Steve White answers the question, “When is the right time to cut a marketing source if it does not seem to be working?”
A question I often get asked is, “When is the right time to cut a marketing source if it does not seem to be working?”
Almost every vendor and/or marketing source requires time to perform – whether that’s PPC, SEM, SEO, TV, radio, newspaper, email, lead providers or third-party listing sites – it’s all the same. Give any source a mere 30-day judgement call before cutting them and you’ll never know whether they are performing. You could easily cut a vendor or marketing source from your budget that is actually driving sales.
Everything takes time to work. For example, lead providers. The majority of consumers don’t buy a car in the same month they submit a lead. In fact, at the point they chose to remove their anonymity and request information, many are still in the research stage of their buying journey.
Steve White shares some best practices about how to really maximize your ROI in paid search.
Dealers have leveraged paid search for years – and some spend significant budgets on it. However, whether they do it by themselves, or work with a vendor, I find many misunderstand some of the strategies, analytics and the method to the madness that is paid search.
I’d like to explain a few things and share some best practices I have learned over the years about how to really maximize your ROI in paid search:
Let’s start with branded search.
Historically, branded search has been the highest performing search type because marketers spent more on branding activities such as TV, radio and newspaper. These mediums provided customers with a familiarity as to where to begin their online search. Then along came Google, which began, in essence, as a glorified phone book. Now consumers rely on Google to tell them what to buy and where to go.
Hadley will be responsible for account growth and extension sales, facilitating customer satisfaction measurement, product feedback and new business development
[caption id="attachment_652" align="alignright" width="150"] Ben Hadley, Vice President of Strategy[/caption]
Columbus, OH (April 6, 2017) – Clarivoy, the auto industry’s leading provider of Multi-Touch Attribution, today announced it has hired Benjamin M. Hadley, formerly Senior Sales Director at Dealer.com, as Vice President of Strategy. In his new role Hadley will be responsible for account growth and extension sales, facilitating customer satisfaction measurement, product feedback and new business development.
“Ben was the youngest person ever to reach the level of Sales Director at Dealer.com and also made it into their Presidents Club for 2016. His drive and passion for the automotive industry make him a perfect fit for our Clarivoy team,” said Clarivoy CEO Steve White. “We needed a senior-level professional with a proven track record of selling technology to dealerships to pioneer the sale of our disruptive marketing technology. He will head up the challenge of making the complex notion of Multi-Touch Attribution something easy for dealers to understand and apply in their businesses.”
Previously Hadley was at Dealer.com for six years, where he worked his way up from Inside Sales Representative to Sales Director, consistently selling over $8 million in revenue. An avid skier, Hadley lives in Burlington, VT, with his wife Em.