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A New Perspective on Automotive Retail Paid Search w/ Sarah Ciociola
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Paid search in automotive retail seems to have always been a point of contention. We often discuss wasted budgets, targeting issues, and reporting, which compels agencies and internal teams to continually try new products, lean into automations, and find nuances to optimizations.
In this KPI Cafe, we invite Sarah Ciociola, PCG Digital's Media Director, to offer up a high-level look at their new approach to paid search, which tasks you to take on a fresh look at your Google Analytics Views, Google Ads Accounts, and bidding strategy.
While this is not an endorsement from Reunion Marketing or the KPI Cafe, we always strive to share new ideas for discussion that can help elevate our industry by challenging the status quo. We hope that you find value in this information to drive more conversations with your own teams and agency partners.
So, here's what you can expect:
What's Going on in Auto: Social Media Edition w/ Giancarlo Montenegro
Google Analytics Views
- Signals
- No Standardization
- Sales / Service Goals
Impact on Reporting
- Budgets
- Optimization Hard / Soft Goals
What Makes This Change Worth It to PCG?
- Clarity
Google Ads Accounts
- Sales/Service-Centric Goals
- Co-Op Question
Bidding Strategy Recommendations
- Value-Based
- Does It Really Parlay into Automotive?
Methodology for Budgeting
- Two Budgets
- Co-Op Issues?
Managing What Spend is New Car vs. Fixed Operations
- Separating Driving Outcomes
Closing Thoughts from Sarah Ciociola
Chapter
1. What's Going on in Auto: Social Media Edition w/ Giancarlo Montenegro (00:02:02)
2. Google Analytics Views (00:10:17)
3. Impact on Reporting (00:12:03)
4. What Makes This Change Worth It to PCG? (00:13:24)
5. Google Ads Accounts (00:15:00)
6. Bidding Strategy Recommendations (00:16:44)
7. Methodology for Budgeting (00:21:06)
8. Managing What Spend is New Car vs. Fixed Operations (00:23:51)
9. Closing Thoughts from Sarah Ciociola (00:25:12)
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