantly, but nowhere in there does.
It say anything about service repair.
So what I would do with this is I would be including a detail special on every marketing thing that I did right now for summer. And I would do it in a clever way where it'd be like, you know, take years off of your life, give your car a facelift, things like that that are fun, but promote the idea of protecting the car and your image when you show up. Like.
Because everybody wants to show up with a clean, shiny car. Like, it matters, you know? Thanks so much for watching this episode of Service Job Revolution. We're uploading new stuff every day, so make sure you subscribe and click the bell icon so you don't miss out. If you have a question you'd like us to answer on the show, call 8333-ASK SDR and we'll answer your question on the show. That's 8333-ASK SDR. For special deals on our books and training, head over to to offers.chriscollinsinc.com now that's offers.chriscollinsInc.com I'm Chris Collins, and I'll see you in the next video.
