AMA PPC Fraud and bad oversight - at 92% of dealerships

[ryan.leslie]

Remember when "attribution" was the buzzword of the hour? It might be time for that one to make a comeback tour.

Good Stuff Mr. Stauning.

 

[KennySmithAutoUnite]

Steve, a lot of dealers are getting handed activity reports and being told that’s performance.

If the account is set up to count chats, map clicks, VDP views, and 20-second calls as conversions, the numbers can look great. That still doesn’t tell me how many people showed, how many units we sold, or what the gross looked like.

I wouldn’t call every bad campaign fraud. Sometimes it’s bad tracking, lazy setup, or somebody trying to make the report look better than the showroom. Brand search is the same way. It may keep a competitor off your name, or it may just charge you for traffic that was coming anyway. Cut it back carefully and watch what happens to total leads and sales.

CPL is fine. Cost per sold and gross pay the bills. If you can’t show me what the spend did for the store, I’m cutting it.