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Do You Need 3 rd Party Leads?

Do You Need 3 rd Party Leads?. Finding the Answer with Google Analytics & Digital Attribution. Kevin Frye | Jeff Wyler Automotive Family | eCommerce Director | kevin.frye@jeffwyler.com. Full Name | Company | Job Title | Email.

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Do You Need 3 rd Party Leads?

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  1. Do You Need 3rd Party Leads? • Finding the Answer with Google Analytics & Digital Attribution Kevin Frye | Jeff Wyler Automotive Family | eCommerce Director | kevin.frye@jeffwyler.com

  2. Full Name | Company | Job Title | Email

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  4. ROI = (Gross – Cost)/Cost Full Name | Company | Job Title | Email

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  11. 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

  12. 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

  13. Full Name | Company | Job Title | Email

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  30. ROI = (Gross – Cost)/Cost Full Name | Company | Job Title | Email

  31. One Month snapshot ROI = (Gross + Assist Value – Cost)/Cost Full Name | Company | Job Title | Email

  32. Year to Date snapshot Full Name | Company | Job Title | Email

  33. Arguments • Digital Attribution only goes back 30 days… Full Name | Company | Job Title | Email

  34. Arguments • What about the Hours/Directions page as a goal? Full Name | Company | Job Title | Email

  35. Arguments • Attribution does not measure across platforms • The shopper deletes their cookies Full Name | Company | Job Title | Email

  36. 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.

  37. 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

  38. 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

  39. ROI** = (Gross*-Cost*)/Cost* Full Name | Company | Job Title | Email

  40. What about OEM 3rd 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

  41. Do You Need 3rd 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

  42. Do You Need 3rd 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

  43. 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???

  44. Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad. Contact Info Kevin Frye Jeff Wyler Automotive Family eCommerce Director Kevin.frye@jeffwyler.com

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