Showroom Logic drives more conversions for car dealers
Overall, Bing has shown a consistently higher interaction rate while producing a higher conversion rate and lower cost per lead.
— Vice President of Marketing Robert Monson, Showroom Logic
Robert Monson, Vice President of Marketing, Showroom Logic
How are customers shopping for new cars these days? More often than not, it’s on their mobile phones. “And not just mobile in the research phase at home, but mobile inside the dealership,” says Monson. “So when they are on your car lot, they are either looking at your site, a third-party site, or your competitor’s site to figure out where they can get the best deal.”
Founded in 2009, Showroom Logic has rapidly become a leading auto industry search engine marketing company offering innovative software, services and solutions that help automotive companies generate more sales. They have created partnerships with thousands of automotive companies across the U.S., including car dealers, advertising agencies, original equipment manufacturers and more.
Showroom Logic has worked to find innovative solutions to simplify and improve paid search offerings and automotive pay-per-click advertising (PPC). “When we talk about paid search it comes down to keyword selection, ad content and optimization, and where and when we want to spend our clients’ ad dollars,” said Monson.
“We’re working hard to keep up with the changing demands of car buyers, and doing things like putting payments in ads, which was unheard of a few years ago,” he marvels. “For every car on the lot, we can actually advertise payment terms, capturing the payment-driven shopper. That’s an extremely compelling thing, and a dealer will miss out on a good portion of that audience if they’re not advertising with Bing Ads.”
In previous roles with such high-profile organizations as Golf Channel, 1-800 Contacts, and One on One Marketing, Monson saw the value of Microsoft’s search technology. When he joined Showroom Logic, he says, “I was thrilled to hear that Bing Ads was part of their equation.”
“I’ve had a long history with Bing,” he continues. “I’ve always believed that, as a search engine marketer, you are required to take advantage of the Bing Ads platform because of the value it delivers on a consistent basis.”
Monson joined Showroom Logic shortly after they had begun using a holistic approach that centered on the coexistence of Google and Bing; the company explained to its dealer clients that nearly one-third of the population in the U.S. was on Bing, and it was a highly desirable demographic.
“What’s great about Bing is, the Bing consumer tends to be a little older and more motivated in terms of their actions; in other words, they window-shop less and buy more,” he says of Showroom Logic’s data, which also reveals that Bing Ads traffic provides a more desirable bounce rate, more unique visitors, and “stickier” visitors.
“Dealerships are always looking for a way to drive shoppers to their dealership in the most cost-effective way possible,” he adds. “When they see that we’ve had positive impact with other dealerships using Bing Ads to incrementally grow their business, they are eager to use Bing Ads as an integral part of their marketing plans.”
“We now have over 200 clients on Bing Ads,” Monson says of Showroom Logic’s dealer network. “We’ve worked very closely with the Bing team over the last year. And the great thing about that is not only did we adopt their technology, they adapted the way that the Bing Ads platform works to coincide with our AdLogic software.”
“That was a very intense, collaborative relationship that has resulted in this great value that we can now bring to our dealers,” he says of the teaming of Bing Ads with their platform, becoming a Bing Ads partner and offering transparency to dealers so they can see how every penny of their marketing dollar is spent. “We have co-built specific management and billing tools that allow us to serve our clients better.”
“We ran a comparison test of 228 active Bing accounts and saw tremendous results,” Monson says. The test revealed:
“Those are impressive numbers,” he marvels. “Overall, Bing has shown consistently higher interaction rate while producing higher conversion rate and lower cost per lead.”
And when a Bing shopper comes to your site, they tend to purchase. “By not leveraging the Bing audience, you’re missing out on a very high percentage of qualified buyers. And for a car dealer, that’s probably the most important thing you can say to them.”
What’s great about Bing is, the Bing consumer tends to be a little older and more motivated in terms of their actions; in other words, they window-shop less and buy more.