There’s a lot of lingo out there when it comes to digital marketing, especially in the automotive space.
At sMedia, we’ve run into a few scenarios where a vendor may be using a term like lead or conversion and it’s not totally clear as to what they’re referring to. We encourage our dealers and our team to clarify when they’re having conversations exactly what they mean, asking questions like “what are you counting as a lead?” and “what is a conversion in this report?”
Vendor reports sometimes only measure those things that the vendor requires for their product or service to perform well. We, therefore, think it’s essential for dealers to have a solid understanding of terms like conversions, leads and attribution mean so that you can have better conversations with your vendors and your sMedia Customer Success Manager.
Ready to learn? Read on.
We know that shoppers don’t make decisions in a straight line. They’re researching their purchase all over the internet, it’s likely that they’ll visit your website multiple times in addition to seeing your ads, reading reviews, doing multiple google searches as well as visiting 3rd party sites…
So how do you know which of your marketing influenced their purchase decision?
This week’s Behind the Wheel focuses on the impressive results dealerships have seen using sMedia’s simple and effective Smart Offer tool – to create a custom experience for potential buyers to convert more often.
79X ROI from a lead tool is an impressive result, to say the least! But before we jump into those numbers, let’s explain why the dealerships using this tool are so excited about it. We’ll break it down into four categories: Time, Planning, Versatility, and Control.
Every week on “Behind The Wheel” we look for an opportunity to provide some value to dealerships, and this week is all about real opportunity. Like how to reach new audiences with that all-important factor… money to spend. The Microsoft Network is a platform that allows you to advertise on Microsoft Edge, Microsoft Bing, MSN, Yahoo, DuckDuckGo, CBS Sports, Fox Business, and Outlook. (Some placements are not available to Canadian advertisers).
Commonly overlooked by automotive marketers, the Microsoft Network is more valuable than most think. Let’s dig into why this might be an opportunity to generate more conversions for less.
Microsoft Auto Ads are now available at sMedia!
Microsoft Auto Ads replace simple blue links with personal, visual, intuitive, and adaptive ads to create a better consumer experience for your shoppers. Show relevant inventory at every stage of the buyer’s journey on the Microsoft Network.
These inventory shopping ads get your vehicles in front of shoppers on Microsoft Edge, Microsoft Bing, Yahoo, and Duck Duck Go search engines, as well as ad placements on MSN, CBS Sports, Fox Business, and Outlook.
sMedia is happy to announce that we are a founding member of the Automotive Standards Council for GA4!
The newly established Automotive Standards Council consists of thought leaders from the automotive industry who want to establish a set of standards for the new GA4 analytics platform. Council members will come together to establish a baseline for Google Analytics 4 tracking and event measurement.
Here at sMedia, we are helping auto dealerships manage digital transformation by empowering their teams through tech enablement. (And also recreation, real estate, and electronics sellers.) Our Behind The Wheel blog is here to help answer some of the tough questions like GA4 (coming soon), and provide expert analysis and updates on topics and tools that impact the industry.
As if chip shortages weren’t enough, the industry is faced with a massive mechanic shortage. Our People and Culture expert delves into some of the whys, and what you can do to improve your mechanic situation.
Finding the right talent is tough right now. On next week’s Behind The Wheel our Peoples and Culture expert will provide an extensive strategy guide on hiring for those hard-to-fill positions. (Did someone say Auto Technician?)
This week we want to highlight a new feature that has been added to our Smart Offer tool at no additional cost. We call it Smart Resume, and it’s actually very simple in design.
How to get better results from your display advertising.
You’ve seen them; Banners that pop up over your YouTube videos, the square image that we ignore on a recipe blog, or worse yet, the ad that takes over our entire screen when we’re trying to read a news article online. Even if you dislike some kinds of display advertising, they CAN BE a very efficient and effective way to create brand recognition and drive traffic to your site from various places across the internet when set up correctly.
So how do you tell if your display campaign is set up incorrectly if you don’t have access to the ad account?
Leads have ruled dealership conversations for a very long time, and rightfully so – an opportunity to engage with a customer should never be taken for granted. That being said, there is such a thing as a bad lead, and bad leads cost your dealership time, money and morale.