IRVINE, Calif., May 23, 2014 (GLOBE NEWSWIRE) -- Autobytel Inc. (Nasdaq:ABTL), pioneer of the automotive Internet and the company dedicated to connecting automotive consumers with dealers, today released the results of its use of Google AdWords™ in-market audiences, which helped the company reach more consumers in the critical ready-to-buy window and enhance lead quality, while utilizing lowered marketing costs compared to its other online ad campaigns.
Through the use of Google's sophisticated ad and analytics algorithms, in-market audiences allow Autobytel to identify high quality, ready-to-buy prospects to show them relevant display ads, enhance their targeting by using pertinent keywords, and incorporate customized call to actions and landing pages – which reduces clicks by users who are casually browsing – bringing serious buyers to the forefront.
Results from Autobytel's use of in-market audiences are featured in a new Google case study (http://www.thinkwithgoogle.com/case-studies/autobytel.html), and include the following highlights:
- A 58% lower cost per click for Autobytel's in-market audiences than for its other campaigns
- A 17% lower cost per conversion
- Overall, 20% of Autobytel's display conversions now come from in-market audiences
- In-market audiences delivered more incremental traffic, with the lowest duplicate lead rates of any of Autobytel's online campaigns
"Autobytel has been an online car buying leader and innovator for nearly 20 years, and one of our primary objectives has always been to connect serious car buyers with the right dealer at the right time, which is why we are pleased with the results of Google's in-market audiences," said Jeffrey Coats, President and CEO of Autobytel Inc. "Google's campaigns have proven to be effective and efficient, giving us the opportunity to reach ready-to-buy consumers on a large scale and at lower costs than other digital marketing campaigns. Google has helped us with our continued focus of being a trusted source for both consumers and dealers alike."
When it comes to online marketing, broad-reaching campaigns can often times waste impressions on people who aren't quite ready to buy, or who are engaging in activities that have little to do with actually buying cars. Google's in-market audiences offer the capability to differentiate between someone who is, for example, browsing websites related to cars because they are an enthusiast, versus someone who is researching specific makes and models, price comparisons and consumer reviews. This combined with strategic use of keywords and relevant display ads have led to significant results.
"Delivering high quality leads to our dealers is a key to our success, which is why identifying and reaching consumers who are thinking seriously about buying is critically important to our business, and the business of our dealer partners," said Billy Ferriolo, SVP of Consumer Acquisitions of Autobytel Inc. "The approach offered by Google's in-market audiences has proven to be a terrific match for our business needs."
The company reports that in-market audiences have enhanced the quality of leads by allowing them to reach people who are deep in the car purchase funnel as witnessed not only in conversions, but with the accuracy of information entered on the Autobytel website.
About Autobytel Inc.
Autobytel Inc. provides high quality consumer leads and associated marketing services to automotive dealers and manufacturers throughout the United States and offers consumers robust and original online automotive content to help them make informed car-buying decisions. The company pioneered the automotive internet in 1995 with its flagship website www.autobytel.com and has since helped tens of millions of automotive consumers research vehicles; connected thousands of dealers nationwide with motivated car buyers; and helped every major automaker market its brand online.
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