Okay, I made up the 92% statistic, though I doubt I am too far off.
It's been over 8 years since we recorded a 15-part video series covering "How to Spot & Stop SEO & SEM Theft and Fraud," and although some of the content in that series is a little dated, the need for dealers to be vigilant about how their digital marketing dollars are being spent has only grown.
In that series, I mentioned that SEM Shouldn’t Stand For “Steal Everyone’s Money” - though, sadly, that's the reality I see with dealers even today.
Much of the waste and fraud I see today is the direct result of OEM digital programs. To be clear, the waste and fraud in these programs is a feature, not a bug. These programs are profit centers for the OEM. Those running them don't care if any metal is moved, just so long as they score their bonuses.
Some of the waste and fraud I see is the result of either nefarious or inattentive digital marketing vendors. Again, this is a feature, not a bug. Truly managing a dealer's marketing budget with a goal of maximizing that dealer's return on investment doesn't always come with high margins. Not if you have to hire competent people to run the campaigns and provide the dealership with full transparency. While I want the SEM Vendors to make money, I don't want them to make all the money.
Finally, there's Google. The remaining waste and fraud I see is caused by Google being Google and blowing your budget chasing clicks that would've converted organically or have nothing to do with moving metal. Again, this is a feature, not a bug. You see, Google knows how to run your business better than you do. Don't believe me? Just ask them. Every interaction with someone on the Google Ads Team is all about showing you why you need to spend even more money despite the lackluster results.
Not sure if your SEM budgets are being wasted or stolen? Ask me anything - if you know me, you know I love my opinion, and I don't mind sharing it.
