On the latest edition of Ad Age’s “Marketer’s Brief” podcast, Evans makes his case as to why Google is not efficient. His arguments include findings detailed in a report by auto industry consultant Brian Pasch that concludes that dealers are not effectively measuring Google search ad results. Notably, Pasch argues that leads generated via search ads often are simply calls to a dealer for service requests—not calls about buying cars. “Google Ads generates a mix of sales and service shoppers, with most conversion outcomes for service,” according to the report.
The upshot, Evans says, is that Google ads are overpriced, and have “reduced the efficiency of what you think you can do with Google on paid search and search engines today. It’s just mind-blowing.”
In a response to an inquiry from Ad Age about the report, Google stated: “This report contains inaccurate statements. Our sales teams help auto agencies, dealerships and OEMs [automakers] deliver relevant messages to car shoppers at scale and connect Google Ads investments to dealerships’ business goals. We are dedicated to their ongoing success and provide immense resources, training, and support to agencies who directly manage their clients’ campaigns and reporting.”
A Google representative referenced its “Dealer Guidebook,” which includes one case study that states a Chevrolet dealer used the company’s Smart Bidding product to optimize spend that led to a 185% increase in-store…