
Short-Tail-Search Train Wrecks
Of the many marketing “train wrecks” I uncover in auditing digital advertising results for dealers, the most common is runaway paid search spending. Dealers overspend, under-inspect, and blindly trust their digital marketing agencies to invest their money wisely. This is perhaps the only advertising category where a dealer gives the vendor a blank check and lets them spend money on paid keywords without a method for inspecting what a good job looks like. I’ve written about