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It never ceases to amaze me that there are still people in our industry who try to value the impact of an online advertising partner with only one or two metrics. Never in the history of the car business has it been so incredibly inexpensive to advertise your used car inventory...never. And yet people who used to spend $5K a WEEKEND in the dang newspaper get all bent out of shape when they see a bill for $5K a month for the opportunity to get your name and inventory in front of where, by conservative estimates, 85% of shoppers look for cars! It boggles the mind!!Who freaking cares if your advertising spend is dominated by one of the players in the internet space??!!?? Look at the traffic - there are 2-3 times more unique visitors to AutoTrader.com each month as compared to Cars.com - of course they can command a larger price.Read some articles about ZMOT, take a look at some of the articles and data by Brian Pasch related to attribute tracking on visitors to your own website, and let me know how shutting down AutoTrader does for you in 2-4 months...
It never ceases to amaze me that there are still people in our industry who try to value the impact of an online advertising partner with only one or two metrics. Never in the history of the car business has it been so incredibly inexpensive to advertise your used car inventory...never. And yet people who used to spend $5K a WEEKEND in the dang newspaper get all bent out of shape when they see a bill for $5K a month for the opportunity to get your name and inventory in front of where, by conservative estimates, 85% of shoppers look for cars! It boggles the mind!!
Who freaking cares if your advertising spend is dominated by one of the players in the internet space??!!?? Look at the traffic - there are 2-3 times more unique visitors to AutoTrader.com each month as compared to Cars.com - of course they can command a larger price.
Read some articles about ZMOT, take a look at some of the articles and data by Brian Pasch related to attribute tracking on visitors to your own website, and let me know how shutting down AutoTrader does for you in 2-4 months...
