As I have been introducing dealers to the LotLinx advertising network, I have been receiving a number of inquiries about the transparency of the network traffic and billing. I decided to conduct a LotLinx review using Google Analytics.
In the example above, this dealer who has been on the LotLinx program for over 4 months, can easily see the referral traffic the program generated. It is identified by the website: autos.lotlinx.com. Any dealer who also wants to add dynamic number tracking, offered by companies such as Century Interactive or CallRevu, can see the number of calls and leads that LotLinx traffic generates.
Number One Referral Source
For this dealer, LotLinx is the number one referral source with 970 low-funnel shoppers in a 30-day period. So, let’s take a look at the quality of the traffic generated by the Lotlinx network of 130+ classified advertising websites.
92% of the traffic was new which means that these consumers did not previously visit the dealership’s website via SEO, SEM, Radio, TV, Newspaper, or social media investments.
In fact, for this dealership, their Google Adwords campaigns are drawing only 45% new visitors in the same period. The LotLinx network is delivering twice as many new consumers, as a percentage of clicks.
The bounce rate of the LotLinx traffic is very low at 25% and each visit generated an average of 2.44 page views per visit. This means that the consumers clicking on the Search Results Pages (SRP) in the Lotlinx network, are actually looking at MORE than one vehicle on the dealer’s website.
Transparent Clicks, Leads, and Billing
Since LotLinx drives consumers direct to the dealer’s website, the dealer can audit invoices directly by looking at Google Analytics. Lotlinx is billed on a unique per shopper basis. Dealers in the Lotlinx program don’t need to be concerned with the accuracy of third party monthly advertising reports of SRP and VDP activity.
Since Lotlinx delivers the in-market shopper directly to the dealer’s website, the dealer benefits in many ways:
- Consumers can be greeted with THEIR live chat agent to expedite the sales process.
- Consumers can be tagged with THEIR future retargeting campaigns via banners or video preroll.
- Leads submitted in Vehicle Detail Pages (VDP) go only to THEIR CRM.
- Calls generated from a dealer’s VDPs go only to THEIR sales staff.
- Click costs can be easily audited in THEIR Google Analytics dashboard.
LotLinx drives low-funnel shoppers to a dealer’s website because they found a vehicle that the dealer has in stock. Dealers do not have to guess which “keywords” to buy in Google Adwords. Dealers don’t have to play the “Google dance” to guess which keywords they need to optimize via Search Engine Optimization (SEO).
Where Is The Best Place For Conversion?
LotLinx drives consumers who found a vehicle, which the dealer owns, directly to the best source of information about the vehicle: the dealer’s Vehicle Details Page (VDP). The dealer’s VDP is free of advertising and distractions from competing parties.
If you are looking to add consistent, incremental, and affordable car shopper traffic to your website, give the sales team at PCG a call.
If you are using Google Adwords to generate “car shopper” traffic to your website, then you should know more about the costs to drive a consumer to look at a VDP. I suggest that you read this article for more insights into the limitation of Adwords: Confessions of a Google Adwords Advocate.
Get Your Dealership In The LotLinx Network
To signup for LotLinx at your dealership, please call the sales and support team at PCG Digital Marketing at 732-200-9545. Please ask for Mike Lizza, or any member of the LotLinx Sales team that is available.
Still have questions? Brian has created a longer video explaining in context why the LotLinx program is exactly what car dealers have been asking for.
If you would like a longer, more in-depth discussion, watch this 10 minute discussion with Brian Pasch. Click to view the video.
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