Bot traffic from Chevrolet LMA campaigns

[George Nenni]

We have recently discovered the source of a large percentage of Direct Channel (untagged) traffic for Ohio-based Chevrolet dealers, after noticing a similar pattern in the traffic landing pages. When we inspected the direct traffic, we noticed a large percentage had "lma" in the URL, along with a number of campaign markers. We suspected this traffic must be part of a paid campaign, and sure enough discovered that the Ohio Chevrolet LMA was the source of the traffic. Our biggest concern on this traffic was it carried many bot-signatures. For instance, the large majority of the traffic was from Walla Walla WA and Rochester NY, and all from the same screen resolution (1600 x 1200). The traffic typically has a pages per session around 3, but a session duration under 15 seconds. Screenshot is below.

Has anyone seen similar traffic patterns for Chevrolet or GM dealers, or other sources?

 

[Ryan Everson]

We have recently discovered the source of a large percentage of Direct Channel (untagged) traffic for Ohio-based Chevrolet dealers, after noticing a similar pattern in the traffic landing pages. When we inspected the direct traffic, we noticed a large percentage had "lma" in the URL, along with a number of campaign markers. We suspected this traffic must be part of a paid campaign, and sure enough discovered that the Ohio Chevrolet LMA was the source of the traffic. Our biggest concern on this traffic was it carried many bot-signatures. For instance, the large majority of the traffic was from Walla Walla WA and Rochester NY, and all from the same screen resolution (1600 x 1200). The traffic typically has a pages per session around 3, but a session duration under 15 seconds. Screenshot is below.

Has anyone seen similar traffic patterns for Chevrolet or GM dealers, or other sources?

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You mean an LMA doesn't understand digital and isn't spending money effectively? Say it ain't so

LMA dealer boards typically aren't well equipped to make digital advertising decisions. At their dealership, they often heavily rely on their internet marketing manager to assist in vendor selection. On an LMA board, they're alone with their dealer principal peers. I'd rather see an LMA board focus on pooling dealer money to advertise on more expensive traditional mediums like TV where a smaller dealer can't afford to compete.

 

[Pat Preston]

The LMA has contracted out Digital Ads that are display only. Usually News accumulators where a cookie is generated regardless if they individual clicked on the display ad. Then if the consumer searches for a Chevy or goes to an individual dealership site they are taking credit for up to 30 days. Iam the LMA President > Chevy involved too. They say they can track effectiveness through Adobe. In addition there are some 3,000 clicks that Sincro says are test clicks. Help!!

 

[BillVaughnKMC]

Here is the best part. We actually caught this with Buick about a year ago. Trouble of it is, after several reviews Buick still doesn't think they are running this for us. They shouldn't since we aren't even part of the LMA. Yet they continue to run. I really really really hate "not set" traffic, but considering that we are getting some advertising from them for free I haven't complained too much.

 

[GerryFoster]

We had that same traffic come through our GM Brands in February. Interesting.

 

[MarcyMMDealerAdvocates]

You mean an LMA doesn't understand digital and isn't spending money effectively? Say it ain't so

LMA dealer boards typically aren't well equipped to make digital advertising decisions. At their dealership, they often heavily rely on their internet marketing manager to assist in vendor selection. On an LMA board, they're alone with their dealer principal peers. I'd rather see an LMA board focus on pooling dealer money to advertise on more expensive traditional mediums like TV where a smaller dealer can't afford to compete.

lolololol Truest statement ever -LMA's are clueless about digital! @ryaneverson