It’s finally here: Artificial Intelligence to help you sell more cars (at the lowest price possible)
If you’re responsible for your dealership’s growth, and more specifically, increasing vehicle sales through conquesting potential vehicle shoppers who are not yet existing customers, I have great news for you!
No, scratch that, not great news, but unbelievable news that will blow your mind!
You can now solve all your conquesting efforts with one simple, straightforward decision that will take you roughly one hour to implement and launch.
No more need for printing direct mail pieces and flyers, signing up for Facebook blitz events, paying for conquest sales events or having to run any other marketing gimmicks because you will literally be generating high-quality leads and high-grossing deals at the lowest price possible 24/7/365 without having to lift a finger.
I know my statement might sound far-fetched and too good to be true, but don’t worry; you won’t be disappointed if you stay with me until the end of this article. What I am about to share with you is the game-changer you’ve been waiting on to blow up your monthly car sales volume!
Look, it’s no secret that the fastest opportunity to predictably and consistently grow your dealership’s sales outside of your current database is through a robust paid ads strategy.
If you know how to predictably turn a $1 click into $7 of gross, it means you can consistently turn $2,000 into $14,000 or $5,000 into $35,000, or even $20,000 into $140,000 of profit every month without ever having to worry about where your next deals are coming.
That’s predictable growth! Unfortunately, most dealers I know are far from enjoying this state of “paid ads” Nirvana.
Don’t feel defeated. The paid ad opportunity has always been somewhat of an unfair game between Google and Facebook’s algorithm and human beings trying to figure out how to satisfy the AI to make ads profitable.
Google has provided us with insights through its “automotive micro-moments” as to how their algorithm might serve ads to vehicle shoppers, and Facebook did something similar with their Automotive Playbook for Dealers. Still, it barely allows us to scratch the surface of the complex AI game.
It’s neither fun nor straightforward to run dozens of ad creatives, to dozens of audiences, with multiple variations, trying to keep the cost of your impressions, clicks, and conversions under certain thresholds to make sure you’re acquiring new customers profitably.
Even the most enthusiastic and dedicated digital marketing individual could be at their computer 18 hours a day refreshing the ads manager, culling poorly performing ads, scaling winning ones, optimizing hundreds of keywords and making dozens of changes every hour, and it would probably not be enough to satisfy the ad platforms algorithm and enjoy profitable results with consistency.
That’s one of the reasons why we never offered paid ads services to dealers here at Turbo Marketing.
Seeing how hard and intensely I had to work daily with my team to get our own ads profitable, I always wondered how other marketing agencies could offer the service to dealers, or even more puzzling, have one account manager responsible for multiple dealers paid ad execution.
It still boggles my mind!
No wonder most dealers see their Google and Facebook ad spend as an expense or as a branding budget to make sure their dealership is somewhat top of mind in the marketplace – if that’s even possible in today’s day and age – a little like radio or TV ads would have been a few decades ago.
The only way I can understand dealers are still swallowing the massive cost of this unprofitable way of running ads without choking is that they focus on vanity metrics like VDP views and traffic and have resigned themselves to the fact that they can’t effectively track the clicks right down to actual sales and profit in their CRM.
But that’s all about to change.
Let’s fantasize together for a moment about a better automotive world where you didn’t have to rely on human beings to compete with Google and Facebook’s algorithm; a world where you had an AI that understood all the nuances of the consumer’s automotive micro-moments leading to the purchase of a new or used vehicle in your market.
Imagine now that this AI took its understanding of the algorithms to serve thousands of ads each month for your dealership on Google Search, the Google Display Network, Instagram, Marketplace and the whole Facebook stack of digital properties, and do it all on autopilot 24/7/365, even optimizing your budget across all platforms to maximize each penny of your marketing dollars.
Wouldn’t it be cool to run thousands of ads targeting every opportunity to sell a vehicle instead of relying on a few dozen ads and cross our fingers that you or your paid ads specialist has chosen the right message and promotion to generate some traction?
Imagine now that this AI would monitor the thousands of ads and cut the underperforming ones, scale the winning ones, and make more than 10,000 changes every month to the ads, the creative, text, budget, and audiences, all while managing a list of half a million to one million keywords to make sure your dealership is at the top of every search query possible in your market and make sure the best ads are served to the best potential prospects, so your cost per click and lead is at all times the lowest possible.
As you know, even the best digital paid traffic manager on the planet wouldn’t be able to run thousands of ads, strategically make over 10,000 tweaks to keep them perfectly optimized, and manage a million keyword day and night for your dealership, right?