During an interview, Eric Turner and Len Short discuss artificial intelligence, online car marketing, and the potential of these fields and where they may end up in the future.
A LotLinx study of more than 1,000 dealer search-engine-marketing campaigns indicates the average automotive SEM manager makes fewer than 25 optimization adjustments per campaign per month.
But an effective campaign aimed at matching specific buyers to specific vehicles for sale requires a cascade of changes, says Len Short, CEO of LotLinx, an inventory digital marketing firm. That’s where artificial intelligence helps.
His company introduced a new product, SEM /AI/. It performs more than 3,500 micro-optimization adjustments on average and optimizes inventory marketing campaigns to account for changing consumer and market trends. It matches buyer demands to VIN-specific vehicles according to dealers’ inventory sales goals.
“It takes a tremendous amount of time and expertise to monitor and adjust SEM campaigns based on a comprehensive understanding of all the interrelated variables,” says Eric Turner, LotLinx’s Vice President of Product Management “The AI powered solutions we provide understands the variables.”
The study also says cost-per-click averaged $1.72 per click in AI-managed campaigns versus $4.31 in non-AI managed campaigns.
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