Lisa Gener: Is There A Right Way To Run Ads?

By: Michael Cirillo   |   09 Feb 2023
Lisa Gener

Are you ready to get more leads with an improved ad strategy? Then this episode is for you!

Lisa Gener is a Chief Revenue Officer (CRO) at Dealer Alchemist and a seasoned expert in the world of digital advertising with 17 years of experience in the automotive industry. Lisa's passion lies in utilizing cutting-edge digital technologies and e-commerce solutions to drive success for dealerships.

She is dedicated to educating dealers on the ins and outs of digital advertising, equipping them with the knowledge and best practices needed to succeed in a constantly evolving industry. Lisa's unwavering commitment to transparency and her focus on understanding the impact of advertising make her a valuable asset to any team.

In this episode we recorded during NADA 2023 in Dallas, we talk about the importance of digital advertising in the automotive industry and how technology can be leveraged to make it more effective. She suggests that product-focused ads are more effective than branded commercial ads, as they are tailored to the consumer's specific search interests.

She also emphasizes the importance of customization in advertising campaigns, taking into consideration the dealership's market, consumer demographics, and transactional data to create a more effective strategy.

In the current marketplace, there is a shift in inventory awareness and the adjustment of pricing. Lisa stresses the importance of spending money wisely and avoiding waste, as consumers have changed the way they buy products, now focusing on searching for a specific product, similar to shopping on Amazon. Lisa also emphasizes the need for better quality leads rather than more leads, and the importance of focusing on the conversion of buyers when spending money on paid search and social media.

As the digital landscape evolves, it is increasingly important for businesses to have a comprehensive digital marketing strategy that effectively reaches their target audience.

One aspect of this strategy is Over-the-Top (OTT) advertising, which is focused on delivering product-specific advertisements to targeted audiences. While Over-the-Top (OTT) advertising can be a part of a successful strategy, search-based advertising should be the primary focus, as consumers who engage in search-based advertising have a higher level of intent to purchase. Customization is key to a successful strategy, taking into account the dealer's market, goals, and transactional data.

Additionally, it's important for businesses to stay up-to-date on the latest changes and best practices in SEO, now focusing on technical and off-page factors, with content SEO being secondary.

Thank you for tuning in to the Dealer Playbook Podcast and until next time, keep playing and keep winning!

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