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  1. Customers dont shop in one place, so why attribute the sale to one source.
  2. Shopping is a multi-week JOURNEY, There are many PATHS to your dealership, NOT a single path to your store.

If we could see the paths that shoppers take, it would be a lot easier to justify the money we spend. In my world, as long as AT and Cars.com is on Google's top3 for:


  • Used Car
  • Used Cars
  • Used Cars for sale
  • Used Car Dealer
  • Used Truck
  • Used Trucks
  • Used Trucks for sale
  • Used Truck Dealer
  • etc...

Then AT and Cars.com are steps in major traffic paths that can't be overlooked.  (You can leap frog this path with a Google PPC campaign.)