Digital Advertising Strategy: Win by Building on the Basics
Paid online advertising placement for dealerships isn’t new. Digital advertising remains an important tool in helping you put the right car or service in front of the right customer at the right time.
But with the constant evolution in platforms, and targeting options and strategies that become more intense and complicated every day, sometimes it’s good to get reacquainted with old friends.
Allow us to reintroduce you to…
Digital advertising as a whole is an effective way to attract online shoppers.
Ideally, you will write an irresistible ad that will make viewers click through to your dedicated landing page. Once you get the click, go for the conversion. Get the lead, score an email, or gain a newsletter subscriber. But don’t give up if your desired results aren’t immediately there: digital advertising is a long-term solution that yields high return-on-investment (ROI) if you test and manage correctly.
Remember, consistency of message is critical. Shoppers will expect your offered ad to match the page they land on. Concentrate on creative copy and include the following elements:
- Header. Something to pull the visitor into your offer. This should relate to the ad you used to get them there so they know they are in the right place.
- Offer. Your offer must be clear, compelling, and credible.
- Call-to-Action. Tell your visitor exactly what you want them to do.
Your goal is to be at the top of the search engine results. To get there and stay there, you have to earn a good Quality Score.
Search engines rely on a Quality Score that examines your ad, keywords, landing page copy, click-through metrics, and more. How well you manage those things will ultimately affect the amount of money you spend and the ranking positions you receive.
How do you earn a good score?
- Build your credibility. Continually enhance and optimize campaigns through bid adjustments, keyword management, and addition or removal of locations.
- Refine your ad text. Focus on writing copy that will get more clicks and keep visitors engaged on your landing page. Their time on-site and actions while there will also factor into your score.
- Use relevant keywords. Your keywords in your ads and on your landing pages should coincide with what customers are looking for, and what you have to offer.
The factors impacting your quality score can change seemingly overnight. Not only that, enhanced methods like dynamic search ads are constantly emerging to help you get your message in front of the best prospects. You can see from the results of one dealership test of dynamic search ads below, and read the full case study here.
In its most basic form, display advertising keeps your brand in front of online shoppers.
But display ads are for more than brand awareness. They can (and should) also be used for promotions to drive conversions. With advanced display options like programmatic advertising, you can now use online shopping behavior to show targeted ads directly from your inventory, increasing the likelihood of a sale.
Brand recognition is good, but actually selling cars is even better. Effectively managed display advertising can now help you do both.
Not so long ago, remarketing was the new, shiny digital luxury item, but now it is a marketing necessity. Remarketing targets visitors who clicked through to your website, but did not take any action.
Remarketing might sound like you could be badgering your customers by following them around, but think of it more like a gentle reminder. When you realize nearly 65% of consumers click on sponsored links while browsing online, it becomes obvious just how important brand exposure can be for growing your business.
Like all other aspects of digital advertising, remarketing strategies have become more complex, expanding into social media and video, allowing you to send visitors the message most likely to bring them back.
Digital advertising continues to help dealers be present at every point in a shopper’s search, across multiple sites and devices, and pull them back in to make the sale. It’s the “how” that changes, not the why. You can manage the basics on your own, but an expert partner is your best way to keep up with the changes and stay ahead of the competition. We might know one who can help.