kmckillop, Author at Automotive Digital Advertising

Author: kmckillop

There is an extensive amount of information available when measuring online advertising performance.  But when it comes to Facebook, most people are measuring the wrong numbers and making misinformed decisions. We manage a lot of Facebook advertising every month ...

With so much being announced by Google over the last 6 months in their advertising arena, certain aspects of it can be easily overlooked. As advertisers are slowly forced to upgrade to the new Google Ads experience, they're being introduced to new features that never existed. One of these new features in the new interface and experience is custom-intent audiences.   I believe this new feature is to combat the migration of advertising from the Google Display Network to Facebook...

It pains us here at MYM, when we encounter our own customers who are paying for digital advertising to their local news publisher, and we see the results.  Maybe it's a big media company in town, or a local paper.  It's not the size, because these are offered by companies from the millions to billions in yearly revenue. They offer "Takeovers" and special automotive 'Extensions' or 'Add-ons' promising something special, targeted for automotive.   These local media companies are...

Google AdWords has a very handy report built-in that will answer an age-old question that continues to come up very regularly with us. Are your competitors bidding on your dealership name? Are they advertising/bidding on keywords in your primary market area? Both of these tactics are typically forbidden by the OEM as part of the franchise agreement and co-op reimbursement. What's difficult is to really 'prove' this without a doubt.  There are a lot of moving parts to AdWords,...

If you're like many dealers, you provide Wifi access to your guests.   What we have seen is that many of these Wifi Hotspots are configured to redirect your guests to your website immediately after they 'sign-on'. This seems like a smart thing to do - send them to your website - however, the problem is most people don't want to visit your website.  They are already at your store. They're looking to kill time, do some...

"Google Posts" is finally available to all Google My Business listings. Posts allow you to share information when your listing appears in both Google search and Google maps results (Desktop, Mobile and Google Apps).  Google announced the rollout on June 22nd here. Google Posts allows you to share items like current vehicle incentives and drive traffic to your desired landing page to provide further details. You can showcase your dealership or current offers - the choice is yours. How...

We often get asked about Google AdWords Ad Extensions.  People will hear a Google announcement about a new extension and ask if we’re currently using it for their account.  Or they’ll ask if we are using an existing extension because they didn’t personally see it when they did a search themselves. [mkdf_blockquote text="Adding an extension won’t guarantee that it will show with your ad all the time" title_tag="h2" width="80"] A perfect example is the location extension. Your physical...

Ads are coming to Facebook Messenger according to an announcement by Facebook on Tuesday. Facebook has been testing ads, within Messenger, in Australia and Thailand in a beta.   After a successful test, they will be expanding the beta further. This will be done by offering Messenger ads globally, allowing advertisers to leverage Facebook targeting to extend their reach to people in Messenger. More than 1.2 billion people use Messenger every month, which gives businesses an opportunity to expand the reach...

The greatest question, that every business investing in online advertising asks, is “did it lead to a sale?”.  That’s a simple question when you sell things online like Amazon. What happens when you sell things offline, where people visit a store or, in this discussion - at a car dealership? Nobody buys a car online (yet), but dealers put big money into online advertising. How do we know how effective online advertising is at driving foot traffic to...

1814% seems like a ridiculous number - yes?  (it gets higher), but I assure you, this was calculated using real world data from 2017 that I will get into shortly. This revolves around dealerships and their AdWords accounts.   As we audit accounts on behalf of dealers and sometimes take over the management of Adwords accounts, we often find all kinds of waste, some of it small, and other times thousands wasted. It would have been thousands more...