I always say the most successful marketers are the ones that look for problems and inefficiencies and implement new ways of thinking to solve them. There are those that follow, blend, and eventually fade, and then there are those that inspire change for the better. Einstein measured human intelligence solely by a person’s ability to change. There has been a trend in our industry that has gained a more than significant following. The time has come to take a step back, reevaluate, and make a change that will eradicate wasted ad spend.
I’m not saying I have a Master’s Degree in economics from Harvard, but I do understand the fundamental principles of supply and demand. The price of goods and services is a direct reflection of the market’s available quantity and requirement of said goods and services. As I assume you’ve heard, Google - the guru of digital adaptation - altered the layout of their search engine results pages (SERPs) to better align with the mobile movement. In February of this year, they removed paid ads on the right side of SERPs – leaving less ad real estate and of course, more competition amongst dealerships.