Online advertising is the fastest growing medium in the automotive industry. In 2021, 63.6% of dealer ad spend was spent online. Dealers have embraced online advertising because it is more effective than other mediums and is highly accountable. Dealers, however, measure accountability in the wrong way.

Dealers measure views where Focus measures conversions. That is the key difference between brand advertising and direct response.

At Focus, we turn...

The key elements of direct response advertising are – the ad, lead capture, and lead processing.

Focus ads perform better than traditional campaigns because of our creative - we believe in the power of video. In fact, advertisers that implement video ads increase revenue 49% faster and experience conversion rates 34% higher than those that don't. Every Focus customer gets a produced, customized video ad for their dealership with a strong call to action. Combine the power of video with a strong call to action to generate less window shoppers and more motivated buyers

Not all customers move through the sales funnel at the same speed. Some become leads immediately, while others require more work.

The goal of ALL direct response advertising is to convert a customer into a lead/sale. For that reason, Focus will either capture customer information on a Facebook lead form or on a Focus landing page.

Most dealers who advertise online will send customers to their main webpage. While this process does generate views, it is not an effective way to convert customers. The average dealer website only converts 2% of visits into leads while our landing pages convert at 20%+.

Dealer Page vs Focus Landing Page

When a customer does not convert into a lead on the first try, Focus still captures valuable information. We know who the customer is and that they were interested in your brand. With that, we serve those users different ads to help guide them through the sales funnel. 

Facebook states that if you reach a customer within 5 minutes of lead submission, the value of your lead improves by 480%. If you wait longer than 5 minutes, 80% of the leads value is lost. Focus incorporates automated processes to remove the human element – which, in turns, produces a consistent system that does not fail and delivers a better result. Automation also allows us to reach more customers faster and more often without a significant increase in personnel costs.