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Get a Higher Return on Your Advertising Investment Using Internet Sales Leads
While auto dealers spend hundreds of thousands of dollars on traditional advertising, they still have no precise way of measuring whether consumers are actually paying attention. On average, auto dealers spend $550 on traditional advertising per one car sold, while the average cost per car sold using Internet advertising is only $200.
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Average Advertising Cost per Car Sold: Traditional Advertising - $600 Internet - $200

J.D. Power and Associates Reports: Internet Overtakes Print Advertising as Primary Shopping Source for Used Vehicles
Dealer sites play a vital role in online shopping. More than one-half (52%) of all shoppers who credit the Internet with leading them to the vehicle they purchased indicate a dealer site as the primary online source. About one-half of these shoppers state that an independent site, manufacturer site or search engine directed them to the dealer’s site where they found the vehicle they purchased.

While online shoppers take different paths to the used vehicles they purchase, the use of search engines is nearly ubiquitous. Among shoppers who use the Internet in their shopping process, 94 percent use one or more search engines, with Google, Yahoo! and MSN among the most frequently used.
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Internet Use by New Car Dealers Climbs to 94 Percent, According to New Survey
Key Findings of NADA 2004 Internet Utilization Survey

• Dealerships with websites have grown from 47 percent in 1997 to 94 percent in 2004.
• Ninety-eight percent of dealer websites are interactive.
• Sixty-eight percent of dealers with a website have completed a sale on the Internet (excluding delivery and payment).

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How to Effectively Build and Brand Your Dealership's Website
Having an Internet presence for most franchised new car and truck dealers is not only about building an effective lead generator, but is also about arming themselves with another tool to add to their marketing arsenal. "A well-run Internet department can account for 20% of the dealership's total sales volume," says Gabriel Krajicek, president of DealerSkins, Inc.,
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Edmunds: Dealers with Modern Technology Attract More Online Buyers
"Dealerships that invest in technology and training are likely to attract a more sophisticated workforce that respects a consumer's need to be informed," said Phil Reed, author of Edmunds.com's Strategies for Smart Car Buyers.
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