New Research from Brian Pasch Enterprises Shows High Quality of AutoWeb’s Click Traffic for Dealers and OEMs
20 September 2021 - 10:00PM
AutoWeb, Inc. (Nasdaq: AUTO), an automotive matchmaking platform
connecting in-market car shoppers to their preferred vehicle
transactions, today announced the results of a research report
conducted by Brian Pasch Enterprises (BPE) focused on the quality
of its click traffic generation product. The detailed report and
accompanying visual components provide a number of insights into
the high value of AutoWeb’s audience and its consumer engagement
levels, validating the high caliber of the company’s traffic
platform.
“We appreciate that such a well-respected industry expert was
able to evaluate our click traffic and confirm the high level of
value we’re providing our dealers, as this reflects our deep focus
on delivering the most effective and highest performing solutions,”
said Dan Ingle, COO of AutoWeb. “Click traffic is a vital part of a
balanced retail automotive marketing strategy and delivers a
quantifiable contribution to sales totals. By leveraging the
trackability of this spend to optimize performance, we’re able to
help dealers realize their marketing goals.”
AutoWeb retained BPE to conduct in-depth research on the
company’s click traffic generation product to identify how it fits
into the larger conversation of assisting dealers in managing their
online businesses to drive sales growth. In addition to
incorporating its own recent research on traffic acquisition, BPE
surveyed existing AutoWeb customers, tested claims of how the
product works, and generated analytics reports to verify the actual
delivered value matched AutoWeb’s promotional collateral. The
overall goal of the research was to enable BPE to accurately
evaluate how AutoWeb’s click traffic product performs for dealers
in real world implementation.
BPE’s recent research into consumer phone calls generated by
dealer-funded Google SEM campaigns showed that consumer intent was
a mix of sales, parts and service and administrative calls. Most
notably, during BPE’s assessment of Google SEM traffic for dealers,
it found that less than 13 percent of all Google SEM driven phone
calls were attributed to an active vehicle shopper.
“Dealers using Google SEM are essentially paying for consumers
to look up a dealership name, address or phone number, and make
vehicle service appointments—which is not an effective use of their
marketing spend,” said Brian Pasch, founder of BPE and PCG
Companies. “Alternatively, when we evaluated AutoWeb’s click
traffic product, we saw much more impressive levels of quality,
value and shopper interaction, thus lowering a dealer’s cost to
generate a vehicle sales opportunity. When comparing click-based
advertising, it’s important to inspect conversion outcomes and
traffic quality, not simply quantity.”
The new report from BPE demonstrated that AutoWeb’s traffic
platform is focused on driving consumers that are in-market for
their next vehicle, providing a tailored funnel that eliminates
non-automotive shoppers. Dealers do not pay for individuals simply
“Googling” their business, as AutoWeb’s consumers are actually
in-market vehicle buyers. The research also identified significant
pricing differences, with AutoWeb anywhere from five times to 50
percent cheaper than competitors based upon cost per click.
The analysis also showed AutoWeb’s click traffic generates
higher quality dealer website interactions such as chat, sales
phone calls, SMS texting, and trade-in submissions when compared to
other online advertising strategies. These high engagement numbers
are due to the fact consumers must identify their make and model of
interest prior to seeing an ad unit, creating a higher intent click
to the dealer’s website.
“Having AutoWeb paid click traffic in our digital arsenal is a
no-brainer,” said Peter Deiser, director of ecommerce for the Ed
Morse Automotive Group and a current AutoWeb customer included in
BPE’s research report. “We get high-quality click traffic from
prospects that have gone through the AutoWeb funnel online right
down to make and model. Why would we not want those prospects on
our website looking at our exact match make/model inventory?”
To read the full report from BPE, visit
https://www.autoweb.com/dealers/dealer-corner/news/new-research-from-brian-pasch-enterprises-shows-high-quality-of-autoweb-s-click-traffic-for-dealers-and-oems/.
Pasch also discussed some of the results during a recent podcast,
which can be found at
https://directory.libsyn.com/episode/index/id/20477741.
About AutoWeb, Inc.AutoWeb, Inc. provides
high-quality consumer leads, clicks and associated marketing
services to automotive dealers and manufacturers throughout the
United States. The company also provides consumers with robust and
original online automotive content to help them make informed
car-buying decisions. The company pioneered the automotive Internet
in 1995 and has since helped tens of millions of automotive
consumers research vehicles; connected thousands of dealers
nationwide with motivated car buyers; and has helped every major
automaker market its brand online.
Forward-Looking Statements
DisclaimerThe statements contained in this press release
that are not historical facts are forward-looking statements under
the federal securities laws. Words such as “anticipates,” “could,”
“may,” “estimates,” “expects,” “projects,” “intends,” “pending,”
“plans,” “believes,” “will,” and words of similar substance, or the
negative of those words, used in connection with any discussion of
future operations or financial performance identify forward-looking
statements. In particular, statements regarding expectations and
opportunities, new product expectations and capabilities,
projections, statements regarding future events, and our outlook
regarding our performance and growth are forward-looking
statements. These forward-looking statements are not guarantees of
future performance and involve assumptions and risks and
uncertainties that are difficult to predict. Actual outcomes and
results may differ materially from what is expressed in, or implied
by, these forward-looking statements. AutoWeb undertakes no
obligation to update publicly any forward-looking statements,
whether as a result of new information, future events or otherwise.
Among the important factors that could cause actual results to
differ materially from those expressed in, or implied by, the
forward-looking statements are the responses of federal and state
government to the COVID-19 pandemic; changes in general economic
conditions; the financial condition of automobile manufacturers and
dealers; disruptions in automobile supply chains and production;
changes in fuel prices; the economic impact of terrorist attacks,
political revolutions, military actions, or natural disasters (such
as floods, earthquakes, tornadoes and hurricanes and pandemics and
epidemics); failure of AutoWeb’s internet security measures; the
economic impact of epidemics and pandemics; dealer attrition;
pressure on dealer fees; increased or unexpected competition; the
failure of new products and services to meet expectations; failure
to retain key employees or attract and integrate new employees;
actual costs and expenses exceeding charges taken by AutoWeb;
changes in laws and regulations; costs of legal matters, including,
defending lawsuits and undertaking investigations and related
matters; and other matters disclosed in AutoWeb’s filings with the
Securities and Exchange Commission. Investors are strongly
encouraged to review the company’s Annual Report on Form 10-K for
the year ended December 31, 2020 and other filings with the
Securities and Exchange Commission for a discussion of risks and
uncertainties that could affect the business, operating results or
financial condition of the company and the market price of the
company’s stock.
Company Contact:Beth P. QuezadaCommunications
& Culture ManagerAutoWeb,
Inc.949-862-1391beth.quezada@autoweb.com
Investor Relations Contact:Cody Cree or Jackie
KeshnerGateway Investor Relations949-574-3860Auto@gatewayir.com
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