Highlights
About Dealer.com
Dealer.com, a Cox Automotive brand, is the largest digital marketing provider in the automotive vertical. With a platform servicing over 10,000 dealerships in the U.S., it is also the top digital advertising agency in automotive, with over 3,000 active advertisers.
Through its integrations with other Cox Automotive properties - which together span the entire automotive consumer lifecycle (from shopping to purchase, financing, and service)—Dealer.com leverages richer and higher quality automotive shopper data than any other entity in the automotive space, which it deploys through its DriveQ advertising solution.
The Challenge: An industry leader seeking to stay at the cutting edge of performance
Prior to partnering with Fluency, Dealer.com’s scale and access to shopper data presented both a competitive opportunity and a distinct set of challenges. As a category leader, the brand sought to harness consumer data and insight at the local level for thousands of individual accounts, manage a growing variety of campaign types, and deliver “white glove” service and strategic guidance to a wide range of clients nationwide. Its existing operational solutions and ad tech had been resource-intensive to build, and lacked the flexibility and automation it needed to meet these goals. Ultimately, Dealer.com turned to Fluency for a solution.
The Solution: Customized campaigns at scale and automated PPC and social management
To streamline the deployment and optimization of tailored, local campaigns for Dealer.com, Fluency's groundbreaking solution features "Blueprints," which facilitate mass deployment and refinement of campaigns with the integration of unique business logic. It empowers strategists to pilot strategies on a solitary account and efficiently scale them across associated accounts. What was once a labor-intensive, multi-day endeavor can now be executed swiftly, within mere minutes. Dealer.com benefits from this transformation by achieving automated management of their marketing efforts across a multitude of channels such as PPC, Facebook, and programmatic advertising.
“Fluency gives us the best of all worlds: The best technology and the ability to focus on our client-first approach.” - Ben Gilbert, Senior Director, Advertising Innovation
Results: Customized, data-driven campaigns and groundbreaking efficiency at scale
Throughout its three-year partnership with Fluency, Dealer.com has increased its ability to integrate proprietary Cox Automotive data directly on behalf of its clients, and dramatically increased its capacity to execute. The result has been a win-win: Unprecedented data integration, operational efficiency, and scale that drives best-in-class outcomes for clients.
Exceptional efficiency
In total, Fluency has now supported nearly 10,000 accounts and nearly 500,000 campaigns across 11 channels, including Facebook, Performance Max, Amazon, YouTube, Search, and Discovery. This has resulted in a cumulative potential time savings of over ~208,332 hours compared to traditional methods.
Improved client outcomes
Dealer.com has been able to leverage automation to drive exceptional performance results across channels for its clients. Recently, Dealer.com partnered with one of the top 5 North American dealership groups to deliver exceptional advertising during the crucial spring selling period. By combining their team's multi-channel strategy with the power of Fluency's platform, the campaign achieved remarkable results for the client. This included a 300% increase in click-through rate, a 2x increase in conversion rate, and a 20% lower cost-per-lead.
Innovating on Amazon and other emerging channels
Additionally, Dealer.com has been able to use its operational efficiency to pioneer new channels and advertising formats like Amazon Ads to help its clients stay at the cutting edge. One key use case? The Dealer.com team leveraged Fluency’s Amazon integration to automate the creation and management of over 1,100 locally targeted Sponsored Display campaigns – all within minutes - for an extensive network of dealerships. The results led to improved display outcomes for two major automotive manufacturers. Get the full story on their Sponsored Display performance here.
Want to go deeper? Check out these helpful additional resources:
To learn more about the automation tools used and explore other successful campaign use cases, read the full case study.
To learn more about how automation helps Dealer.com's advertising strategists deliver best-in-class results and efficiency, check out this video profile.
