It should be noted that in high population, high search volume, high competition markets we can begin generating leads quickly. On the other hand, in low population areas the search volume is so low that lead costs are too high to participate. As a result, dealer lead response times must be extremely good. Dealer reputation rankings must be 4 Star to get these leads and convert this business.
This strategy will have a higher volume in the starting on month 3 of the campaign and a higher cost per lead. We will continue to improve the quality of the lead, volume of the leads and cost per lead as the campaign has the data to make improvements. We utilize AB Variant testing to make incremental improvements.