To be frank and borderline crude here, most of you dealers are pissing your money away. You are totally ineffective and inept with your advertising dollars.
I’m told that automotive advertisers spent more than $4 billion on paid search in 2016. Most of that went to Google. From everything I’ve been able to glean, I am going to estimate that another $3 billion was spent on so-called lead providers. That’s $7 billion in pursuit of the Holy Grail, aka the first page of Google search results.
Well, I can tell you from experience that most of you flushed that money down the toilet.
In the early 1920s, John Wanamaker created and operated one of the first department stores in the United States. He invented the price tag, among other accomplishments, and coined the saying, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Read the whole article here on F&I and Showroom.