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.
CTR Rate: 0.06%
Cost Per Visitor: $30.58
Cost Per Visits: $17.34
CTR Rate: 0.07%
Cost Per Visitor: $19.59
Cost Per Visits: $10.63
CTR Rate: 0.07%
Cost Per Visitor: $7.50
Cost Per Visits: $4.01
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.
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.
Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.