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Dealerskins Takes The Guess Work Out Of Search Engines With New Version Of Ups!

NASHVILLE, TN - Dealerskins, a division of Dominion Enterprises and a leading provider of automotive dealer web solutions, announced today the release of a new edition of its premier Search Engine Optimization (SEO) and Marketing (SEM) tool; Ups!. The new edition includes a comprehensive, real time reporting feature that takes the guess work out of SEO and SEM; revolutionizing the way dealers track the success of these campaigns. Ups! provides dealers with an ROI calculator that enables the precise tracking of all campaigns in real time. Dealerships that use Dealerskins’ website solutions along with Ups! have seen strong increases in visit to lead ratios.

“Ups! removes the ‘smoke and mirrors’ and allows dealers to truly view the ROI from their Search Engine Optimization and Marketing campaigns, enabling a better understanding and management of the process and stronger results,” commented Tim Madel, Dealerskins’ General Manager. “Dealers can view reports that quickly and easily let them see what is producing the best results so they can make informed decisions and invest their dollars accordingly,” Madel added.

Historically, reporting on SEO and SEM has been an issue of impressions; how many times creative or ad copy is visible and the total number of clicks generated by it. However, when the customer lands on the website, there is generally no accountability for what subsequently happens. As Dealerskins is also a web site provider, it can provide a deeper insight into what actually happens on the site.

In addition, each member of the Ups! team is an industry expert, Yahoo and Google certified, and required to stay updated on this fast-changing field.

The new version of Ups! has improved metrics that dig deeper and precisely pinpoint the volume of traffic from each search engine, the volume of leads from each key word and the cost for each. While some key words produce a site visit but no lead, others can create a stronger lead response. Ups! clearly identifies which key words produce the best results, enabling dealers to fund the most productive key words to maximum ad potential.

“We have removed the impression aspect of the metric because, at the end of the day, it holds an insignificant value. With Ups! we scoop one layer deeper, and count the click through to the site as just the first step of the process,” explained Madel.

To increase visibility of each site within the various search engines, Dealerskins has also added a new Site Map Program to Ups!. The program makes pages within a site much more descriptive, to help search engines better understand what each page on the site contains. This increases the odds that potential customers will land on your site. It makes it much easier for customers to find exactly what they’re looking for: service, parts, inventory, etc., as it emphasizes individual departments and better identifies them in search engine indexes.

Dealerskins hosts dealer sites to more deeply and effectively execute SEM and SEO campaigns, targeting potential buyers every step of the way. For instance, customers searching for a BMW 7 series will not be taken to the home page and forced to click through several additional pages. In contrast, Ups! campaigns will lead customers directly to pre-sorted BMW 7 Series inventory. As the buyer moves further along the buying cycle, these targeted campaigns can produce lead submission ratios as high as 30% to 50%.

About Dealerskins
Dealerskins, a division of Dominion Enterprises, provides automotive dealers beautiful, powerful, distinctive web solutions. The company’s expertise comes from real-world dealership experience and a passion for listening and responding to dealers’ needs. In fact, company founders designed, built and used the first Dealerskins websites while employed at a top-50 dealership group. Dealerskins recognized that automotive dealers require high-caliber, dynamic websites to meet car buyers’ needs. Dealerskins was founded in July of 2000 to serve those needs. Dealerskins` websites have won numerous awards for excellence.

About Dominion Enterprises
Dominion Enterprises, headquartered in Norfolk, Va., is a leading media and information services company serving employment, real estate, automotive, recreation and industrial markets in the United States. The company operates a variety of technology businesses that offer Internet marketing, Web site design and hosting, lead generation, CRM, and data capture and distribution services including Advanced Access, PowerSports Network, and Dealer Specialties. The company has more than 500 paid and free magazine titles such as For Rent, Harmon Homes, The Employment Guide, Boat Trader, Cycle Trader and RV Trader with a combined weekly circulation of over 5 million, and more than 40 market-leading Web sites such as,,, and reaching more than 8 million unique monthly visitors. The company has nearly 6,600 employees nationwide and 2006 annual revenue of over $850 million. 



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