By Todd Dearborn, VP of Sales
The online car buying consumer has changed quite a bit from the early days of automotive e-commerce. Remember when potential customers would give you any amount of information you asked for, and it was much easier to track where they started their search? Full names, addresses, multiple phone numbers, e-mail addresses – and they were all REAL! Now, everyone is anonymous – and good luck finding out where they originated their research.
At CarsDirect, we’re still often asked, “What’s my CPL?” But that metric has long been misunderstood, and not used to effectively gauge ROI. Fact is, there is still too much negotiating to the lowest possible CPL. While it seems like a game (and dealers, being the best negotiators on the planet, sharpen their skills with their “lead providers”), it can cost you quality and quantity in your marketplace. What’s not widely known is that there is a lead for every price point, and you get what you pay for. So be careful the next time you think you’re going to “win” by shaving a couple bucks off of your CPL.
As part of Internet Brands, CarsDirect is a full-fledged online media company with powerful visitor traffic to our family of websites. We see consumers coming from so many places beyond the traditional lead.
As a result, we developed a new tool that is the centerpiece of our recently redesigned CarsDirect DX (Dealer Extranet). This powerful tool helps our dealers see the total advertising value of working with us. This includes phone calls, chats, print-outs of dealer info (leading to floor traffic), clicks to the dealer’s website, and branding impressions across our network of 100+ online automotive community destinations. We now provide much better visibility into the broad spectrum of value a dealer gets when they spend their targeted budgets with us. I’ll admit that we weren’t so good at this in the past, and some of our competition had done a better job. But the playing field has leveled, and the access to our reporting data and analytics is powerful.
Our new DX is a destination you’ll pin to your quick-launch toolbar to always understand total advertising value, and all of the ways we’re working to bring customers to your door when working with CarsDirect. If you’d like a personalized demo of how the new CarsDirect DX can help revolutionize the way you look at advertising ROI, please don’t hesitate to contact me directly at (310) 280-4282 or at firstname.lastname@example.org.