How Auto Dealers Can Beat AdWords Results While Paying 66% Less

How Auto Dealers Can Beat AdWords Results While Paying 66% Less


Dealers, if you’re facing steep AdWords
costs per click, and want to know how you can cut your CPCs by 2/3 WHILE driving 44%
better performance, this video is for you. Steep AdWords costs per click are nothing
new for automotive dealers. The Automotive category suffers from massive inflation in
CPCs, with AdWords CPCs going up 83% in the 2 years between 2012 and 2014. Now, Google has removed all ads from the right
rail, which means the number of AdWords ads per page will go down from 11 to 7. This means
dealers’ AdWords CPCs will be going up even further. If dealers want to simultaneously lower CPCs
AND improve the quality of conversions, the answer is Facebook. With LotLinx Deeplinking™
for Facebook, dealers can enjoy 44% better performance than AdWords, at 1/3 the cost. Let’s look at 3 actual dealer examples and
compare their AdWords performance to their Facebook performance. Dealer #1 focused on promoting their new cars.
They spent 3x more on AdWords than they did on Facebook, but only got 64% of the traffic.
Their average Facebook CPC was $1.01, while on AdWords, it was $4.72. Dealer #2 is using AdWords and Facebook to
promote used cars. Facebook sent 10x the shoppers that AdWords sent, at less than 1/3 of the
cost per click. Moreover, the Facebook traffic had a goal completion rate of 100%, vs. the
AdWords rate of 45%. Dealer #3 is using AdWords and Facebook to
promote their new and used car inventory. The difference in their cost per click is
also striking – $3.34 vs. $.97, as is the difference in the goal completion rates: 32%
on AdWords, and 109% on Facebook. How does LotLinx Deeplinking for Facebook
work so well? First, LotLinx builds a custom audience for
each dealer. For each dealer, LotLinx combines data from the car Shoppers on LotLinx’s
automotive platform sites…with data from the dealer’s site…with Polk data offered
by Facebook. Second, when all 3 sources of data indicate
that a Facebook user is a car Shopper, a VIN-specific ad is served. If the data doesn’t indicate
the user is a car Shopper, no ad is served. This results in highly-targeted traffic to
the dealer. Third, when the ad is clicked, the user is
sent directly to the dealer’s VDP on the dealer’s website. This is called “deeplinking,”
and it’s what LotLinx is known for. If you want to know how much lower YOUR costs
per click could be, and how much better results you could be getting on Facebook, use our
CPC Optimizer to calculate the impact LotLinx could be having for you. Don’t want to wait?
Reach out to LotLinx at 1-800-625-LINX today to talk to us about LotLinx Deeplinking for
Facebook. You’re going to be thrilled with the results!

About the Author: Michael Flood

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