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I've been reading through this thread and my curiosity is sparked as to why dealers are still  utilizing a radius as a means of geo-targeting when there are so many efficient methods of targeting. I understand the desire of coverage and radius targeting being a method of "casting a wide net", but wouldn't you be more interested in utilizing dimensions data that would show that in "x" zip code you're spending $1,000 for 2 leads as opposed to "y" zip code that you're spending $1,000 for 10 leads.. and then optimizing according to CPL in most effective areas in a DMA? Just a thought.