Still common today are vendors that capitalize on our ignorance.
Feeding your desire for being shown some type of result.
The most common is “dealership name”. Or Ad groups built with dealership name in them.
ANYTIME dealership name is used in any report or briefing or pitch it is being used to show results that have no bearing on selling a vehicle.
Let me state that in a different way. It is dishonest to use dealership name as a measurement of an SEM spends success.
Not saying that we should not spend on dealership name. It has it’s place in an overall SEM strategy.
I have found that all too often it is a result that is highlighted as success when it is not.