Dealer.com, a Cox Automotive brand, is the leading digital advertising agency in the automotive sector, servicing over 10,000 dealerships in the U.S. They aimed to broaden its digital advertising reach by integrating Amazon Sponsored Display into their multichannel strategy.
Their goal was to enhance brand exposure and boost sales for their network of Ford and Subaru dealerships by targeting new, in-market audiences across Amazon's extensive platform.
Highlights
Challenge: Launching 1,100 localized campaigns on a new channel
The Dealer.com team wanted to expand its reach beyond traditional automotive marketing channels to access a wider and more diverse audience base. By integrating Amazon Sponsored Display into their multichannel strategy, they could tap into Amazon’s unique audience segments and reach consumers at a crucial decision-making point in their automotive buying journey, thus ensuring more effective and focused marketing efforts.
The problem was figuring out how to bring in a new channel without piling on extra manual work for their team. This was a big ask, considering they had to launch and manage over 1,100 localized campaigns for Ford and Subaru dealerships.
They knew automating core AdOps tasks would be the best way to keep things cost-effective and running smoothly. Plus, this would free up their strategists to focus on big-picture growth and building stronger client relationships.
Solution: A hands-off approach to high-volume ad campaign management
It was important to the Dealer.com team that they worked “with a partner who not only has expertise in Amazon Ads products and services but also understands our specific needs and can contribute to our growth," said Ben Gilbert, Senior Director of Advertising Innovation at Dealer.com.
Partnering with Fluency enabled Dealer.com to bring Amazon Sponsored Display into its existing multichannel portfolio. With Fluency’s Digital Advertising Operating System (DAOS) handling the heavy lifting, the team automated the launch and management of more than 1,100 locally-targeted Amazon Sponsored Display campaigns.
Fluency’s DAOS also streamlined campaign management, making it easy to optimize multichannel performance in real-time. Best of all, integrating automation into their Amazon Sponsored Display campaign strategy significantly enhanced Dealer.com's advertising efficiency. The team could achieve targeted reach and engagement without piling on more manual work.
Results: 37% higher engagement, 65% decrease in CPM, and more time for strategy
Through automation, the Dealer.com team reduced setup times from between 60-90 minutes per account to just 5 minutes total. That’s a staggering 550 hours they saved overall for campaign management work.
"Fluency has been an invaluable partner in helping us optimize our Amazon Ads campaigns and achieve exceptional results for our clients," said Gilbert.
The team’s performance results were certainly impressive. Amazon Sponsored Display consistently outperformed other channels, delivering a 37% higher CTR (click-through rate) than traditional display ads.
In addition to performance, the Amazon campaigns were remarkably cost-effective. Dealer.com saw a 65% decrease in CPM compared to the Google Display Network and a 70% reduction compared to other platforms. Plus, the cost-per-click for these Amazon campaigns was 76% lower than other channels, helping the team use budgets more efficiently.
Automation also provided the team with real-time data analysis and actionable insights. This made it easy to optimize and adjust campaigns on the fly, ensuring the best possible multichannel performance results for every dealership in their portfolio.
By combining Fluency’s AI-powered automation tools with their extensive advertising expertise, Dealer.com continues to scale tried-and-true strategies and deliver high-quality multichannel results for dealership clients.
Following the success of this channel integration, Fluency was named one of only four finalists for the Amazon Technology Innovation Award at the 2024 Amazon Ads Partner Awards. This category celebrates Amazon partners who solve specific advertising challenges through inventive, scalable, and automated technical solutions that help brands improve results.
.jpg)