A Tell-All Guide to Vetting Your Digital Marketing Vendors
This session, originally presented by C-4 Analytics on the Digital Dealer platform, challenges dealers to look "under the hood" of their digital marketing partners before signing on the dotted line. Just as savvy car shoppers vet a vehicle, sharp dealers must ask critical questions to ensure their chosen partner can genuinely boost ROI, gain market share, and improve the bottom line.
The goal of this discussion is to arm you with the knowledge and questions necessary to navigate the complexities of partner selection and avoid the common pitfalls of the industry.
The Problem: Lack of Transparency and Conflicted Goals
Many dealers are losing sales because they choose partners who lack transparency and are fundamentally conflicted—meaning they also work for the dealer's on-brand competitors.
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The Conflict: If a company works for most or all of the competing Subaru dealers, they won't invest in data to identify and win shoppers earlier, faster, and more cost-effectively for any one client. This means you surrender your only competitive advantage.
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The Lie: Many agencies sell services using vague metrics, chasing traffic, time on site, or VDP views, but avoiding accountability for what really matters: increasing sales and share.
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The Cost Trap: Dealers often pay much more than the "flat rate" they think they are paying, often due to high commission models built into ad spend.
Key Questions to Ask Your Partners
To ensure you choose a partner that best meets your needs, you must hone in on the characteristics and capabilities that will truly help you win.
1. Workload and Expertise
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Workload (Accounts per Representative): Ask how many accounts your rep handles. An OEM Zone Manager typically handles 10 rooftops. If your rep has 100 accounts, they lack the time (only 16 minutes per week, realistically) to develop strategy and effectively manage your account.
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Smarts (Certifications): You wouldn't hire a financial advisor who wasn't certified. Demand a properly credentialed account manager who is Google certified in multiple disciplines. If the rep has "no certifications," they are unqualified to manage your marketing budget.
2. Transparency and Accountability
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Data Sources: Ask to see the data sources they use. If they claim the data is "proprietary," it often means they don't have enough to share or they are conflicted.
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Goals: Ask what their goals are for your account. The only acceptable goals are to Increase Sales and Share while Lowering Costs.
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Payment: Ask: Do I pay the Ad Networks directly? The answer should always be yes, as it ensures transparency and allows you to measure costs accurately.
The Bottom Line
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.