Case Study | Google AdWords

Autobytel boosts profits from AdWords over 60% by putting customers in the driver’s seat.

About Autobytel



• Connect with as many customers searching for new and used cars as possible • Drive more ready-to-buy car shoppers to Autobytel manufacturer and dealer partners • Increase profit from AdWords campaigns


• Empower search marketing team with flexible budgets • Evaluate historical revenue data and consumer Search behavior to better assign value to every click • Optimize bids by evaluating total profit vs only max CPA


• Increased conversions by 60% • Increased account-wide profit by over 60%

Since 1995, Autobytel has turned millions of car shoppers into car buyers by connecting them with dealers and manufacturers nationwide. As a trusted third party source, Autobytel empowers consumers to take the car buying process into their own hands by providing free price quotes from dealers. Auto dealers are then connected to these ready-to-buy shoppers. In fact, a referral from Autobytel converts into a sale at over twice the industry average.1 Capturing more demand with flexible budgets Autobytel’s Consumer Acquisition team takes a consumer-first approach when it comes to equipping their search marketers with the right resources and tools to succeed with AdWords. Instead of sticking to a fixed budget, the search team is empowered to reach as many qualified shoppers as possible. Wesley Rock, Search Engine Marketing Manager at Autobytel, believes a consumer-first approach is key to the most effective AdWords strategies. “One thing we’ve found with AdWords is that it lets the end user cast their vote to tell us what they want, when they want it,” he shares. “We only develop new campaigns after carefully evaluating how our ready-to-buy car shoppers are searching. With this approach, we see AdWords delivering more and more car buyers to our site month after month.” Bidding smarter by measuring value per click The Autobytel team assigns a value to every click using sophisticated technology that integrates directly with Google AdWords. This integration enables them to attribute revenue from their AdWords spend to easily create profitability profiles for every keyword. Ralph Smith, VP of Consumer Acquisition at Autobytel notes, “Advancements in the AdWords API have given us incredible flexibility in retrieving valuable keyword KPIs that we integrate with our own internal tools. The transparency and freshness of data allows our team to make intelligent bidding and marketing decisions, near real-time.”

Optimizing for total profit instead of a target CPA Billy Ferriolo, Senior Vice President of Consumer Acquisition at Autobytel doesn’t believe all clicks are created equal. “Consumers are at all levels of the purchase funnel and in many cases their behavioral signals indicate they have a higher intent to purchase. When we identify these signals, we look to increase our bids and drive even more ready to buy shoppers to our partner dealers. If a consumer is looking to buy within the next 24 hours, we shouldn’t handcuff ourselves to a max CPA.” said Ferriolo. Autobytel is willing to pay more for a click, knowing that it can connect them with more of the right consumers at the right time, ultimately bringing more value to dealers. Results worth sharing Autobytel’s consumer focused search marketing strategy has driven impressive results. In fact, conversions have increased 60% while total profit from AdWords has increased by more than 60% annually. Based on results so far, the company is excited to continue applying a profitdriven strategy to continue meeting consumer needs as well as provide increasing value to its partners.

1. Source,

© 2014 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. 140327

Autobytel boosts profits from AdWords over 60% by ... Services

Optimizing for total profit instead of a target CPA. Billy Ferriolo, Senior Vice President of Consumer Acquisition at Autobytel doesn't believe all clicks are created ...

367KB Sizes 0 Downloads 267 Views

Recommend Documents

Autobytel Consumer Leads Result in Over 500000 ... - Automotive Digest
May 1, 2014 - Note: Data in this release does not include any sales results from the ... driver of business for dealership sales operations throughout the U.S.".

Autobytel Consumer Leads Result in Over 500000 ... - Automotive Digest
May 1, 2014 - Autobytel recently completed its analysis in collaboration with IHS Automotive, part of IHS ... global source of information, insight and analytics.

Vivastreet's AdWords conversions jump by 34 ... - Services
The company has a mobile site and app, but had not advertised on mobile before this year. A focus on the moments ... enhanced campaigns as an opportunity to start mobile advertising. Enhanced campaigns are designed for ... Constantin Aubree, Head of

AdWords Birthday Infographic R14 Services
in searches for the. Gillette brand. OVER 84% of 13.5M total viewers finished most of the video. PURCHASE. Over 50% of worldwide Google searches happen on mobile devices. The world's gone mobile. AdWords offers more ways than ever for people to find

AdWords Birthday Infographic R14 Services
Ford New Zealand built on its success in search by expanding into the. Google Display Network (GDN), which includes over two million websites and 650,000 apps. Ford engaged consumers actively shopping for a vehicle with a visual experience showcasing boosts site traffic, conversion rate ... Services
Based in Research Triangle Park, North Carolina, ChannelAdvisor is a global e-commerce platform provider. It helps retailers sell more online through channels such as marketplaces, paid search, and comparison shopping, and with webstores and rich-med