This session, originally presented by C-4 Analytics on the Digital Dealer platform, addresses the critical need for dealers to assess their advertising partners as sales cool and competitive pressure increases in 2019. Just as a drag race demands a flawless launch, your digital strategy requires a strong, flexible foundation to maximize sales and cut costs.
The goal is to provide a framework to help you boil down vendor pitches and select a partner capable of delivering on the only things that matter: Increasing sales, increasing market share, and dropping the cost per acquired customer.
Your digital strategy must evolve with three combined market forces, compounded by the rising cost of advertising:
Economic Forces: Sales are cooling, which leads to increased competitive pressure.
Social Forces: The in-market buyer uses Google/Bing to an extreme, mostly on mobile, and is being exposed to alternatives like ride-sharing and subscription plans.
Technology Forces: The rapid development of new point solutions requires a flexible, digital-first strategy that can evolve with shopper needs.
Many dealers feel disconnected from their marketing because they are unknowingly involved in conflicted relationships that sabotage their competitive launch.
The Conflict: Your partner may be performing similar services for your archrivals. This means they cannot help you win sales from a competitor if they are also serving that competitor.
The Solution: You must find a partner who will commit to you—not your enemy. This choice is fundamental to your ability to launch effectively.
Use this checklist to triage vendors and determine if they have the philosophy, competence, and transparency needed to be the right fit for your dealership.
| Criteria | Questions to Ask | Rationale & Benchmark |
| 1. Relationship & Conflict | Will you work for my facing, on-brand, direct competitor? | The answer must align with your competitive goals. If they are conflicted, your ability to gain share is handicapped. |
| 2. Goals & Success | What are your goals for my account? | Success must be measured by sales and share increases and cost decreases—not "traffic" or "time on site". |
| 3. Partner Philosophy | How many accounts does my Rep. handle? | The right number ensures time for continuous improvement; OEMs typically manage 10. |
| 4. Transparency | Do I pay the Ad Networks directly? | This ensures transparency. You must always pay the ad platform directly. |
| 5. Expertise | Is my Rep. Google certified? | Accept only an account manager who is properly credentialed in multiple Google disciplines. |
| 6. Customization | What data sources do you use? | They must share sources, as proprietary claims often indicate weak data or a conflict. |
| 7. Data Sources | How often do we connect to review my account? And for how long? | Demand dedicated time; weekly is preferred. |
| 8. Workload | What are your goals for my account? | The partner must show you the data sources they use to find your perfect buyer. |
| 9. Reporting | Will you work for my facing, on-brand, direct competitor? | Look for partners who use third-party data (OEM reports, Polk) to validate sales and identify opportunities. |
The partners you choose should work only for you, not your competitors. They must be transparent, measurable, and accountable. If you don't know your marketing partner's answers to these key questions, you are chasing metrics that don't matter, and it's time to make a change.