Automotive Marketing Professional Community for Car Dealers and their Managers
"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
So, this time, it's The Promise of Conversion. We have two PPC vendors for different campaigns. The first one tried to tell me that landing on our main website was a good idea and that the campaign needed to start immediately. The second one worked with me and the landing/conversion pages we created. Two PPC companies worlds apart.
I checked around the dealerships in my market and looked at their PPC landing efforts. Interesting how many dealers land PPC campaigns on not only generic inventory pages but also on home pages! That's just increased bounces and leaks, to me. And then the PPC company wants to proxy in order to "track" the landings and also to substitute the text for the trackable phone numbers. Which messes up our Google Analytics. It's all a fight for clicks that might convert to calls, etc.
Except I've learned a different idea: I want to fight for conversions instead of just clicks. A horde of clicks that cost us $ but don't convert is not my campaign. Taking a look at another vertical market, if the text offer is correct and relevant for folks searching for 54" flatscreen TVs, they'll click to see the offer and convert more often--such as "54" Flatscreens $800!". Anyway, I have no right to treat this as a revelation, as it's been true of advertising since the first hawker sold kitchen knives (actually much earlier), but it seems to really be a revelation for some in our vertical: If we put up a text ad with a compelling offer to fight for the click, more people interested in the offer will click. If our ad says "0% on 2011 GMC Sierra!", it is more compelling than "New GMC!". Just like "Sharpest knives in the world!" is more compelling for the hawker than "New Knives!"
So, no revelation, just a realization that a lot of our PPC vendors and campaigns aren't chasing conversions. They're chasing how they get paid: "clicks". How many of us buy PPC just that way? How many of us treat PPC like a radio spot buy, disregarding all the promise of the Internet for targeting customers?
Let's see what happens next when we turn these targeted campaigns on!
By the way: Many thanks to our team helping to get this done!
(Part 1 of ? from the AutomotiveDigitalMarketing.com series "From the Trenches")
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