Orbee Adds Inventory Campaign Management to its Marketing Cloud for Auto Dealerships
Auto dealers are now able to build robust marketing campaigns based on their vehicle inventory with search query rules, shopper analytics, and machine learning with Orbee’s marketing solutions
IRVINE, CA – August 20, 2019 – Orbee (www.orbeeauto.com) today introduced new marketing tools that enable its dealership customers to utilize their rich inventory data to create marketing and remarketing campaigns that increase the traffic of qualified shoppers. Inventory-based landing pages include intelligent search results pages (SRPs), vehicle detail pages (VDPs), and even curated vehicle pages.
In the Orbee Platform, auto dealers have the ability to explore and analyze their entire vehicle inventory through connected data feeds from HomeNet, DealerOn, vAuto, and other feed providers with new integrations being added regularly. Dealerships can then create inventory sets using Quick Start to use preset filters such as old and new vehicles or the 50 oldest vehicles; Custom Filters to optimize their ads with vehicle sets unique to dealership specials and strategies; Manual Selection to handpick cars for targeted ad campaigns; and Intelligent Sets to leverage machine learning algorithms including velocity and collaborative filtering.
In one case, Florida Fine Cars uses vehicle sets to complement their search ads by featuring a specific list of VINs they want to drive traffic to and is seeing positive results. “Vehicle-specific marketing across search, social, and email has been an important part of our marketing mix and using Orbee’s vehicle sets feature has made it dead simple to A/B test different campaigns,” stated Jamie Suid, Marketing Director of Florida Fine Cars.
“This capability offers dealerships a practical advertising strategy the same way retail stores utilize inventory data to dynamically manage millions of ads,” said Atul Patel, who leads product development at Orbee. “We have seen real tangible results from the use of this new capability, and we are excited to make this available to the rest of our customers in an effort to drive more innovation in automotive advertising.” Based on data from a dealership utilizing the solution now, shoppers who were shown advertising of similar vehicles to those they viewed had a CPL of $2.76, a 65% reduction compared to shoppers shown only the cars they viewed which had a CPL of $7.84.
Combined with Orbee’s proprietary analytics and marketing automation, Orbee transforms what is simple inventory management into a powerful marketing tool for dealers. “With my experience as a Marketing Manager before entering the automotive space, it was clear that this industry is very behind in terms of sophisticated marketing involving AI and automation,” stated Gina-Maria Garcia, Marketing Manager of Mercedes-Benz of Laguna Niguel. “Orbee’s Inventory Management platform is the automation tool that every dealership is missing to successfully execute complex and highly-targeted campaigns. With just one month of their platform, leads increased 30% MoM, making this a much needed tool that proves ROI.”
Unlike generic ad campaigns for a dealership brand and models, vehicle sets enable more intelligent and personalized targeting. Campaigns are automatically created and launched or are deactivated based on inventory changes in real-time, and the platform’s inventory crawler automatically augments inventory feeds with relevant media and metadata to generate automated ad copy and creative assets.
To take full advantage of these powerful capabilities, dealerships can also tap into Orbee’s managed services and customer success team to learn and apply best practices. “The team assists me in uncovering new marketing opportunities inside my dealership’s inventory data and how they apply this to search and social marketing has made a big impact on shopper behavior,” stated Scott Robert, Ecommerce Marketing Manager of Lithia Hyundai of Reno.
Starting today, Inventory Management in the Orbee Platform is available to all Orbee customers. To learn more, email firstname.lastname@example.org or visit www.orbeeauto.com/get-started to schedule a demo.
Orbee is redefining the way auto dealers use digital marketing to sell more cars with its marketing cloud designed exclusively for them. By unifying the critical aspects of today’s digital marketing into a single platform, Orbee makes it easy for auto dealers to launch, analyze, and optimize their campaigns harnessing their own first-party data to get powerful results across a list of growing channels and platforms including search, display, social, email, and video. Orbee works with hundreds of individual franchise and independent dealers, partners with dealer groups, and collaborates with industry trade organizations to bring greater transparency and awareness to the industry. As a certified Google Partner and with proven results in Facebook advertising, Orbee is an auto dealer’s trusted platform in modernizing their digital marketing strategies. The company was founded in 2015 in Irvine, California by a team with over 25 years of combined experience in the automotive and advertising industry. Learn more at www.orbeeauto.com