Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Brian Pasch

Brian Pasch CEO

Exclusive Blog Posts

The Gap In Email Success - Part 3

The Gap In Email Success - Part 3

Yes Lifecycle Marketing recently released a study about gaps in email marketing. Check out the other parts of the series here: Part 1, Part 2. &n…

Are Remote Workers Happier Than Office Employees?

Are Remote Workers Happier Than Office Employees?

Here are some interesting insights about remote employees vs. office employees. I know many positions within a dealership don't have the option of remo…

Why You Need a Better Goal for 2017 than Simply “Sell More Cars”

Why You Need a Better Goal for 2017 than Simply “Sell More Cars”

The real driver of vehicle sales isn’t your new online buying widget, it’s access to credit. So, if your dealerships only goal for 2017 is to “sell m…

Car Dealer Protocol for Vehicle Sales to Customers with Built-In Breathalyzers

Car Dealer Protocol for Vehicle Sales to Customers with Built-In Breathalyzers

Working in the automotive industry is a rewarding experience, particularly working for a dealership at the front line of customer service and sales.&nb…

Ecommerce and Auto dealers

Ecommerce and Auto dealers

Many of the ecommerce sites are now a days trying to test the waters of entering into the automobile sector by trying to engage customers on a small scale …

Google Earnings Mirror Increase In Adwords Spending By Dealers

Google Automotive EarningsToday Google reported blow-out earnings which surprised Wall Street.   It did not surprise me!

After hours trading had the shares up 35+ dollars and close to $600 a share. Just this past week, Google was at $500 a share so this stock has surged 100 points through the earnings week.

According to Google's press release:

...the company reported earnings excluding items of $9.72 a share, up from from $7.64 per share a year ago. Net income rose to $2.73 billion from $2.17 billion.

Net revenue, which excludes fees that Google shares with partner websites, increased 37 percent to $7.51 billion from $5.48 billion last year.

Aggregate paid clicks, which come from ads on Google sites and its AdSense partners, rose 28 percent from a year earlier and the average cost-per-click increased 5 percent from a year earlier.

Automotive Advertising Trends on Google


Automotive ZMOT BookIn the past year, automotive advertising clients of PCG Digital Marketing have been moving more of their budgets to online spending with Google.  

The biggest increases are in Google Adwords, Adwords Express, Mobile Adwords Campaigns, and Retargeting.

Auto dealers are also increasing spending on Facebook but to a lesser degree when compared to Google investments.

Google's  automotive advertising strategies are connecting dealers with in-market car buyers and increasing dealer sales and profits.  

This of course assumes that the campaigns are setup properly to track conversion and optimize results.

The shift by car dealers tracked by PCG is confirmed by today's earnings announcement from Google.  The upside earnings announcement was no surprise to me!

PCG Digital Marketing is assisting dealers review their advertising budgets and strategies and recommending changes to better connect with consumers during the Zero Moment of Truth (ZMOT), a phrase coined by Jim Leciniski at Google.

Readers can download a free copy of Jim Leciniski's book at www.zeromomentoftruth.com

Shifting from Stimulus to ZMOT Investments


Car dealers still are overweighted in stimulus spending; radio, TV, and print.   On average, car dealers have 75-80% of their budget investment in traditional stimulus advertising.

When I travel to 20 Group or dealerships across the country to educate dealers on consumer shopping trends and ZMOT, the shift to increase digital spending is clear.  

Investments in Google advertising are measurable and can be tested to improve conversion and ROI.  This is an opportunity not afforded by traditional stimulus investments.

Dealers looking for more information on the best mixture of traditional and online advertising investments are invited to join the Automotive Zero Moment of Truth study which begins October 25, 2011.  

The free study is open to Dealer Principals, General Managers, and Marketing Managers of automotive dealerships in the US and Canada.

More information on the Automotive ZMOT study can be found at: http://www.automotivezeromomentoftruth.com

Share This Article


If you found this article helpful, please click on the Google +1 button or Share Buttons at the top of this page.

Brian Pasch CEO of PCG

Brian Pasch, CEO

PCG Digital Marketing

 Unlock all of the community & features  Join Now