Our Dealer Superstar this month is Jim Hudson Toyota. This group knows that to be successful in a competitive market, you have to be able to find marketing channels with low competition and high potential return. After learning about Jim Hudson Toyota and their unique situation, the Digital AMMP team here at Dealer eProcess was able to find an under-utilized network that would give Jim Hudson Toyota a great ROI with minimal investment.
The Yahoo/Bing search network hosts 11 million unique car shoppers per month. These are shoppers who cannot be found on Google, but are still very much interested in the cars you have to sell. There are some very distinct opportunities on the Yahoo/Bing network that many dealers are not currently taking advantage of; such as:
- Much lower average CPC
- More Affluent Customers
- Over 11 million monthly shoppers that are not reachable on Google
- Less competition
- Higher average positions
- Yahoo/Bing share of search is growing against Google
The Yahoo/Bing network has gained a lot of ground in a very short amount of time. This, in large part, is thanks to the unique relationships Bing has recently made with Mozilla and Apple; making Yahoo/Bing the default search engine on the Firefox browser and Apple devices. Yahoo/Bing has been stealing search share from Google and other networks month over month. Today, Yahoo/Bing controls 20% of all online search.
Knowing that there is an increasing number of car shoppers on the Yahoo/Bing network (particularly in their area), the only questions the folks at Jim Hudson Toyota had to ask were, “How much should I spend on Bing, and how will I know if it’s working?”
Thanks to our status as a Yahoo/Bing SEM Preferred Partner, we have the ability to link with Yahoo/Bing’s system to not only run any type of ad campaigns our dealers would want (inventory specific, custom conquest, etc…), but we can also perform deep tracking to ensure the money is being spent properly.
Within the new Dealer eProcess Executive Marketing Dashboard, our dealers can view direct comparisons between the different marketing channels they’re utilizing to reach customers. Using this true “Apples-to-Apples” comparison, we can help guide our customers in the right direction to ensure they are always spending the right amount of money on the right networks.
It didn’t take long for the new Yahoo/Bing account to start producing results for Jim Hudson Toyota. Within a couple days of launching, the dealership saw a spike in phone calls and web form leads, resulting in increased activity in the showroom. And when we compare these results to what we’re seeing from Google and other marketing channels, we know that there is still room for Jim Hudson Toyota’s influence to grow on the Yahoo/Bing network.
By taking into account the money being spent on Yahoo/Bing as it relates to Google and other marketing channels, the Digital AMMP team at Dealer eProcess can help you determine how much money to spend on each network to ensure that you always receive the maximum return on investment. Through our in-depth analytics and granular reporting, we have every tool needed to ensure that car shoppers will continue to flood into your dealership. If you’d like to learn more about how to best utilize the Yahoo/Bing network, and how we can help you develop your own Optimal Marketing Mix, please contact us today!