Dealer.com and Lithia Motors: How a Connected Website and Advertising Strategy Powers a Top Dealership Group

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Cecilia Cain
8 years ago
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1 Dealer.com and Lithia Motors: How a Connected Website and Advertising Strategy Powers a Top Dealership Group

2 A High-Volume Group with High Performance Standards. As one of the highest-volume retailers in the nation, Lithia Motors depends on uncompromising technology to power its operations. With 101 rooftops serving markets across the West and Midwest, its solutions must be as configurable as they are scalable, serving both group-level strategy and day-to-day dealership operations. The group s marketing approach is similarly driven by user empowerment and transparency across customer touch-points. While individual strategies can vary store to store, all are grounded by a philosophy that stronger leads and relationships can be fostered through consistency across the digital experience.

With 101 rooftops serving markets across the West and Midwest, its solutions must be as configurable as they are scalable, serving both group-level strategy and day-to-day

Connected Technology Powers a Complete Solution. Belief in strategic integration has led Lithia to continue to re-invest in Dealer.com s connected digital Solution.

3 Connected Technology Powers a Complete Solution. Belief in strategic integration has led Lithia to continue to re-invest in Dealer.com s connected digital Solution. Through their combined website and advertising strategy, Lithia enjoys both group-wide insight and specialized strategy and results for each individual store. Three key factors have proved instrumental in the partnership: 1. Website optimization 2. Multichannel digital advertising, anchored by search and display 3. Proactive partnership Paid Search and Network Display Integrated paid search, display and retargeting campaigns reach shoppers across the web, and deliver increased traffic and leads to Lithia websites. Retargeting and Premium Display

Three key factors have proved instrumental in the partnership: 1. Website optimization 2. Multichannel digital advertising, anchored by search and display 3.

Three Key Factors to Strategic Success Website 1optimization An early adopter of digital, Lithia has consistently embraced new enhancements to their website platform including migrating to a Seamless

4 Three Key Factors to Strategic Success Website 1optimization An early adopter of digital, Lithia has consistently embraced new enhancements to their website platform including migrating to a Seamless mobile site. Each individual store in the group continuously elevates site performance through careful attention to detail from its merchandising strategy and Managed SEO to custom pages, video and mobile page optimization.

site. Each individual store in the group continuously elevates site performance through careful attention

Three Key Factors to Strategic Success 2 Multichannel digital advertising, anchored by Integrated paid search, retargeting and display ad campaigns deliver steady stream of traffic to Lithia sites,

5 Three Key Factors to Strategic Success 2 Multichannel digital advertising, anchored by Integrated paid search, retargeting and display ad campaigns deliver steady stream of traffic to Lithia sites, aligning manufacturer programs with individual store strategy. Because they re powered by the integrated Dealer.com platform, every campaign element is consistent on Lithia sites and ads across the web, from pricing and creative to incentives and offers. The approach has provided dramatically increased traffic and leads, anchoring Lithia s ad strategy and providing a foundation on which the group can implement additional tactics, both on and off the Dealer.com platform. Integrated search and display campaigns deliver 2X more traffic and more cost-efficiency per lead.

com platform, every campaign element is consistent on Lithia sites and ads across the web, from pricing and creative to incentives and offers.

6 Three Key Factors to Strategic Success 3 Proactive partnership Managing a digital strategy that s both scalable and store-specific requires steady leadership, collaboration, and insight a support model provided by dedicated Dealer.com resources serving a robust digital organization that has evolved to include both the Lithia group s store leaders, and their Internet Resource Center team. Together, this Dealer.com/Lithia team collaborates to monitor Key Performance Indicators and data through the group s ControlCenter analytics and custom reporting, continually adjusting budget and implementing new tactics.

com resources serving a robust digital organization that has evolved to include both the Lithia group s store leaders, and their Internet Resource Center

7 Increased Leads, Engagement, and Efficiency. Since adding Dealer.com Advertising to its strategy, Lithia s group-wide performance has soared. Within a year, stores running Dealer.com paid search, retargeting and display achieved nearly twice the inventory page traffic, engagement that led overall conversion rate to grow by roughly 10%. Greater cost efficiency complimented this spike in performance. As the group invested in display strategy, its overall cost per lead diminished. Indeed, the higher the investment, the greater the efficiency: Stores with the most robust display campaigns saw their cost per lead cut in half. Group-Wide Cost Per Lead (CPL) Group-Wide Conversion Rate (CVR) 58% 10% Lower Cost Per Lead Higher Conversion Rate Paid Search Only ($100-$1,999 Budget) ($2,000+ Budget) Paid Search Only ($100-$1,999 Budget) ($2,000+ Budget)

Greater cost efficiency complimented this spike in performance. As the group invested in display strategy, its overall cost per lead diminished.

2016 JAGUAR AND LAND ROVER DEALER PACKAGES AND PRICING A Connected Digital Marketing Solution for Jaguar and Land Rover Dealers

2016 JAGUAR AND LAND ROVER DEALER PACKAGES AND PRICING A Connected Digital Marketing Solution for Jaguar and Land Rover Dealers Dealer.com integrates auto retail s top-performing advertising, inventory