In order to sell a car, a dealership has to advertise that car. No way around it. And with car dealers across the country spending over $7.2 billion dollars a year to market their inventory, it’s easy for marketing costs to get out of hand. In fact, in 2012 it cost dealers an average of $621 in marketing costs to sell one car! However, we’ve been able to help bring that number all the way down to less than $12 per vehicle sold. Sounds crazy, but it’s true! Welcome to the industry’s first cost per acquisition: Digital AMMP.
By using the Digital AMMP inventory based advertising system, our dealers are able to get away from traditional, costly, “shotgun” marketing techniques, and are now focusing in on advertising a specific vehicle to a customer, at the exact moment that customer is searching for that vehicle on Google! This dialed-in approach is extremely efficient, dramatically decreases advertising costs, and helps move more inventory.
Over the month of March, Lester Glenn Used Cars sold 242 vehicles. Of those cars sold, 107 of them received direct traffic from inventory specific searches through Digital AMMP. The average marketing cost of those 107 vehicles sold was only $11.95 per car. The reason this number is so drastically low is because these ads reached users at the exact moment they typed in the year, make, and model of the vehicle that was sold. This lead to a much better user experience and, ultimately, helped to sell these vehicles more efficiently.
Unlike newspaper ads, television commercials, direct mailings, and other forms of traditional marketing that just try to reach as many people as possible at any given time, running inventory specific ads on Google allows a dealer to advertise a vehicle to a highly qualified customer, at the exact moment they are searching for that vehicle! Plus, once a user finds and clicks on the ad, they are taken directly to that vehicle’s VDP on your website; which provides the best opportunity to turn that user into a lead.
As you can see, vehicles running through this system are sold quickly, efficiently, and at a much lower overall cost than what is possible through any other marketing media. It all comes down to the ability to show the right car, to the right person, at the right time. Get in touch with us today to find out how you can take advantage of this state of the art system, and decrease your per vehicle marketing costs today!