Remarketing ads are referred to as retargeting, which focuses on recapturing a customer’s attention after showing interest in a business, brand, or product.
Many consumers might not be ready to buy a product the first time they see it. In the automotive world, this can be referred to as “kicking the tires,” which is something your grandparents might have done at the car dealership. When shopping, consumers often compare various products and that could lead them away from your dealership website, but using remarketing ads, you can engage them and regain their attention.
Is remarketing effective?
You might initially think sending ads to users who have shown previous interest but moved on might be a waste of time, but that’s not the case. This is a surprisingly effective form of targeting for auto dealers to focus on consumers. In fact, research shows that website visitors who receive remarketing ads with a display ad are 70% more likely to convert than those who don’t.
The success of this form of advertising has to do with the psychological phenomenon known as a mere-exposure effect. This means the more we see something, the more likely we are to like it.
How can you develop the right remarketing strategy?
Thankfully, sending ads to consumers who showed previous interest in your dealership and what you offer is pretty easy. For the most part, it’s basically the same as initial advertising, with a little diversification added into the mix. Here are a few methods that have proven to work:
Choose your method
You’ve got many advertising funnels at your disposal to implement your remarketing campaign. Some of these are Google, Instagram, and Facebook. Google makes it easy to reach the most online users because display ads are based on the user’s online behavior. Social media platforms are excellent for sending new and updated ads that can draw your customers back to your dealership.
Why are you remarketing?
Remarketing ads need to have a goal and a purpose. Are you trying to raise better brand awareness for your dealership? Do you want to boost conversion rates? Is there a loop in your marketing funnel that needs to be closed? These are common goal for remarketing strategies, and you’ve got to be specific and understand your goals when putting this plan into action.
How will you measure success?
Measurable goals help you determine if your remarketing strategy is working. You’re paying for advertising on various platforms and want to understand if you’re receiving a good return on your investment. This means utilizing reports and analytics that are available to measure success and find ways to improve your strategies.
Compelling ads are the key to success
What can you do differently? The most successful remarketing ads are those that capture the attention of the viewer, and that often means doing something different. You can follow a tried and proven method, and probably should, but part of your campaign should include ads that are different from the norm.
Adjust and keep adjusting
Advertising isn’t an exact science. Its become a more measurable part of every industry with the use of the internet and online tools, but there’s still no exactness to it. What works for one dealership might not work for yours. As you measure the impact of your remarketing efforts, you can see what you’re doing right and wrong. This allows you to adjust, remeasure, and readjust, as necessary.
What are some of the best advertising strategies to use?
Thankfully, remarketing ads don’t have to differ that much from your initial advertising methods. This means you can still utilize many strategies that have worked in the past, including:
- Personalized advertising
- Video advertising
- Location-based advertising
- Augmented reality advertising
- Programmatic advertising
- Influencer marketing
These advertising methods only work well if your website is optimized and customers are ready to trust your dealership team.
Website review, what to look for?
In addition to creating remarketing ads to bring customers back to your auto dealer, it’s important that your website functions appropriately and you have the necessary online support. Double-check the following for functionality and targeting issues:
- Links – internal and external
- Chatbots – CRM compatibility
- Customer Reviews
- Voice Search Optimization
- Menu button functionality
Using remarketing ads can bring users back to your dealership website and entice them to shop for their next vehicle. For this advertising to work, your investment is required, which will pay off in the long run with closed sales from generated leads.
This post may contain affiliate links. Meaning a commission is given should you decide to make a purchase through these links, at no cost to you. All products shown are researched and tested to give an accurate review for you.
