By: Mat Lee, Prime Response Product Manager
Automotive dealerships spend countless hours and dollars working to drive in-market shoppers to their websites through varying digital sources and mediums. While many of these efforts may have been a success due to the intelligence that now exists within the digital space, one problem still exists: dealers seldomly have their shoppers’ full attention. Through this, it’s important to understand that even low funnel shoppers can get pulled away and finish shopping elsewhere.
The solution to re-capturing a shopper’s attention, for a while now, has been retargeting. Retargeting has historically been a means of targeting automotive shoppers who have visited a dealership’s website and were later served an advertisement. This has allowed dealerships and advertisers alike to share inventory that was viewed, advertisements that were viewed, and much more.
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As we look to the future, it’s critically important to understand how retargeting has grown – in this case, on Facebook. Through the hyper-intelligence that Facebook offers, there are a few questions to ask to determine the success or failure of a retargeting ad on Facebook:
Who am I specifically targeting with this ad?
Even with the best ad copy in the world, the ad won’t find success if it targets the wrong people.
Is my ad static or dynamic?
While static ads may be easier to create, dynamic ads offer more personalization to the customer and promote a stronger conversion rate for auto dealerships.
Where are my retargeting ads being placed?
Digital efforts can be wasted if the ad’s placement does not adhere to those places where a dealership’s targeted customers are engaged while on Facebook.
A shopper that leaves your website without submitting a lead doesn’t have to be a loss; Prime Response will keep your inventory in front of these in-market customers and bring them back to your website
Thanks to Prime Response, dealers can now reach warm customers who have already revealed quite a bit about themselves through their actions on dealerships’ websites. These actions allow Prime Response to dynamically drive deep-linked traffic directly to VDPs by displaying the exact vehicles that shoppers previously viewed. This targets customers who shopped, but didn’t submit a lead. As a result, going forward, a shopper that leaves a dealership’s website without submitting a lead doesn’t have to be a loss; Prime Response will keep inventory in front of these in-market customers and bring them back to your website to continue shopping.
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