Is your website getting a lot of unique visitors each month? We’ve done our homework, and this traffic isn’t always a good thing.

Join Brian Pasch and Daniel Kim, founder of Orbee, on Auto Marketing Now as they walk viewers through the dark truth of automotive website traffic.

Orbee is a software that works with any website platform to inspect visitors and weed out the bots that fog your reports. Orbee runs a series of algorithms to determine if visitors are a real people, or simply bot traffic.

First, dealers must accept that they could be blinded by bot traffic and paying for insignificant clicks. Orbee had a client in California that was getting 6 thousand unique visitors a month. After the software was installed, it came to light that 4 thousand of those visitors were robots. The company was spending 16 thousand a month for only 20 leads. The overwhelming amount of robot traffic fogs reports and gives dealers a false perception of their website engagement.

Without a clear view of their campaign results, dealers cannot determine which ones are successful and which are not. Orbee gives dealers a clear view of their engagement, and reports where the visitor came from and what they interacted with on the page. With an accurate report of their traffic and conversions, dealers can measure their cost per engagement and determine if their ad dollars are generating results.

Orbee also has a photo feature that helps transform the dealership’s images that are displayed. They have created an end to end, 4k resolution photo platform for dealerships’ websites. This tool allows visitors to zoom in and view details about the car while automatically tagging and tracking the engagement of all photos.

Dealers in the eCommerce business need to use smarter measurement tools – Orbee makes it easy to accurately ID potential shoppers.

For more information, visit www.Orbee.co

Auto Marketing Now Strategy Session:

Bot traffic is a big problem in the auto industry, and dealers must inspect the quality of their traffic for clear results. The immense amount of false traffic skews reports and is overlooked by the blind spot in Google Analytics.

When a visitor is driven directly to a VDP and doesn’t visit another page, they are considered a “bounce” by Google Analytics, whether they were on the page for 3 seconds or 3 minutes. Yet, it would be more beneficial to see if they looked at photos or videos while on the page. If so, a shopper may be interested and should not simply be considered a “bounce.”

It is more beneficial to measure consumer’s engagement on a VDP to see what they’re doing on the page and view how engaged the clicks are. Dealers should move towards a cost per engagement model rather than a cost per click model.

Auto Marketing Now Email Grab Bag Question:

“We’ve been using dynamic advertising on Google AdWords to display used cars using popular keywords, is there something we can use to automate VIN level advertising on social media?

There is an emerging group of companies that started using Facebook’s API to bring VIN level advertising to social media, one being the latest version of LotLinx. LotLinx now integrates with all of your in stock vehicles and allows you to automatically advertise VIN level ads for every vehicle in stock. The platform looks at all VDP views on your website and third party classifieds, and allows you to advertise vehicles that aren’t getting a lot of views.

LotLinx’s portfolio management platform empowers dealers to spend money on the vehicles that are not getting enough VDP views, and creates attractive ads for social media. Facebook is rapidly becoming a VIN level advertising platform suitable for dealers.

Remember to inspect the quality of your website traffic, then tune into Auto Marketing Now for the latest and greatest in the auto industry!

About the Author

PCG Digital Marketing is an award winning digital agency headquartered in Eatontown, NJ. We help our clients get found online through innovative search, social and online advertising campaigns.