Best PracticesDealership MarketingIndustry News & Trends

How Negativity in Adwords Can Yield Positive Results

The challenge of Paid Search/Adwords can be quickly dismissed once one realizes the incredible possibility of impressive results. There are many educational resources for “would-be Adwords experts” along with plenty of tutorials, agencies, and expert-trainers who can be hired. However, in my experience, the only real way to master Adwords is to dive right in and …
Dealership Marketing

Defining A Hierarchy Of Automotive Digital Marketing Responsibilities

As larger dealer groups allocate more internal resources to manage their digital marketing investments, our industry needs to discuss roles and responsibilities for digital marketing execution. In the graphic above, I started a conversation in my latest book, using this chart, on how a dealer group could organize their marketing team or employees who are performing marketing tasks. …
Best PracticesDealership MarketingIndustry News & Trends

2 Strategies to Reduce Your AdWords Cost per VDP View

Dealers are spending more and 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 …
Dealership Marketing

A Fresh Look at Segmentation and the Consequences to Dealer Marketing

Although most dealers don’t perform formal market segmentation analysis, the vast majority understand and use some form of segmentation. While there is value in a more formal practice, changes in consumer behavior are causing us to take a fresh look at the broader subject and rethink our approach to segmentation. Regardless of the dealership’s desire, …
Best PracticesIndustry News & Trends

Keeping a Work-Life Balance – Michael Hyatt Shares 3 Vital Aspects of Balance

“Life is like riding a bicycle, to keep your balance you must keep moving” – Albert Einstein In the HBO series True Detective, in episode 3, Marty (Woody Harrelson) was having a slight break down where he explained that “he felt like Wile E. Coyote, running off a cliff, but kept running and running by the …