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Cars.com 360 Performance

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#2
We've been using it for about 2 months at one of our stores. They guarantee us 60k impressions a month. They say we are getting that many, but we don't know which sites our ads are being displayed on, so I have some questions about the value of those impressions. We haven't had a ton of click thru's on our ads, maybe that means our ads need to be better, maybe that means something else, not sure yet. I don't see it being a huge lead generator for us and over the past 2 months it hasn't driven that much traffic to our site, but since it's 100% co-op eligible it doesn't hurt for us to try it out. If I wasn't able to co-op the cost of this I doubt we would be doing it. There are much smarter ways to spend $1,500/month.
 
#3
I must agree with @rlamd. CPM was way too high, and a majority of impressions would be generated from non-automotive related websites. ("a portfolio generating a huge amount of impressions") Would rather investment the amount in between some visual retargeting and a decent cpc campaign.

-H
 
Dominion DMS
#4
Pitched the product a couple of weeks back. Good overall product however ill have to agree with @rlamb. They did not emphasize on any of the pages my banners would be located on. "Banners would be situated on our wide network of highly traffic webpages". Did not cut it for us. I would rather spend that amount on some visual retargeting and a sold ppc campaign.
 
#5
That's similar to what we're seeing. We were told 85k impressions which we've been at 90k-100k per unit since we got it. In my opinion we tend to jump on board with anything that bears with it the word 'exclusive' right away without doing a thorough investigation to what benefits we will ultimately receive. That being said, it seems for how it was sold we're performing at or above expectations. I'm just not sure it's the most prudent way to spend our resources.
 
#6
A few questions:


What exactly are you hoping to achieve with the 360 package or any ad package alike?


What are you measuring as "success" for this campaign/ad spend? If it's the click alone - I can understand why you're disappointed.


How are you measuring "traffic" from this campaign (other than a click)?


What is your current creative - what options does car.com offer? Your creative (banner design) is a large variable on performance.


There are many variables in display advertising. Never view your display campaign as a stand alone campaign. What other channels of online (and possible offline) are you using for delivering your particular "message". Realize that one marketing campaign, one ad channel no longer gets the job done. Your marketing/media needs to "flow" from channel to channel.


Think of your display campaign as a "reinforcement" to the rest of your marketing/media. You can't tie performance of all online media back to a click or an online form submission (lead). Dealers get stuck in this train of thought. It's one reason why we have "internet departments". Lead leads leads - that's for another thread :)
 
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