The shift from traditional advertising to digital advertising continues to grow. Today, it’s common for 90 percent of a dealer’s budget to be spent on digital channels. Yet, it’s very difficult for most dealers to directly attribute phone calls, appointments, and sales to that ad spend. Instead, you get metrics that don’t directly correlate to customer action like cost-per-click, bounce rate, and pages per session. As a result, you don’t know which campaigns and keywords are actually working to convert customers, and which are simply sucking money like a black h***.

 

It’s time to think about implementing Dynamic Number Insertion (DNI) so you can attribute every phone call, appointment, and sale to its original lead source. Only this level of transparency will separate the high-performing campaigns from the weak, and ensure you’re maximizing your ad spend.

 

DNI is not a new solution. It’s been around for a while as a way to track phone calls from online referral sources and keywords. What is new are advanced capabilities that make DNI even more powerful. Today’s solutions assign every individual consumer accessing your webpage a unique number, so you know exactly the online route they took to find you. This information is funneled through Google Analytics for easy review and follow-up action. The phone tracking capabilities even record calls and capture how a call was handled for training opportunities.

 

This complete campaign visibility cuts through those metrics that don’t directly correlate to customer action so you can understand what’s truly going on and spend your money where it matters most. For example, I know of a dealership that was spending $10,000 per month on Google campaigns. Over that entire ad spend, Google Analytics showed the dealership received over 5,000 clicks, three pages per session, and a total cost-per-click of under $2. Sounds pretty good, right?

 

A deeper analysis using DNI unveiled that the metrics that really matter. It turned out that over 86 percent of all conversions happened in the Google Ads Campaign, centered around dealership general terms, like its name and location. This tells us that consumers were already planning to contact the dealership and essentially using Google as a phonebook. Spending on the campaign represented less than 14 percent of that $10,000 total ad spend.

 

The remaining $8,400 was spent on Google campaigns that ended up returning one phone call, 10 chats, and three completed lead forms. That’s over $600 per conversion! And that doesn’t even include agency fees. With this insight, the dealer shifted its ad spend away from campaigns that were eating money with little return and toward what was working.

 

Adopting new advertising processes can help you do the same. First, set up goals for all the different ways consumers can convert on your website. Second, set up tracking tools such as DNI through Google Analytics. Finally, regularly review and refine your plan.

 

I recommend reviewing campaigns at a minimum on a weekly basis. With DNI tied into your Google Analytics, its relatively simple to attribute the numbers that matter – phone calls, appointments, and sales – to specific keywords and campaigns. Then you can drop the campaigns and keywords that aren’t working and re-allocate that money to your top performers. Continual review also opens up opportunities to expand your reach with new keywords that can put your dealership in front of a whole new target market.

 

In our digital world it makes sense to funnel the majority of advertising dollars to digital channels. But don’t get caught up in the cost-per-click and bounce rate metrics that don’t directly correlate to customer action. Set a goal of attributing every phone call, appointment, and sale to its original lead source, because if you don’t, you may be throwing money away every day.  

Views: 9

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

Latest Activity

Dave Anderson posted a blog post

Face and Fix These Four Excuses

Excuses are common amongst underachievers, and when you're trying to live the game changer life,…See More
7 hours ago
John Sternal posted a blog post

Swapalease Data: Are Crossovers Not in Demand for Leasing?

Crossovers Not Seeing Growth in Leasing?A year ago, roughly 7.4% of drivers polled said they would…See More
11 hours ago
Jim Flint posted a blog post
12 hours ago
Jim Flint's blog post was featured

Google Ads Two Changes for Display

In this video blog, Jim Flint, CEO, and Founder of Local Search Group discusses two changes you…See More
14 hours ago
Simon Hopes posted a blog post

How to Compare Car Insurance Policies

What is Car Insurance?A car insurance is the policy that covers one’s car against all kinds of…See More
19 hours ago
Mike theCarGuy Correra posted a video

The Key to Long Term Success in Sales

Account Manager Mike Correra shares the key to a dealership's long term sales success in this video blog.
yesterday
Tom Clark posted a blog post

Reasons to Sell Your Dead Car to Car Removal Companies

Your old car just stopped working. When you called a mechanic to have a look at it, they gave you…See More
yesterday
Derek C. Dean posted a blog post

Hard skills Vs soft skills or hard skills and soft skills- which is optimal?

Soft skills and training programs for the same seem to be hogging the limelight in recent times.…See More
yesterday
Umair Amjad posted a blog post

The Perks of Using Armored Cars & Bulletproof Vehicles

Security is a prime concern for every human being. When it comes to security, then people do not…See More
Sunday
Rob Gehring posted a blog post
Friday
Scot Eisenfelder posted a video

Why the Service Write Up Is Critical

Scot Eisenfelder shares why the service write-up is critical to increased revenue in this video blog.
Friday
Jim Flint posted a blog post

Google Ads Two Changes for Display

In this video blog, Jim Flint, CEO, and Founder of Local Search Group discusses two changes you…See More
Friday
John Sternal posted blog posts
Thursday
Veronica Dunford posted a blog post
Thursday
Stephen Coambes posted a blog post
Thursday
Damian Boudreaux posted a blog post

Relationship Selling - Begin The Shift Now

Gooooooooood Morning! And thank you again for joining us in another video in the series, [name].…See More
Thursday
Steven Laureys posted a blog post
Aug 14
John Sternal posted blog posts
Aug 14
Harris Scott posted blog posts
Aug 14
Reynalda Lor posted a discussion

Roofing Option For Garage?

Greetings!We are looking for the best roofing option for our dealership garage nowadays. In the…See More
Aug 13

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service