Search Vendor Comparison - Automotive

March 19, 2009 – 9:26 pm

In the Fall of ‘08 I was asked to complete a paid search marketing vendor competitor analysis for the Cobalt Group and discovered that there are many ways to slice the paid search vendor pie.

This led me to believe that it must be very confusing for clients to determine which vendor to go with.

How do you compare solutions when some vendors charge a flat fee, others a one time set up fee, some a % on the media and still others a technology fee.

Here are some of the questions it helps to ask yourself before making a decision:

• Do you want to manage the programs yourself or get someone to do it for you?
• What is your budget and will it change from time to time?
• Do you need the ability to change your programs on the fly or develop custom or seasonal promotions?
• Is the contract length, contract terms or other commitment criteria an issue for you?
• How important is having online reporting or is getting the report emailed to you good enough?
• How critical is it to you to have an integrated approach with your online marketing program?

In the Automotive Industry your search vendor options will be different than if you are in the Finance, Health or Legal Industries so be sure to do your research and see what solutions fit your business needs.

Still confused?

Consider hiring a un-biased outsider to help you review your options and make your decision.

Below you will find the summary grid I prepared that outlines the main differences between each paid search marketing vendor that currently offers search marketing solutions for Automotive clients:

 

COBALT

DEALER.COM

DOUBLE CLICK

REACH LOCAL

ADT

AUTOONEMEDIA

BZ RESULTS

CLICKMOTIVE

SEARCH OPTICS

PERFORMICS

AGENCY

SEARCH FIRM

INDEPEND

Yes

Yes

No

No

Yes

Yes

Yes

Yes

Yes

No

No

No

Some

PowerSearch

Dominator

DART

TotalTrack

-

DealerPRO™

?

?

?

DART

N.A.

Various

N.A.

Yes (Smart)

Yes

Yes

Yes

Yes

Yes

No?

Yes? (FLEX software)

Yes?

Yes

No

Usually

No

Subscription (pay $500 / mos. get Search Specialist who optmizes campaign)

Self Serve (Software in a box) or buy full-service

Self Serve for large marketers and Full Service (or mid service??)

Low Service / e-Care (call center) type service

Range of Low to Full Service

Full-service (confirm)

Appears to be Full-service?

Full-service?

Full-service, high touch

Full Service (no self serve options)

Full-service, high touch

Full-service, high touch

Full-service, high touch

$2,000

$500

$2,000 ?

$500

?

?

?

?

?

$2,000?

$1,000

$1,000

$500

20%

10 - 20%

10%

(bid packing)

?

?

?

?

?

15%

15% - 20%

0% - 20%

0 - 20%

$1,000

No set-up fees*, no contracts* (w/dc.com website)

?

Usually waived

As little as $299

?

?

?

?

?

$1,000

$1,000 ++

$500 - $1,000

$500

$0 - $500+?

$250 / month

As little as $299

?

Included in web mgmt fee

?

?

?

$1,000+

$1,000+

$500 - $1,000

$$

$ - $$

$ - $$

$

$ - $$

$$ - $$$

$$ - $$$

$$ - $$$

$$$

$$$

$$$

$$$

$$ - $$$

180 days

none (for Dealer.com websites)

?

90 days

Need to find out

?

Long term

?

?

30 days

Usually a 90 day

Usually a 90 day

Likely 30 days

8 days

within two hours (software in a box)

7 days

week+?

?

?

?

?

?

week+?

1 to 2 weeks

Days to a week

New CMR (topline) Online Reporting coming soon

Full details (keywords etc)

Full details (keywords etc)

Full details

Full details (keywords etc)

Full details

?

Full details (keywords etc)

?

Full details (keywords etc)

Full details (customized)

Full details (customized)

Full details (customized)

DMA (10 min)

Radius

All levels based on SE’s

zip codes

?

?

?

?

?

?

All levels based on SE’s

All levels based on SE’s

All levels based on SE’s

hundreds of ad copy versions (Dynamic ads coming soon)

Dynamic Ads - text copy based on cars in inventory only

?

Only one text advert, limited customization

?

?

?

?

?

?

Full customized

Full customized

Full customized