Used car ad­vert cost may not click with deal­ers

Yorkshire Post - Motoring - - NEWS -

THE mar­ket for used car ad­ver­tis­ing both off­line and online is es­ti­mated to be worth around £300m an­nu­ally with ad­ver­tis­ing cost­ing deal­ers around £10 per car per week. But now, with the prospect of an in­creased num­ber of used car web­sites, some ex­perts be­lieve that prices are set to rise.

Un­der the pay per click (PPC) in­ter­net ad­ver­tis­ing model, ad­ver­tis­ers pay to have traf­fic di­rected to their par­tic­u­lar web­site. Sev­eral years ago a used car search cost around 20p per click, it is now ten times that amount.

Chris Green, sales and me­dia di­rec­tor of Mo­tor­ing.co.uk has some ad­vice: “Deal­ers should con­tinue to in­vest in their own web­sites and dig­i­tal in­fra­struc­ture but choose ad­ver­tis­ing part­ners care­fully by us­ing the ones that can prove they make a dif­fer­ence and add value.

“Mon­i­tor­ing key­word cam­paigns should be a num­ber one pri­or­ity for deal­ers and they need to en­sure their traf­fic con­verts. If it does not, then they should drop that key­word or tail and try new ones, es­pe­cially the medium to long tail stuff.

“Har­ness­ing and util­is­ing lo­cal con­sumer data has to be a strat­egy em­ployed by small dealer groups. In the long term it will bring mar­ket­ing costs down, as well as en­able deal­ers to en­gage with con­sumers with prod­ucts like ser­vice plans, re­sult­ing in that much needed re­ten­tion.

“One light on the hori­zon for the medium to larger dealer groups could be the emerg­ing power and suc­cess of high qual­ity, real-time con­sumer data. His­tor­i­cally, con­sumer data has been lim­ited in what it can of­fer but with the ad­vent of the dig­i­tal world and data cap­ture, deep in­for­ma­tion on con­sumer buy­ing pat­terns is now avail­able.”

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