3 Reasons Why Classified Sites Still Matter
If I want to check airline ticket prices for a trip I usually start my search on Expedia. I compare flights and prices then go to the airline site and buy the ticket direct. If I’m shopping for some obscure product I usually start at Amazon. Sometimes I buy the product from Amazon. Other times I just use Amazon as a search tool and buy direct from the company’s website.
Multiple studies and stock prices indicate that I’m not alone.
The same is true for car shopping. Today’s sales funnel has arguably evolved over the years but one thing is constant. When the typical auto shopper gets low in the funnel and ready to buy, they shop automotive classified sites.
Automotive classified sites provide consumers a place to shop and compare thousands of vehicles, models, equipment and price. It’s just easier for the consumer.
Many car dealers and their team members believe Autotrader.com and Cars.com are the only sites consumers shop. Sure these two sites have built good brands in the automotive industry but they are by far not the only sites consumers shop. Actually, because of Google’s constant algorithm changes, other sites are becoming increasingly important and relevant.
Advertising only on Autotrader.com or Cars.com is like only advertising on ABC or NBC and ignoring the other 500 plus television channels. The other channels have solid audiences as well. Same with many other automotive classified sites.
Actually, there are a number of automotive classified sites that perform great.
Here are three key reasons that classified sites should be a part of every dealer’s online marketing efforts:
1. Be Everywhere
Inventory distribution to multiple automotive shopping sites allows your vehicles to be promoted to millions of more auto shoppers. Limiting your exposure to only a couple classified sites reduces the chances of a shopper finding the exact vehicle you have on your lot that meets their needs. As long as the site is sending your traffic and/or leads that are interested in your inventory there is no downside, all upside. Only more exposure.
OK, I understand the escalating costs of a couple of the more well-known classified sites. However, that shouldn’t stop you from having a dedicated budget for classified advertising. It’s important to just manage your budget wisely. After getting your inventory listed in a category that actually gets it viewed, do you need to spend more? In most cases I don’t believe you do. The law of diminishing returns kicks in when you devote too much budget to one site. Spread the love. Get more sites working for you. CarClicks inventory marketing program distributes your inventory to many automotive sites and only charges you when a customer is interested in your car. You only get charged when a client is sent to your vehicle detail page on your website. This gets your inventory
3. Inventory Turn
Increasing inventory turn is just a fancy way of saying more sales. Three pillars of increasing sales are having the right inventory, at the right price, with the right exposure. Automotive classified sites provide dealers the ability to promote their inventory to millions of monthly online shoppers. The average vehicle is in stock for 53 days and gets looked at online less than 20 times but if you can get your inventory viewed online between 20 to 30 times it will turn 29% faster. And, if you can get your inventory viewed over 30 times it will turn 44% faster. Getting more visibility on your inventory is the single most important factor in making a sale.
Now for the pitch. CarClicks marketing program will pull your inventory from your website daily and promote your vehicles to a network of automotive sites that get over 20 million monthly auto shoppers. Dealerships are only charged when we link a shopper from an automotive classified site directly to your website.
I encourage dealerships to determine if their advertising budget is being leveraged properly to get the most exposure without spending more budget.