Month: January 2017

Multi-Touch Attribution solution now integrates with both Google AdWords and Google Analytics

COLUMBUS January 23

Columbus, OH (January 23, 2017) – Clarivoy today announced the native integration of its industry-leading Multi-Touch Attribution solution into Google Analytics.

The first to pilot this integration was Germain Automotive Group, comprised of 16 dealerships throughout Ohio, Florida, and Michigan, with Toyota, Lexus, Ford, Mercedes-Benz, smart, Honda, BMW, Infiniti, Volkswagen, Sprinter, Audi, Porsche, and Cadillac franchises. “The new Multi-Touch Attribution modeling has allowed us to escape the antiquated and incomplete last-touch attribution modeling that doesn’t fully justify the benefits of some of our digital partners. This new integration helps our GMs better understand and appreciate the dynamic and ever-changing customer journey that can’t always be accurately measured by looking strictly at last click,” said Shaun Kniffin, Marketing & Technology Director at Germain Automotive Group.

According to Clarivoy CEO Steve White, dealers struggle to get accurate information from Google Analytics due to the amount of unstructured data that is fed into it. “In order to make sense of it dealers or their agencies must classify campaigns. Over time, human error and inconsistencies can lead to incorrect classifications,” White stated. “The native integration of our Multi-Touch Attribution solution into Google Analytics organizes the mess of referral traffic coming into Google Analytics by classifying data into the many ways dealers spend money. This allows them to isolate and track the true performance of their marketing investments every day through on-demand Google Analytics reporting,” White added. Clarivoy’s custom Attribution Channels allow dealers to upgrade Google Analytics to an auto-specific lens so they can easily and accurately see how Tier 1, Tier 2, and Third Party websites influenced traffic to their site.

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Clarivoy CEO Steve White outlines what's he looking forward to at NADA100

BY January 20

Another National Automobile Dealers Association Conference & Expo is right around the corner. This one is special because it’s the 100th Anniversary of NADA. They’ve done a fantastic job over the last century looking out for and helping dealers (and holding excellent conferences!). On this note, I thought I’d say what I’m looking forward to at the upcoming event – and, perhaps, you will as well.

1. Dealers and Vendor Partners. I am certainly excited to meet new dealers, as well as our existing dealer clients and vendor partners. Attribution will be the hot thing this year and we’re anxious to show dealers all of our attribution solutions, including our Native Integrations into Google AdWords and Google Analytics and our TV Analytics solution which won the 2016 Innovation Cup at the DrivingSales Executive Summit!

2. Industry-expert and author of the first textbook for automotive marketing, Brian Pasch, will be at the Cars.com booth (in addition to his own booth) to release his newest book, “Swimming with Digital Sharks.” Clarivoy has a small part in the book and we’re excited to see the final copy and grab some for ourselves. NADA attendees can claim a complimentary signed copy and learn the best ways to stay empowered in the digital age.
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Apple Autos has been able to identify $2.2 million of previously unattributable monthly sales

COLUMBUS January 16

Columbus, OH - January 16, 2017– Clarivoy today announced that with their Multi-Touch Sales Attribution solution, Apple Autos has been able to identify $2.2 million of previously unattributable monthly sales for one of their stores, (117 vehicle sales), providing a much more transparent view of which ads really contributed to sales, helping the dealership increase market share in a down market.

Apple Autos sells 450-500 vehicles per month at its flagship store and spends about $90,000 monthly on marketing, 85 percent of which is digital.

Getting a complete picture of the exact marketing tactic that lead to the sale is a huge pain point for many auto dealers. Alan Krutsch, Director of Marketing with the Minnesota-based Apple Autos Group, became interested in Clarivoy while searching for a multi-touch attribution solution. He started using Clarivoy nine months ago and it has helped Apple Autos increase market share in a tough market by allowing him to finally see exactly where his sales are coming from and better target his marketing spend. He has since added Clarivoy’s solution to his other stores as well.

“Many dealers do not know what is actually driving their sales. To be completely dialed in and have full knowledge of that is priceless. Most of the available solutions from advertising vendors or software suppliers were either first touch or last touch models. We wanted to get a more complete picture of the path that customers take from shopping to purchase. As dealers we spend a lot of money on marketing tactics and not enough energy and money on analysis and insight. We were looking for the combination of advertising tactics that most efficiently lead customers to purchase. Clarivoy’s multi-touch attribution solution provides us with a more sophisticated view of the purchase journey,” said Krutsch.
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video blog

January 13

[embed]https://vimeo.com/222868887[/embed]  READ MORE »

If you utilize paid search, you’re probably paying “Google Tax” without even realizing it.

BY January 06

If you utilize paid search, you’re probably paying “Google Tax” without even realizing it.

So what is “Google Tax?”

Four years ago a writer penned a piece on “Google Tax” that explained how businesses are essentially forced to run paid search campaigns on their brand names which, of course, lines Google’s pockets. Since then, with all the changes to the format and display real estate that Google has made, the value of organic listings has declined. This creates a dilemma.

The basic mechanics of paid search revolve around finding and paying for ads that either convert at the lowest cost, or provide the highest return on your investment. There are a lot of tricks and tips involved to optimize any paid search campaign. However, pretty much every dealership’s campaign includes a similarity – their own brand name.

In general, any consumer search for a dealership’s name should return a result with the dealership’s website high in organic rankings – most likely the first result on page one. At that point you have two decisions: run paid search ads on your brand name to block competitors from doing conquest ads, or choose not to run brand name keyword campaigns and hope and pray that your competitor is not bidding on your name and fishing for your customers. You become an easy target and most dealers do bid on their competitors.

In the automotive industry, dealers are surrounded by many entities competing to drive online traffic away from their dealership including their OEM, a competing OEM, competing dealerships, third party lead providers, used car listing sites… the list goes on. In choosing not to bid on your dealership’s name, you open the door to these competitors running paid search ads that effectively conquest your business. In fact, I know of a dealer who spent a large amount on TV ads but their competition reaped all the benefit as the dealer chose to cease running paid search ads for his brand name. His competitor bid on that dealership’s keywords and had a record sales month. After all the money and energy invested into your dealership it makes no sense to go cheap and not pay for branded keywords.

A long time ago (in a galaxy pretty close by), this was a legitimate choice because paid ads took up significantly less space on the search results page, and more real estate was given to organic results. However, Google has made dramatic changes, little by little, that have effectively reduced the number of organic search results above the fold, while increasing paid search ads – some of which are in prominent places, such as map listings.

“Google Tax” pretty much boils down to the cost of doing business. You never want to open the door for a competitor to hijack valuable search keywords such as your dealership’s name.

So, your choice is to pay the tax or put your head in the sand and not pay for branded keywords and let your competitors merrily steal away your customers. You may save some money on the surface by reducing your paid search ad budget – but will that reduction in budget be overshadowed by the sales you may lose to competitors?

If you’re going to play in the paid search sandbox, be ready to pay “Google Tax.” As organic listings continue to get pushed below the fold, and as mobile search results continue to evolve, expect the tax to just keep going up.  READ MORE »