Google recently published a dealer digital playbook outlining the best practices to follow for optimizing digital marketing spends in 2018 -- but the format was built for vendors, not dealers. That's why in this session, Eric Mercado will show you how to execute the Google Digital Playbook yourself, as well as how to keep your current vendors honest by making sure they are focusing on digital efficiency rather than lining their pockets.
He will put together a roadmap that you can take back to your dealership to help optimize your digital marketing ROI in 2018, starting with Google’s micro-moments. He’ll walk you through what these micro-moments are, and explain why once you understand them, you can better capture the attention of car-shoppers at every stage of the shopping process.
You will walk away with an actionable plan to implement at your dealership after the conference is over.
Primary Learning Objectives:
- Learn how to identify the right channels and audiences that you should be marketing to with your paid digital marketing efforts.
- Identify optimal ad copy, as well as bidding strategies that help optimize the micro-moments in order to get the best possible digital ROI.
- Learn how to set digital marketing goals for 2018 and measure them in real-time using Google Analytics.