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Insights: Length of Marketing Campaign Impacts Dealership ROI

Jumpstart Automotive Media recently analyzed more than 4,000 Tier-3 dealer digital marketing campaigns that ran in 2016.

The campaigns were divided into four categories based on length (1, 2, 3, 4 month lengths). Click-thru rate (CTR), and cost per visitor and cost per visit and was then calculated for each category.

1 Month

CTR Rate: 0.06%
Cost Per Visitor: $30.58
Cost Per Visits: $17.34

2 Month

CTR Rate: 0.07%
Cost Per Visitor: $19.59
Cost Per Visits: $10.63

 

3 Month

CTR Rate: 0.07%
Cost Per Visitor: $7.50
Cost Per Visits: $4.01

 

4 Month

CTR Rate: 0.08%
Cost Per Visitor: $7.55
Cost Per Visits: $3.71

 

While it can be tempting to try and drive immediate ROI through short-flighted campaigns, data reveals that longer campaigns see higher click-thru rates (CTR). This translates to lower costs per visits and visitor. What’s more, ads must carry a consistent message. This is especially important when it comes to targeted, in-market media (brand, model, geography, etc.).

  

Additional insights from the Jumpstart analysis:

  • A majority of auto shoppers begin researching with three brands, two body styles, and three models in mind.
  • 93% take approximately Four months or less—start to finish—to research and purchase their next vehicle and 68% are done in just one month.
  • 84% of shoppers say that online research impacted the make/model they purchased.

Click here for the report.

 

About Jumpstart

Jumpstart Automotive Media, a division of Hearst Autos, offers high-impact and performance-driven marketing and advertising solutions that achieve optimum results. An industry thought-leader known for its in-depth shopping reports, Jumpstart connects automotive marketers with one of the largest, high-performing audience of car shoppers and enthusiasts through partnerships with:Car and Driver, U.S. News Best Cars, J.D. Power Cars, NADAguides, Autoweek.com, Autobytel, Autolist.com, Daily News Autos,LeftLaneNews.com, CarSoup, CarBuzz, and CarStory.

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Tags: Campaign, Dealership, Impacts, Insights, Length, Marketing, ROI

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Comment by Steve Humphries on September 3, 2017 at 4:16am

Excellent article!

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