If you were to ask any dealer if they’d be interested in getting leads from their own website for less than $8 apiece, the answer would be a unanimous, “YES!” Today, we’re going to look at a dealer who is not only generating leads at an astonishingly high rate, but doing it at a cost of $7.57 per lead!
River Town Honda in Grandville, MI, is an exceptional dealership that knows what it takes to keep up with today’s tech savvy car shopper while being one of the most customer service friendly dealerships we work with. Through working with Rick Clift and the rest of the River Town team, Dealer eProcess has been able to develop a digital marketing strategy that keeps their dealership flooded with high quality website leads.
During the month of June, River Town Honda’s digital advertising generated a whopping 636 leads! When we look at leads vs. dollars spent, we get an average cost per lead of $7.57. Not only are these numbers exceptional, but they also have a lead conversion rate of 41%.
Now, it’s at this point that the skeptics out there are thinking, “Those numbers can’t be right. There’s no way they generated that many leads. There must be duplicates in there or something!” But, thanks to our advanced tracking system, we can actually show that each and every one of these leads is, in fact, a unique and high quality lead (see image below).
From our dashboard, we can see that the account is generating high quality leads, and doing it at an alarmingly high rate. So the question now becomes, “How is this happening?” This is where the strategy comes into play.
When you advertise on Google, much of your Cost Per Click (CPC) is determined by what Google calls your Quality Score. Quality Score is a measure of how relevant your ads, keywords, and landing pages are to a specific user who is searching on Google. Our advertising system is designed to get generate the highest possible Quality Scores by targeting mostly Low Funnel Shoppers—the ones who know what car they want and are ready to buy—with inventory specific ads and landing pages.
When a Low Funnel Search occurs, our system presents that user with the most relevant piece(s) of inventory you have on your lot at the time, and brings them directly to a search results page or VDP of the vehicle(s) the customer is most likely to be interested in (see the image below). What does this mean for you? It means that your ads show up higher on a Google search results page, and you actually pay a lower average CPC when a Low Funnel Shopper clicks on one of your ads.
This, in essence, is how we are able to generate these leads that are of such high quality, for such a low cost per lead. Again, we are bringing Low Funnel Shoppers to the site, who are more apt to fill out a lead form, call the dealer, or engage with your website chat feature right on the spot!
River Town Honda is an exceptional account, but in truth we generate tons of low cost leads for our clients on a very consistent basis. When we step back a take a look at everything, it all just boils down to having an air tight digital marketing strategy and staying ahead of everyone else in the marketplace.
So if you feel that you could be getting more quality website leads, get in touch with us today and we’ll go over how we would approach car shoppers in your market in the most effective and efficient way possible!