Dealers are spending more money each year on Google AdWords campaigns. AdWords can be a very effective way to connect dealers with in-market shoppers. With budgets increasing, I want to encourage dealers to demand more transparent reporting from their AdWords management agencies.
In particular, I would like dealers to request that each AdWords campaign to have additional metrics documented so that some specific campaigns can be better optimized. In the example below, adding three columns to standard AdWords reports can be very helpful in campaign optimization for online advertising strategies that are designed to connect consumers with in-stock cars.
Not all campaigns are designed to drive consumers to look at in-stock vehicles. However, campaigns like a dynamic inventory campaign based on in-stock VINs, should be driving a high percentage of clicks to Vehicle Detail Pages (VDP). The data shown above is from actual dealer campaigns that I recently audited.