Automotive Digital Marketing

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3rd party lead providers vs. Your own business website

These are questions that have been coming into my head every month I am looking at the amount of lead conversions I am seeing from cars.coom, autotrader, and other big lead providers. Their prices keep going up year after year, and their results keep going down. These guys make up at least a third of our total advertising budget each month!

There are a lot of negatives to these third party providers that we have to think about, as well the positives they bring up every time they get the chance. ( we have the people. ) One of them is that your sitting right next to all of your competitors in a nice pretty little row so that we can be compared and eliminated without specifically having to give the product it's self some credit for being cleaner or having more options than the rest. Us dealers that sell good clean cars are being aced by the guys that sell salvaged, or distressed merchandise simply because of price. With the inexpensive ways that we can get our own websites in front of people why should we write these big checks to these providers month after month while they deliver less and less? Is there a way that I can maximize my ROI from these 3rd party providers without having to cut them a larger check?

Views: 36

Tags: advertising, internet, marketing.


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Comment by Clark Collins on October 25, 2010 at 5:42pm
Does anyone have anything to share regarding this?

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