08 Apr Would you pay $16,000.00 a month for 20 leads?
Would you pay $16,000.00 a month for 20 leads? According to Daniel Kim, founder of Orbee he discovered a dealership in California doing just that.
The dealership was using a company for their email marketing which Daniel did not mention the name. According to Google Analytics the dealership received 6 Thousand hits to their website from the email company they were using. Sounds too good to be true doesn’t it?
After Orbee reviewed the data for the dealership they discovered that out of the 6 Thousand hits they received, 4 Thousand of those hits were from BOT Traffic. When the smoke finally cleared the dealership had 80 leads, however 60 of those leads were from organic search and directly typing in the dealerships website. The dealership ended up with 20 leads, so the dealership was paying $800 per lead.
Bottom line is do some research on the company you are using. It is too easy for these email marketing companies to take advantage of dealerships. I suggest reviewing Brian Pasch’s recently released report on email marketing to look for clues of abnormal traffic in your Google Analytics.
Brian’ report can be viewed at: https://www.dropbox.com/s/jkfc8uy1t8vt7i0/PCG-Conquest-Email-Marketing-Report.pdf?dl=0
Pasch, Brian. “Auto Marketing Now with Brian Pasch.” CBT Automotive Network. Web. 7 Apr. 2016. http://cbtnews.com/auto-marketing-now-brian-pasch-5/
Anthony Carbone MBA
Sr. Account Manager\ Conquest Automotive