Dealership Marketing

Search Engine Marketing has reached Stage 3

Semstage3
Search Engine Marketing has been around since the early 2000s and has quickly become a billion dollar advertising system for eCommerce.  It is one of the most measurable and cost-effective advertising medias available.  On the dealership side of the automotive world, Search Engine Marketing is still in its infancy.  Many dealers think it is some sort of fad and I’ve heard over 50% of the dealerships in America do not engage in any kind of Pay-Per-Click advertising model.  Those guys probably aren’t on Dealer Refresh, so let’s forget about them for a minute.

If you’ve been involved in paid search for a while you are probably familiar with the different stages it has evolved from.  Originally, there were no paid search vendors.  You had to go directly to the source (Google, Yahoo, etc), create your own account, and build your own campaigns.  Stage 1 was very time consuming and reserved only for the most advanced eCommerce individuals….or those guys who worked at small highline stores with nothing but time on their hands <cough><ahemm>some people</excuse me> 🙂

Companies like Reach Local pioneered the second stage of handling your entire campaign on your behalf.  You could just send them a check and wait for the monthly reports with the results.  This is the stage we’re
mostly in right now.  In this second stage, SEM has evolved a little further by allowing some campaign customization through a SEM vendor. Customization is basically how you want your campaign to go –
placement, verbiage, time and some vendors are even able to forecast an outcome for you.  The downsides to that model are having to pay a large cut (typically one you really don’t know despite what a vendor might tell you – there is no way to really check this) and you have to wait for a report.

We are now heading into stage 3 of automotive SEM where it is a mixture of the first and second stages.  You have a vendor who provides the working environment, but you control the campaign from soup to nuts.
Dealer.com’s Total Control Dominator (TCD) is the first product like this that I have seen.  It has predictive measuring that will show you how much to invest on a particular campaign based on nationwide
performance for SEM campaigns targeting the same brands and locations. For example:  you want to buy the main keyword of “Honda” with variations on how it is used by a consumer in a search phrase (“Honda Civic”, “Honda Accord”, “Used Honda”) and target a 10 mile radius around your dealership, TCD will show you that you’re going to need to spend $500 to get 1,000 clicks and x number of leads.  Over time, you can adjust your campaign to target and position the keywords that are getting you a more impressions and higher conversions.  This is nothing new, but it shows you instantly – without you having to contact a rep
at your SEM vendor’s HQ.  Next to what a click costs is what a lead conversion will cost.  This is where the dynamic changes.  Instead of buying paid search engine placement by the click, you are looking at what it costs as a conversion once they’re on your website.  This is where stage 3 is defined and becomes revolutionary!

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  • B
    Billy
  • August 1, 2008
It's funny you used 2 companies I've researched recently. I certainly have my opinions of both.

Will address Total Control first. IMO, there is no software that can accurately predict what you'll receive. To define this, accurately means a quality click addressing a specific search. All any software can predict is predetermined by the information search engines like Google supply them. I find that Google's predictive info is wrong on a daily basis. Small changes within a PPC campaign can skew results drastically. Increasing or decreasing the radius around your store, the pocket areas you target, keyword/phrase misspellings, your competitors' actions are all aspects of human interaction that make predictive measuring impossible to be accurate.

As for ReachLocal, I'm all for my competitors using them for their SEM. The shotgun approach to Search Engine Marketing is much like the radio, TV and newspaper blitzes of yesteryear. It's a great way to spend a ton of money for very little ROI. The Ford store next door should do very well being at the top of the sponsor results in Google for the term "Honda Accord". The Kia store down the road will do great coming up 3rd in sponsor results for Kia Phoenix. We're in Atlanta.

Basically, if you can't find a company that can give you specific, quality targetted results in your DMA, hire someone in-house that can. Or, do like another store down the street and throw 50K a month at it.

Something has to stick.


M
Thanks for the stunning article Alex. You're right, we are the first to pioneer this type of ad buying in force. It really is a revolution in paid advertising and we thank you for the kind words.

To billy's point: "Will address Total Control first. IMO, there is no software that can accurately predict what you'll receive. To define this, accurately means a quality click addressing a specific search. All any software can predict is predetermined by the information search engines like Google supply them. "

This statement isn't entirely true although I can see your point and understand where you would get that information. Most companies do rely on what Google tells them a campaign will expect. We're different. We're using data that is based on the thousands of campaigns we have run for our clients and based on actual results of paid searches coupled with our websites. It's based on years of real world actual usage cases not on what Google tells us we should expect. Very different.

Also, this is a great place to point out that as far as I know we're the only company in the space that actually has Google's teams visiting us up in VT on a regular basis because they feel our technology platform is so advanced. It's pretty exciting to be part of something that!

Thanks again for the great post Alex and your comments billy.

Search is still a hot topic and with dealers continuing to spend the vast majority of ad dollars in media that is statistically proven to be ineffective, its impact will only continue to grow!

Thanks,

Mike DeCecco
T
I should probably just write my own blog post about this subject, but here are my "two cents."

First some caveats:
1. I don't work for a small highline store.
2. I don't have a bunch of time on my hands.
3. I firmly believe in SEM as a means of growing traffic and, more importantly, sales.
4. I am NOT a programmer.

Here is the problem with SEM providers as I see them:
1. Everything I do with advertising revolves around dominating my marketplace. I rarely use print or other, what I consider to be, outdated marketing methods. SEM allows me to target specific keywords, competitors, et al. This means that if I get hot and bothered about a specific keyword, I will pay whatever it takes to own the position (read as 1 through 3). I really don't care what the cost per click is as long as my cost per sale is in line.

I don't have to worry about keeping several other dealerships in my market area happy. Maybe I am compulsive, but I want my piece of the pie and everyone else's as well. How does a firm market via CPC to dealerships in the same DMA ethically? It's impossible if you think about it. While they can "promise" certain search results for certain phrases, they can't do it for all the relevent keywords or phrases. In a nutshell, I find it to be a complicit conflict of interest.

The only way to make SEM work is to do it yourself. It's really not that hard. There is so much available information over the Internet regarding this subject that you can get up to speed relatively quickly. I did...

2. Just because you can pay for clicks and rank in searches doesn't mean squat. I could pay to get your website at the top of the paid searches overnight and, as a matter of fact, anyone can. The challenge becomes what does the consumer do when they click on your ad? If your site sucks, you WILL NOT convert the click to anything more than an expense. No one wants to talk about setting up landing pages, micro-sites, blogs, etc. The SEM expert companies I have talked to have spent 5 minutes talking about the site design of the website they are advertising and hours on how they can get me ranked high. It's madness. If your site sucks, no amount of SEM is going to get you the results you want, PERIOD!

My advice is to spend the time it takes to truly learn how the SEM business works. You might find a company that will provide you with everything that you are looking for at a price that makes sense. Don't fall for false promises and the "black magic" that many sell. This isn't rocket science. You can learn how to do this yourself and really dominate. If nothing else, you need to know what is real and what is snake oil.

As always, just my two cents.

Tom
J
I am in SEM early phase 1. Doing SEM is easy, doing SEM right is NOT EASY. I have so many irons in the fire I can't find the time to get a handle on it all, so, paying for a tool makes sense to me. Here are a few of my problems.

We sell just about every vehicle under the sun. I need keyword help. Does the dealer.com TCD supply a keyword database AND a phrase database to work with?

Does TCD help me optimize the ad copy with multiple ads for the same keywords (like GOOG does now?).

Sleepless in SEMville,
Joe
P
@Joe

There are plenty of tools out there that will let you do that without having to pay a monthly fee for them. I have one that I use for affiliate marketing that will even let me spy on my competition and help me develop a keyword list based on several recommendation tools and help you with keyword phrases (longtail) cheap clicks!!






J
Paul,
Toss me an email or a phone call when time allows. I need to get out of the SEM Stage1 dungeon.

thnx,
Joe
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    CS
  • August 4, 2008
Pay out, pay out, pay out. It's like changing your oil every 3,000 miles because Castrol told you to.
J
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    Jeff Kershner
  • August 4, 2008
Geesh Alex, what's up with the cheap shot? Do I need to fly down to VA to show you how to run an effective PPC campaign?

It's like the DJ that now mixes MP3 and uses a program to find the BPM so they can effortlessly put two songs together cause they never had the skills nor the finesse to work the wax.

I miss the old days of TT's and "small highline stores with nothing but time on their hands".

HAHA!

Jeff


M
Tom: Great points in your post. If you want to do PPC yourself and be able to accurately measure your results, you should check out TCD. ;-) I know.... shameless product pitch... Sorry Jeff. ha!
M
Joe:

TCD does both the things you mentioned in your earlier post and much more. In the interest of the spirit of this site, and not to turn this into too much of a sales pitch, let's take this discussion offine. My e-mail is [email protected]

Thanks!
R
Mike,

The post was already a pretty good sales pitch. I don't have a problem with it in the least bit and kudos to Dealer.com for the product but I find your comment a little humerous. Tell it like it is, Mike, tell it like it is!


M
Ha! Nice one Richard...as you're well aware....sometimes it's hard not to fall into "sales mode" when you're so excited about, and believe so strongly in your product.

This has been a great string and I think people learned a great deal.

Thanks to all!
B
I had to check my GPS I thought I was in New Orleans for a second :)
great post and very informative guys!
R
Got that one Brian. Funny stuff.
J
  • J
    Jeff Kershner
  • August 6, 2008
Brian,

SMACK! nice drop. That was a good one. LOL


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  • A
    Albert
  • August 11, 2008
Trouble is that SEM is already in Stage 4, it's just that there is hardly anyone in the auto industry that knows it yet.

The other blog topic poster who suggested that you need to step outside this industry to see what is really goin on is so true. The model that TCD is going after has been done for years in other segments.



A
Albert - care to explain a little more. Please define stage 4 for us.
M
Albert:

Would love to hear about what you're talking about including what business what you speak of fits into and the application name etc.

Thanks for the post ;-)
A
  • A
    Albert
  • August 12, 2008
Alex,

To me the Stages of Search would more accurately be described as:

Stage 1 - Self managed through the engine back-end tools
Stage 2- Managed campaigns by 3rd party specialists
Stage 3- Software systems that allowed more sophisticated campaign management (a substage of this would be 3rd parties utilizing these tools to manage campaigns)
Stage 4 - Auto driven systems that managed a set of keywords based on pre-determined performance rules - they call these rule-based systems
Stage 5 - Algorythmically run systems that take a set of keywords and automatically optimize, evaluate, re-bid, and re-adjust constantly, utilzing an artifical intelligence system and fractional factorial analysis. This is where we are at today, and where all the big money is playing. These systems are capable of awesome performances, but do have some kinks. These systems are why there are some on-line retail sites realizing over 1000% Return on Ad Spend! Yes, I have personally seen the results.

So I originally miss-spoke (I apologize for that) when I said we are at Stage 4, we are actually at Stage 5.

Reach Local is actually a pre-runner system of a full Stage 5 system, but according to the experts that I have spoken with, it is, in their words - primitive compared to today's modern systems and their capabilities. And, no, I'm not making any of this up. I've looked at ReachLocals system and feel the bigger issue with their program (I'm not totally sold on it being all that primitive) is not necessarily the system, but their business model of how they focus their campaigns.

I can tell you with a high level of confidence that a manually managed program simply cannot compete with these sophisticated systems. The number of calculations and adjustments that they are capable of making in a day are inconceivable for a manually operated platform to undertake.

Alex, that is where Paid Search is today.
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    Mike
  • August 12, 2008
Mike, I know of at least 7 to 8 similar platforms/systems, but then that's my job. None of them are exactly the same, all are very similar.

I do not feel comfortable discussing any of this in detail as that is my job and what the company where I work gets paid to do.

And, no I'm not looking for any business out of this. I'm an employee and it is not my job to sell. I was involved quite extensively with consulting work in the auto industry recently, found this site (Jeff does a great job with it), and I continue to monitor it even though I do not have any projects in the industry at this moment (you never now what will come next week). I've become fascinated with the Auto Retail space as it is behind many other industries with regard to the Digital age and marketing approaches/applications.

I'm watching to see how things develop and what path the industry takes. I'm very curious to see what evolves next. This site seems to be a great indicator of the feel of those on the edge of change in the retail auto space and that is why I come here to read and ocassionally post.
B
I thought Hal 9000 was burned up by the sun?
all kidding aside wouldn't you need a dealer group such as carmax to make something like that work? I could see where someone like amazon would need to buy many different keywords since they seem to stock the world but many of us only have a franchise or two.
Maybe I am wrong?
M
Hey guys:

All great stuff! This is why these sites are so fantastic because we can all learn all the time from eachother.

Mike, thanks for the insight you bring to the table. We all appreciate it.

To speak to this point..."I can tell you with a high level of confidence that a manually managed program simply cannot compete with these sophisticated systems. The number of calculations and adjustments that they are capable of making in a day are inconceivable for a manually operated platform to undertake. "

The beauty about this statement is it's truth. That's why I must point out that TCD is surely a solution to that exact problem. It is a super simple, easy to use inteface for the novice internet user, that allows them to quickly and easily control the direction of exactly the complex algorythyms an calculations you speak of.

That's the beauty and simplicity of the interface which Google has been raving about during our many meetings in VT.

As always, it's a pleasure to be a part of the information sharing here.

Mike DeCecco


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    Billy
  • August 12, 2008
Mike,
Had a rep for ReachLocal in my office today trying to sell me (someone did try to warn him)

Nothing he said to me today was very surprising except when he told me that TCD operates on their platform.

Hadn't heard this before and was curious as to your response.

To answer Albert, while there aren't that many of us in the automotive industry that do what I do, no software or system can replace the experience and the ability to operate on a "hunch" based on experience and most of all, nothing of that sort can take a risk or chance. Its impossible for the inhuman to act human in that way.

When one of those systems tells me it's adjusting my budget based on a commitment I'll make next week or because my buyer went a little overboard at the auction, I'll stand up and listen.
M
Billy:

Great question. Our very successful last generation Dominator platform which we are still supporting and have hundreds of dealers using does use technology in partnership with Reach Local.

Total Control Dominator is not affiliated with Reach Local in any way.

Reach Local is a strong search company and our relationship has been and will continue to be a strong one, but TCD is 100% Dealer.com.

TCD is the culmination of years of very hard work from some very talented folks working in our headquarters.

Thanks for the post Billy

M
I think there have been many good points here. In response to the above posts regarding Dealer.com and TCD, I think once someone goes through TCD they realize that it is far more than they thought it would be and far more simple too...

I may have missed some comments due to my quick read of all the posts but I wanted to point out that the TCD system does automate the bidding process and very much like artificial intelligence it gets smarter and smarter over time. It actually learns what works for your market and bids at better times and watches what keywords generate more phone calls and leads and focuses on those rather than just simple clicks. Every TCD solutions comes with built in phone tracking so we are actually basing the results off of true lead generating by watching the customer path all the way through the website and phone lines. This also makes it easy for a dealer to judge the true quality of the lead since they can see and hear the calls generated. And yes we do deploy very advanced algorithms to calculate the estimated results and bid and re-bid on behalf of dealers.

The other VERY important aspect is that the TCD system actually dynamically creates ads based on inventory in stock, removes ads as the vehicles sell and reposts new ads as they arrive into inventory. Think about this for a second..... your ads are generated for what you can sell therefor raising your conversion rates and closing rates dramatically!!! You can attempt to do this but at the end of the day you will need 12 people in a room watching hundreds of vehicles, thousands of keywords and measuring the effectiveness of every ad, daytime, nighttime, weekends and more for every dollar spent. A human just cant do it as well. With many dealers achieving 5 dollar leads on TCD and launching highly customized campaigns for specifics vehicles, parts, service and more it would be nearly nearly impossible to think it could be cost effective to go out a learn how to do this instead of taking advantage of such a proven solution that has 6 years of R&D and millions of dollars behind it.

I would love to take this offline and try to avoid the shameless sales pitch (such as above) but I am just as excited as Mike D since this truly is the holy-grail of automotive advertising.

Mark Bonfigli
President, CEO
Dealer.com, Inc
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  • B
    Billy
  • August 13, 2008
Mark & Mike,
Let me clarify some things regarding my opinions.

While I do acknowledge the benefits of TCD and programs like it, I just don't feel they can take the place of human interaction. There are too many factors involved for any software, system or program to run a campaign the way I would.

There are so many different and unique things I do regarding SEM that I don't see anyone at all doing anywhere. Some of those are methods most of you would scoff at without trying.

While I surely won't say there's noone better, I will say noone has been doing it longer than I. My style, while unorthodox (hence the reason for most of my opinions) has allowed me to take different domestic stores in 2 very different markets in a very challenging market and perform at levels only a few of the import stores in our DG are performing at.

As with most everything else, I'm sure TCD is not for everyone. The percentage of those that would greatly benefit from your product is certainly greater than with most of the others out there.

Guess there really is an oddball in every crowd.

H
  • H
    Henry Mac
  • August 13, 2008
What is this, a commercial for TCD or Reach Local? For those of us who work in small SEO/SEM companies, there are too many plugs here...

Guys, see #4:
http://www.dealerrefresh.com/my_weblog/2007/03/rules_rules_rul.html

But I do agree with Albert about automation versus "do-it-yourself."
J
Billy,
Think Hybrid.

Retain your SEM methods, ADD TCD to efforts, you'll have a 2 pronged attack that will further confound your competitors!

Personally speaking, to do SEM by hand (and do it to its fullest potential) is a full time job. H*ll, just tweaking the copy alone can triple the visits. I'll admit it... I WANT help.

Joe
A
Henry Mac - you're right. It just happened that I haven't heard of any other SEM programs like Dealer.com's in the automotive industry, but I thought it was still worth talking about......and maybe raising the stakes a little more.
R
Henry,

Wow. I completely overlooked #4. Looks like there should be alot of deleting here. Either that or change the rules. I recommend the latter as its hard to get quality dialogue without a little promotion going on.




C
  • C
    coffee is 4 closers
  • August 13, 2008
Henry,
I’m curious to know if you would have pointed out rule #4 if the comments were promoting your company?
If the answer is yes then “good for you” right is right.(although few could say yes and be honest as well)
I would also like to mention that the Dealer.com reps did NOT intentionally turn this post into a commercial. On several occasions they recommended taking the conversation offline.

M
Thanks "coffee" for your comments.

Anyone that does want an offline discussion of TCD, feel free to contact either myself of Mark directly.

Mike DeCecco
Dir. Industry Relations / Spokesperson
Dealer.com
R
Come now coffee. Let's recap the unintentional posts...

Thanks for the stunning article Alex. You're right, we are the first to pioneer this type of ad buying in force. It really is a revolution in paid advertising and we thank you for the kind words.

To billy's point: "Will address Total Control first. IMO, there is no software that can accurately predict what you'll receive. To define this, accurately means a quality click addressing a specific search. All any software can predict is predetermined by the information search engines like Google supply them. "


This statement isn't entirely true although I can see your point and understand where you would get that information. Most companies do rely on what Google tells them a campaign will expect. We're different. We're using data that is based on the thousands of campaigns we have run for our clients and based on actual results of paid searches coupled with our websites. It's based on years of real world actual usage cases not on what Google tells us we should expect. Very different.

Also, this is a great place to point out that as far as I know we're the only company in the space that actually has Google's teams visiting us up in VT on a regular basis because they feel our technology platform is so advanced. It's pretty exciting to be part of something that!

Thanks again for the great post Alex and your comments billy.

Search is still a hot topic and with dealers continuing to spend the vast majority of ad dollars in media that is statistically proven to be ineffective, its impact will only continue to grow!

Thanks,

Mike DeCecco
Posted by: Mike DeCecco | August 01, 2008 at 06:25 PM

Tom: Great points in your post. If you want to do PPC yourself and be able to accurately measure your results, you should check out TCD. ;-) I know.... shameless product pitch... Sorry Jeff. ha!

Posted by: Mike DeCecco | August 05, 2008 at 11:57 AM

Joe:

TCD does both the things you mentioned in your earlier post and much more. In the interest of the spirit of this site, and not to turn this into too much of a sales pitch, let's take this discussion offine. My e-mail is [email protected]

Thanks!

Posted by: Mike DeCecco | August 05, 2008 at 09:38 PM

Hey guys:

All great stuff! This is why these sites are so fantastic because we can all learn all the time from eachother.

Mike, thanks for the insight you bring to the table. We all appreciate it.

To speak to this point..."I can tell you with a high level of confidence that a manually managed program simply cannot compete with these sophisticated systems. The number of calculations and adjustments that they are capable of making in a day are inconceivable for a manually operated platform to undertake. "

The beauty about this statement is it's truth. That's why I must point out that TCD is surely a solution to that exact problem. It is a super simple, easy to use inteface for the novice internet user, that allows them to quickly and easily control the direction of exactly the complex algorythyms an calculations you speak of.

That's the beauty and simplicity of the interface which Google has been raving about during our many meetings in VT.

As always, it's a pleasure to be a part of the information sharing here.

Mike DeCecco


Posted by: Mike DeCecco | August 12, 2008 at 07:46 PM


Billy:

Great question. Our very successful last generation Dominator platform which we are still supporting and have hundreds of dealers using does use technology in partnership with Reach Local.

Total Control Dominator is not affiliated with Reach Local in any way.

Reach Local is a strong search company and our relationship has been and will continue to be a strong one, but TCD is 100% Dealer.com.

TCD is the culmination of years of very hard work from some very talented folks working in our headquarters.

Thanks for the post Billy


Posted by: Mike DeCecco | August 12, 2008 at 10:14 PM

I think there have been many good points here. In response to the above posts regarding Dealer.com and TCD, I think once someone goes through TCD they realize that it is far more than they thought it would be and far more simple too...

I may have missed some comments due to my quick read of all the posts but I wanted to point out that the TCD system does automate the bidding process and very much like artificial intelligence it gets smarter and smarter over time. It actually learns what works for your market and bids at better times and watches what keywords generate more phone calls and leads and focuses on those rather than just simple clicks. Every TCD solutions comes with built in phone tracking so we are actually basing the results off of true lead generating by watching the customer path all the way through the website and phone lines. This also makes it easy for a dealer to judge the true quality of the lead since they can see and hear the calls generated. And yes we do deploy very advanced algorithms to calculate the estimated results and bid and re-bid on behalf of dealers.

The other VERY important aspect is that the TCD system actually dynamically creates ads based on inventory in stock, removes ads as the vehicles sell and reposts new ads as they arrive into inventory. Think about this for a second..... your ads are generated for what you can sell therefor raising your conversion rates and closing rates dramatically!!! You can attempt to do this but at the end of the day you will need 12 people in a room watching hundreds of vehicles, thousands of keywords and measuring the effectiveness of every ad, daytime, nighttime, weekends and more for every dollar spent. A human just cant do it as well. With many dealers achieving 5 dollar leads on TCD and launching highly customized campaigns for specifics vehicles, parts, service and more it would be nearly nearly impossible to think it could be cost effective to go out a learn how to do this instead of taking advantage of such a proven solution that has 6 years of R&D and millions of dollars behind it.

I would love to take this offline and try to avoid the shameless sales pitch (such as above) but I am just as excited as Mike D since this truly is the holy-grail of automotive advertising.

Mark Bonfigli
President, CEO
Dealer.com, Inc

Posted by: Mark Bonfigli | August 12, 2008 at 11:10 PM






A
Richard,

I think that was uncalled for. I can tell you're upset about this thread - I'm sorry if that is the case. If you want to talk about it, I can be reached at 757 687-3537.
R
Alex,

I am not upset at all regarding the promotions. I really do like the dialogue this post has created. I am sure it has helped some improve their operation. Only think I was tired of was the "spin". I see it enough on cable news.

I will call you though.
A
Richard and I had a great conversation. I think I was a bit short-sighted, when I wrote the article for this thread, in believing things could remain non-denominational when speaking about the third stage in Paid Search. In order to have a productive conversation, we do need to give Dealer.com a forum for speaking highly about Total Control Dominator. I apologize to everyone for calling it a non-commercial post.

I'm not turning the light switch on advertising plugs, but saying that anyone is welcome to speak as they wish toward what Dealer.com has done to raise the bar - in this thread. I'll talk to Jeff later about things for the future in this regard.
M

Agreed, no need for a commercial, although I do feel it is fair to let us try and educate those who might be making some incorrect assumptions about this solution in their posts. I think Alex was onto something when he started the discussion. One thing that has been wrongly assumed is that our solution doesn't offer stages 1 through 5 which its actually does. I think that is what makes this discussion important is that we need to be looking for solutions that blend the need to be dynamic, custom and creative while augmenting that with automated tools to assist with the rest.

Add in things like phone tracking, lead tracking, dynamic inventory ad creation, automated profit center ad creation and you get the best of all worlds. That is really the concept here...to allow dealers to do everything they can do with adwords only do more faster and with better reporting and automation whenever possible and whenever needed to drive the lowest cost sales possible.

Isn't that the focus? Shouldn't we be focusing on what sells more cars faster and cheaper? What sells more parts and service? That's really the point of this whole discussion so if anyone wants to see how these "5 stages" are blended together to make advertising in search engines easier and more effective.

We believe that this is how all search with evolve. Every industry will need highly effective tools to help business owners use previous results/intelligence to make better decisions with automated tools and processes to assist them with their advertising strategies.

In the next 2-3 years you will see more tools like this start to emerge in all different vertical markets. Lets just hope that dealers recognize that trackable results and low cost sales are essential in making advertising decisions moving ahead.

Feel free to contact me direct with any questions.


Mark Bonfigli
President, CEO
Dealer.com, Inc
[email protected]
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  • P
    Peter Brandt
  • September 18, 2008
Mark,

"If" I was very good at using Adwords and Google analytics, why would a need TCD?
Peter
A
  • A
    Andy
  • October 6, 2010
So, I&#039;m a bit confused; is TCD meant only for the automotive industry? If yes, what makes it different than say another SEM platform that does anything or any keywords/phrases??


Thanks,

Andy
A