Did you know that 30% of AdWords spend is minimally effective or is completely ineffective? Dealers everywhere are pouring money into campaigns that would be better spent elsewhere, and they don’t even know it. Dealers do not have the tools to thoroughly inspect these campaigns and determine their value.

Join Brian Pasch this week on Auto Marketing Now as he dives into part two of the discussion on the Dealer Deployment of Google AdWords.

If you didn’t catch part one of this segment, PCG Companies surveyed over 500 dealers and managers to find out more information on how Google AdWords is being deployed in dealerships. In part one we covered the lack of transparency between OEM’s and dealerships, a lack of trust between AdWords agencies and dealerships, and missed opportunities in Fixed Operations.

Part two of the segment takes a deeper dive into the lack of knowledge surrounding AdWords and the revolving door of AdWords agencies.

Many times, a dealer’s AdWords agency is the same company who built their website. Since they do not really understand how to measure their success in AdWords, they are easily persuaded by the sales pitch of other agencies and are quick to leave their current partners.

In our survey we learned that 42% of dealers rated their AdWords agency as average or below average, and 33% of dealers are receiving incomplete or worthless reports. While this is a valid reason to desire a new AdWords partner, dealers must learn more about inspecting their results in order to choose a better agency the second time around.

If dealers are not raving about their AdWords results, it is time for a change. But dealers must also learn to analyze what is and isn’t working.

In our survey, we found that 39% of dealers would sacrifice third-party classifieds for a better AdWords campaign. Yet, dealers are not realizing that third-party classifieds bring in an entirely different group of shoppers. Multi-point attribution is crucial, and dealers must accredit all influencers of their conversions.

If you are unhappy with your AdWords agency, then change it! But first make sure you learn how to inspect your results and the performance of your partner agency. For a full checklist to ask your partner agency, or to inspect for yourself, download the full research report.

Email Grab Bag Question:

“On my Google AdWords Report under conversions, I only see conversions from forms, not phone calls. Why is this?”

Not all AdWords agencies report on phone calls, but Google has made it easier for businesses to track their calls. Google provides dynamic phone numbers for your AdWords agencies, simply enter the code and you will have trackable phone numbers.

Google AdWords reports can be a daunting subject matter for most auto dealers. For a guided hand, download the full Dealer Deployment of Google AdWords research report or tune into Auto Marketing Now for the two-episode segment on Google AdWords.

About the Author

PCG Digital Marketing is an award winning digital agency headquartered in Eatontown, NJ. We help our clients get found online through innovative search, social and online advertising campaigns.