Do You Need 3rd Party Leads? - 18th Digital Dealer Conference
Download
Report
Transcript Do You Need 3rd Party Leads? - 18th Digital Dealer Conference
Do You Need
rd
3
Party Leads?
Finding the Answer with Google Analytics & Digital Attribution
Kevin Frye | Jeff Wyler Automotive Family | eCommerce Director | [email protected]
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
ROI = (Gross – Cost)/Cost
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Gathering Your Data
Your monthly cost for your 3rd party provider
For your website, monthly cost includes website
hosting, your SEM for that website, and the cost of any
tools used on your website
Your VDP count (from provider reports)
Gather VDP count for your dealership website from
your host, or from Google Analytics
Gathering Your Data
The number of sales you had for your 3rd provider as
well as from your dealership website
The total gross for those respective sales
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
ROI = (Gross – Cost)/Cost
Full Name | Company | Job Title | Email
One Month snapshot
ROI = (Gross + Assist Value – Cost)/Cost
Full Name | Company | Job Title | Email
Year to Date snapshot
Full Name | Company | Job Title | Email
Arguments
Digital Attribution only goes back 30 days…
Full Name | Company | Job Title | Email
Arguments
What about the Hours/Directions page as a goal?
Full Name | Company | Job Title | Email
Arguments
Attribution does not measure across platforms
The shopper deletes their cookies
Full Name | Company | Job Title | Email
Conclusions
Attribution allows you to see the level of assist by 3rd
party providers
IF you show little to no assist, then you should judge
the provider as it stands alone
Don’t buy the “mystery traffic” that is coming in.
Are More Leads Better?
If you buy 50 leads for $1,000 (twenty dollars each),
and make one sale for $1,500, is that a good
investment?
Full Name | Company | Job Title | Email
Are More Leads Better?
What about the cost of labor for leads that didn’t sell?
Adjusted Cost = Cost + (# of unsold leads * labor cost)
Let’s assume cost of $25 for working each lead
Cost* = $1,000 + (49 * $25) = $2,470
Full Name | Company | Job Title | Email
ROI** = (Gross*-Cost*)/Cost*
Full Name | Company | Job Title | Email
What about OEM
rd
3
Party Leads?
Hope on the horizon with Kia
Kia is moving to not compete directly with us which
drives up costs, while reducing their dependence on
3rd party leads
Full Name | Company | Job Title | Email
Do You Need
rd
3
Party Leads?
You are investing your marketing money for the best
return.
3rd party leads provide the least return historically
compared to your dealership website leads, and OEM
leads
Full Name | Company | Job Title | Email
Do You Need
rd
3
Party Leads?
Prioritize your spend based upon the ROI of your
digital marketing investments
IF you have a large budget, third party leads can help
round out your portfolio – but not at a large return
Full Name | Company | Job Title | Email
Wrapping Up
Price Model changes in the future?
Why are they called a 3rd party?
YOU need to look at your marketing mix to make the
best decision
Questions???
Contact Info
Kevin Frye
Jeff Wyler Automotive Family
eCommerce Director
[email protected]
Share an important takeaway you received from this session
using hashtag #DD17 for a chance to win an iPad.