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Keith Shetterly's ADM Blog (150)

“Your Digital Lot” Series: PPC - Get’em “CLICKin’” the Paint!

Pay-per-Click (PPC) maps well to what we’ve done for years on our lots, but we don’t realize it:  We spend a lot of money getting visits and calls to a dealership, and we train our salespeople to land a customer on a car before starting the negotiation process in the store.  Get'em "lickin' the paint" as my first GSM told me.  And, once landed, do NOT lift them from the…


Added by Keith Shetterly on October 26, 2011 at 8:30am — 4 Comments

The Single Most Interesting and Important Thing at DD11 that You Probably Missed

What did I see that was so important?  What was The Single Most Interesting and Important Thing at Digital Dealer 11?  I think a lot of folks missed it, though it was hard to walk by people in lime green shirts--standing around a fifteen-foot lime green tower!--without noticing SOMETHING was up.

I'm talking about Naked Lime (…


Added by Keith Shetterly on October 12, 2011 at 8:00am — 9 Comments

The Whole Earth Internet Lead Catalog

In respect of Steve Jobs’ passing and in honor of his well-known 2005 Commencement Speech at Stanford University (where he compared the very old Whole Earth Catalog effort to the Internet), here is my summation of the…


Added by Keith Shetterly on October 11, 2011 at 2:30pm — 2 Comments

That Digital Dealer Infamous ADM Video Again!

I'll be rambling through the DD11 crowd, so if you want your Name In Lights on ADM when I get back, be sure to look me up for a short video visit!  


Here's the video from DD10…


Added by Keith Shetterly on September 30, 2011 at 12:24pm — 3 Comments

Yeah, I Said It.

Yeah, I said it:  GM’s Internet lead response measurements are wrong-headed.  The age of pushing dealers to a better 24x7 response time is over, and the results are misleading.  And they are unfortunately too often focusing dealers, and therefore precious resources, AWAY from car sales.  And here’s why. 

First, the…


Added by Keith Shetterly on September 29, 2011 at 8:00pm — 2 Comments

Honestly, to Tell You the Truth, the Honest Truth is that We Aren't Here to Rip You Off!

"Negotiation is the art of reaching agreement by trust while lying."  -- Keith Shetterly, 2011

Wow!  My friends have pointed out that I needed another article for "trust-eroding" words and phrases--spoken or written--that can kill sales, so here comes Part 2 of what is now a series.  What do I mean by "trust-eroding"?  Well, that's best explained by going…


Added by Keith Shetterly on September 25, 2011 at 11:00am — 4 Comments

Irregardless, the Copacetic Analyzation of, Like, Per Se is &@#%!

Want to make more sales or maybe just sound smarter?  Then learn which words make lots of people--from your peers, to your bosses, to your CUSTOMERS--cringe.  Spoken or written, these words lose you sales!


Irregardless.  It's a common word now that is most often misused as a synonym for "regardless"--and it is not.  It's a double negative of…


Added by Keith Shetterly on September 24, 2011 at 11:00am — 6 Comments

The Big Lies

The biggest lies are those we tell ourselves, personally and in business.   We’re going to look at a few here that we, owning or working at dealerships, tell ourselves--and that cost us profits every day.

The Internet is Killing Our Business.  The lesson of the Internet for car dealers is that we sold best when we totally controlled the…


Added by Keith Shetterly on September 21, 2011 at 4:30pm — No Comments

The Day the Internet Stood Still

I don’t know whether GoogleBots suspending a dealer's Google Places (GPs), or incorrectly merging their GPs, or automatically creating dealer GPs that the dealers don’t know about, qualifies for this dramatic article title (also the title of my new movie script!) or not.  However, they can definitely cause as much havoc…


Added by Keith Shetterly on September 17, 2011 at 12:00pm — 4 Comments

"Free", Like Freedom, Ain't Free!

Google Places.  Facebook.  Twitter.  Foursquare.  Etc.  All free.  Car dealers have to love that price, right?

My caution is not about whether to use these services, as YOU MUST USE THEM.  It’s not an option any longer—it’s just a matter of when you can get to using them with the attention they deserve for the result you need.

My caution IS, however, about…


Added by Keith Shetterly on September 15, 2011 at 9:30am — No Comments

It's Reputation MARKETING!

To me, we’ve all clearly moved past the Reputation Management phase:  Now, it’s “Reputation MARKETING”.  Before I explain that, let’s talk about where we have been so far with Reputation Management.

Reputation Management is the ability to monitor and defend your online reputation.  And, although folks gaming the system have been rightly and roundly…


Added by Keith Shetterly on September 12, 2011 at 2:30pm — 24 Comments


Added by Keith Shetterly on September 11, 2011 at 9:30am — No Comments


Made you click from the title or the picture, didn't I?  Well, this article is about Pay-Per-Click (PPC), but a short story first to explain my point:  When I had my entertainment company ten years ago, we always laughed at the long-standing joke that naming a band “Free Beer!” would make all the honky-tonk signs read “Free Beer Tonight!”—ensuring strong attendance.  I still…


Added by Keith Shetterly on September 10, 2011 at 10:30am — 15 Comments

Your Digital Lot Sucks

So, you market well to your website:  Use it across your advertising, put the URL on t-shirts, do fantastic SEO, and run PPC campaigns that would make Best Buy weep with joy.  Got your Social Media sending people there, too.  After all, we know that everybody (90%+) shops online now!  Success for your dealership is just a click away.

And then your online inventory is…


Added by Keith Shetterly on August 30, 2011 at 4:00am — No Comments

For Vendors: Learn the Best Days to Contact Dealers!

Vendors:  Don't bother a dealer for sales, "touching base", or periodic updates during the days noted below.  Contact for anything previously agreed upon OR for anything critical to sales is always an exception.


Days to avoid are Friday, Saturday, and Monday; addtionally, avoid the three selling days before the month's end and the first two selling days into the new month.


This blog is short and sweet.  If you bother me or my dealer on these days, our reply…


Added by Keith Shetterly on August 22, 2011 at 8:00am — 16 Comments

The Social DVR

TV Commercials have always been "interruption push advertising" . . . and the audience puts up with it.  Social Media is really "interest-based and cooperative pull advertising", and so is built on a more-real relationship with the consumer.  An easy way to see it is as a "Social DVR" where they don't even have to view Aunt Patty's latest kitten pic of a thousand so far if…


Added by Keith Shetterly on August 10, 2011 at 2:30pm — 1 Comment

From the Trenches Series: Lies, Damned Lies, and Internet Experts

‎"There are three types of lies:  Lies, damned lies, and statistics." - Disraeli (or possibly Courtney), Circa 1890

"There are three types of lies:  Lies, damned lies, and Internet Experts." - Keith Shetterly, 2011


From the Trenches:  PPC.  This multi-part blog series will be one about PPC campaigns.  The promise of conversion, the…


Added by Keith Shetterly on August 5, 2011 at 12:30pm — 13 Comments

Every Time You Google an Angel Gets Its Wings

I had my "It's a Wonderful Life" George Bailey moment today:  If I wasn't around and had never been born, my dealer's OEM website vendor would have been able to sell a monster PPC campaign because she's "done one for her husband's small business" using the $100 Google Small Business PPC Gift Card they got in the mail, my dealer's Google Reviews would be adrift in a sea of…


Added by Keith Shetterly on August 3, 2011 at 8:00pm — 14 Comments

That Pesky Groupon Model Surfaces for Auto Sales . . .

Here we finally have a car dealership using Groupon for CAR DISCOUNTS (Cadillac and Groupon).  People can purchase an amount off the car later for buying a coupon for a lesser amount now.


I tried to get four separate dealers to try this last year. I'll get the…


Added by Keith Shetterly on July 18, 2011 at 7:00am — 44 Comments

Grand Theft Auto - Customer!

Grand Theft Auto - Customer:  It’s not a video game—it’s your real profits.  How do other dealers steal your customers?

They park a PPC campaign on your dealership name.  They use your dealership name in their SEO work.  They hijack your Google Places results (just found and undid one of those!).   And your…


Added by Keith Shetterly on June 29, 2011 at 10:00am — 4 Comments

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