Looking for help more leads for auto client.

I have tried AdWords, Bing and FB with no luck for a client that has been with me for 7 years. I have a f/t web developer/designer who generated our landing pages for all of the offline traffic via radio to the internet and that pulls 100+ leads per day. It's a competitive space (extended vehicle warranty) and I spent $389 in less than 24 hours on AdWords with about 1200 keywords a very strong mix of negative, broad and phrase match keywords. We go 4 leads in which 1 deal sold. We tag each landing page with a unique toll free # so we record all calls. A month ago I signed an insertion order for 25 leads per day for 2 weeks @$15 per lead and at best we are getting 10 leads per day and our client is using Leads360 so they are called within milliseconds and no contact or already called. I know that some consumers are going to price match, search other companies etc....but the quality for the leads that my client did contact was horrible. I own a radio media agency and our CPC (cost per call) has gone through the rood in the last 12 months so as a practical matter I am shifting most of our focus towards other mediums starting with web leads first.

I am a newbie so any and all advice would be greatly appreciated.

Thanks
JC

www.outbrain.com, buysellads.com, Try different properties/websites with small amount of money to test how they perform.

danailo said:

www.outbrain.com, buysellads.com, Try different properties/websites with small amount of money to test how they perform.

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Thanks am looking into that.

Check out the media buying section and read Wasted's threads. Loads of information on media buying.

tawsifhossain said:

Check out the media buying section and read Wasted's threads. Loads of information on media buying.

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Thanks will do and have to say the toughest part about all of this is most for sure the space I am after is just super competitive.

I sell used car warranties. Most of my sales come from a reseller deal I offer to car dealers. Thats not much use to you though. Advertising wise I get good returns from Adwords but my market is not so competitive and it works out cheap enough.

As suggested above some targeted media buying might be worth looking into.

Duffers5000 said:

I sell used car warranties. Most of my sales come from a reseller deal I offer to car dealers. Thats not much use to you though. Advertising wise I get good returns from Adwords but my market is not so competitive and it works out cheap enough.

As suggested above some targeted media buying might be worth looking into.

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Thanks for the reply I am glad it's working out for you. My client is strictly B2C and I am reading up on media buying for different ad networks.

Would you recommend an email blast type of company with a strong creative?

cgt2012 said:

Thanks for the reply I am glad it's working out for you. My client is strictly B2C and I am reading up on media buying for different ad networks.

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Brokers, which is what your client is, do well with RMV and/or OEM lists + direct mail. Most of the high performing pieces I've seen involve some type of bogus warning that the recipient's warranty is about to expire and a time-sensitive offer to call and extend it. The mail comes from some ominous sounding entity like "National Automotive Consumer Protection Association" or whatever terrifying agency name you can come up with. The calls are routed to a sales rep with a scripted pitch that's based on fear of loss (outlandish repais costs, financial ruin, etc).

It's basic but it works.

Thanks for the reply! We already run direct mail and yes our radio spot has a similar "grab you my the horns" type of name like: National Vehicle Protection Bureau. I believe that one of my competitors is sending direct mail pieces with my radio co-branded name so that the consumer says "Wow I heard this on the radio let's call!". We have a self regulatory compliance group trying to investigate the matter, but anyway back to the internet lead questions. I can ramp radio up more, but it would be remnant inventory or PI which just drives in calls after 9pm (any given time zone). What would be your game plan for an internet lead gen strategy other than driving offline traffic to online?

BTW that after 9pm caller for remnant or PI type of radio or TV media has been tested. We sent those callers to an "after-hours call center aka answering service" to collect: Prospective consumer information like Year, Make, Model & Mileage of course phone and best time to reach.

The close rate and CPA for internet leads is currently in the $300-$350 range with an average vehicle service contract aka extended warranty being $2400.

In summary I need internet leads and thanks to this forum I am getting a ton on online media spending. Thanks!

cgt2012 said:

Would you recommend an email blast type of company with a strong creative?

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Hello no.

The difference between what you're doing and what successful brokers are doing is simple - they're contacting targeted prospects.

Simple, yeah?

Targeted by:

Age of vehicle
Make, model, trim
Mileage at last odometer read
Age of prospect
Gender
Geography

...and much, much more.

Let's say you send a cold email blast to a list of 150,000 general consumers trying to get a 5-liner filled for aftermarket warranty. You'l get dismal results.

I can take that same investment and drill my list down to the following factors before I ever mail -

1. Domestic make - low consumer confidence
2. Gender, marital status - female head of household
3. Prospect age - 50+, more cautious of exposure to unexpected repair costs
4. High Risk - 4WD, AWD, specialty model = higher repair costs


It'll cost me considerably more to drill my list down to this targeted group, so say I'm only able to mail 10,000 for the same price you can mail 150,000. Who's list do you think it going to perform better?

cgt2012 said:

What would be your game plan for an internet lead gen strategy other than driving offline traffic to online?

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It's all the same. It sounds to me like the missing ingredient here is targeted prospects.

It's mostly a male skewed market for this, but as the saying goes "time will tell". The targeted prospects would be someone shopping on ebaymotors or cars . com and other similar properties. At the end of the day there are way too many internet lead gen companies in this vertical that promise an "exclusive" real-time lead, but 90% of the time its resold to 3 other rooms. My client is about having a direct source much like we deal directly with Sirius, CBS Radio and the likes for radio.

Hands down and if you have that type of data shoot me a PM

You can also partner up with auto-refi companies who would sell the warranties as an upsell. A have a client who does just this, but they have recently partnered with three other companies so they are probably not interested at this time.

Excellent idea thanks! Even if they do not sell upsell we could have them just get the prospects interest and live transfer the call into a DID that points to the end-user(s) (my clients) and pay them $30 per transfer. We have multiple live transfer scripts that are proven. We have a partnership with a company that does predictive dialing on our aged radio data on behalf of clients. You would be surprised how many of them just we're not ready to buy at the time, but it's all a numbers game with the dialer.

cgt2012 said:

Excellent idea thanks! Even if they do not sell upsell we could have them just get the prospects interest and live transfer the call into a DID that points to the end-user(s) (my clients) and pay them $30 per transfer. We have multiple live transfer scripts that are proven. We have a partnership with a company that does predictive dialing on our aged radio data on behalf of clients. You would be surprised how many of them just we're not ready to buy at the time, but it's all a numbers game with the dialer.

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Sure I'll mention it to the marketing director. $30 per transfer, irregardless of a sale, might be enticing to him.