Staying relevant to consumer expectations is key to driving results for your business. The digital landscape is constantly evolving due to innovations and advancements in technology and consumer behaviours. The automotive industry must keep pace and stay educated in the realm of digital marketing to be visible to consumers online.
That’s why in our recent webinars, The Convergence Series, sponsored by TRFFK.ca, we explored digital marketing campaign strategy, planning, and optimization by sharing current marketing techniques. The series was hosted by Automotive Digital Marketing Expert, Dave Winslow. For over 20 years Dave has worked as a marketing strategist across start-ups, boutique agencies, and large enterprises. In this three-part series Dave dove into Search, Social and Display Remarketing, providing dealers with key takeaways for their digital marketing strategy and initiatives.
Capture consumers at their highest intent moment and drive them to your dealership
Search engines are used by consumers to search for local dealerships, vehicle makes and models, safety ratings and much more. Nearly 75% of users never go beyond the first page of their search1, that’s why it’s critical that your dealership appears at the top of search results pages. This is exactly what search advertising helps achieve. Paying to place ads that are shown to these consumers while they are researching or browsing will ensure your brand and inventory makes it into their consideration set. When measuring the success of search advertising keep an eye on improvements to click-through rate of keywords, impression share, quality score and goal conversion rate.
Don’t forget – aside from the main search engines, such as Google and Bing, search advertising optimization also needs to be considered in marketplaces that may be a component of your marketing mix.