Increasing traffic to your site does not necessarily mean you will sell more cars—and with all of the different platforms and agencies executing your digital efforts, it can be difficult to see which traffic is actually resulting in more sales.
This week on Auto Marketing Now, join Brian Pasch as he goes in the lab to discuss the new PCG Engagement Project.
Dealers need a set of standards to measure multiple website platforms and multiple ad agencies to be able to determine what is generating sales and what isn’t. No platform was previously able to answer this question, which is what sparked the PCG Engagement Project.
To begin, we asked three main questions:
- There are people who come to your site and only look at one page—would you rather have someone who looks at your website for 35 seconds or for 90 seconds?
- There are people who come to your site and look at multiple pages—would you rather have someone who looks at five pages or someone who looks at two pages?
- If you can hire one of two agencies, each costing $5,000, yet one agency promised 4,500 visitors and the other 2,400 visitors, which would you prefer?
These questions analyze the value placed on time on site, number of pages per visit, and cost-per-click—yet none of this data really determines whether or not you’re selling more cars.
This information allowed us to see that dealers are focusing on the quantity of traffic rather than the quality. We then established four metrics designed to track engagement on your site and measure the quality of your traffic. The four metrics are as follows:
- Cost-Per-Engagement: Determine which campaigns have too high of a cost-per-engagement and utilize the given ranges for a normal cost.
- Zero-Engagement-Per-Page: Determine what percentage of your traffic is doing nothing and stop paying for that traffic.
- Engagement-Per-Session: Determine how much engagement you receive from your newsletters and email campaigns.
- Form-Completion-Rate: Determine how many people clicked vs. how many people completed an action to test and try different tools and form layouts.
This project focuses on portraying the right data, using over 40 weighted metrics, to prioritize and optimize your advertising platforms. The measurements, which include a metric to determine if someone scrolled on a page or not, can even help better detect bot traffic—if someone was on a page for three minutes and didn’t even scroll, it is likely a bot!
The PCG Engagement Project will make VistaDash the only reporting dashboard to determine which marketing efforts are selling more cars, not simply creating more traffic. With this information, you can find out which products your consumers enjoy engaging with the most and eliminate waste in your marketing budget.
For more information, download the full PCG Engagement Project Guide or call us at (732) 450-8200 and ask for Dan Webb—and be sure to tune into Auto Marketing Now for the latest in automotive digital marketing!
Download the PCG Engagement Project Guide
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.