Clicks Don’t Buy Cars — HUMANS Do!

Clicks Don’t Buy Cars — HUMANS Do!

Yes, I’m “attacking the clicks” again: Because Clicks Don’t Buy Cars–HUMANS Do!™ The is no competitive advantage to clicks, only to vehicle sales. And clicks just keep on being some asinine and sales-distracting measurement. You have to dig DEEPER to get your competitive advantage. Examples: I just had a dealer client with 4,000 clicks from website visitors who had never visited before–maybe sounds good, right? And the “click vendor” involved

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Priority: Text, Facebook, Google, Email. Yeah, I said it!

Priority: Text, Facebook, Google, Email. Yeah, I said it!

Facebook® has the advantage over Google® now, as it is natively focused on people and not information, and why Facebook® advertising has become key to those seeking to gain sales advantage by connecting with people AND information. AND why email is a needed channel but is now “Internet legacy” just like the newspapers became. And why texting is the most important of all. AND THIS IS WHY THIS IS TRUE:

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Leading Us On . . .

Leading Us On . . .

AN UNKNOWN LEAD VENDOR CONVERSATION THAT MAY HAVE OCCURRED A DECADE OR SO AGO IN THE CAR BUSINESS . . . Mike: “Hey, Jimmy, I gotta’ GREAT idea to make crazy money on the few real leads we have for dealers while charging them even more money. Before we starve.” Jimmy: “I’m sure it’s crazy, Mike, but shoot! I’m hungry.” Mike: “You know we’re trying to sell our leads to

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Co-Op Digital $$$: “Competitive Advantage” or “Expensive Participation Trophy”?

Co-Op Digital $$$: “Competitive Advantage” or “Expensive Participation Trophy”?

OEM “co-op” digital advertising programs can far too often be a useless “Participation Trophy” that isn’t “free” because the OEM reimburses you–No: YOU Still Pay The Bill For Them by losing competitive sales. Especially in geos with lots of stores from the same OEMs, digital co-op programs can too easily render NO or little useful competitive advantage. Or even drag you backwards in sales. What?? Yes. Lemme ‘splain: If you are one

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Careful with JUST a “Sales Match-Back”: Demand Good Web Traffic

Careful with JUST a “Sales Match-Back”: Demand Good Web Traffic

Sales “match-back” reports, without solid web traffic to support them, are definitely bogus. Essentially, sales “match-back” ALONE WITHOUT ACCOUNTABILITY CHECKS are just fake “math-back”. How? Using a non-vendor-specific hypothetical example (thank my lawyer for that phrasing) of a disreputable email vendor’s program that emails something like 125-150k “in-market” shoppers. The sales match-back report shows 22 sales…and the story is that the emails “touched” these sales, and even if you only

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YES, Your PPC and SEO Traffic CAN be Easily Faked

YES, Your PPC and SEO Traffic CAN be Easily Faked

About fake PPC and SEO traffic. YES, it happens. I’m not talking about fake clicks on ads to reap PPC payment, I’m talking about agencies who provide false clicks to get paid for PPC and SEO services that they DO NOT REALLY DO. Read on, but overall, if you don’t do these services in house, then you must engage and monitor/hold accountable REPUTABLE PPC and SEO companies. That’s your best

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Your OWN Dealership Data is Being Weaponized AGAINST You!

Your OWN Dealership Data is Being Weaponized AGAINST You!

For a first sense of this hard truth, consider your dealership’s website: Did you know that your website vendor, especially your OEM-approved website vendor (and other vendors), most likely allows tracking “pixels” (scripting) from 3rd party data companies? That track your visitors? “So what?” you think: “What can they do with an IP address?” A lot, it turns out. If you’ve been watching the news about Facebook’s data issues, it

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Online Automotive Advertising is NOT a “Participation Trophy Contest”

Online Automotive Advertising is NOT a “Participation Trophy Contest”

It’s far too easy for a digital advertising service or agency to send traffic to your website, wash their hands of the situation for sales after that, and hand you their invoice. Or, they also give you some “custom” reporting that shows how great they are—and how much YOU suck—and hand you their invoice. What happens when you question that invoice? Good things, always, but sometimes surprising things, too. We had

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How Click Fraud, Robots, and Ad Fraud STEALS SALES from You. And What to Do About It.

How Click Fraud, Robots, and Ad Fraud STEALS SALES from You. And What to Do About It.

First, let’s just look at the size of the problem for the marketplace, then examine the situation for dealers. Online Ad fraud will cost companies an estimated $16 billion this year. Dealerships are not exempt from this problem. For dealerships, click fraud via click robots (called “bots”) can be the first thing to identify: Does your traffic look and shop like humans, or does it appear to provide fake click

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GMs: You Have a “Green Pea” Website. And Here’s What to Do About It.

GMs: You Have a “Green Pea” Website. And Here’s What to Do About It.

General Managers: Do you realize that modern “Ad Car” is your website? And not just the “Digital Front Door” people talk about? The website, like the old ad cars, is supposed to generate calls, leads, and lead to visits to your showroom. It most likely doesn’t do that very well. At all. Instead, it drives sales opportunities away like your worst green pea salesperson. And it never sleeps–unluckily for you–doing

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