The other conquest marketing dealers turn to when they are investing in the digital space is SEO/PPC. Dealers invest a large portion of their ad dollars to drive shoppers to their website. Once there, they count on their website to drive consumers to submit leads through specials, pricing, customer service, etc.
In theory, this is a fantastic allocation of marketing funds. Who doesn’t want more website traffic? The inefficiency within SEO/PPC is not found in its concept, it’s found in its execution. The truth of the matter is, 37.9% of internet traffic is made by bots2. Meaning, more than a third of all internet traffic is not a real person surfing the web or engaging with your website. If you can’t identify the shopper on the other end of the computer, there’s no way to know if you are wasting money on fake conversions. You’re paying for clicks (averaging $1.43/click in 2019) every time. Unfortunately, this creates some inefficiencies in the SEO/PPC channel.