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Strategies To Increase Local Search Visibility With Retargeting

Many business owners are now aware how Google Retargeting works in conjunction with the Google Display Network (GDN).   The GDN reaches 89% of consumers who are online with banner ads.  With that reach, dealers should be thinking how to get more LOCAL consumers to visit their website.

The GDN is your Internet Billboard provider that show your banner messages on millions of website. Imagine if you could have a Billboard on every local road within 40 miles of your dealership for a few thousand dollars a month. 


Google Display Network Statistics



Google's Peter Leto provided this graphic at the 2012 Digital Marketing Strategies Conference (DMSC) in February:

If you think about the ability to have your banner messaging in front of local consumers 30, 50, or 70% of the month at a very low cost, the challenge then becomes how can you accelerate your retargeting acquisition strategy.


Keep in mind, that dealers don't pay for banner impressions until a consumer clicks to come back to your website.   These clicks can run between $1.50 - $2.25 per click, which is well worth the investment.


One of our clients had over 2 million impressions to their retargeting list which just started six weeks ago.  Over that six week period, each consumer saw their banners 60 times in the six week period.  2,000 people CAME BACK to their website and that does not count the people who called the phone number on their banner, which was free.


You should have a variety of banner messages in your retargeting audience that can cover sales, service, branding campaign, social engagement, etc. So with this power, how do you get more people to visit your dealership website ONCE so you can retarget them for the next YEAR.


ReTargeting Enhances Low Cost Traffic Generation Strategies


As I have been looking at the data generated from Google Multi Channel Sales Funnels, and some of the most recent social media tools, let me give you a few suggestions.


Local Craigslist Postings- Craigslist should be viewed in a whole new light when you have retargeting running on your website.  The COST to get a local car shopper to your website is the LOWEST of all paid inventory advertising products.  Regardless of whether you think that Craigslist buyers are your target demographic, they are a local online car shopper and they can influence their family and friends.


Pay per click cost on average about $1.50 per click.  Craigslist can generate visitors for less than 10 cents a piece.  Traditional advertising is in the $16-$20 per visitor.  


Powerful Craigslist posting services like those offered by PGI Auto based in Seattle, generate THOUSANDS of visitors per month.  Each of these LOCAL visitors can be retargeted and marketed throughout the next year.  If you have not had a great experience with Craigslist in the past, think of this combo.


Pinterest- If you have been reading about the popular photo sharing platform, you should also watch your Google Analytics.  The only issue with this recommendation is that for most dealers, attractive photography has not been their strong suit.  Dealers that we work with that have websites or blogs that feature classic cars or interesting automotive photos, are getting strong visitor traffic.   


The key here is to have retargeting code on your blogs, microsites, and dealership website.  Then when you post articles, make sure you include great photos that are eye catching.  This will result in great click through traffic and another way to cookie visitors.    


One of the most POPULAR local activities is sports.  Imagine if dealers leveraged the PASSION of their local communities to blog with photos of local teams, stand-out athletes, and awards winners.  Imagine how many LOCAL consumers will repin and visit the dealers blog then!  And when they visit your blog about LOCAL activities, you now have them in your retargeting audience.


Dealers sponsor golf tournaments, charity balls, sports tournaments so why not hire a photographer and leverage exclusive photos on your blogs that can be pinned on Pinterest.  Do you see the potential for building local marketing lists?


Charitable Giving Programs - Dealers are very generous in their local communities but it is often very difficult to measure the impact of giving to increased brand awareness.  Now you can turn your charitable giving into a retargeting list builder.  You can create local giving programs that require community members to register and vote for local giving programs.  


The registration can be done on your blog and once again, everyone who visists can be tagged for marketing.  We have a great WordPress plugin that turn your WordPress blog into a "giving" portal and the traffic can be in the thousands of visitors per month!


Do You Have A Comprehensive Strategy?



I hope this post excited you to RETHINK how your existing website traffic can be better leveraged.  I am confident that the wheels are spinning on new ways to get LOW COST local consumer traffic to your website.  The potential is amazing for those dealers who have a comprehensive digital marketing strategy.



Brian Pasch, CEO

PCG Digital Marketing



Views: 544

Tags: adwords, charity, craiglist, google, retargetin


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Comment by J.D. Rucker on March 22, 2012 at 11:03pm

For the sake of keeping with the theme of the article, I just added this to Pinterest

Comment by Thomas A. Kelly on March 19, 2012 at 4:06am

Good stuff!

Comment by Brian Pasch on March 17, 2012 at 3:42am

Ralph, as you know, retargeting like any other digital investment needs a strategy and monitoring.  With that said, it is exciting to see how well it can extend and enhance the brand experience once a consumer leaves the dealer's website.  ADP/Cobalt has included retargeting in their DAP offering to dealers for some time as well.  

As more dealers understand the potential of retargeting and behavioral targeting, they should get more involved with their vendor partners to fine tune the strategy.

The Microsoft/Yahoo Display network is also another place to advertise and I'm glad for the first time that members from Microsoft digital marketing team will be in attendance at the 2012 Automotive Boot Camp to share their insights into Display Advertising. 

Comment by Ralph Paglia on March 16, 2012 at 8:36pm

Brian - As you know, I have been working with retargeting campaigns for many years... Both site visitor retargeting and "Creative Retargeting" which uses display ads to implant tracking cookies in site visitor browser caches. In my opinion, the key ingredients to retargeting effectiveness include:

1. Site Retargeting Inventory Creation Strategy

2. Network Ad Placements Outside of Automotive

The second point I've listed is based on observing Retargeting and it's cousin "Behavioral Targeting" performance metrics across various types of websites... Automotive consumers expect to see a dealer's ads on automotive related websites, but when retargeting/behavioral targeting campaigns reach these in-market consumers on websites not automotive related, they seem to respond on a more direct basis, as well as with their branded searches.

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