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Acme Motors
For Auto Shopping Sites, Bots Are the True Decepticons
Cherry Hill Kia Targeted Their Competitors Website Visitors & The Results Were Mind Blowing
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Cherry Hill Kia wanted to increase new & used car sales but felt they had maxed out all the available ways to efficiently conquest their local competitor dealerships. Paid Search costs were rising, the VDP based digital service they tried generated 1-second visitors and the increased expense from expanding direct mail coupled with local cable just couldn’t be justified. They decided to rely more heavily upon DealerX’s products and services.
DealerX had established relationship with many of the Foulke Management Stores after being chosen over Dealer.Com to effectively manage their extensive paid search and dynamic retargeting campaigns. DealerX’s next step was to exclusively target programmatically the “in-market” shoppers collected from local competitive Kia dealerships. Terminating the common practice of using Adwords to run banner ad placements on the Google Display Network.
[gap h=”40″] [columns] [column type=”1/6″] [/column] [column type=”4/6″]“With DealerX, We are able to use our competitors ad spends to our advantage.”
Bryan Lasater
Cherry Hill Kia
Cherry Hill Kia started DealerX’s Conquest Retargeting offering in January 2015 and increased by 50% new & used car sales by May of 2016, while dramatically reducing the cost of conversion to sale. Not only did their cost to acquire in-market car shoppers improve markedly, but their lead to show ratio soared to over 50%
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The results:
Cherry Hill Kia experienced a targeted prospect to lead ratio of 37% using Conquest Retargeting with a targeted prospect to sale rate of 11% or just $91.00 per car sold!
The program was so successful that Foulke Management Group, who own franchises in the Southern NJ & Philadelphia markets expanded their use of Conquest Retargeting to CherryHill Mitsubishi, Mall Chevy and their Used Car Operation. All of which experienced similar results culminating in their monthly $pends exceeding 6-figures.
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Why was Conquest Retargeting so successful for the Cherry Hill Stores?
It started with DealerX acquiring the in-market shoppers sold by competitor’s website “piggyback” tags, chat and payment calculator providers. DealerX paid pennies on the dollar for the very same shoppers Cherry Hill’s local competition had spent 10’s of thousands of $ per month acquiring using TV, Radio, Direct Mail and Digital. DealerX verified each ID purchased from 3rd parties were in fact human as well as in-market. This was accomplished through continually analyzing each prospects browsing behavior in real-time. Once confirmed, DealerX appended additional data points from companies like Amex, Visa and Experian including credit score (range), household income and other key elements. DealerX merged the profiles with the devices associated to each consumer and built display ads which matched the vehicle the prospects browsed on Cherry Hill’s competitor websites. DealerX then targeted each prospect with a related Cherry Hill vehicle in real-time across their PC, Tablet & Mobile Device.
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Toyota of Hackensack – From 11th to #1 In The Region
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Toyota of Hackensack is a dealership that puts the customer first, as shown by their history of good reviews from satisfied buyers. However, they are located among fierce competitors in the midst of the dealer-dense New York Metro Area. Their traditional marketing leveraging TV, Radio and Direct Mail lagged while digital initiatives led by Dealer.com stagnated and offered nothing any different than their peers. This culminated with their dealership lagging in 11th place in the region for number of Certified Toyota vehicles sold per month.
DealerX makes big changes with an even bigger impact
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The Solution
First, DealerX added schema “rich snippets” markup to the generic Dealer.Com Toyota website, giving the search engines the ability to understand the content of each page on the site rather then just the home page as comes standard with Dealer.Com websites.
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DealerX then leveraged their “Conversionary” landing page/website platform and built fully responsive target pages inclusive of content and comparisons needed to drive engagement across Toyota of Hackensack’s Toyota Certified Used Vehicles (TCUV). Paid Search traffic was completely overhauled shutting off the GDN (Google Display Network) & Search Partner Networks while focusing in on transactional payment driven ads displaying the monthly payments of up to 72 months across Hackensack’s TCUV inventory.
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DealerX loaded up the “competitor”dealership data in to their ConteXt platform and went to work. Actively determining whether the in-market shoppers were in fact in-market, by tracking the browsing behavior of each shopper. The DealerX ConteXt platform then determined the right time and most cost efficient way to serve ads to in-market shoppers across their PC, Tablet or Mobile Devices.
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The results were immediate and powerful
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By employing DealerX Marketing initiatives relying
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By employing DealerX Marketing initiatives relying
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Toyota of Hackensack gains a better understanding of their online customers
[columns] [column type=”1/2″]With DealerX, Toyota of Hackensack was able to track their digital campaigns, conversions and ROI down to the penny. This led to greater insight on what ads had better engagement, across which websites, leading to an increase in conversion rates while reducing Toyota of Hackensack’s overall marketing spend. A treasure trove of insights were further refined through the extensive use of the DealerX RoiQ analytics stack. RoiQ built profiles of every in-market shopper, tracked and appended their browsing behavior to every phone call thus transforming a typical “one-size” fits all Dealer.com website/presence in to a data collecting machine!
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