For this episode, Host Dane Saville brings in the foremost authority on branding for automotive retail: Paul Daly. They discuss the "transaction of growth" in both digital marketing and branding, then pivot to the foundation of building your own dealership's brand.

—— Topics Covered ——

What’s Going on with Paul Daly? (0:33) 

What Does the Transaction of Growth Look Like? (1:54) 

Defining the Foundation of Branding (4:20) 

How to Connect with Paul Daly (5:40)

In this moment of time we're in, there is an opportunity: growth. Whether you have a strong grasp on budgeting your digital marketing or have just begun thinking about it during this Covid-19 environment, we've created this content with the goal to help you grow and refine that understanding.

If you find this content helpful, we have an educational series called The KPI Cafe with dozens of other videos that can help your dealership all year round: http://bit.ly/2lAyOMK

Reunion's CEO Dave Spannhake and KPI Cafe Host Dane Saville sync up on this webinar to present a methodology to build your dealership's budget to optimize efficiencies and spend. That way, whether it's business as usual or a temporarily altered environment, you're ready to connect with in-market shoppers.

—— Topics Covered ——

Opening About Trends and Covid-19's Impact (2:47)

Diving into the Budget (12:48)

Website and Conversion Budgeting, Strategy, and Expectations (15:36)

SEO Budgeting, Strategy, and Expectations (20:58)

Paid Search Budgeting, Strategy, and Expectations (30:10)

Third-Party Site Budgeting (38:37)

Facebook Ad Campaigns Budgeting, Strategy, and Expectations (40:00)

Email and Direct Mail Budgeting and Insights (46:02)

Programmatic Media Budgeting and Insights (47:50)

Final Budgeting Dollars (52:31)

Closing Thoughts (53:22)

Later today, we'll release a new episode with Paul J. Daly. Until then, let's continue to talk about ways to invest your money more efficiently.

Responsive Search Ads are a Google innovation that couples machine learning and automation to match your ads to search intent.

Why's that important? Because the more your ad matches search intent, the more it is relevant to the consumer. And the greater the relevance, the greater the Quality Score. The greater the Quality Score, the more potent every dollar is that you invest in paid search. Let's dive into RSAs in this KPI Cafe.

If you haven't yet, you can subscribe here: http://bit.ly/2lAyOMK

—— Topics Covered ——

The Opportunity of Responsive Search Ads (0:39)

Example of a Responsive Search Ad (0:50)

Importance of Aligning Ads with Search Intent (1:29)

Are Digital Marketing Agencies Prepared? (1:44)

Are Responsive Search Ads Seen in the Wild? (1:56)

We normally want to give you a break from Covid-19 talk, but there's no great setup for this episode without referencing it. It's during crises like this that maintaining your digital presence is important because people are still searching.

You don't want to give up on what you've built. I bet your competitors and third-party sites aren't either. So let's dive into this KPI Cafe that helps give insights about making the customer journey efficient from your homepage to your SRPs. Let's make it a good experience, so they stay on your website where you're the sole influencer.

If you haven't subscribed, we have a lot of great educational content: http://bit.ly/2lAyOMK

And on Monday, we'll have a new KPI Cafe with one of our favorite people: Paul J Daly.

—— Topics Covered ——

Purpose of a Dealer’s Homepage (0:51)

What Does Auditing the Homepage to SRP Efficiency Tell Us? (1:11)

What Exactly Do We Mean by Efficiency? (1:33)

Homepage to SRP Chart: Top 20%, Bottom 20%, Average, Median, Standard Deviation (1:48)

What is the Key Takeaway of this KPI Cafe? (2:11)

Let's put down the remote and pick up a notebook because we have another great KPI Cafe. This episode stresses the importance of your internal team or marketing partner understanding consumer behavior to optimize their time and focus on what really matters. That's right: Getting a better return on your investment.

If you haven't yet, subscribe today and never miss an insight: http://bit.ly/2lAyOMK

—— Topics Covered ——

Why we conducted a homepage banner study (0:43)

Our recommendation for homepage banners (1:23)

Data behind why we made the recommendation (1:45)

Where the majority of homepage clicks happen (2:18)

If current events have you feeling like Jan from the Brady Bunch -- Corona, Corona, Corona! -- then you need a coffee break from the news and your typical social media feed.

Let's dive into some budgeting! Our CEO Dave Spannhake was the Marketing Director for a 33-store group in Raleigh, NC. While this episode of the KPI Cafe isn't about pandemic budgeting, it does offer relevant insights for efficiencies and allocation that can help your bottom line.

—— Topics Covered ——

Understanding stimulus & intent marketing (2:15)

Breaking down data in the automotive space (3:30)

Marketing budget benchmarks in the auto industry (4:45)

Actionable tips to implement on your site now (7:30)

Current spending habits of automotive dealerships (10:00)

There are many paid search vendors in automotive retail; however, that doesn't mean they're implementing best practices. Host Dane Saville offers perspective on what differentiates a company that'd simply be your dealership's vendor versus valuing a true partnership.

If you haven't yet, you can subscribe here to never miss an insight: http://bit.ly/2lAyOMK

—— Topics Covered ——

Proper Account Architecture (0:43)

Importance of Deep Linking (1:17)

Be Conversion Focused (1:47)

Smart Retargeting (2:16)

Transparent Pricing Model (2:34)

Responsive Search Ads (3:00)

Unrivaled Customer Service (3:30)

Other Things You Should Know (3:49)

Continuing this season's look at automotive paid search, host Dane Saville takes a quick dive into the effects of poor budget planning and pacing.

If you haven't yet subscribed, you can do so here: http://bit.ly/2lAyOMK

—— Topics Covered ——

Reasons for Inactive Paid Search Campaigns (0:28)

Effects of Not Closely Monitoring Your Budget (1:04)

Other Reasons for Inactivity (1:21)

Opportunity You Have During the Last Days of the Month (1:52)

Preview for Next Week (2:18)

In this episode of the KPI Cafe, host Dane Saville defines some of the metrics that Reunion Marketing recommends your dealership tracks, as well as offers a bit of a warning to help you spot when an agency might be trying to pull the wool over your eyes

—— Topics Covered ——

What Is Impression Share? (0:40)

What Is Click Share? (0:48)

What Is Absolute Top Impression Share? (1:14)

What Are Total Conversions? (1:24)

What Is Cost per Lead? (1:33)

The Metric to be Wary Of (1:57)

Preview: Next Week Covers the Importance of Planning Paid Search Budgets (2:27)

—— Connect With Us ——

Website: https://www.reunionmarketing.com

Email: dane@reunionmarketing.com

Twitter: https://twitter.com/reunionmktg

Facebook: https://www.facebook.com/reunionmarketing

To kick off Season 4, KPI Cafe host Dane Saville addresses one of the most common questions in automotive paid search: Should I buy my brand name? This episode answers that and a whole lot more, so be prepared for a fact-packed session by getting that cup'o'joe.

—— Topics Covered ——

Why Are You Buying My Dealership’s Brand Name? (0:45)

Having Your City in Your Brand Name Is an Obstacle (1:30)

The Reason Mobile is of Particular Importance (2:57)

The Crux of the To Buy or Not to Buy Debate (3:20)

Brand Boasts the Best of These Metrics (3:56)

Let’s Get Honest About Metrics (4:22)

Preview of Next Week’s Content (5:00)