1. Stop being a LURKER - join our dealer community and get involved. Sign up and start a conversation.
    Dismiss Notice

Help Needed in Choosing Digital Advertising Company

Discussion in 'Websites, SEO, SEM, Display, Social, Marketing' started by ARobb, Dec 17, 2015.

This forum sponsored by...
  1. ARobb

    ARobb
    Expand Collapse
    Noob

    First Name:
    Adam
    Joined:
    Jul 16, 2015
    Messages:
    5
    Likes Received:
    0
    Our group is looking for a digital advertising company to start SEM, Display Advertising and Retargeting. We are expanding our digital advertising with all 10 of our dealerships and want to make sure we choose the right company.

    We previously used dealer.com for digital advertising at a few of our dealerships, but cancelled due to lack of communication of results. We are now considering Mudd Advertising but don't really know who else in the industry to consider as we are fairly new to this form of advertising.

    Who do you guys recommend and why?
    Also, who do you use and what do you like or dislike?
    Any suggestions are greatly appreciated!


    *UPDATE: Would like to hear from dealerships only. No product or service pitching from vendors. :thumbup:
     
  2. This forum sponsored by...
  3. Jeff Kershner

    Jeff Kershner
    Expand Collapse
    Founder

    First Name:
    Jeff
    Dealer or Company Name:
    DealerRefresh & Mercedes-Benz of Hagerstown
    Joined:
    May 1, 2005
    Messages:
    3,347
    Likes Received:
    863
    Location:
    Maryland
    Adam, let's quickly establish on whether or not you only want dealerships to participate in this thread?
     
    Collapse Signature Expand Signature
  4. ryan.gerardi

    ryan.gerardi
    Expand Collapse
    Executive Producer

    First Name:
    Ryan
    Dealer or Company Name:
    AutoConversion
    Twitter Handle:
    autoconverse
    Joined:
    Mar 17, 2011
    Messages:
    200
    Likes Received:
    74
    Location:
    Chicago, USA
    Hey Adam, great convo starter. Are you looking for feedback from dealers exclusively or would you like to hear from non-dealers as well?

    I'd be curious to know what your group's goals and objectives are with the digital paid media? Do you need your partner to tie in the digital strategy with any traditional media initiatives? Is your digital paid media strategy just for branding, or website traffic, or will it be more targeted and campaign driven? Maybe all?

    You already mentioned the challenges you had with DDC on customer service so clearly this is of concern for you in consideration of a new partner. What other top concerns or priorities are you evaluating in your next partner?
     
    Collapse Signature Expand Signature
  5. ARobb

    ARobb
    Expand Collapse
    Noob

    First Name:
    Adam
    Joined:
    Jul 16, 2015
    Messages:
    5
    Likes Received:
    0
    Yes, we would like dealerships to participate, just to take prevent any biased answers.
     
  6. ARobb

    ARobb
    Expand Collapse
    Noob

    First Name:
    Adam
    Joined:
    Jul 16, 2015
    Messages:
    5
    Likes Received:
    0
    We would probably like to incorporate a little bit of all of the mentioned. Overall, we are hoping to sell more cars and service more vehicles. We are open to different ideas to help accomplish these goals.
     
    #5 ARobb, Dec 17, 2015
    Last edited: Dec 17, 2015
  7. Chris Leslie

    Chris Leslie
    Expand Collapse
    Sr. Refresher

    First Name:
    Chris K
    Dealer or Company Name:
    Heinrich Auto Group
    Twitter Handle:
    @chriskleslie
    Joined:
    Oct 28, 2012
    Messages:
    397
    Likes Received:
    182
    Location:
    Las Vegas
    Aren't we all brotha...

    "Problems that remain persistently insoluble should always be suspected as questions asked in the wrong way."
     
    Collapse Signature Expand Signature
  8. ARobb

    ARobb
    Expand Collapse
    Noob

    First Name:
    Adam
    Joined:
    Jul 16, 2015
    Messages:
    5
    Likes Received:
    0
    A major factor we are looking at is the percent the company is taking out for running the advertising. We don't want to pay too much for what we are getting out of their services. We want a good quality service at a reasonable price.

    Also, regarding our strategy, we already have great brand awareness in the area because we've had an extremely strong tv and radio presence over the years. In that lies an issue because there hasn't been any targeting strategy. We are looking to balance out of advertising spend between all mediums, instead of only focusing on traditional.
     
  9. craigh

    craigh
    Expand Collapse
    Super Moderator

    First Name:
    Craig
    Dealer or Company Name:
    Vicimus Inc
    Twitter Handle:
    craighooghiem
    Joined:
    May 19, 2011
    Messages:
    1,521
    Likes Received:
    586
    Location:
    Ontario, Canada
    Don't go with anyone who uses a % to determine their "fee" - they will always make more money by recommending you spend more so it's a conflict of interest. I typically see a fixed fee of $500 a month for most and I think that's fair. I'm not a dealer, but I've partnered with a number of vendors out there and it's all over the map.. I don't think there's a best or a worst or even a top 3 in my mind.

    Things to consider:
    - Ask each vendor for a ballpark spend recommendation. This can be fairly revealing
    - See if you can figure out who your competitors use - not always a great idea to use the same vendor as your competitors
    - Determine if you want to do inventory specific ads or not (used inventory) - this can change your vendor list specifically because many companies that specialize in that (in my experience) tend to be less great on the generic side, whereas companies that don't do inventory based adwords won't likely jump into properly doing so for a single client.
     
    Collapse Signature Expand Signature
    • Like Like x 1
  10. Sunny

    Sunny
    Expand Collapse
    Noob

    First Name:
    Sunny
    Joined:
    Dec 18, 2015
    Messages:
    15
    Likes Received:
    0
    Location:
    California
    Hi Adam! We've tried going with a couple different digital marketing companies, and in the end we decided on doing it in house. We cut our marketing costs by 50% and still managed to maintain the same effectiveness if not better. The key here is to find the right employee. You may have to hire a digital marketing specialist if you don't already have someone on board with a background in SEO/SEM. The benefit of doing it in house is that you have someone who is loyal to the dealership, which means better quality, faster turnaround, and one less channel to go through to get the results you want. Just my two cents.
     
  11. BHavican

    BHavican
    Expand Collapse
    Refresher

    First Name:
    Bill
    Dealer or Company Name:
    Pugi of Chicagoland
    Twitter Handle:
    @BDC_Bill
    Joined:
    Jan 11, 2013
    Messages:
    116
    Likes Received:
    38
    Location:
    Illinois
    This.

    I've recently seen fees that range from $600-$1,000. I'd suggest trying to find a company/agency that is smaller and local. I've expereinced issues in the past where a national company just uses some program that will create a generic strategy that yields generic results. For example, I'm in the Chicago area and have 3 Mustangs on our lot. I don't want to use up a good portion of my budget on +Mustang (yes this happened) in the winter months.

    Whoever you go with take the time to learn how to use Google Analytics and AdWords. Make sure you have access to both accounts. Make sure the AdWords account that gets created is YOURS and not the company you use. Finally, like any other vendor/partner inspect what you expect.
     
    • Like Like x 1

Share This Page

This forum sponsored by...