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This is true to an extent. Large dealers have more flexibility due to a large budget. They can bid higher, deeper, and conquest with no problem. But, large dealers should also be snipers. Our large and small dealers ALL use a branch off traditional SEM which is the finest form of sniping. We have a fancy name for it, but it is dynamic inventory marketing. It requires only a small budget because the searches and clicks are less than your traditional branding and new car SEM campaigns. We really only use this for used cars and I would recommend EVERY dealer do it (even if it isn't through us) because it makes that much sense. Basically, someone googles "2007 Toyota Camry" and they get served an ad for the 2007 Toyota Camry in your inventory. The ad copy includes price, mileage (if mileage is a lower mileage car), etc. User clicks the ad and is taken directly to the VDP.Have you ever done research and seen how much your average VDP view costs? It is a lot more than the cost of a sponsored click in google. Although it is a little dated (2012), Cobalt did a study and found that the cost to drive a VDP view via AdWords was $18.55. Alongside that, they also did a study showing the number of days a car stays on the lot in relation to the number of VDP views it gets. Results were 135 days for less than 20 VDP views. 96 days for 20-30 VDP views. Lastly, 76 days for greater than 30 VDP views. All that to say, VDPs are where it's at in terms of the lowest-funnel shopper. I'd highly recommend talking to your SEM account manager about doing this. One more thing...make sure they do it themselves as opposed to outsourcing it to a company that white-labels it. If that is the case, you're paying for two companies to make money.
This is true to an extent. Large dealers have more flexibility due to a large budget. They can bid higher, deeper, and conquest with no problem. But, large dealers should also be snipers. Our large and small dealers ALL use a branch off traditional SEM which is the finest form of sniping. We have a fancy name for it, but it is dynamic inventory marketing. It requires only a small budget because the searches and clicks are less than your traditional branding and new car SEM campaigns. We really only use this for used cars and I would recommend EVERY dealer do it (even if it isn't through us) because it makes that much sense. Basically, someone googles "2007 Toyota Camry" and they get served an ad for the 2007 Toyota Camry in your inventory. The ad copy includes price, mileage (if mileage is a lower mileage car), etc. User clicks the ad and is taken directly to the VDP.
Have you ever done research and seen how much your average VDP view costs? It is a lot more than the cost of a sponsored click in google. Although it is a little dated (2012), Cobalt did a study and found that the cost to drive a VDP view via AdWords was $18.55. Alongside that, they also did a study showing the number of days a car stays on the lot in relation to the number of VDP views it gets. Results were 135 days for less than 20 VDP views. 96 days for 20-30 VDP views. Lastly, 76 days for greater than 30 VDP views. All that to say, VDPs are where it's at in terms of the lowest-funnel shopper. I'd highly recommend talking to your SEM account manager about doing this. One more thing...make sure they do it themselves as opposed to outsourcing it to a company that white-labels it. If that is the case, you're paying for two companies to make money.
