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From: Jared Hamilton
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Dane Saville

Dane Saville Public Relations and Brand Manager

Exclusive Blog Posts

Innovators and Automotive

Innovators and Automotive

The automotive industry is a crazy place to be right now. The disruptive Uber-isation of the industry has presented itself with many challenges and rewards…

Drive Motors Lands New Partnership with Mercedes-Benz USA

Drive Motors Lands New Partnership with Mercedes-Benz USA

Recently, Mercedes-Benz USA selected Drive Motors as one of four certified vendor-partners for the Mercedes-Benz Digital Retailing Program to provide their…

Don't Stop When Presenting Numbers

Don't Stop When Presenting Numbers

Don’t make something an objection unless it needs to be. If a customer knows how your trade process works be up front with them. Be as transpar…

Long Term Process Change will Enable Long Term Success and Profitability

Long Term Process Change will Enable Long Term Success and Profitability

How can you ensure that your dealership has profitable scenarios for the future? Looking for ways to create more profit per customer or creating new pro…

Top Reasons to Find A Vendor that Fits Like A Glove

Top Reasons to Find A Vendor that Fits Like A Glove

Taking on a new initiative can in many ways be overwhelming. There is often the fear of "are we going to get this right? Or "Do we really need th…

Three Vital Questions Every Dealer Needs to Ask Themselves

It should come as no surprise that sales are down this year, per sales reporting from the manufacturers like the “Detroit 3”, Toyota, and Nissan. This makes an efficient, lean marketing budget more important than ever. If your marketing cost per car sold is at or above the industry average of $629 for mass-market vehicles and over $700 for luxury vehicles, ask yourself a few questions.

Question #1: Am I spending investing in programmatic media?

Programmatic media are channels — such as Pandora, video pre-roll, and social media — where bids are automatically adjusted as a campaign runs to create the most effective spend possible. That isn’t the only advantage: these channels have targeting capabilities that other channels cannot match. In addition to demographic and specific geographic data, you can also leverage behavioral and contextual signals that help you truly understand your audience.

When you use programmatic media, you’re selecting the exact car buyers that you want to reach instead of also paying for people outside of your primary marketing area and outside of your demographics, which is an unfortunate reality of traditional media like television and radio.

Furthermore, you can already see the evolution of television to becoming a programmatic channel (e.g. HBO Now, AMC Premiere). By investing in programmatic, you're creating a better return on investment for today's channels, as well as preparing yourself for tomorrow's.

Question #2: Has my internal team or agency partner created an effective paid media strategy?

If you're not prepared for responsive search ads, you have fallen behind the curve. Google's AI selects from among 15 headlines and 4 descriptions (43,680 combinations) that you craft, with some automation, to deliver ads that have 3 headlines and 2 90-character descriptions that best match search intent.

The more granular that you create your ad groups, based on hundreds or even thousands of keywords, the better you can align ads with car shoppers’ search intent. By doing so, you’re also helping to boost your Quality Score, which can help save money on every single click by requiring a lower bid price to be competitive for the top spots in paid SERPs.

Also, are you deep linking on those ads to take consumers to highly relevant landing pages that satisfy the expectations they had when they clicked on the ad?

Question #3: Am I implementing a data-driven strategy to drive highly qualified organic traffic to my site?

By leveraging tools within Google Analytics, you can cut your dependency on third-party sites that cost you money for traffic you can earn yourself. Google Analytics provides insights to understand what people are shopping for and how they’re shopping for it.

This information will allow you to examine content across all your digital assets, starting with your website, to ensure that you’re ranking for low-funnel searches that have intent modifiers like “near me” and “for sale.” This helps you take up organic SERPs at the top of page one for the types of searches most vital to your digital strategy.

When you start analyzing the right channels and strategies to implement within them, you can start chipping away at that marketing cost per car sold to combat those falling gross profit margins and weaker market demand.

Lindsay Llewellyn

Couldn’t agree more.

Shelby  Youngblood

Very well said! Technology is not going to stop, so adjusting strategies and reallocating marketing funds must happen now!

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