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Guest Blog: Apply Digital to Maximize Ad Budget

Lauren Labunsky

Editor’s Note: The following blog is authored by Lauren Labunsky, public relations manager for Dealer Spike, a company that provides websites as well as a suite of online advertising solutions designed to help dealers increase sales and service profitability.

No matter how much money your dealership has to spend on advertising, you’re doing yourself a disservice if you aren’t focusing your effort on strategies that deliver trackable results and earn more money for your dealership than what you’re spending.

One thing to keep in mind when looking at your advertising budget as a whole is that an investment in a digital ad campaign, such as search engine/pay-per-click ads, is likely to go much further than an investment in a traditional ad campaign. Digital ad campaigns generally come at a much lower price point, yet they have the potential to reach many more people, making them significantly more cost-effective. If nothing else, a digital ad campaign should supplement its traditional counterpart. People spend the majority of their time online, so if you want a guarantee that your ads will reach the most potential customers, digital must be included.

Because digital provides the most effective way to maximize your budget, let’s take a few more steps in breaking digital advertising down:

It’s important to keep asking yourself the question – Are we maximizing our budget? Money spent ineffectively on advertising strategies that don’t deliver results is money wasted. In a perfect world, you’d be using every cent of your advertising budget on strategies and tactics that will catch the eye of the right prospect who then becomes a customer. If that’s your goal, digital advertising needs to be incorporated in a strategic way. It may require more monitoring than traditional, but the ability to adjust your budget and tactics along the way is a huge advantage. It may seem more complex and tougher to navigate than traditional, but the cost-effectiveness and return on investment can’t be beat.

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