- Jan 7, 2013
- First Name
Yes, I'm finishing up my June monthly analysis which will include data for 4 months. We dropped it in one market (our smallest), the CPC was extremely competitive and the conversions were extremely poor in this location. The other two were extremely strong both in CPC and conversions. The reporting is a little tedious because I'm individually matching IP addresses to emails, then looking their CRM record. I'm also ranking their keywords in which they found us. I weigh keyword sets in which we naturally rank in a good position lower than the keywords in which we rank low. I can tell you our biggest draw from our AdWords campaign has been mobile traffic and it's been extremely good traffic.Chad, any update on the SEM strategy? I am curious as to the success of the inventory specific PPC campaigns. Do you know the average bounce rate of these visitors? I also noticed the tradein CTA's on your custom VLP's. Do they perform well?
For traffic to our website. We are at or above year over year numbers without AutoTrader (and not counting paid SEM traffic). Adding in the paid SEM traffic we are considerably higher than last year's numbers.
The CTA button set on our VLP pages have been for the most part positive, but the biggest thing I've noticed it has taken away from our VDP views some (I believe it was like 2.5 pages less per visitor - but I don't care too much about that). When I introduced those buttons, I heatmapped and put custom tracking on those form submissions. The Get More Information button has received lots of attention on the VLP.
I'll add to this in one market AutoTrader has begged us to come back and knocked off $3100/month at one location and $2700/month at another location. For this pricing I suggested we go back on to reanalyze the impact they might have in this market area.