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Dealers looking to expand their online brand visibility must consider retargeting.
If you are not familiar with retargeting, here is the synopsis.
Any consumer that visits a dealership website ONCE, can be tagged so that when they leave the dealership website, the dealer can display banner ads to them.
The ads will show on websites that allow advertising. When a dealer leverages the Google, Yahoo, and Bing advertising network, they can reach over 94% of online consumers with retargeting. More importantly, retargeting can push competitor's display ads off websites for consumers that have visited a dealer website using retargeting!
Today, I was surfing the Internet and came across a story about Warren Buffet. When I clicked on the link to view the story on CNBC, I also saw the 2012 Automotive Boot Camp retargeting display banners. You can see the example below from the screenshot I captured:
Retargeting impacts many websites, and Google says that the Google Display Network (GDN) reaches over 90% of online shoppers. In the example below, the 2012 Automotive Boot Camp banner ads were displayed when I was using a free online synonym tool: www.synonym.com.
As you can also see, the retargeting ads for Prestige Volvo were also displayed on the page. Do you see the potential of a well managed retargeting campaign in your local market? You can have your banners on thousands of LOCAL websites, shown to consumers who visited your website.
The great thing about retargeting ads is that every month the messages and landing pages can be changed to test which banner messages and call to actions are working. You can develop a rotation of ads that connect with consumers who visited your dealership website to get them to come back.
Dealers know that on any ONE DAY, the visitors to their website CONVERT at a very low rate. Retargeting increases the likelihood that the dealer can continue to be in their consideration funnel. It makes it VERY EASY for consumers to come back to the dealership website.
If you are not using retargeting in your automotive advertising strategy, contact a company that can deliver impressive results. If you snooze, you will lose!
Brian Pasch, CEO
PCG Digital Marketing