CarGurus claims to have driven lead generation growth of upto 32% for car retailers through a new paid-for search offering launched as a result of its new partnership with Google.
CarGurus’ Paid Search helps to attract car buyers to dealers’ websites by harnessing powerful machine learning to improve results from Google using search engine marketing.
The Paid Search offering updates inventory-based dynamic ads with a scale of on average one million keywords per account, according to the automotive marketing specialist, with a dedicated CarGurus’ Google Certified Account Manager included with the package offered to retailers.
Kim Choda, director, Sascron Car Supermarket, at Ashford Hill, Thatcham, claimed that implementing the solution had generated a 38% increase in traffic to the business’ website and quality leads from CarGurus by 50%.
He said: “30 to 40% of our leads now come through CarGurus, whether it’s their paid search or listings platform and the cost we’re paying per lead delivers a significant return on investment. It’s a game changer.”
Spencer Scott, senior vice-president of advertising and digital marketing at CarGurus, said: “The new paid search solution has enormous potential for UK dealers by targeting prospective car buyers so early in the process.
“With increasing competition in the market, used car dealers are losing out on significant opportunities as a result of not using paid search in their marketing mix.
“We believe that forward thinking dealerships that use our solution will also benefit from significant efficiencies when compared to manual, reactive optimisation approaches. This time saving could be the difference between winning or losing a lead.”
Adrian Blockus, the head of channel sales for Google in the UK and Ireland, said: “We are pleased to have CarGurus on board as a Google Partner in the UK.
“CarGurus clearly has huge ambitions to become a major player in the UK used car space and by being able to offer dealers this scalable solution we have no doubt they will continue to grow their presence here.”