Dealers have many agency choices for their online search marketing dollars. Google AdWords often is the largest single item in the dealer's online advertising strategy. Comparing the claims of different SEM agencies is difficult for dealers because there is no standard for AdWords reporting that include complete conversion and engagement metrics.

I would like to suggest one way to look at online advertising costs so that account averages don't mask the true conversion results of ad tech platforms. This article will be in two parts. Today I'm writing about reviewing campaign data by five categories. The follow-up article next week will show actual campaign data and insights.

Supporting information can be found on this LinkedIn post: https://www.linkedin.com/pulse/measuring-automotive-ad-platform-performance-brian-pasch/