It really should go without saying, but we've seen so many of low effort attempts at advertising over the last few months that it became necessary to bring the topic up. Your advertising should be amazing every time.

We've seen poor creative being passed off as banner ads, poor-quality ads being posted to YouTube and even broadcast on television, and weak messages being sent out through direct mail, social media, and other places. It didn't used to be like this, but as the automotive ad agency world gets saturated, the quality level seems to be dropping.

You're paying your ad agency good money and they need to put forth their full effort on every single piece of advertising you do. From the dealership's perspective, you need to expect more and demand as near to perfection as possible. There is no room for thoughts like, "It's not the best but let's run with it this month."

That's not how successful dealers do it. They never mail it in. They make certain that the quality level is exactly where it needs to be, that the creative is perfect, and that every aspect of the ad is as good as it can possibly be.

Your advertising should be a masterpiece every time, especially if you're working with an ad agency. It's their job. There's a reason that the cars on your showroom are shiny, why you won't let fingerprints linger on the windows, and why it should be sitting at the perfect angle. It's that type of attention to detail that separates the best from the rest in our industry and your ad agency should not be allowed to offer anything less.