Sherwood Tractor of Rose Bud, Ark., is Rural Lifestyle Dealer’s 2018 Dealership of the Year in the multi-store category. Patrick Richardson is the dealership’s IT manager and digital marketing specialist. Richardson explains a new technique in digital advertising, which is to use “wild card” keywords. Those keywords mimic a customer’s search term to modify how the dealership’s ad displays and ranks in search engine results.


Return to the Dealership of the Year Video Series

Read the Sherwood Tractor Feature Story