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
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:
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
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
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
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
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