Dealership paid search is routinely done wrong and the results misleading. Reporting fails to paint an accurate picture, as often the paid search keywords driving the bulk of traffic to your website are your own name.
ARE YOU REALLY GETTING THE RESULTS THAT YOU WANT, OR JUST BEING TOLD YOU ARE?
A consumer who is ready to purchase a new car will often begin their research online to find out specific information about a vehicle and where it is available in their area. During this research, they may visit a dealer’s website to see pricing and current offers. Once they leave the dealer’s website and go back to a search engine – either to look up more details on the car or explore other dealers who can offer the same car – they become a prime candidate for search retargeting. In automotive marketing, search retargeting is geared toward these customers who return to search engines after visiting a dealer’s website. They may be a past customer looking for a better offer elsewhere, or a first time consumer just browsing dealerships for a package that suits them. At this time, it is crucial to be aggressive to hook the consumer; and therefore targeted ads should be very specific. These impressions are worth a high bid.[RETARGETING EXAMPLE AD]
If the ad does not initially engage the customer, automotive advertisers will often place a second or third ad with a lower price point in front of them. This is done to further attract the attention of the consumer. At this point, the user is likely closer to the point of actually buying a vehicle and it crucial for the automotive dealership to show its best possible offer to win over the customer.[EXAMPLE OF 3 SUCCESSIVE ADS WITH DIFFERENT PRICE POINTS]
Search retargeting is an extremely valuable tool to captivate customers who are actively searching for your product but have left your website for whatever reason.
Platinum Volkswagen: From Bland to Brand New
Platinum Volkswagen is a family-owned Long Island, NY car dealership with a great reputation and loyal customers. However, their manufacturer-mandated Cobalt website was just not getting them the exposure and business they were expecting. Struggling to make their website work, Platinum Volkswagen needed a revamp in order to stay relevant online.
From #11 to #1 in Toyota Certified Vehicle Sales in Just 1 Year!
Toyota of Hackensack is a dealership that puts the customer first, as shown by their history of good reviews from satisfied buyers. However, they are located among fierce competitors in the midst of the dealer-dense New York Metro Area. Their standard Dealer.com site was hindering their ability to increase sales and edge out the competition. The dealership lagged in 11th place in the region of number of Certified Toyota vehicles sold per month. Toyota of Hackensack turned to DealerX for a complete overhaul of their online presence.