|So, What's A MicroSite? (continued)
|SUPERIOR DEALER SOLUTIONSsm
they were, where to get them and how much was the right price… I am going to outline a few of the questions
and share my opinions as to the right answers. The following questions and my answers to them have been
set up within the context of a “how to” and “why” perspective for use in developing a dealership’s digital
marketing strategy and ongoing digital advertising campaigns.
Both microsites and landing pages are used for a variety of purposes by dealers, 3rd party lead providers, SEM
services providers, dealer advertising associations, dealer groups and car companies. Compared to landing
pages and depending on the richness of content they contain, automotive microsites usually show increasing
levels of effectiveness in generating leads over time.
landing pages are used for within the car business today:
and are optimized for the highest possible Visitor-to-Lead conversion rates.
microsite’s title and description appear at the top of specific search engine queries based on richness of
com you will see a microsite that is focused on the all new 2008 Chevrolet Malibu and nothing else. It has lots of
rich content relevant to the all new Malibu, including an interview with the dealership’s New Vehicle Director,
Scott Gruwell. At the bottom of the landing page are links to content within the store’s primary full featured
web site that supplement the forms and phone numbers within the microsite in seeking to convert visitors into
leads and phone calls. 3 months after being launched, a search for “2008 Chevy Malibu” returned a world
wide front page listing as follows:
2008 Chevy Malibu. Come and fall in love with the all new 2008 Malibu from chevrolet. Courtesy Chevrolet in
Phoenix offers the best pricing and financing on ...
www.chevy-malibu.com/ - 19k - Cached - Similar pages - Note this
incremental eLeads and unique visitors to the primary web site operated by the dealership, visit www.
2008ChevyCamaro.com. A Google search for 2008 Chevy Camaro returns the following listing at the very
top of the world wide search results:
The All New 2008 Chevrolet Camaro from Courtesy Chevy in Phoenix ...
2008 Chevy Camaro. Your Valley Chevy Camaro Dealer located in Phoenix, Arizona, The New 2008 Chevy
Camaro, Courtesy Chevrolet Camaro, 2008 New Chevy Camaro.
www.2008chevycamaro.com/ - 15k - Cached - Similar pages
an online lead form. This microsite also generated over 2,500 unique visitors to the store’s other web sites,
which resulted in over 50 additional leads. Courtesy Chevrolet operates the 2008ChevyCamaro.com microsite
and spends less than $100 a month hosting it. There was no paid advertising used to generate traffic, although
the Transformers movie seemed to generate a big hike in Camaro related searches.
it shows up near the top of the search results as follows:
2007 Tahoe at Courtesy Chevrolet- The all new 2007 tahoe! Phoenix ...
2007 Tahoe by Chevy. Come and fall in love with the all new 2007 tahoe from Chevrolet. Courtesy Chevrolet
in Phoenix offers the best pricing and financing ...
www.tahoe-chevrolet.com/ - 20k - Cached - Similar pages
truly understand what differentiates a microsite from a landing page. I have never seen a landing page by
itself generate any significant organic site ranking.
all practical purposes every web site contains potential landing pages, but not all landing pages are part of a
microsite or what I would call a full featured web site, some are just plain old single page “Landing Pages”. A
Landing Page is whatever web page that a sponsored link, display ad, click-to-play video ad or any other type
of online promotion points to… Single purpose Landing Pages can be a distinctly separate tactic used in
addition to a dealer’s primary full featured web sites and microsites. Although a dealer’s primary web site
typically has sections devoted to each dealership department, as well as access to the dealer’s full vehicle
inventory, a microsite typically displays a limited number of pages primarily focused on a very specific and
limited topic, such as a specific model of vehicle or a component of the vehicle buying process… Think of the
traditional 4-square dealership worksheet and imagine a web site dedicated to each of the sections within that
4-Square. Each of them would be a microsite.
professional at a dealership engaged in Digital Marketing activities:
the index page (the microsite’s home page).
connected to a unique URL, but without any additional pages of relevant content connected to it that are
hosted within the same root domain structure. A good example, and the epitome of a “Microsite” (it’s even
small in size), including rich media presentations and specific vehicle component sections along with
daughter pages containing vehicle information, photographs and specifications can be seen at
the same root domain structure is: www.ChevyPriceQuote.com. Please note
that both landing pages and microsites typically feature multiple links to other web pages
that are part of separate and distinct URL domain structures, usually within
the dealer’s primary web site, also known as “Deep Links”.
pages, while the term landing page is also used to describe a single web page, usually with a form that is
linked to advertisements and text based sponsored links and is distinctly separate from any other web site.
Technically, any web page connected to outside links, such as banners and other forms of display advertisements
shown within published web sites, as well as text based sponsored links and URL listings in
SEM campaigns are “Landing Pages” because it is where the consumer lands when they click on the
advertisement or listing… However, within the car business today, the most common use of the term landing
page is to describe a single web page specially created for a specific advertisement, designed to convert
visitors into electronic leads. Alternatively, Microsites require more content to set up properly than solo landing
pages, which typically require a limited amount of text and an online form for customers to complete and submit.