Pinpoint Which Campaigns Drive Real Conversations
The best way to make the most of your ad spend is to, well, make sure you’re getting the best ROI on that ad spend. And the only way to do that is to track where your customers are coming from—which campaigns are performing well, which not so much, and adapt accordingly. Because no one wants to waste money on ad campaigns that have a 0% conversion rate.
And spoiler alert: Many of the most successful dealerships are already doing this. Explains AM-online: “There are teams in the automotive industry that have this detailed insight into which channels deliver the most promising leads. They can trace the customer journey from the moment they land on the website to the second they call. They know how to craft their marketing to attract buyers and – crucially – how to demonstrate campaign performance to their leadership.”
The number one tool at your disposal which will make the most impact in your ability to do just that is call tracking and analysis, the article continues. “Dynamic call tracking helps you easily identify whether your investment in publications such as Auto Trader, or pricey ads such as pay-per-click (PPC), which drives 21% of dealerships’ online traffic, are worth the costs. And with the arrival of new tools and channels, such as Google Performance Max and Google Vehicle Ads, it’s increasingly valuable to know which online marketing sources generate leads, and which you should exclude to reach the right people.”
Use Call Data to Back Up Budget Decisions
In fact, says one expert in a MarTech.org article, honing in on the right kinds of ad spend can make all the difference when it comes to lead generations and expanded sales pipelines. “Call analytics is essential for improving marketing, developing sales leads and proving ROI, according to Amber Callan, COO at Agile & Co., a small, inbound marketing agency in St. Louis. ‘If you’re not tracking calls, you could be missing up to half of your leads,’ said Callan. ‘I have some customers where like 90% of the leads they get are through calls.’”
And the automotive space particularly lends itself to gathering detailed and specific data that will translate into impactful learnings if done properly, Car Dealer Magazine continues. Because of the complex nature of car buying and the layered interactions it involves, the automotive industry is aptly primed for such call tracking and analysis. “These extra steps of engagement present dozens of opportunities to capture granular data on your leads. This includes their journeys through your website, the ads they interacted with, and the pages that encouraged them to call.”
AM-online agrees, emphasizing that focusing on every step of the customer journey will allow automotive marketers to gain an understanding of what consumers are looking for in order to engage with a particular dealership. “‘Automotive marketers need much more insight than just call volumes,’ explains Faye Thomassen. Mediahawk’s Head of Marketing. ‘Using dynamic call tracking, you can pinpoint every stage in the customer’s journey – including the campaigns and channels that influenced them, and what actions they take when they click through to your website.”
All in all, the most primary goal is to ensure you’re not spending your dollars willy-nilly, and are using the facts and data to back up your choices—data that begins with call tracking and the analysis that follows.
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