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My approach is to look at 3rd party listings sites as a form of display advertising. Forms and phone calls are a bonus but I really want to see how many people are viewing my pieces of inventory and making it back to my website. All 3rd party leads are mostly garbage (3% - 6%) closing rate. If you are at 10%+ on your leads (cars.com/CG) you are a rockstar. AT leads close higher but when you only get 10 a month its kind of pointless.Cargurus has the most eyeballs on my inventory by far followed by Cars.com, then Autotrader. The trick to using the "display" strategy for measurement is to pay the absolute bare minimum for their entry level package and grind them down even more. When you can list 500+ new/used cars on a 3rd party site for under $2K a month AND get at least a sub $5 CPM, you are doing just fine in my book. I'm on all 3 for a total of under $6,000/mo with anywhere from 500 - 700 new and used cars listed at a time. It is a necessary evil but if you have keep the cost down you can justify the spend.Put it this way: would you rather spend $1500/mo on a pre-owned PPC campaign and pay $5+ CPC with a CPL of $$$$$$ and garbage time on site? OR - shotgun blast your inventory out to get 600,000+ impressions on an auto-intender site? I know which one I would choose.....Both! Side Tip: you need to put click bait on these site and alert the staff so they know how to handle the leads and calls. That Cadillac Escalade with the blown transmission you put $200 in on trade? Put that baby up online for $4,990 "Call for Details" and get ready!! "Oh sir, we have over 70 cars under $10,000 in stock, was that the price range you were looking for?"
My approach is to look at 3rd party listings sites as a form of display advertising. Forms and phone calls are a bonus but I really want to see how many people are viewing my pieces of inventory and making it back to my website. All 3rd party leads are mostly garbage (3% - 6%) closing rate. If you are at 10%+ on your leads (cars.com/CG) you are a rockstar. AT leads close higher but when you only get 10 a month its kind of pointless.
Cargurus has the most eyeballs on my inventory by far followed by Cars.com, then Autotrader. The trick to using the "display" strategy for measurement is to pay the absolute bare minimum for their entry level package and grind them down even more. When you can list 500+ new/used cars on a 3rd party site for under $2K a month AND get at least a sub $5 CPM, you are doing just fine in my book. I'm on all 3 for a total of under $6,000/mo with anywhere from 500 - 700 new and used cars listed at a time. It is a necessary evil but if you have keep the cost down you can justify the spend.
Put it this way: would you rather spend $1500/mo on a pre-owned PPC campaign and pay $5+ CPC with a CPL of $$$$$$ and garbage time on site? OR - shotgun blast your inventory out to get 600,000+ impressions on an auto-intender site? I know which one I would choose.....Both!
Side Tip: you need to put click bait on these site and alert the staff so they know how to handle the leads and calls. That Cadillac Escalade with the blown transmission you put $200 in on trade? Put that baby up online for $4,990 "Call for Details" and get ready!! "Oh sir, we have over 70 cars under $10,000 in stock, was that the price range you were looking for?"
