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I'm working on a whitepaper to assist car dealers in choosing a paid search strategy and management company to meet the needs of their marketing goals.  

The whitepaper will discuss the various digital advertising strategies that dealers can implement: SEM, Display, Video, Pre-Roll, Retargeting, Behavioral Targeting, Facebook Advertising, etc. I would like to have the whitepaper ready to publish at NADA, so if ADM members can assist me, I would be grateful.

I will also be listing the companies that offer paid search management services to car dealers and compare/contrast their service offerings whenever possible to give dealers more insights on how to choose a company that fits their culture.  ADM members who assist me will provide valuable data to create a vendor grid in the whitepaper that covers as many companies as possible who offer digital advertising services.

ADM members who are using a paid search management company are invited to email me directly at to share the pros and cons of your current paid search provider.  

Your email should answer a few questions:

  1. What company are you currently using?
  2. How long have you been with the company?  Do you have a long term contract? Length?
  3. What services are you using with this company:
    1. SEM
    2. Display - Behavioral/Content
    3. Display - Retargeting
    4. Video - Retargeting
    5. Video - Pre-Roll
    6. Video - YouTube Featured
    7. Facebook - Retargeting
    8. Facebook - Display
    9. Other (please specify)
  4. How frequently do you talk with the company on the phone a month?
  5. How frequently do you communicate with the company via email a month?
  6. How often do you receive campaign reports?
  7. Is there an online tool/dashboard that allows you to see campaign level activity and results?  If yes, explain how you use it.
  8. How satisfied are you with the company's ability to demonstrate the ROI of your digital marketing investments?
  9. Will the company give you ownership to your Adwords account and retargeting lists if you cancel their services?
  10. Is your service a fixed monthly fee and/or a percentage of monthly spend.
  11. If you are using display advertising, does your company do the creative for you as part of their fee? If no, how are you creating the display banners?
  12. If you are using video pre-roll, is the company producing the videos for you as part of their fee?  If not, how are you producing the videos.
  13. On a scale of (1-10) with 10 being the highest, how would you rate the customer service from this company?
  14. On a scale of (1-10) with 10 being the highest, how would you rate the ROI of your dollars invested in their digital marketing services?
  15. Open Comments where you can highlight why you like your service provider.

I hope that all ADM members will help to make the whitepaper rich with dealer feedback.  The whitepaper will be published on ADM so your feedback will be rewarded with a great resource/tool for your dealership.

Thanks for your anticipated assistance in this matter.

Brian Pasch, CEO

PCG Consulting

Views: 152

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Replies to This ADM Discussion

Have any results from this to share yet?

Matt, it seems that dealers were not interested in participating in this survey and whitepaper yet I think it is very vital to have a better picture of a service that is growing in spend each year.


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