Anyone who’s ever bought a car knows the angst that comes along with it. Probably no one understands this situation better than car dealers. Every day, they encounter a sea of anxious faces staring back at them, trying to save every last dollar or get car mats thrown in for free.
Bing Network users seem to be more direct buyers. They know what they want and just need to find the closest dealership to close the deal.
— Gino Cipperoni, Director of Marketing Sales at Dealer eProcess
Douglass Nissan - www.douglassnissan.com
Douglass sizes up his dealerships as average in size and above average in service. To get the word out about his business, he drives marketing and sales. While he understands the value, he finds running the department his Achilles’ heel. “It’s difficult for me,” Douglass confides. “It's a very different thought process than finance.”
Douglass originally started out with a few newspaper ads and radio spots, but mainly TV commercials on local stations starring himself and his wife.
Gino Cipperoni, Director of Marketing Sales at
Douglass started researching highly rated digital agencies online, which led him to Dealer eProcess. “We got on the phone and they started walking me through their product and presentation,” Douglass remembers. “They were able to see things from my perspective and help me identify what was important.”
Dealer eProcess did a makeover of the Douglass Nissan website. Then the agency devised a paid search strategy that aligned with Douglass’ goals. At first, that meant going broad with Google AdWords. But then the agency recommended bringing Bing Ads in to reach a wider and more targeted audience. “We find that, for actual spend, users on the Bing Network tend to convert more than Google AdWords, especially on web forms,” points out Megan Glick, director of marketing at Dealer eProcess. “Part of that comes from Bing skewing to a slightly different demographic.” That demographic reflects a more affluent audience, one that is more willing and able to make large-item purchases.
Gino Cipperoni, director of marketing sales at Dealer eProcess, chimes in with another differentiating factor. “Google users tend to be here, there and everywhere researching car brands as opposed to buying cars. Bing Network users seem to be more direct buyers. They know what they want and just need to find the closest dealership to close the deal.”
The bigger the ad, the more information we can provide the car shopper, and the better results we see.
— Megan Glick, Director of Marketing, Dealer eProcess
Douglass talks with the people at Dealer eProcess about once a week. There he can bounce off ideas or see the performance numbers for himself. What he’s seen so far is that Bing Ads is the lowest priced option for paid search. Price per click with Bing Ads has consistently come in at $1.41, about half the price per click of Google AdWords. That enables Douglass to stretch out his budget. Bing also has a higher lead conversion rate, which currently averages 18 percent. The conversion-to-sales rate also averages an impressive 4.7 percent.
In terms of features, Dealer eProcess uses the full capabilities of the Bing Ads platform with its own in-house software, which syncs with the Bing Ads API to run customized and dynamic campaigns. “It ends up a mixture of what Bing Ads offers us with what we've built into their system,” Cipperoni says.
In a regular campaign for Douglass, Dealer eProcess takes advantage of all of the Bing Ads ad extensions. “The bigger the ad, the more information we can provide the car shopper, and the better results we see,” Glick says.
Glick works closely with the Bing Ads account team to make sure she’s taking advantage of available features and give her ideas for customer accounts. “We look to ensure we’re taking advantage of everything inside the account,” she says. “So there's not only checks happening with Levi, but also with me and our representative over at Bing.” Glick can back up her efforts with impressive results. To date, the total spend on Bing has brought back a return on investment of 750 percent.*
See a quick summary of how Douglass Nissan takes full advantage of the Bing Ads platform to drive increased ROI.
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