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From: Jared Hamilton
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Eric Miltsch

Eric Miltsch Co-founder

Exclusive Blog Posts

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

Keeping Up with the Joneses in Quick Lube

Keeping Up with the Joneses in Quick Lube

More than half of all sales customers will abandon your dealership’s service department in the first year. It’s a widely varying statistic &nda…

It Has Never Been Easier To Be Average

It Has Never Been Easier To Be Average

It has never been easier to be average. This post was written by Jay Acunzo, who will be speaking at the upcoming DrivingSales Executive Summit in Octob…

Google’s Local Ads Cost Per Call Nearly Twice as Expensive as YP Ads

Who's the reigning king of low-cost incoming sales calls? Google Adwords or the YP Local Ad Network?yp local search

A news study released shows the YP Local Ad Network came out ahead - with an average cost per call of $46 vs. Google Adwords with an average cost per call of $88. The study compared 56 different companies receiving calls from both sources. 77% said they had a lower cost per call from the YP ads. 

Jonathan Hurd, Director at Altman Vilandrie & Companiy who conducted the study said, "Advertising and search experts have theorized that location based search websites deliver better cost per call value than general search for small business but no one had ever seriously studied their value." 

Granted, this study covered several different business segments, however there are a couple of key takeaways here.

  1. Are you measuring your cost per call?
  2. If you're using multiple sources, are you comparing the data of each to measure their ability to lower your cost of advertising per vehicle sold?
  3. Lastly, are you staying current with how consumers are searching for local businesses? Keep in mind, half of all searches now contain a location specific qualifyer within their leyword phrases. Location specific search websites such as YP are in fact being used as a viable alternative to Google and they're demonstrating considerable value when compared to Google.

Read more about the complete study here.

 

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