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Jared Hamilton
From: Jared Hamilton
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Larry Bruce

Larry Bruce Founder / President / CEO

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Conversion Analysis AutoTrader, Cars.com and eBay Motors Listings and VDP’s

I have been in an interesting discussion on dealerrefresh.com with dealers, vendors, representatives of ATC and Cars.com over the last few days regarding the recent ATC acquisitions and their implications on dealers and this discussion has morphed into how to measure ATC, Cars and eBay Motors as classified listing services.

I have made my position very clear on this “You measure by conversion” Lead, Call, email or chat. However this discussion did morph into whether or not VDP views (Vehicle Display Pages) were a valid measurement and did they help the dealer?

This prompted me to do a thorough analysis from a conversion stand point of the listings and VDP view within each service ATC, Cars and eBay. Below in this power point is are my findings. I will leave it to the dealers to use this data to make up your mind as you will and to lend whatever wait you deem necessary in using it.

Jason Gregs
Wow Nice Job!! Thanks for the Info. I was wondering that myself. Jason G. Utah SEO
Larry Bruce
Thanks Jason I am glad that helped
Larry Bruce
The point of this compairson was to look at the ads and visitor distractions with in listings by the listing companies. Every ad is there because it gets clicks, if it didn't no one would advertise there. Every click is a customer moving away from your listing to somewhere else. In display advertising the goal of he advertiser is to create an ad that will be compelling enough to pull the visitor away from what they came to that perticular site to do. Understand every listing company has to balance the needs of the consumer with the needs of the advertiser and that is a fine line but when you start putting 4 to 7 ads in a listing and 4 ads in a VDP you are crossing that line for both and in my opinion you are now hurting both the user experience from a relevancy stand point and you are definetly taking away value for the dealer who has placed his/her listing there.
Brian Pasch
Larry This is a great post that educates car dealer "eyes" to start seeing the leaks that are on traditional inventory advertising sites. This type of design is also seen on many other major advertising platforms. That's why when I build the Automotive Advertising Network (AAN), I decided not to include OEM or cross-sell ads on dealer Vehicle Detail Pages and on search listing pages. The AAN members who are advertising their cars don't need their own inventory to be used against them. Your post clearly starts a new dialogue on which advertising platforms are dealer centric and those that have elements of compromise.

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