The Moran Group ad agency is zeroing in on shoppers who make it to lead forms on Autobytel sites but don't finish the process.
The Baton Rouge, La., agency is running display ad campaigns, including some conquest efforts, for 21 of its auto clients using the Autobytel Direct Powered by AutoWeb lead-generation technology. The platform presents shoppers on Autobytel sites with offers based on the makes and models they've expressed interest in.
For nearly a year, the agency has been swooping down on low-funnel leads who are browsing on autobytel.com and its other sites, including Car.com.
The Moran Group, with Tier 2 clients such as the Louisiana Honda Dealers, is going after consumers who filled out the initial page of lead forms, where they indicate their desired makes and models along with their ZIP codes. But when they get to the second page, where they're asked for more personal information, those shoppers back out for whatever reason.
The agency presents them with ads while they're shopping on Autobytel sites in real time after they've abandoned the lead forms. Autobytel says the motives of these shoppers are clearer, so its technology is able to send them relevant promotions based on the vehicles they want and their locations.
While some dealers may be more concerned with the quantity of leads they're getting from digital marketing, Moran Group says it's going after quality leads who have shown clear intent on what they're looking for.
"On other search engines, there may be more scale, but there could be very different intents -- not only among different keywords, but also different intents with the same keyword search by different people," Kathryn Lemoine, vice president of digital strategy and operations for the agency, told Automotive News. "With AutoWeb, someone specifically looked at that [lead] form and was searching for prices, so it's that very low-funnel shopper."
Re-engaging those low-funnel shoppers with ads after they've left lead forms is showing higher conversion rates for the group. Lemoine said the agency is converting leads from Autobytel at a rate two times higher than those from its second-highest lead source.
Consumers who click Moran Group ads on Autobytel end up on dealer association sites. Lemoine said a conversion is counted when that consumer then visits a dealership's site from the association page.
These shoppers also are browsing longer and visiting more pages, Lemoine said.
James Grace, Dealer.com's director of analytics, wants dealerships to get away from the notion that traffic quantity is king. Stores, he said, should be focused on quality instead.
But it can be tough to break this mindset in a numbers-driven business where sales quotas rule the day.
"More isn't always better," said Mindy Howe, senior director of strategic accounts for Autobytel. Dealers are "starting to recognize that."