Client session

Cerritos Auto Square

Wednesday, April 15, 2026 at 5:00 PM

Duration (min)

Notes

### Cerritos Auto Square Campaign Update

- Hired Rick Sittig (S-I-T-T-I-G) as creative director
  - Created Energizer Bunny, Jack in the Box campaigns (1992-2007)
  - Retired mentor who came back for this project
- New creative strategy launching tomorrow
  - TV commercials, billboards going live
  - Philosophy: attraction vs transaction marketing
  - Example ad: "Sweater" commercial comparing online car shopping regrets to buying ugly sweaters
- Website redesign completed
  - Homepage shows all 24 auto brands in visual grid
  - Click/hover reveals dealership info, directions, phone
  - Mobile-optimized layout
  - Conversion goals: get directions, phone calls

### Google Ads Performance Review

- PMax campaign issues discovered
  - $400/day budget cannibalizing brand searches
  - Added negative keyword lists to block brand terms, competitors, OEM names
  - Should see improved performance without brand interference
- Search campaigns performing well
  - Brand campaign: $60/day, 90% impression share
  - New/used car campaigns: $37 CPA on brand terms
- Recommendations implemented
  1. Monitor PMax performance for 1-2 weeks after negative keyword additions
  2. May need to increase brand campaign budget
  3. Added AI-powered ads to new car campaign (testing)

### Video Marketing Strategy

- New "Sweater" commercial ready for digital deployment
- Platform decisions
  - Demand Gen campaign recommended over Masthead
  - Audio crucial to message effectiveness
  - PMax videos removed to focus budget on new creative
- Conversion tracking updated
  - New goal: get directions + phone calls
  - Suitable for long car shopping cycles
  - View-through conversions enabled

### Media Buying Insights

- Current channels: TV broadcast, Dodgers, Amazon Prime, Netflix, CTV, social media
- Potential Dodgers advertising concern
  - New MLB.tv SportsNet LA subscription ($200/season)
  - May not show commercials on streaming version
  - Tom to investigate ad placement opportunities

### Next Steps

- Tom: Launch new website and campaigns tomorrow
- Tom: Reduce PMax budget, reallocate to search campaigns
- Tom: Upload new video to Demand Gen campaign
- Tom: Check Dodgers streaming ad inventory with MLB reps
- Both: Review campaign performance next Wednesday 10am

Action items