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Feb. 28th will be our last day on Autotrader, but with the option to return if we fail with our replacement. After a few months of research we proposed to drop Autotrader and in turn use an inventory based SEM approach using Haystak. This approach will save us around $6k per location (3 locations) per month. Our website(s) are by far the highest convert to lead and lowest cost per sold we have digitally. So if we could direct a vehicle specific Google search to our site we have a better chance of converting them into a sold vs Autotrader. These vehicle specific searches were nearly impossible to capture with a manual SEM approach, Haystak provides around 70 sets of keywords per vehicle in inventory.I'm highly analytical when it comes to digital advertising and our ROI on each source. Autotrader used the argument of "we direct people to your website" without any numbers backing up this argument. I could look at referring traffic to our site and Autotrader wasn't even in top 20 external sites. I could look at lead volume and cost per sold from Autotrader trackable sources and Autotrader was highest cost per lead and highest cost per sold by a few THOUSAND dollars. If I can't track or analyze the numbers a digital source provides, I don't trust them. They used the "over 45,000 VDP views during the month of December." Well, we received 4 leads and 3 trackable phone calls to Autotrader. Very poor trackable return.
Feb. 28th will be our last day on Autotrader, but with the option to return if we fail with our replacement. After a few months of research we proposed to drop Autotrader and in turn use an inventory based SEM approach using Haystak. This approach will save us around $6k per location (3 locations) per month. Our website(s) are by far the highest convert to lead and lowest cost per sold we have digitally. So if we could direct a vehicle specific Google search to our site we have a better chance of converting them into a sold vs Autotrader. These vehicle specific searches were nearly impossible to capture with a manual SEM approach, Haystak provides around 70 sets of keywords per vehicle in inventory.
I'm highly analytical when it comes to digital advertising and our ROI on each source. Autotrader used the argument of "we direct people to your website" without any numbers backing up this argument. I could look at referring traffic to our site and Autotrader wasn't even in top 20 external sites. I could look at lead volume and cost per sold from Autotrader trackable sources and Autotrader was highest cost per lead and highest cost per sold by a few THOUSAND dollars. If I can't track or analyze the numbers a digital source provides, I don't trust them. They used the "over 45,000 VDP views during the month of December." Well, we received 4 leads and 3 trackable phone calls to Autotrader. Very poor trackable return.
