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
NADA reported in 2017 that the average dealership spends 55.4% of its budget across digital marketing channels. This increase reflects the industry’s understanding of the consumer’s shift to the internet for the purpose of car shopping. Despite allocating dollars to digital platforms, the marketing cost per car sold has remained nearly the same: $762 for luxury vehicles and … [Read more...] about 3 Ways to Cut Your Dealership’s Marketing Cost Per Car Sold
Have you noticed a change to your Google Ads? I’m not talking about the recent rebrand the company announced. I’m talking about the all-new in-market audiences feature Google unrolled last month. Available in both Bing Ads and Google Ads, in-market audiences gives search marketers a brand new tool to reach audiences on the search engine results page (SERP) in a more targeted … [Read more...] about How In-Market Audiences Boost Your Dealership’s Paid-Search Performance
As with all forms of marketing, digital marketing boils down to reaching the right audience with the right message at the right time. As an auto dealer selling commoditized products that are widely available, your ability to target the right audience with the right message at the right time becomes doubly important. It’s not an oversimplification to say that the primary … [Read more...] about Promotion Extensions: Google’s New Digital Marketing Superhero
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?