Eliminate Waste, Maximize ROI: Navigating Google Ads and Marketing Optimization

Discover how your digital marketing dollars might be slipping through the cracks as Mike Shaug, CEO of Premier Online Marketing gets into the details of hidden waste within Google Ads. We take a special look at the automotive industry, yet the insights discussed are universal, exposing how geo-targeting can be your best defense against irrelevant bot traffic. Mike also shares a staggering example of a misplaced $30,000 in Argentina, proving that even a single oversight can lead to a monumental blow to your marketing budget.

As we tackle the intricacies of Google Ads' Performance Max campaigns, the conversation turns to the peril of surrendering entirely to algorithmic automation. With Mike's expertise, we dissect the necessity for seasoned marketers to take the wheel, steering campaigns towards true business objectives and away from wasteful expenditures. The discussion spans across various industries, shining a spotlight on the subtleties of paid search, the significance of ad scheduling, and the specialized approach needed for B2B versus B2C marketing.

The episode concludes focusing on the art of advertising luxury goods, sharing strategies to pinpoint demographics that convert at higher rates. From utilizing CRM data for smart bid adjustments to leveraging YouTube's custom intent ads, we cover the gamut of high-end marketing tactics. And for those who are vigilant about their advertising health, we emphasize the transformative power of marketing audits, as illustrated by a client who discovered they were investing in irrelevant keywords. Join us for these revelations and more, ensuring your next click isn't just a cost, but a step towards a more prosperous return on investment.

Premier Online Marketing helps businesses grow through smart SEO, content, and search strategies. Learn more at www.premieronlinemarketing.com

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Podcast Directed and Produced by: www.hiredgunsagency.com

Episode Transcript

Speaker 1 (00:01):
Welcome to the POMCAST, a digital marketing
podcast focused on local leadgeneration insights and
strategies.
Your search for current digitalmarketing tips and I mean
current digital marketing tipsand tactics has led you to the
right place.
Thanks for tuning in.
We're going to get right intoit.
Mike Schaug, founder CEO, mostimportant person at Premier

(00:26):
Online Marketing, welcome to thepodcast.
How are you?

Speaker 2 (00:30):
Good to be here.
Thank you for that intro.
It's great.
I think I'm going to make mywife say that every morning.

Speaker 1 (00:39):
It's really exciting for the audience listening and
or watching.
Mike and I have known eachother for a long time.
Mike is one of the foremostexperts in digital marketing in
multiple verticals.
When you tune into this podcast, sometimes you'll hear us going
deep in various verticals.
Oftentimes you'll hear us talkabout the automotive industry.

(01:00):
You will also hear us talk fromtime to time about the
multifamily industry, and itwon't be limited to just that.
Today, mike, most of the thingsthat I want to ask you about are
probably going to be mostlyrelative to car dealers, but
maybe not, and today's episodeis really kind of focused on.
There's a lot of waste, andpeople have talked about this

(01:21):
over the years of trying tounderstand how to not waste a
lot of money when it comes tothose investments within Google
specifically, but it's notalways limited there.
But today, I know a lot of whatwe'll talk about will be
relative to making sure thatyou're not wasting thousands or
hundreds of thousands of dollarsin the Google environment when

(01:43):
you really need it to pay offfor you.
So, without further ado, thefirst place I want to start with
you is some of the commonpitfalls.
There's a lot of inefficiencieswithin digital marketing spend
and I know that you know some ofthe specifics.
So if I were to just say, startwith these common places where
people unknowingly usually arewasting a lot of money within

(02:06):
digital spend, yeah, absolutely.

Speaker 2 (02:08):
I think the first thing that's really important to
say at the front end is whatGoogle says about their product
as it being a very easy tool forGoogle AdWords or ad platforms
being a very easy tool forcustomers to easily go get the
right customer in a certain areavery efficiently.

(02:29):
That's not really true.
It's actually way easier towaste money than it is to find
customers.
And the thing that's been veryunusual, being in a performance
marketing agency setting, is wealways assume that Google is
going to kind of make usirrelevant at some point as
service.
We always assume that Google isgoing to kind of make us
irrelevant at some point as asservice providers.
Oh, they're going to make theirplatform so good, so dialed in,

(02:52):
that it's going to be so easyfor customers to acquire you
know, car, car leads or whateverthat they're not going to need
us anymore.
And the reality is all of thesechanges that Google has made
recently have been kind of inopposite direction.
So a few things that I look atwhen I'm evaluating ad spend

(03:12):
through Google ads specificallyis I look at where is your
traffic coming from Just becauseI am in Austin, texas, and I
have, say, a Toyota dealershipor a Lexus dealership in this
area and I'm bidding on each orwhatever.
That doesn't mean that all ofmy traffic is just going to come
here from this area, somethingthat I never see.

(03:35):
So this would be.
My first point would belocation negatives.
A funny situation that happenedwith us at Premier is recently.
We have a ton of dealershipsand real estate companies that
we work with across the countryand randomly, a lot of our
customers on the West Coaststarted getting traffic from
Papua New Guinea, which is nearNew Zealand, nowhere near

(03:58):
anywhere.
Our customers are, and what welearned was that the Google ad
network became addressable inPapua New Guinea that month, and
that's why we were seeing bottraffic.
But we've also noticed thatthere's bot traffic that comes
from Poland, from Lithuania,from Russia, from a ton of
different countries.
So the way you shouldn't haveto think about bot traffic.

(04:20):
It should be something that theplatform just takes care of for
you.
If someone is trying to is in abot farm in India, you shouldn't
be serving your ad to thatperson, but unfortunately,
that's not how it works.
So something that we find as anabsolute requirement is to
target the area you want totarget super specifically, and

(04:41):
I'll get to that but also toexclude everyone else.
You should be excluding everycountry that you can exclude in
Africa, in Eastern Europe, inSoutheast Asia and it seems
really dumb that you have to dothat, but you absolutely do or
you will get some traffic fromthose areas and the degree to

(05:02):
which location waste that willfluctuate greatly depending on
the market of your client.
So if you have a customer inNew York, they are far more
likely to get a ton of trafficfrom the rest of the world than
someone in, say, dothan, alabama, you know.
So you have to be more mindfulof this in places like Houston,
san Antonio, los Angeles, miami.

(05:24):
And we've seen instances.
I had an apartment customer inNew York City that we acquired
through an audit and they're oneof the largest apartment
developers actually in thecountry and they had spent
$30,000 in Argentina randomlyand it was interesting because
we actually got to go prettydeep and look at were we

(05:48):
converting anyone from Argentina?
Was this useful traffic?
Was this good spend?
And the answer was no.
It was not.
Most of the leads and leasesthat this particular property
had signed were within the NewYork, new jersey kind of
tri-state area, so that made thewaste in argentina or the waste

(06:08):
in chile, just absolute moneythat they could have recovered,
that they could have investedand so, just on a smaller scale,
this is happening to cardealers, rv dealers, power
sports dealers, all kinds ofdifferent businesses.

Speaker 1 (06:21):
So, yeah, that's uh, so you can tell audience.
You just like subscribe and belike.
Make sure that this is part ofyour regular listening, because,
instead of just talking aboutall the anecdotal uh things that
that a lot of people are goodat discussing in digital
marketing, mike literally startsoff this episode by bringing

(06:43):
their receipts, and I thinkthat's what people really need
to hear is you know, locationnegatives.
For me and I haven't been in itin the thick of it like you
have in several years just youknow, looking at the top down,
but just that alone representingtens of thousands of dollars of

(07:04):
waste.
If your providers don't talk toyou about things like that and
what they're doing for youaround, location negatives seems
like a a place that you mightwant to improve your own
knowledge so that you know whatyou're really getting or not
getting.

Speaker 2 (07:20):
Yeah, ultimately it's yeah there's literally no
downside to excluding everycountry that you don't do
business in and there's verylittle downside in even
excluding other states that youare not serving.
Um, the other issue, outside oflocation negatives is going to
be keyword negatives, obviously.

(07:43):
You know if you PowerSports isa great example If you sell
Can-Am Mavericks and you arejust doing a lot of broad match
bidding on keywords like Can-AmMaverick X3 or something like
that, you are going to also pickup a ton of the parts and
servicing and customizationtraffic.

(08:04):
This varies by OEM.
Oems that do more customization, like Jeep, fall prey to this
much more than OEMs that don'tdo a lot of customization, like
Fiat.
So if you're bidding on JeepWrangler, you need to make sure
that you're doing exclusions ofthings like risers, you know,

(08:26):
lift kits, like all of thesedifferent, uh, popular
customizations that people woulddo to jeeps.
You want to make sure thatyou're excluding those because
you will show up for them.
Because if you're just typingin jeep gladiator 2024, google
will match you to all the otherpermutations of that lease sale
finance.
Some of those are good but thenit'll go brake pads, parts

(08:49):
service center and a lot ofthose things are just not close
to the sale and there's so muchtraffic that you can acquire
that is right on the nose forwhat you want, exactly that.
You just don't want to wasteyour money on all that other
stuff.
Sell that person the part afterthey become your customer and
do an email marketing campaignto them.
Don't want to waste your moneyon all that other stuff.
Sell that person the part afterthey've become your customer
and do an email marketingcampaign to them.
Don't allow your marketingthrough Google ads or Facebook

(09:11):
ads to be inefficient and youget these kinds of incidental
part sales.
You hear that a lot Like peoplewill say all of the calls I'm
getting are from parts andservice and the reason why a lot
of the time is because theydon't have the right keyword set
up and structure to go aftersales.

Speaker 1 (09:27):
That's another great tip, because the close
association of somebody who'swanting to customize their Jeep
and what they might search for,but they just don't think, well,
you can't put it on thesearcher to like, well, be more
descriptive and say that you'relooking for 2024 Jeep Gladiator
lift kit.
They are oftentimes not goingto do that and so that's like a

(09:53):
totally pro tip of how yourcampaigns are set up.
And I'm going to just guess,even though it's a pretty
educated guess, that most of thepeople in automotive they're
setting up campaigns.
One of the big reasons whyeverybody wants to pat
themselves on the back for greatservice but would really not
want to actually look under thehood is because I think there's
probably a lot of lazy setup andthey don't go into this detail

(10:16):
around location negative, aroundkeyword negative, and then you
miss these things, which I getit.
The association there is soclose because it's relative, but
to your point, that needs tocome after the transaction of
well, they actually have theprimary product and then you can
customize from there.
That's pretty fascinating.

Speaker 2 (10:35):
Exactly.
Yeah, usually digital marketingteams kind of have to adapt to
the product team and the productteam can be a little further
from the solution, and so much.
There's so much change that thead managers will be aware of
because they see it happeningmonth over month in their
accounts and that really needsto translate into the product,

(11:00):
because this product is evolvingand it's always changing and
what worked three years agowon't work as much today.
So it's very rare In fact it'snever happened where I've gone
into a dealership marketingaccount and seen them make
exclusions or do very specifictargeting which we can talk

(11:22):
about in a little bit,Definitely not a lot of negative
keywords.
So you just and I see a lot ofbroad match still, which is
crazy.
Back when we worked together wewere talking about how broad
match sucked and you would pullin a bunch of.
If you want to sell, you knowblack coffee cups.
You can't have the keywordcoffee cup in there because
you'll get red coffee cup, bluecoffee cup, you know all these

(11:45):
other ones.
You have to be very specificabout what you're selling and
what's crazy is most of themarketing that is done at broad
kind of scattershot sale is forvery specific things.
It's for you know that Can-AmMaverick X3.
It's for you know somethingthat costs tens of thousands of
dollars, that the business sells, that tons of their customers

(12:08):
are looking for, and goodmarketing management is just
better aligning, uh, those two,those two needs it's the product
that you have with the customerand trying to pare away
everything that is similar butnot I.

Speaker 1 (12:22):
I remember part of this topic coming up with you
when we were working with bothcar dealers and motorcycle power
sports and automotive.
In the brands that sell bothcars and motorcycles, like Honda
, we were having issues come upwith I think it was the Africa
Twin and the Goldwing and thenyou'd find car dealers who are

(12:45):
burning through budget with aterrible provide.

Speaker 2 (12:47):
Yeah, so bmw yeah, yeah, yeah, absolutely honda, uh
, or like yamaha dealers withall their musical equipment,
like you have to understand theproduct menu and you've got to
kind of proactively think aheadof the waste.

(13:08):
It's like what else couldGoogle waste my money on?
So I guess I kind of closingout my opening statement is the
factory installation with Googledoes not work for power sports,
it does not work for cardealers and you will waste a
tremendous amount of money.

Speaker 1 (13:39):
If you kind of follow the general practice of broad
match, 20 mile radius P max andyou know it's better for them to
not have.
Somebody that has 20 years ofexperience, maybe even from the
beginning of Google AdWords toGoogle Ads in its current state,
you have probably more educatedinsight than most around

(14:06):
advising someone to take astandard onboarding or
installation of hey, yeah, let'sjust try PMAX, because PMAX
seems to be at least I couldhave this wrong, but I think
it's.
You know, upload all the assets, you know a video, some display
ads, and we're going to use thesmart copy for you know writing
, you know you know, so thesearch ads, all this kind of

(14:27):
stuff.
And then it goes back to this.
I, google, did a presentationyears ago.
I saw where it was let go andlet google, where they're
basically wanting, wanting theadvertisers to just fully trust,
like, hey, we know what's goingon and we've got all this
audience data and what kind ofand ideally I understand that,
as the, you know, as as Google,like I get it, like like that's

(14:47):
what you'd want people to do.
But would you agree?
Cause it's my opinion thatultimately, though, if, if, what
you really want is the very,very best results you can get
and it's nuanced.
Your industry is not just.
You know, hey, we sell flowersor we sell jewelry or something.
We sell something that's moreexpensive.

(15:10):
There's complications that inthose cases it's not advisable
for and let's just use, let'sjust stay with car dealers.
It's not advisable for a cardealer, in their paid search
efforts with Google, to justtrust that the provider is
following exactly what Googlesays.
And maybe it's not to the faultof Google, maybe it is, but

(15:33):
that knowing their platform isactually much more smarter,
making sure that your agencyknows the platform much better,
because when Google comes upwith new things that might be
beneficial to 60% of theiraudience, it's the 60% that you,
as a Ford dealer, you're notpart of that 60%, you're part of
this 40% that needs to knowwe've got to be able to move

(15:55):
this lever on some componentswithin the display part or the
search partners or whatever itis, so that you're always
basically squeezing out the verybest result for the client.
Would you say that that's kindof like Google themselves as a
business would want?
Just let us kind of run all thestuff.
But the reality is is thatthere are a lot of business

(16:17):
types, especially like cardealers, but you can't.
You can't do that.
As much as that would be pie inthe sky, wonderful, you really
have to have people that havequite a lot meaning years of
experience with the platform,knowing what it was capable of
in the beginning and how much ofthat's still applicable to
today, so that your campaignsare built with this type of care

(16:41):
that you're talking about justliterally within, just talking
about negatives around locationand keywords and targeting, I
think is really to me that makesall the sense in the world that
ideally, Google would want that, but that's probably a bad idea
to just let them run with itlet go in that google thing and

(17:06):
that was like it was hilariousbecause it's such bullshit, but
they really believed it.

Speaker 2 (17:11):
You know they they're like how could you not trust us
?
Yeah, you know, we know carbuyers.
There aren't car buyers.
There are subaru buyers whichare very specific and there are
polaris buyers which are veryspecific.
There are there are HarleyDavidson buyers which are
different than Suzuki buyers,but for them it's just like well

(17:31):
, we have all this car buyingintent and they buy data from
Experian and all these otherthings.
But part of their platform isoptimizing through waste and
like a huge value propositionthat they have and like well, we
are going to be more efficientwith your money if you just kind
of seed the control over to us,but we're not going to show you

(17:54):
how we did it.
So, kind of touching on, like Pmax, for instance, I it's,
there are some great ways toleverage it, but I don't like it
directionally for the platformbecause essentially, where
Google is trying to direct allof the, the google search
traffic, which is their bestproduct, by far, substantially
better than their display padproduct, which we can talk about

(18:14):
later it's terrible, um but uh,for their search product.
They would make so much moremoney if agencies like me could
not do location exclusions.
Interestingly enough, locationexclusions.
You can only exclude 100locations or something like that
.
They're capping it, which isridiculous because there are 190

(18:35):
countries in the world orsomething.
You should at least be able toexclude all that and a handful
of states.
But now you can't do that.
Why are they doing that?
That doesn't make sense.
The platform does not optimize.
It optimizes based on the datathat you feed it.
So if an ad platform has baddata let's say someone sets up a
conversion incorrectly then youcould have the platform

(18:58):
optimizing to that input.
That was not correct.
Yeah, I definitely there are.
Unfortunately now there are anumber of different search and
shopping targeting.
That is only addressablethrough PMAX.
So you are going to have tobecome a master of P.
A good platform that is kind ofset it and forget it.

(19:20):
They're trying to force peopleto set it and forget it, but the
problem is people are going tosee it in their performance and
agencies bear the brunt of thiswhen the platform doesn't work

(19:43):
out.
We're the idiots, it's notGoogle.
So Google can kind of maintainthis air of neutrality and
change their talking pointswhenever they want, but for us,
as performance marketers withinthe automotive industry, we are
trying to keep our customers,get you know, under a CPC of $3
and 50 cents, under a CPA of 40bucks, it's very hard to do that

(20:06):
when you take away all theselevers of control.
So definitely don't let go andlet Google watch them.
They are absolutely the foxthat's guarding the hen house.
It's a fantastic.
I love Google search.
It's such a great product, butit's definitely one that has to
be managed because you can wastemoney for each year.

Speaker 1 (20:24):
That's just a great point.
It is I've said this for yearsthe most amazing advertising
platform that's been created inour lifetime.
It's incredible Not that Metasisn't also.
I mean, they just amass such anaudience like that through a
search engine that everybodyuses and, wow, we could come up

(20:45):
with a pretty cool advertisingplatform with that, and they
have.
And I still tell businesses,both B2B and B2C, you probably
should be doing some amount ofpaid search, but I always
recommend to people find thesmartest people that you can
work with, though for it,because if you don't understand

(21:05):
those changes and nuances youjust mentioned it, it's really
easy for Google to kind of stayin that position of neutrality
and like we're just Google,we're just it's our ad platform
and you got to make the best ofit or whatever.
But they are, as seemingly everyyear goes by, they are
definitely more guiding peopletowards.
We've built it in a way now thatyou can trust it to do a lot

(21:27):
more for you and you don't haveto worry about the details and I
have found that not to reallybe 100% accurate, that the
details very much still domatter, and I can at least say
that I've known this on the B2Cside for a long time, where
dealers are getting hosedbecause their providers are

(21:49):
terrible.
It's not always like a Googlefault.
Sometimes it's, in fact I wouldsay that it's a very large
percentage of the time that theprovider of Google services is
just terrible at what they do.
They're just not good, theytake the easy way out and
they're lazy.
But it happens in B2B all thetime too, because that's the
world I live in mostly now, andthe amount of waste that happens

(22:12):
with B2B companies that go loadup tens of thousands of dollars
in search campaigns and displaycampaigns and then sit there
and say there's no way for us toknow whether we got a single
deal from it.
That is like an everyday, twiceon Sunday thing going on.

Speaker 2 (22:30):
B2B is so hard and you need to have so many inputs
and so much data to get thatright.
B2c is, I guess, the placewhere factory installation might
be a little bit better B2C orB2B.
A great example we had acustomer we were trying to work
with that did fleet management.

(22:51):
Now there's a lot of differentfleet management companies.
This one in particular reallyonly wanted to work with people
that had more than 500 trucks,which is a ton of trucks,
Meaning that if I'm a baker inDallas that has three trucks and
you want the software, I do notwant to talk to you.
I'm going to lose money in thatconversation.
But unfortunately for them, theyhad been investing in the

(23:14):
keyword fleet managementsoftware for a long time and the
vast majority of their leadswere terrible.
But B2B is super hard becausethe CEO of Wendy's and the
bakery owner are going to usethe same keyword.
So you have to look ateverything else, Like how can I
upload first party data, how canI add more exclusions, how can

(23:34):
I add other audience signals,demographic data like income
level, All these other things tobasically tell Google.
I'm trying to kind of go forthe top end of the market here.

Speaker 1 (23:45):
I'm not going for the middle or bottom.
Yeah, it's fascinating.
Well, so I know there's still alot to uncover around some of
these ways that people arewasting money.
I know you are the one thatreally I think uncovered and I
learned a lot from you around adschedules, and we used to talk
about this all the way back intoeven the Reach Local days.

(24:07):
I mean way way back mid, mid,late 2000s, where I think you
kind of started to uncover thefact that if there's not a
schedule set up, that it justliterally is like the beginning
of waste.
It's the beginning of alsoinaccurate data accumulation.

(24:27):
That could be more helpful toyou is that is our ad schedule
still.
Is that still an issue?
Is that still an area wherepeople can waste a lot of money?

Speaker 2 (24:35):
still a huge issue.
I mean there are peoplesearching 24 7.
The bots work 24 7, which thereis definitely issues with bot
or spammy traffic on Googlesearch, not just display.
So what we find is yourperformance.
It really depends on what yourbudget is, but you should
maximize your budget around yourconversion windows and if you

(24:59):
work with an agency that doesn'ttalk to you about that at all
or doesn't really explain to youwhen you get more phone calls,
you probably shouldn't beworking with them.
But generally, like using cardealerships as an example, they
tend to have better days thanothers and they have times of
higher and lower call volume,but what they all have uniformly

(25:20):
including dealerships in likeLas Vegas is they don't, they're
not open 24 hours a day.
They're not.
These dealerships worktypically, from you know, 8am,
7am, sometimes in the morning,till about seven o'clock at
night.
That's you know.
So that's, that's the hours ofbusiness.
So you should hypotheticallynot be wasting too much money

(25:41):
outside of that timeframe andyou should be optimizing your
budget for when you can getphone calls.
So, typically people.
Again, just general rule ofthumb here, and the way that
you're going to make thisdetermination is going to come
from your CRM, not my hunch ornot from industry best practices
.
That won't be useful for yourspecific business.

(26:03):
But you need to look and seewhen do I get the most phone
calls, what are my hot days,what are my cold days, and then
you need to increase anddecrease your, your, your ad
schedule, bid adjustments aroundthose timeframes.
If I were giving kind of a flatdefault schedule, I would say
don't waste any money from 11 PMto 5 AM in the morning, 11 pm

(26:31):
to 5 am in the morning, maybestart at 6 or 7.
Keep your phone call.
Like, don't run phoneextensions during times that are
not where people aren'tanswering the phone, because
people will try to call you, youknow.
And try to create a ad schedulethat is tiered in three-hour
increments or one-hourincrements, where, basically,
when you create the ad schedule,you're not just saying, hey,
I'm open from nine to five, it's, I want a schedule from nine to

(26:54):
11, from 11 to one, and thenyou're going to just watch and
see where am I getting morephone calls?
And then, after several monthsof this evaluation and a lot of
consulting with your raw datathat you have, then you can make
the decision and say, hey, youknow what Fridays, mondays,
really kick ass for us.

(27:14):
Sundays are kind of duds andthat kind of tends to be the
case in a lot of markets for us.
So let's increase our bids onMonday.
Let's increase them across thewhole week, from the blocks from
11 to 3.
And we're going to run into theevening.
But maybe let's not put a bidadjustment that's positive on 9

(27:38):
to midnight.
Maybe we do a negative bidadjustment because you want to
be visible, because people willsearch for cars after hours.
They're watching a TV show,they see an ad and maybe that'll
spur some search, but they'reless likely to convert at those
times.
So again, you have to be mindfulof what your conversion windows
are and optimize your budgetaround it.

(28:00):
If you go into your ad accountand you have zero ad schedule
which is 80% of what my auditsshow you need to fire that
agency because you are spendingyour money willy nilly
throughout the night and like areally fun audit that I look at
is how much money has been spentfor the last five years between

(28:22):
midnight and 5am and then howmuch, how many leads have I
gotten?
And that CPA is always superbad.
And it's worse when you talk tothe customer and say how many
sales have been the result of alead that came in at 4 am and
the answer is usually zero.
So you're looking at many tensof thousands of dollars and
nothing to show for it.

(28:43):
So, in terms of how you can runbetter digital marketing,
advertising is control the timeof day when your ads serve and
control it around what ishappening at your dealership,
not just kind of a general bestpractice.
Look at that a lot, becausethat does change sometimes and

(29:04):
sometimes it's seasonal.
Motorcycle dealerships are avery seasonal business, so this
is something that you've got tobe mindful of too.
The other one and then, ofcourse, we have the location
exclusions.
But shifting over to targeting,going back to the example of,
say, a Honda dealership inDallas, they may serve all of

(29:26):
DFW, but 80% of their sales aregoing to come from five to 10
zip codes.
But when you look at theirtargeting, they're just
targeting the DMA of Dallas or25 mile radius.
It's usually based on someone'shunch of how far someone will
drive and hopefully the personthat had that hunch lives in the

(29:47):
same city as you and they'renot across the country and have
no idea how long it takes to getfrom Irving to Fort Worth.
You know, but like you knowjust all the time, I don't know
why it's 25 miles, but that'swhat we see the vast majority of
the time.
You can no longer do zip codetargets for auto anymore, but

(30:08):
what you can do is micro radii.
So what a well-optimizedtargeting area will look like
will be a ton of little circlesand what you're going to want to
do is identify where are thezip codes that we're selling the
most and maximize your bidadjustment to that area via
micro radii or zip code ifthat's eligible for your

(30:30):
industry.
But essentially you want to say, hey, I know when my customers
are coming in and I want tooptimize for that time of day
and I never want to show upduring these times of day
because I want to maximize myinvestment, for you know my
hours of operation and also Idon't want to show up in all
these other places.
I want to show up here in thisarea.
Maybe it is a 25 mile servicearea, but I really want to spend

(30:54):
70% of my money in these sevenzip codes because that is where
90% of my sales come from and ifyou just make those changes you
will see a dramatic uptick inperformance.
We hear it all the time wherepeople will show us, pump in,
pump out reports and they'll say, hey, why is dealership XYZ

(31:14):
selling more into my zip codethan I am?
And if they are a customer,then usually we are pretty well
optimized to their areas ofgeography.
But what that also means isthat your competitor is getting
dialed into where are your hotzones as well and you've got to
spend more to defend those areas.
And you should really belooking at those kinds of

(31:36):
reports to see who is sellinginto your area, where are you
selling into other competitivemarkets, because that'll give
you a really strong indicationof where are those prime targets
.
Because, again using Dallas asan example, you know if you're
smack in the middle of Dallas,there are areas that you will
never sell anything.
A great example for Dallaswould be Highland Park.

(31:58):
Most of the Bentleys that aresold in Dallas are sold in
Highland Park and in Plano andin Prosper.
There's like a few differentplaces, but they're not sold
everywhere.
There are no Bentleys in OakHill.
There aren't very many Bentleysin Garland or Mesquite or
Carrollton.
So you have to be smart abouthow you invest your money and it

(32:22):
becomes a lot more difficultwith luxury products and more
expensive products and powersports things that are kind of
not primary.
It's not the CRV that I'mbuying for my work commute.
It's my second Harley Davidsonthat customer is going to be in
a specific area.
They're not just kind of evenlydispersed.

Speaker 1 (32:40):
So much man.
There was so much to unpackfrom that.
This is just so helpful.
I can only imagine for theaudience A couple of things on
that.
So a question for you do youthink that a lot of the other
providers, like digitalmarketing providers that don't
I'll go back first on schedulingthat don't really do anything

(33:03):
with setting up the ad schedules?
They just kind of let it run?
I usually hear people like thattalk about how well your
website's always open, likeyou're open 24-7 technically,
because it's your virtualshowroom and all these things
we've been saying for you knowdecades.
Do you think that most of themare and I'm not trying to get

(33:25):
anybody off the hook but thereason why they don't do a lot
of that is because they reallybelieve that it's like, well,
just leave it open all the time.
Or is it possible that theyrealize that that's how you make
more money too?
It certainly makes Google's notgoing to shut it down because
they're they're they're doingjust fine off of it.

(33:47):
But do you think the otheragencies are just maybe not
willfully ignorant, but they'reignorant.
They don't know.
They just don't know, whichseems a little unbelievable.
Or they realize, no, it willkeep the budget.
You know check coming in.

Speaker 2 (34:01):
Honestly, from our experience working in this space
so much, I think everyone wouldlike to have a program that is
significantly better thananother agency's paid media
program.
Like I don't think people arelike you know what, we're going
to hose our clients and be kindof you know assholes.

(34:23):
There is definitely an aspectwhere it's like what is the
least amount of work we can getaway with and we see that on the
SEO side all the time as well,where you know someone will be
doing SEO with dealercom orsomething like that and we will
have massive improvements withinthe first four months and we'll
and they'll be like we didn'tthink SEO actually worked
because we've been doing it forseven years.

(34:44):
And the reality is they werepaying for SEO for seven years
but they weren't really gettinggood SEO.
I think a big part of it on thepaid media side is a lack of
knowledge.
There's so much turnover withinagencies, the automotive
industry in particular.
You've got to have kind of acertain type of spine to work in
the industry.
A lot of type A's, a lot ofpressure and a lot of digital

(35:07):
marketers just don't want to dothat.
You know they want to go workin-house at a cool shoe company
or something like that.
They don't want to keep workingwith you know, they don't want
to continue being a serviceprovider for the automotive
industry and the problem withthat is because there's so much
departure from the industry toother industries.

(35:28):
I rarely see people.
Everyone leaves auto and theygo in-house or they go somewhere
else.
It's not as common that they goto another automotive agency,
at least in my experience.
So you have institutionalknowledge that is just gone.
You know it comes in and it'sgone.
And then you have this otherissue where Google is not really

(35:50):
telling you what you should bedoing either.
They used to give a lot betterdirection, they used to do these
trainings and boot camps andthey used to pay for third party
Google Analytics because theydidn't even offer that
themselves.
And then a lot of that stuffkind of went away and became
incredibly ambiguous to say thisis like, or it's just very hard

(36:10):
to say, this is a good digitalmarketing program and this is a
really crappy one because of X,y, z.
Google doesn't really care.
They kind of just want you tospend as much money on platform
as possible and if you're tooefficient, then you're that
efficiency is going to cut intothe for you to spend more.
That that's why P max is a lotmore popular now, because

(36:31):
they're just basically trying toget you to spend more money and
having and have less insightinto where it's being wasted.
Something really shady againthat Google did, was they they?
They don't show keywords,search terms that you have spent
money on that have less than, Ithink, 10 impressions.

(36:51):
And when we do our audits everymonth for wasted keywords or
keyword waste, sprint throughall of our customers.
Most of the keywords that we'vehistorically excluded only have
three or four impressions thatmonth, but over the course of
many months it'll be a lot ofimpressions, but now we have
zero visibility into that.

(37:11):
So a lot of the data that wecollected before this change is
kind of enforcing, informing ouroptimizations now, but the
reality is there's lessvisibility in how to cut the
waste.
I actually had an experience onetime when I went to work for
dealer track and they boughtdealercom and there were there

(37:32):
was a dealership in Dallas,stonebriar, chevy, and I was
always working on the Huffineside.
So that was like the, the, thenemesis dealer, chevy
dealerships, and I like assumedthat these people were total
assholes because they werealways cannibalizing Huffines
Chevrolet, huffines ChevroletLouisville, huffines Chevrolet

(37:55):
Plano, right, and I was like youguys are deliberately poaching
traffic.
When I actually met the guythat was running their accounts,
he had no idea he had beenwasting money.
He just had chevy plano broadmatch and of course everyone at
the huffines organization wastaking it like hey, like why are
you, why are you doing that?
But it's like these.
This guy didn't even know whathe was doing.

(38:16):
He didn't.
He wasn't even deliberatelypoaching traffic from his direct
competitor, he was doing itaccidentally and that was the
yeah.
So that was kind of the onefunny thing is, sometimes when
money is wasted, I always like,because we care so much about
what we do, I assume that thereis someone that is deliberately
kind of, you know, not doinggood work, but it's just they

(38:38):
don't know, nobody's teachingthem.
Google doesn't make thisinformation available.
So essentially, what you haveto have is someone in product
that really knows what the hellis going on and that you've
given them.
But they don't have a lot ofinformation to work with.
There isn't like a paid mediaacademy that everyone goes to
and you know it's not like thebar exam or something like that.

(39:00):
Literally, anyone can go get anAdWords certification and if
you have your AdWordscertification, that does not
qualify you to run Googlemarketing for anyone, and
definitely not in the automotiveindustry, for sure.
So I think there's just a lackof good information and there's
a lot of ambiguity about how todo the job right.

Speaker 1 (39:19):
It's interesting that you mentioned that I still have
a lot of people that ask meabout Google's certifications,
specifically around ads.
You know search, display,mobile, all that YouTube and I
always tell people the samething, like it hasn't changed in
the fact that the value isunderstanding the theory right.

(39:40):
Why would you choose, you know,search in this case, paid
search over a display, or so canyou get some useful knowledge
from it?
Yeah, you can, but what youjust said is really the most
important thing, and I thinkwhat most probably this is lots
of industries, automotive thatthat a dealer doesn't really
realize that somebody's googlead certification does not mean

(40:04):
that they even know how to setup a campaign, let alone manage
it and optimize it for bestresults, and that's tough.
It can be a tough conversationbecause there are a lot of
people in automotive that arereally proud of having oh,
everybody's certified, and so Idon't disagree with that, and,
as you know, there's a part ofthat that's tied to people that

(40:25):
want to be in the partnerprogram or Premier if they're
chasing Premier partnership aswell.
So, very, very interesting.
I want to ask you a little biton waste, because you were
mentioned some things that Ithought were maybe under the
category of audience signals,but you mentioned and I could be
wrong on this, so pleaseclarify for me.

(40:47):
But it makes all the sense inthe world that, knowing your
market for especially luxury,expensive items that you know,
you're going to be able to pickup some signals within your
audience that will help youdefine in such a way that will
make it so you're not wastingmoney trying to sell, in your

(41:08):
example, like Bentleys to peopleand Mesquite versus where your
more likely buyer is.
And knowing a neighborhood,knowing your town, knowing that
is really important Is thatrelative within audience signals
or is there way more in that?
I'm not as up to speed on thesignal piece but I'm fascinated

(41:30):
by it.

Speaker 2 (41:30):
Yeah, there's a couple of components to this.
One is you definitely, ifyou've been in business for a
while, you want to upload yourfirst party data into Google ads
.
You need to have, I think, thethreshold of like 500 matched
users.
But essentially, if you've beenselling cars or motorcycles for
the last decade, you shouldeasily meet that requirement and

(41:51):
essentially, what you want todo is say, hey, google, this is
data from my user that we wantto upload into the account
Because if people, if users,have these characteristics
they're like our customer wewant to target them.
Now Google is changing some ofthe ability to use first party
data, but I think there willalways be some component there.

(42:12):
But that's a very importantangle.
The others are super obvious.
You've got household incomelevel, you've got gender and you
have age right.
So, going back to our Bentleyor we don't even have to go as
high tier as Bentley we can goto Lexus.
If you are a Lexus dealer,chances are you sell to the top

(42:35):
30% of income earners more likethe top 15%.
You never sell anything to thebottom 60 or 70 at all.
Therefore, you should try toexclude that part of the pie and
you should optimize your budgettowards the smaller segment of
people that are more likely tobuy from you.

(42:57):
And it's again, and if you're aLexus dealer or a Bentley
dealer, you're probably neverselling your car to someone
under the age of 40.
Again, your CRM data will giveyou a lot of this information.
I don't know if age data willbe available, but typically when
you look in your conversiondata for a luxury car dealership
or even like luxury motorcycles, you're going to see that it

(43:21):
skews to top 20% of incomeearners, people that are at an
age that they're going to havethe means usually 30 to 50.
And, of course, that productwill vary massively based on
what it is.
But what's crazy is when youand you never see anything in
there, you never see a positivebid adjustment to income level.

(43:44):
When you do an automotive audit,it doesn't matter what it is.
It could be a Lexus dealership,it could be a Toyota dealership
.
You are absolutely going tooutperform in certain areas.
And by me, let's say I'm aLexus dealer and I say I just
want to get more of the top 15%.
I don't want to exclude anyone.
You can do that.
You can target everyone, butyou can incentivize the ad

(44:08):
platform to target your primaryusers more.
I just did a really interestingaudit for a business in Raleigh.
It's a med spa and they do veryexpensive treatments vampire
facelifts, all kinds of stuffthat you and I will never do but
they have been running googleads a pretty substantial budget

(44:30):
about 12k a month for quite sometime and, uh, not surprisingly,
their primary customer is women.
Right, uh, to the tune of 85are women and then 50 are men,
roughly in terms of theircustomer breakdown.
They didn't have bidadjustments to say, hey, if it's
a woman and they're clicking onthe ad, then I'd like to spend

(44:51):
an extra 5% because I want to bein position one, or I want to
show up for that person moreduring those key times of the
day than, say, a dude that youknow wants to get Botox once or
whatever.
So there's always an applicationfor audience signals refining
your traffic, and the ways youcan control it are hey, this is

(45:12):
the data that comes from my CRM,uploaded via CSV, or this is
the data that comes in fromGoogle ads or analytics that
says, hey, 70% of my users arein this income bracket.
If you have that intelligence,absolutely act on it.
If 80% of your users are inthis income bracket.
If you have that intelligence,absolutely act on it.
If 80% of your customers aremale, then you should spend more
of your money on males.

(45:33):
And here's the reality Justbecause most of your buyers are
a gender or within a demographic, that does not mean that that
is representative of thesearchers right.
Right, like a lot of you know,there are a lot of people that

(45:53):
buy products, like you know,motorcycles.
A lot of that shopping is doneby a wife, maybe for an
anniversary present or somethinglike that.
So there are these like kind ofniche cases, but the vast
majority of a motorcycle dealerscustomers, for instance, are
going to be guys from a certainage to a certain age that are
making a good amount of money.

(46:14):
If you're Harley, if you'relooking for a Suzuki, you can
probably be anyone, definitely alittle younger, less fluent but
you have to understand yourproduct and who your primary
buyers are.
And once you have thatintelligence, you can make a
massive improvement in your CPAand in the quality of your leads
by just saying, hey, I wantmore of my best customer, I

(46:34):
don't want to exclude anybody, Ijust want more of this.
And there are multiple ways youcan send that signal.
You can send it throughlocation bids.
You can send that throughaudience bids to age,
demographic, income level.
And if you aren't doing any ofthem, or if your agency isn't

(46:55):
doing any of those things, thenthey're not trying very hard to
not waste your money, becausethe reality for any car
dealership, for basically anyindustry that you're in that's
B2C dealership, for any,basically any industry that
you're in that's B2C, you couldprobably spend I mean, as a Ford
dealer in Dallas, you couldprobably spend a hundred
thousand dollars, no problem,probably.

(47:20):
And and have it be worthwhile?
Is it all going to be superprofitable, cause you're
probably blanketing the wholeDFW area?
Probably not, but you have theability to because the volume is
there and if there is suchsubstantial volume of search for
the products that you'reselling, but not everyone will
be a good buyer.
You have to be super discerningor Google will spend your money

(47:41):
either way, because theycollect your payment on the
click, it's not on theconversion.
Click, it's not on theconversion it's not on the
result.

Speaker 1 (47:48):
So much great information that you're sharing,
mike, I can tell you that, um,it's always been my belief for
years that, um, there are somany people providing the types
of services that that you're, init, clearly an expert in that,
um, they just don't know, theyhaven't spent the time.

(48:11):
All of this nuance, all of thisdeep level of detail, is what
makes the difference.
The old tagline regardingreally getting into the details
of paid digital advertising,where they're just like I don't
want to know how the watch isbuilt, just tell me what time it

(48:33):
is, right, that old statement.
And I have told people over theover, the, especially over the
last handful of years, with,with PMAX coming in, I've said I
think, now more than ever, youcan't really afford to take that
position of I just want to knowwhat time it is.

(48:53):
Don't tell me how to build awatch.
But if you are a business thatsays but I sell cars, I sell
motorcycles, how am I going toget motorcycles?
How am I going to get my brainto have as much information in
it and understand it the waythat Mike Schaug does, because
that's his game, okay, well then, you don't have to know as much

(49:15):
as Mike, and you don't have toknow as much and be as capable
as Premier Online Marketing isat this, but you have to know
that the Premier OnlineMarketing's of the world exist
so that you choose somebody thatcan't just tell you what time
it is, they know how to buildthe mother freaking watch.
And so I'm listening to youarticulate these points of value

(49:36):
that will help anybody payingattention not waste more money
if they have the courage tochallenge their or even move off
of the provider that they have.
It's uh, it's just very, veryrefreshing because it gets to be
in this.
I think in this world you canbecome very cynical and you can

(49:57):
become um, you know just, it'seasy to just kind of sit back on
your hands and decide it'll bewhat it'll be and perform to the
low standard that's been set,and then you can also then
realize but that's exactly howyou become complacent and you
become part of a norm that isn'tparticularly associated with

(50:19):
high performance.
So, speaking Um, speaking ofthat, um wanted to get your
thoughts on, if you want toshare about um marketing
strategies that are moreperformance driven.
Um, you know we you and I havetalked about things like this
many times over the years, butis that still something that you

(50:40):
think is like there's a highlevel of importance on
performance driven campaigns,like there's a high level of
importance on performance drivencampaigns.

Speaker 2 (50:46):
We actually don't do very much or any marketing.
That is more kind of awarenessor impression driven, everything
that every dollar we spend forour customers, there's an
expectation of CPA what is mycost per acquisition?
And essentially you want it tobe flat or better year over year
.
So that is kind of a very goodtouchstone for marketers and for

(51:08):
clients alike.
To kind of rally around.
It's like how much does it costus to get a lead Right?
And so basically the marketingchannels that we like the most
are going to be associated withthat.
So on the Google side, we dolike search.
We love Google search.
I think that is by far the bestproduct.

(51:30):
There is a kind of a customizedversion of Google search which
is called call only.
This is a click to call.
To call format.
You can go to the website aswell, but we find that it
converts extremely well for alot of customers.
Most local businesses that arein lead generation can accept
forms for sure, and we obviouslytrack forms and we like them.

(51:53):
But people tend to want toconvert on their terms and
filling out a application formin your car in traffic is
probably not a good idea, sothey'll just pick up the phone
and call.
In your car in traffic isprobably not a good idea, so
we'll just pick up the phone andcall.
So when we're looking atperformance, I see for most of
our clients it's probably 80 to85% phone and then the other 20

(52:15):
to 15% is going to be form-based.
So search call only.
That kind of covers the mainstrategies that we really like.
I've talked about display acouple of times on this in this
conversation and the thing thatI'll say is like we are not.
Like we are not anti anyplatform.

(52:36):
We just see flat certainchannels that are less good at
driving the results that youwant, which is a good CPA.
So to that end, the GoogleDisplay Network is something
that we really do not like touse.
We like remarketing.
If they've been to the websitebefore, maybe through a search

(52:57):
campaign or through social mediaor through organic channels,
and they looked at our inventory, then sure, let's get in front
of them with a.
I guess it would be on thedisplay network but it would be
gated through.
They've been to my website,however, when we've done other
things, like targeting carenthusiasts or you know,

(53:18):
whatever the audience segment is, it's just a huge waste of
money.
You know, google display doesn'tseem to be a very good way of
addressing the in-market buyer,certainly not as good as someone
typing in a keyword and saying,hey I'm here, market to me.
So we, like remarketing, don'tlove display.

(53:40):
Even though the ad sizes arethe same, the targeting method
is different.
Our new favorite strategy isgoing to be YouTube with custom
intent.
Previously, if you were runningadvertising and someone doesn't
click on your ads which about80% of people don't click on ads

(54:01):
at any given time, meaning thatthat's a ton of people that you
just never get in front of theyscroll past, you go to the
organic results and you losethat person.
If they don't click on you, youdon't get to cookie them.
So now that is addressable.
If someone does a search, youcan upload custom intent lists,
keyword lists, basically andthen you can target them with a

(54:22):
video.
That is a super effective wayat kind of doing prospecting.
You can even use more broadkeywords like car dealership,
things that you would never doin your core search campaigns.
You can target that personbecause sure they looked for you
and now it costs, you know, 20cents or whatever, to show this
person a 15 to 30 second ad.

(54:42):
The impression quality onYouTube, I would argue, is the
highest.
It's if, if, if you give methree seconds per impression
three seconds on a search ad,three seconds on a call only ad,
three seconds on a display ador a few seconds on a you know,
a YouTube ad that the thequality of what is conveyed
through video is just so muchhigher Search ads, even though

(55:06):
they perform really well from alead standpoint.
If I'm trying to give someone akind of answer their question
but also show them how cool theproduct is that they're looking
for, like a Polaris Razor orCan-Am, I'd rather do that in a
cool video of someone rippingthrough a dune than do that
through a static display ad oreven through a text.
Ad're all important, but um,youtube used to be thought of

(55:28):
much more as like awareness topof funnel.
Um, people call it still.
They'll be like oh, that's likea funny, fun money budget or
whatever, but um, it's.
It's actually become quite aneffective way of driving leads
from people that are a littlebit colder in the audience.
Search leads tend to be verywarm.
They've been doing a lot ofresearch for a while.

(55:53):
By the time they're looking forLexus lease deals, dallas or
something like that.
They've done a ton of research,so that's an easy person to go
after with search.
But when they're at the top ofthat journey and they're saying
best luxury SUV, that's a.
You know that would be anextremely expensive endeavor.
To do that through search, itwould cost you hundreds of

(56:13):
thousands of dollars, whereasyou can do that through YouTube
very effectively, targetingpeople at, you know, the very
bottom of the funnel or at thetop.
Another one for YouTube is justYouTuber marketing.
If someone has been to yourwebsite for, let's say, more,
you know, let's just say they'vebeen to your website.
For the benchmark, let's saythe average duration of a

(56:36):
automotive visit is a minute 34seconds.
Then set that as one of theparameters.
They have to have been on thewebsite for you know this amount
of time and they had to havegone to a couple of pages.
You can do a lot of things withyour audience setup to
basically say, okay, you can dovery dumb remarketing, which is
anyone that comes to ourhomepage, you're going to go see

(56:57):
our ad for the next three weeks.
Or if you've come to the page,you've looked at the specific
inventory that we're selling.
You've been to a couple ofother pages.
You can actually create acustom audience of those
activities and market to themspecifically with a video ad for

(57:18):
the vehicle that they arelooking for, if you have the
video available.
If you have the video available,yeah, so those tend to be the
main makeups of our Googlestrategy.
On the meta side, we do likewhat tends to work better is the
native leads in meta andInstagram.

(57:39):
Those tend to work a lot betterthan traffic campaigns, and a
lot of that has to do with thefact that Google doesn't really
do attribution well for otherplatforms.
If you look in Google Analyticsfor performance reports on
social, you're always going toget an F, and if you go to meta,
you're like, wow, I guess allmy sales came from meta.
But they'll both take creditfor the same sale.

(58:02):
They're both tracking them insimilar ways and if they touch
it, if they, if someone sees afraction of an impression, then
Facebook will be like that'sdefinitely me that got that lead
.
So sometimes you can have uhchannels kind of dueling for for
uh, the attribution.

Speaker 1 (58:19):
Uh, some great, really really great tips and
thanks for sharing some of whatyou guys are doing.
That's definitely high leveland I'm sure your clients are.
Hopefully they are appreciativeof you guys going to that
length to get results for them.
We've been on approach here toland the episode for a couple

(58:42):
minutes.
A couple things that I just thelast couple things.
A landing episode for a coupleminutes a couple things that I
just the last couple things.
Audience we'll get to way more.
There was so much more to getto, but this is the first of
many.
So if you're, by the way, ifyou're consuming this on YouTube
, like it and subscribe soyou'll know when the next

(59:03):
episode comes out.
But I wanted to ask, mike and Ihope I'm not offering something
that your company doesn't do butwhen we talk about the things
that we have on this episode,there's usually at least
somebody out there thinking howcan I find out if what I'm doing
is actually good or is there alot of waste?

(59:24):
And you and I, before it waseven popular, we boy, we were
commissioning a lot ofcomplimentary or free, no
obligation audits for people,and I know some people have
turned this into, you know, thekind of the laziest and not very
, very high quality effort totry to, you know, generate leads

(59:46):
or whatever.
But my question to you is areyou still kind of doing the same
thing that we used to do wayback, where we do a really
quality, no obligation audit?
For anybody that might belistening to this saying man,
could somebody tell me the truthbefore I write checks?

Speaker 2 (01:00:01):
Yeah, absolutely yeah .
That's the best customerbecause we have a benchmark of
before and after.
So we do offer audits for SEMor Google ads and social
platforms as well, and SEOCollect together or individually
.
We don't charge for thesethings for customers that are

(01:00:22):
potentially looking to work withus, but our paid search audits
we'll put like a couple of hoursof work into that.
There's usually about 10 or 15slides with a lot of information
that can be pretty revelatoryto a business owner.
So that's, it's a super.
I love presenting them, they'regreat, and I always say this

(01:00:45):
that if your digital marketingis managed well, then we don't
want your business.
There's so much poorly runmarketing in the automotive
industry and all the industriesthat we serve that if there's
another good player in the spaceand they're doing a good job,
we'll let you know that you'redoing a good job.

(01:01:05):
If your KPIs are within kind ofindustry standards, we'll let
you know that too.
But if we go into the account,we don't see ad schedules.
We don't see locationexclusions.
We see spend all over the world.
We see spend during all timesof the day.
We don't see conversiontracking implemented correctly.
We're going to let you knowabout that too, version tracking

(01:01:25):
implemented correctly.
We're going to let you knowabout that too.
So, no matter what agency youwork with, you would probably
benefit from-.

Speaker 1 (01:01:32):
Yeah, that's great.
I'm glad to hear that you guysare still doing that.
Just a quick story, because youand I were at the same.
We've been at this same companya couple of times, but the last
same company that we were at,um.
For those that know, no,otherwise you don't, you'll just
have to guess.
But um, do you remember thestory where one of your

(01:01:54):
fantastic audits we I ended upmaking a video about it where
somebody had they thought theyhad a gotcha on it.
It was a chrysler, jeep, dodge,ram dealer and the audit
unveiled that they were spendinga whole lot of money on Jeep or

(01:02:16):
it was Ram keywords, but theydidn't have the Ram brand.
They were just Chrysler, jeep,dodge, no Ram.
And they thought they got us ona gotcha, like we don't even
sell Ram.
And we got to say, uh well, youmight want to tell and I won't
even name the provider becauseeveryone will know who they are

(01:02:36):
you might want to tell thembecause you've been spending
about $16,000 every quarter orso on a brand that you don't
even sell.
It was.
It was yeah, I love that, yeahabsolutely.

Speaker 2 (01:02:53):
I remember that well.
It was a yeah, a chrysler jeepdodge ram dealer that was not
selling rams or jeeps one ofthose two and the vast majority
of what they had been spendingon was that and all the
performance data lookedbeautiful and rosy when you
looked at the report, but whenyou actually looked at the
keyword data, all of it wasgoing to Jeep terms and they

(01:03:15):
didn't have even any and theirused inventory.
So I remember that being areally hilarious takeaway for uh
person that became a client forsure.
Um, that they were they.
They thought they got us in agotcha, but we were actually
just showing them their own dataand they hadn't even seen it

(01:03:35):
for themselves, because theiragency partner was not being
transparent about what keywordsand it can be.

Speaker 1 (01:03:41):
it can be very, very difficult to delicately dance
around those things that cancome from those audits, and
there are also a lot of peoplethat do them kind of similar.
You mentioned people that justdo like the very least amount of
SEO that they can.
There are also people that doaudits that are really nothing

(01:04:02):
more than really lazy salestools for lazy salespeople that
aren't really good atarticulating the value of their
services.
So how would somebody thatwants to take advantage of that,
what's the best way forsomebody that says you know what
?
Yeah, I'll take you up on that,I want to.
I'd love for your agency toaudit our, our, our, our stuff.
So what's the best way to forthem to engage?

Speaker 2 (01:04:23):
Absolutely Reach out to us via phone or via form on
our website.
Our website ispremieronlinemarketingcom and we
would love to talk to you and Iguess, like in terms of, if
you're looking for an agencythat is really dialed in, that
is really paying attention towhat the products are doing
right now and is really lookingto get you more efficiency, get

(01:04:47):
you more leads out of your samebudget, that is us and it is not
us or our competitors.

Speaker 1 (01:04:53):
There was so much more to get to on this episode
to the audience listening and orwatching.
Thanks for tuning in.
Come back.
If you want more information,just to check out on Premier
Online Marketing, you can go topremieronlinemarketingcom.
No fancy spelling, it's exactlythe way all of those words are
spelled.
There's no spaces.
There's nothing fancy otherthan premieronlinemarketingcom.

(01:05:15):
You can get a lot moreinformation on what Mike and the
Palm team are doing.
You can schedule a consultationto talk with those guys.
But, as I just mentioned andwanted to find out with clarity
from Mike, you can also takethem up on a no obligation,
meaning it's a totally freeaudit.
We used to do this years ago andMike's continued to do it at
his company, premier OnlineMarketing.
I highly recommend that youtake advantage of that, even if

(01:05:38):
you maybe are like I don't knowif we'd make a move, but know
the truth.
That's oftentimes the biggestthing.
Missing in your business ispeople are not telling you the
truth, and there's only ahandful of diamonds among all
the coal in our industry.
Mike's one of the diamonds.
So I hope you'll continue tocome back and tune in for future
episodes of the palm cast.
Is this one?
Well, we've found the perfectplace to park it.

(01:05:59):
We appreciate comments andquestions as we build quality
content for this audience.
We want that, that we cravethat, so we're asking for you if
you've got a comment or aquestion, please feel free to
share it.
Your feedback will help usdeliver more relevant episodes
as we continue in the future.
Until then, thanks for tuninginto this episode and we'll see
you soon right back here on thePalmcast.

(01:06:21):
And then we'll just wait for it.
I'll stop it.