Automotive Digital Marketing

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Automotive SEM Study Announced With 8 Weeks Of Free Training

I am pleased to invite members of ADM to participate in the Automotive SEM Study which starts on February 15, 2011. The study will take 100 dealers through using pay-per-click advertising strategies to increases sales. There is no cost to participate in this program aside from your own advertising spending on Google and Facebook.

This study was created after the great success that we have had with the Automotive SEO Study which took 100 car dealers through 16 weeks of search engine optimization training.

The Automotive SEM Study will run for 8 weeks and will show members show to setup, management, test, and optimize pay-per-click campaigns. The primary focus will be Google Adwords and Facebook Ads. We will go into A/B testing processes to show you how to increase the ROI on paid advertising.

Since space will be limited, you just need to register at:

Members should be running Google Adwords or should have the authority to setup and spend $1,000 a month for the two month program. If you are already running Adwords, but have a third party running the campaigns, you will still need to setup your own account.

This will be an important educational opportunity for pay-per-click advertising since the A/B testing elements will be very valuable to all members. Too many dealers are spending THOUSANDS of dollars each month on PPC campaigns and are not inspecting or optimizing that spend because they don't know how to operate these campaigns.

Sign-up While Space Permits

If you are interested, please sign-up so we can approve your account. You must sign-up with a dealership email address.

Once approved, sign-up for the Webinar which will be held on February 15, 2011 at 12:00 noon. The webinar links is shown on the calendar event for that date.

Please feel free to invite members of your 20 Group to participate in this study.

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Tags: automotive advertising, automotive adwords, automotive sem, facebook advertising


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Comment by Alexander Lau on October 7, 2014 at 8:22am

Better get your inventory schema going folks, keyword manipulation is going to DIE and quickly!

Comment by Brian Pasch on January 4, 2011 at 3:12pm
We now have 80 dealers in the Automotive SEM Study which means 20 spots are left.  Don't miss out on the opportunity to get 8 weeks of free SEM training and learn how to leverage PPC for your dealership in 2011.
Comment by Brian Pasch on December 29, 2010 at 3:57am
Thank you Manual..about 50 dealers signed up in the 48 hours since this was announced so pass the word because it could be closed in a week or two.
Comment by Brian Pasch on December 27, 2010 at 4:08pm

Thank you Larry for your feedback and I share your desire to see more dealers understand and engage in optimizing conversion on all digital marketing channels.  I encourage you to continue writing about conversion optimization because its a topic that is not often found online in the automotive industry.

As far as WP goes, we created some plugins to make the tracking code insertion easier to stop WP from mucking it up.  Hopefully, in 2011 we'll have a WP theme for car dealers that is setup ideally for PPC testing and optimized landing page tests.

Comment by Larry Bruce on December 27, 2010 at 3:58pm
Hmm it will be interesting to see if you can get to statistical confidence with Google Website Optimizer, it has no user control over the settings its all controlled by Google and was designed for sites millions of hit per month not a few hundred.
Will be even harder with facebook PPC as facebook targeting is completely different from SEM, CTR's will be much lower and split testing much harder.
I guess PCG is going to set up the A/B tests Google WSO isn't the easiest to set up particularly with wordpress.
Would love to see more dealers get involved in a culture of testing and optimization. Let me know if I can help, good luck.
Comment by Brian Pasch on December 27, 2010 at 2:05pm

The "study" aspect will be to take a few members of the group and setup more exhaustive testing so that data can be collected and the results shared with all members.  These members will be those who have larger PPC budgets that they are willing to test.

We'll be using Google Website Optimizer and PCG designed microsites to demonstrate the process of A/B testing.  Since the sites will be done in WordPress, it will also give members the tools to setup A/B testing on their own WordPress microsites.  

Of course, one benefit of the Study will be to show the improvements that existing dealer campaigns will have when they are carefully measured, refined, and retested. 


The other benefits are a great understanding of what factors can be controlled in SEM campaigns and how dealers can get more involved with inspecting their vendor run campaigns.  If we can raise the awareness of 100 car dealers to the mechanics and strategy elements of PPC, then we will have accomplished another step forward with dealer digital marketing education.


The feedback from the Automotive SEO study has exceeded my initial expectations so if the curriculum follows the same spirit, there will be many dealers that grow from participating in the SEM Study.


Comment by Larry Bruce on December 27, 2010 at 1:47pm

So more of a coarse than a study then. A worth while exercise for a dealer to know.


Are they going to use their own ad words account?


When you say "examples of split testing platforms designed by PCG" are talking about landings or are to talking about the actual split testing engine? I am confused by that statement. 


Again sounds like a worthwile endevor and if its free then I guess some don't ask a lot of questions but I more curious than the average cat I guess. 

Comment by Brian Pasch on December 27, 2010 at 1:14pm


The initial Automotive SEM Study will take people from the ground-up on PPC and build their knowledge over the 8 weeks. This will include keyword development and campaign design strategies.  Many of the people who have signed up today (25) have no previous experience with setting up a PPC campaign.

We will be using examples of split testing platforms designed by PCG and sharing the results to start the development of the "testing mentality" needed for car dealers engaging in PPC. 

Too many dealers are in the set it and forget it mode and have had little coaching in landing page design.  As you have keenly pointed out, conversion optimization is one of the most overlooked topics in digital marketing.

So, the first 8 weeks will bring a great understanding and awareness to what a good PPC campaign includes: goals, design, setup, measurement, inspection, refinement, repeat.

Comment by Larry Bruce on December 27, 2010 at 1:02pm

Brian i am curious what split testing platform are you going to use for this study? Google Website Optimizer? If so with a $1000 per month budget you will likely not have enough traffic to get to statistical confidence for that engine in 8 weeks.


Secondly who is going to build out the landings for these campagins and what is the goal of the study?


Lastly who is going to decide what to split test for?


It is an interesting concept but bit vague in the details.

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