That's always the argument, right?But, but, if you don't bid on them for such a low CPC, your competitors will & you will lose business!
One of the biggest arguments I got into at a previous store, as they were convinced we had to pay the Google Tax on our name, so other stores couldn't be in the #1 spot.
I like everything about this Rick.A couple of things here guys. In Jeff's case (and alot of other dealers) , his brand campaign, thats technically a Geo Brand Campaign because of the structure of the OEM Brand and Geo Location being in the Name of the dealership.
If no one is bidding aggressively on the dealers Brand Terms, then it doesn't make sense for the dealer to wastefully spend the funds buying their own Brand name. I agree with you. But... and it's a BIG BOLD BUT to... In alot of cases local competitors are bidding on the dealership brand terms BUT in alot of cases Tier Two advertising are the ones thats aggressively going after the dealerships brand terms. At one time we were fighting with Tier Two because auction insights was showing them with a 90% Impression Share for exact match brand terms.
While I agree with you guys to an extent, the dealer really needs to look at their Insights Reports and see who is actually bidding on their Brand terms and how heavily. Also to note as well, If you're a dealership that has the OEM Brand and a Geo Brand in your dealership name, it could be that competitors are conquesting your Geo Location and not necessarily targeting the dealers brand name.
Thanks, and no problem!