Window Tinting Google Ad Wars
It's seems that the entire creative teams at the key window film companies are 100% dedicated to sponsored pay per click ads, and in particular Google Ads.
The sum total of the various manufacturers and local dealers as well as a representative sample of national dealers pay their way to the top and side column of the Google search page. Many with the exact same film brand.
This saturation of Google ads has diluted the power they once had to locate the best alternatives in a local market.
The manufacturers historically controlled the lead generation through these pay per click and banner ad links.
The idea was to use these leads as a value added for the local dealer. Unfortunately the de facto outcome has resembled a quid pro quo from the manufacturer (you get the lead if. . ) than any fair distribution of the leads in specific markets.
The Vista and Llumar lead generation, to be fair, has been far more dealer-centric than some of the other brands. The entire focus of the Vista site and pay per click ads are geared to getting the consumer to click the local dealers link rather than the corporate page. The choice made somewhat easier based upon the distance between the consumers home and the dealer's business address.
This is certainly a fair process. (I might argue that the dealers address should be a place of business rather than the dealers house or apartment- -but why quibble?)
Subjectivity in lead generation based upon anything other than specific criteria can become problematic for the dealer. If a corporate sales person can personally decide which dealer in, say Miami, gets the pay per click lead, all bets are off!
This has spurred many local dealers to invest in creating their own Google pay per click program to grab their own leads rather than trusting in a system that has zero objectivity.
Corporate marketers make a fuss about the number of impressions and their ranking on specific search terms.
The real question remains: Have they increased sales or improved their market share with this increased cost for sponsored ads?
My guess is NOT!
The sum total of the various manufacturers and local dealers as well as a representative sample of national dealers pay their way to the top and side column of the Google search page. Many with the exact same film brand.
This saturation of Google ads has diluted the power they once had to locate the best alternatives in a local market.
The manufacturers historically controlled the lead generation through these pay per click and banner ad links.
The idea was to use these leads as a value added for the local dealer. Unfortunately the de facto outcome has resembled a quid pro quo from the manufacturer (you get the lead if. . ) than any fair distribution of the leads in specific markets.
The Vista and Llumar lead generation, to be fair, has been far more dealer-centric than some of the other brands. The entire focus of the Vista site and pay per click ads are geared to getting the consumer to click the local dealers link rather than the corporate page. The choice made somewhat easier based upon the distance between the consumers home and the dealer's business address.
This is certainly a fair process. (I might argue that the dealers address should be a place of business rather than the dealers house or apartment- -but why quibble?)
Subjectivity in lead generation based upon anything other than specific criteria can become problematic for the dealer. If a corporate sales person can personally decide which dealer in, say Miami, gets the pay per click lead, all bets are off!
Corporate marketers make a fuss about the number of impressions and their ranking on specific search terms.
The real question remains: Have they increased sales or improved their market share with this increased cost for sponsored ads?
My guess is NOT!
Posted by Mike Feldman at 8/24/2009 2:42 PM 
Categories: Windowfilmusa.com, Consulting Coaching
Tags: Googe pay per click ad words window film
Categories: Windowfilmusa.com, Consulting Coaching
Tags: Googe pay per click ad words window film
Comments