A while back, my teammates looked into performance reports from various vendors and agencies, trying to assess the industry standard. I’d love to say we were surprised by the amount of vanity metrics used by some agencies, but truth be told - it’s becoming more and more common to embellish reports with meaningless statistics, or manipulate data to imply positive results, … [Read more...] about The Art of Detecting Manipulations in Marketing Reports
In the automotive world, it is easy to lose track of what competing dealerships are doing in the paid search space. The focus is on driving new business, selling cars, and getting new service customers. When business is not growing at the percentage you would like, it is important to keep an eye on what other dealers are doing online. Specifically who is appearing in your top … [Read more...] about What Are Other Dealerships Doing in the Paid Search Space?
The days of 'black box' digital advertising packages appears to be coming to a close. Black box refers the idea that you pay your digital vendor or agency a monthly amount to provide a host of online services and they 'optimize' it among various digital elements such as paid search through Google and Bing, retargeting ads, banner ads, in banner video, search retargeting, or any … [Read more...] about Goodbye Black Box
It’s in the best interests of Google to deliver relevant, high quality search results and ads to users. More relevant ads are more likely to be clicked, which means more money for Google. Additionally, content relevant to their search makes the user happy, which again benefits both Google and your dealership. However, there’s more to an ad than just the ad itself—how you … [Read more...] about Driving PPC Performance
It’s no secret that over the course of the last 2 years in particular, mobile traffic has increased so much that it now accounts for approximately half of all internet traffic. Strangely, many advertisers have been slow to add a mobile strategy to their SEM efforts. With such a potentially huge portion of internet browsing taking place on mobile devices, this can be a costly … [Read more...] about Mobile vs. Desktop—What You Need to Know Before Launching Your Next PPC Campaign