Udit,
Take a look at these providers,
http://stringautomotive.com/Partners They are not a list of your typical big box solutions. The reason that I recommend these partners is that each has submitted their teams to an in depth training with String regarding conversion optimization and the application of machine learning and predictive analytics. Additionally, because the campaign conversion metrics we report through our DPS platform is untouchable by their teams, you can be certain they are humble enough to look at the data, make the necessary changes, and do right by your stores.
In regards to DDC and C4 - a few Dealer.com representatives for multi-store groups have been trained to view the multiple data points necessary to really push the envelope on digital and we see the results in our platform when the Account Manager is very engaged. I think you should request a strategy meeting with your proposed account manager and determine their capabilities. Conversion rates on PPC can double just because you have an account manager who is really looking to dig in.
As for C4, the feedback I've heard from mutual clients is mixed. I'm happy to connect you with other dealers who can help you weigh the pros and the cons. On the plus side, they are big fans of Google Analytics and tracking campaigns based on GA data. On the down side, they seem to request a very large, digital only budget.
I would also be remiss if I did not mention
Showroom Logic as a valuable option. Showroom's Zip Driven technology uses registration data to hone and segment your new campaigns. Their original hypothesis for targeting model driven campaigns came as a result of work they did with a mutual client and the results were phenomenal.
Launch Digital is another team (sister company to
Pinnacle and Dealer Inspire) who uses our platform to push the envelope.
Finally, a very off the radar consultant driven company who really, really, really employs advanced execution is
Drive Digital. Anyone who has met Will Perry knows he really knows his stuff.
Lastly, as it relates to pricing. Anything but a flat fee is ridiculous. I think industry standard for management fees is somewhere between $600 - $1000 depending on the layers of digital campaigns that you are asking an agency to execute. Paying a percentage of your spend is unnecessary. String's advertising services flat fee is $695 for AdWords/$995 with retargeting. Zero % of spend. All of our agency partners will most likely fall in that same range. However, as you begin to build and market to custom audiences, there may be additional fees.
Lastly, I would caution you to walk into a relationship with any of these providers without already knowing a great deal about your market. Some markets do not have as high a digital propensity as others. You want to utilize an outside strategy and research firm to help build your media plan and budget split - (shameless plug here, I recommend you do that with our company). Reports like the one below can be generated for each model, each target zone, and can be shared with your agencies traditional and digital to put your best strategies to work.
If you would like for me to send you a custom report for one of your stores, just reach out. No charge. Just here to help.
And, as Ed points out above, Brian's report is super valuable for learning the basics of what you should be on the lookout for. In a nutshell, if you don't own your own AdWords and Analytics accounts and link them, you're flying completely blind.
Best,
Amy
