5 Ways You’re Accidentally Sabotaging Your Own AdWords Account

You’re likely spending a decent chuck of change each month on PPC at your dealership. Wouldn’t it be great to know you’re doing it correctly? Of course, it would be. I’m extremely excited to welcome Michael Pistell as a monthly contributor as he has awesome information to share with our community.


#5 Your Display ads annoy your potential customers

Limiting the amount of impressions a users sees per day will keep your CTR under control and your targeted audience happy.

Have you ever been browsing the internet and noticed the same graphic ad being shown to you many times per day across multiple sites? That’s a Remarketing campaign created by a PPC manager who forgot to set frequency capping. While being shown an ad multiple times per day does have an effect, there’s a diminishing return with each impression you serve to the same user. Those diminishing returns will inflate your impression count and cost you money at the end of the day.

Frequency capping should be done on all campaigns running in the Display network, here’s how we fix this:image02

  1. Select the settings tab at the top.
  2. Select the Display campaign you want to affect.
  3. Scroll to the bottom and select “Ad delivery: Ad rotation, frequency capping”
  4. Hit “Edit” on the Frequency capping” subsetting.
  5. Enter in the maximum amount of impressions you want a potential customer to see per day, week, or month.

#4 You let your text ads go unnoticed

Using Call, Sitelink, and Location extensions will increase the size of your ad text real-estate and distinguish you from the competition.

AdWords allows you to choose from five different extensions to supplement your text ads and increase your ad space real estate on Google search. You should be using at least three of the five extensions: call, location, and sitelinks. These will be especially useful on your dealership name campaign where clicks are cheap and competition is minimal.  Google gives individual statistics on how each of your extensions are performing so that your Internet Marketing Manager can make strategic choices with confidence.

Sitelink extensions displays additional links that you choose beneath the text ad to the potential customer. Call extensions displays your store number below the ad, and users on mobile devices can 1-click to call. Location extensions gives the address of your store below the ad, and users have the option to click on to get a detailed map of the store.

For all their usefulness, a majority of dealerships accounts that I have taken over have rarely employed a single extension on any of their campaigns. Here’s how we fix this:image05

  1. Select the Ad extensions tab at the top.
  2. Select the type of extension that you want to add or modify.
  3. Click the red “+ Extension” button and select the campaign you want to add extensions to.
  4. If you haven’t created any yet, you can add and edit any extension to the campaign you selected.

#3 Your AdWords and Analytics don’t talk to each other

Linking AdWords and Analytics together will help you make more informed decisions about about your digital marketing efforts.

Here’s to you, Sean

Last month the DealerRefresh community lost a member. Not only a good member, but a freaking great member. Sean Woodruff passed away August 21, 2014.

Originally, I planned on listing out a few contributions here and there, a few pics – but, after I started looking through his posts and threads I realized just how much of a hole he’s left behind here at DealerRefresh. The threads and posts are just so many…Many of you have been touched, taught and conversed with Sean. I’m sure you’ve even implemented a tid bit you’ve learned from him. I know I have.

2013-12-21_00-24-56Months and months ago I had reached out to Sean to have him do a DealerRefresh Dealer Spotlight.  He was ecstatic to be a part of a dealer spotlight and quickly returned everything I asked of him. And, then like many things in life and business, I got busy and distracted and the dealer spotlight didn’t get published. And, Sean followed up with me like any car dude would. I regret jerking on publishing what I should have published a long ass time ago.

Late, but always a spotlight to Jeff and I – here are a few excerpts from the unfortunately unpublished Sean Woodruff Dealer Spotlight:

Describe your typical day and what is your favorite part of the day?me, lynda, and amanda

My days are quite busy! My typical day involves first and foremost getting my BDC department headed in the right direction and making sure it’s staffed, equipped for success, and driven. I have to give a big shout out to my Assistant Manager Lynda Mathieu, and my reps Amanda Poirier, Julie Woodside, and Holley Gleason. They are my rocks. Then for me it’s usually meetings, webinars, conference calls, and of course managing, training, tracking, and execution. I think in all honesty my favorite part of the day is making the decisions and overcoming the challenges that keep our business ahead of the curve, on the cutting-edge, and meeting our goals. I truly think the AutoFair Group is one of the most forward-thinking and competitive dealer groups in the U.S., and the people that make up our management and executive team are some of the most driven and intelligent professionals in the business.

If you could invent one product that would make your workday easier – what would it be?

Honestly? A self-autonomous robot that can answer all my BDC reps’, salespeople’s, and fellow manager’s questions. It’d also be nice if it could dish out every word track in the book to my staff, skillfully handle every customer call whether good or bad, reply tactfully to online reviews, inspect what I expect in our CRM, and do it all while having a battery that lasts the WHOLE day (unlike my smartphone). Oh, and that can also somehow watch my 10-month old dog while I’m at work. That way I can just stick to the innovating and improving! Unfortunately, I think they could pay me a lot less if I had one of those….

I would be lost each day without….

Definitely the world wide web, my smartphone, my computer, and my staff. Oh and the ability to multitask, analyze, create, and problem-solve in new ways and at a high level.

Sean – you called it like it was in the forums and found friends who valued your opinions, experience and insight. Jeff and I thank you for every second you spent with DealerRefresh.

Connected Cars Changing Our Commutes

Porsche Connected Car

The Connected Car movement continues it’s rapid expansion. Our connected lifestyles have changed our personal activities tremendously and the next wave of connectivity will involve the vehicles we cherish so dearly. The Internet of Things will deliver an entirely new layer of efficient and helpful solutions to drivers. DealerRefresh was fortunate to have an exclusive Q&A opportunity with INRIX Vice President, Jon Maron due to the announcement of a $55M investment by Porsche S.E.

While this is a significant event for the connected car segment, this should also be an important signal to the retail automotive community regarding the changing consumer behaviors and the features available within vehicles. This is a wonderful opportunity for dealers to understand this shift and provide even more valuable content to car buyers and help educate them on the newest technology changes available in their vehicles.

  1. Today, INRIX, Inc. announced Porsche SE is investing $55M in INRIX. Can you tell me more about that?

JM: Absolutely. Today is a very exciting day here at INRIX, as Porsche Automobile Holding SE (Porsche S.E.), the holding company with a controlling interest in the Volkswagen Group, has invested around $55 million for approximately a 10 percent ownership stake in INRIX, Inc. through purchasing both primary and secondary shares. This is Porsche SE’s very first investment transaction, and they chose INRIX as the platform they believe will have the most impact in the connected car race.

  1. Is this the first investment from a larger organization that INRIX has received?

JM: It’s certainly the most publicized one. Porsche SE joins Kleiner Perkins, August Capital, and Bain Capital as one of our top investors.

  1. There seems to be quite a bit of buzz lately around the idea of the “connected car,” with Intel, Qualcomm, Nokia and Google investing $100MM+ in developing connected car technologies that pave the way to smarter cities, Porsche S.E.’s investment furthers the great dashboard debate. What made INRIX stand out for Porsche SE?

JM: Until now, we’ve always been on of tech’s best kept secrets. In fact, INRIX holds more patents in traffic science and transportation data analytics than any other company. We also have more than 300 customers ranging from leading automakers like Audi, JMW and Ford to more than 60 departments of transportation around the world. Collectively, we think it’s the combination of our sophisticated approach, proprietary technology and market momentum across the connected car and smart cities markets that makes us an attractive investment.

The bottom line is that Big Data and the Internet of Things is changing everything from where people go and what they do, to how they get from place to place. In that context, INRIX is at the forefront of connecting cars to smarter cities. Porsche S.E. and INRIX share a vision and strategic commitment to advancing intelligent mobility. Both companies recognize the need and value for smarter cities to address the individual, economic and environmental challenges of urbanization worldwide.

  1. Where is the greatest growth potential in this market (these markets)?

JM: In the billion dollar battle with Google and Apple for control of the dashboard in the connected car, INRIX and Porsche S.E see an enormous growth opportunity. Unlike these much larger competitors, our independence and our patented technologies is one of the things that makes us attractive to investors like Porsche and the preferred partner to automakers, governments and our many other customers worldwide.

ABI Research estimates that by 2017 80 percent of all vehicles on the road will be connected cars. In that time, IDC Research has stated that the market for Big Data technologies and services is expected to grow 27 percent annually to reach $32.4 billion led by the immense amount of data coming from connected devices, including the automobile.

The connected car holds the key to providing insight that makes navigation easier for drivers and helps our cities make our transportation networks work smarter. Today, congestion places an enormous burden on our economy and environment and it’s only expected to get worse. Innovations such as the connected car can help us turn this around.

  1. So who is INRIX? You guys have managed to float under the radar for quite some time, are you considering this your coming out party?

JM: I don’t think we consider this as a coming out party at all, but more of an opportunity to continue focusing on innovation, which has driven us to be a leader in the space today, and bring us that much closer to the reality of the connected car.

We currently have over 300 customers and partners that we provide real-time traffic information, transportation analytics and connected driver services across six industries – automotive, fleet, public sector, mobile, media and real estate. Porsche’s investment will just fuel our momentum.

Jon – DealerRefresh appreciates you sharing this information with the automotive community, best of luck to you and everyone involved with the new ventures.

Find Jon on LinkedIn and Twitter.

To learn about INRIX and its mission to making the connected car a reality, please visit www.Inrix.com.

Apple Pay. Is this the Future of Payments?

Today Apple announced a watch and a new iPhone 6. Most of the headlines you read will be centered around these devices. However, a much bigger focus for the retail industry was sandwiched somewhere in the middle of Apple’s keynote.


Today Apple announced “Apple Pay” – a mobile payments solution designed into the new iOS 8 mobile operating system.

Apple has jumped into the mobile payments foray in an effort to make plastic credit cards a thing of the past. The concept is simple. Use your phone and your fingerprint to buy anything – in person or online.

While a simple concept, many have tried – none have succeeded. Apple’s system differs from failed past attempts in a few key areas.

Round Robin VS Lead Bucket

Latest HOT Discussion in the Forums

rob mal biophoto
Round Robin or Lead Bucket – which is best?

Alright folks, it’s 2014, and I haven’t seen this question asked in a while. Are you guys / gals using a lead bucket or a round robin system?

We have gone back and forth through the years, and are current using a lead bucket. It has warts, of course, and I am contemplating a switch back to round robin. We have a hybrid BDC of sorts – 4 appointment setters (who work more leads, naturally) and 2 salespeople (who work less leads.)

Since we added the salespeople, I haven’t been comfortable with Round Robin – we all know the issue there. However, it seems like they get the short end of the stick when using a bucket as well.

Anyway, what are you using today, why, and how do you like it? Click here and comment over in the forums

Don’t miss out on the latest topic!

How Even the Worst of Drivers Can Be Trained To Slow Down

The best way to change long-term behavior is with short-term feedback.
- Seth Godin


Government officials have tried long and hard to make streets around schools safer for pedestrians. In particular, for pedestrian children coming to and from school. We’ve all driven through one, yet it’s easy to take them for granted.

The idea of a school zone is simple: “We want you to slow down in these parts because we value our pedestrian children and parents”.

What’s interesting is how many ideas there are to encourage driver obedience in school zones that simply haven’t worked. Pasting a neon strip on a standard speed limit sign didn’t help. Adding a flashing light didn’t help. Using a police officer to monitor every school zone in America equates to panicked drivers and a huge tax bill.

Then a school district tried this: