Online retargeting ads have been a successful digital strategy since 1998. This cookie-based technology uses a simple code to target and follow consumers after they visit and then leave your website.

For most automotive websites, only 1-2% of web traffic fills out a form in a given month. Retargeting is designed to help your automotive dealerships reach the 98-99% of shoppers who don’t convert right away. Remaining top of mind for online shoppers during the months-long vehicle purchasing process is extremely important. This is what brings online buyers back to your dealership’s website when they are ready to convert.

Relevancy is key to online advertising, and nothing is more relevant to online car shoppers than an inventory video of the exact vehicles viewed on the website’s vehicle detail pages (VDP).

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In addition, relevancy in who an auto dealer targets is just as important. Most new and used car dealers target 100% of the consumers that visit their website. Why spend ad dollars on a visitor who could be a bot, or even someone who simply landed on the dealership website’s homepage and then bounced? Instead, focus retargeting efforts on those shoppers who have been qualified as real people and who have engaged with VDPs.

LiveLot Video Retargeting captures the profile of each website visitor. From that data, Dominion Dealer Specialties’ software determines whether this visitor is a bot, person with malware, or a true person with interest. If it is a true person with interest, LiveLot Retargeting serves up a dealership’s video, using social media or web searches while the consumer is shopping online. This eliminates ad bidding and wasteful ad dollars spent on irrelevant visitors.

Retargeting is a powerful branding and conversion optimization tool, but it works best when combined with relevant, engaging video content that relates to an actual in-market shopper. To start the retargeting process with Dominion’s LiveLot, call 877.410.1040.