Cold Turkey Test

A key to implementation and execution in Google Ads’ space is to secure no less than 80% impression share for your name in the geographies where you sell and service vehicles.

Many dealers ask what would happen if I didn’t buy my name. Or better yet what would happen if I didn’t spend any advertising money or, more often than not, what if I stopped advertising on Autotrader or any other listing services?

The reason most dealerships don’t take the risk isn’t because of cost savings but rather because of the competition in our industry.

Check out your Google Auction Insights and see which of your competitors are riding your name already. It is more expensive for your competitor to “pretend” to be you to searching consumers than it does for you to dominate searches for your own name.

Choosing not to participate in bidding on your own name simply means that you are making it that much easier (and less expensive) for your competitor to succeed in their conquest campaign and win customers that would have otherwise been yours.

Relevance takes the prize in the Google machine. Better ROI at a lower cost in a crowded category wins every time.

A cold turkey test is not for the faint of heart and, if you’re bold enough to take the chance, there is no doubt you will still sell cars. However, in a competitive landscape like automotive retail, it makes common and good financial sense to protect and keep what’s yours -- your dealership brand name.

Try the cold Turkey Test in February if you’d like, then get ready for March. With 5 Fridays and 5 Saturdays in March, it sets up to be a big sales month!