While most GMs are well aware of the importance of SEM and its more general implementations and best practices, very few are fully exploiting the tools available to them from Google, Microsoft, and more. This session will cover expert-level implementations and real-life examples of some of the most creative and never-before-published SEM strategies.

For example, did you know: while most brands won’t let you target your competitors with keywords you actually create a custom audience of those who have searched for your competitors and then target them outside of Google Search. Additionally, those clicks are often cheaper and let you target those who are shopping directly with your competitors. Is your dealership doing this right now? Probably not. How sure are you that your competitor isn’t though?

Is your current digital provider: collecting all of your conversion actions? Assigning a value to each action? Using auction-time bidding to adjust your bidding in real-time based on the data collected? Asking these questions will make the difference between a successful campaign and one that is not generating a positive ROI.

Those who attend this session will leave empowered to go back to their digital providers and ask the right questions and make sure their digital marketing strategy is on track to generate the most ROI in 2022 and beyond.

Additionally, this session will cover some never-seen pre-alpha/beta of Google Ads & Microsoft Ads that are coming in the pipeline and will offer a tremendous competitive advantage to the early adapters.

Primary Learning Objectives:

  • Learn the full capabilities of SEM: Google Ads, Microsoft Ads, etc.
  • Learn to evaluate your own marketing efforts and ask the right questions from your current SEM vendor to make sure you’re set up for success.
  • Learn about what’s coming down the pipeline from Google, Microsoft, and others to be on the cutting edge of digital marketing.

Upcoming Events

Driving Sales Presidents Club

May 15-16th, 2022 Fort Lauderdale, FL

SBE Boston Keynote

April 21, 2022 Boston, MA


June 20-23rd, 2022 Las Vegas, NV


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