Keys to Summer Advertising Success
Digital Activity Drives Summer Sales. Summer is critical for dealers. Nationwide, dealerships typically enjoy as much as 35% of their total annual sales volume during the summer months, and they will invest significantly more in digital advertising during the summer months than during any other period of the year *. and Google data reinforce the value of this investment. Google data shows a steady rise in vehicle search volume from April through September, and traffic to websites also jumps by over 20% in the summer when compared to Spring traffic levels. When combined with nationwide sales volume, which typically peaks around August, the data reveals a clear trend: in-store sales follow online demand. But connecting digital demand to sales requires more than investment. At regional and local level, the right digital advertising portfolio coupled with an efficient investment makes the difference between a record-setting season and opportunity left on the table. In the summer battle for leads, an optimized media mix will ensure your dealership reaches a rising tide of shoppers nearing purchase decisions. 10% 5% YOY Dealership Website Traffic Average US Auto Sales +20% Summer Traffic Increase Apr.-July Average Volume Increase 0% -5% -10% -15% Apr. May June July Aug. Sept. Oct. Nov. * Source: Google, Borrell, data
Integrated Campaigns Elevate Performance. The most successful dealers build their summer strategy around integrated paid search and locallytargeted display. When properly funded, this portfolio attracts summer shoppers at every stage of their path to purchase. Paid search ensures your dealership reaches in-market or low-funnel shoppers actively searching for your inventory. Retargeting ensures you retain these prospects after they leave your website. Locally-targeted display fills your pipeline with new prospects including those who are actively researching their next purchase on top automotive sites like Car & Driver. Social advertising keeps your brand visible on Facebook, the world s most popular website. Together, these connected campaigns ensure inventory is consistently and optimally merchandised and creative aligns with available manufacturer programs. The combination dramatically increases traffic, vehicle details page views, and leads. Summer Ad Strategy Integrated Digital Campaigns Locally-targeted Execution Proven Results Summer Sales Event at ROI Motors Burlington www.roimotors.com/summersales 4.5 rating for ROI Motors Summer Sales Event at your local VT Motors Dealership Check out special deals here for the Summer season... 22% more site visits ROI Motors Summer Sales Event! ROI Motors Burlington Summer Sales Event! ROI Motors 22% more leads ROI Motors ROI Motors - Burlington 15% more VDP views ROI Motors Summer Sales Event! for Dealers who optimized for search, display and social during May through August, 2014 compared to those without integrated campaigns ROI Motors
Strategy Drives Success. An optimized summer strategy involves integrated campaigns in the digital ad channels most relevant to car shoppers: paid search and locally-targeted display. Fully-Funded Paid Search Campaigns Paid search ensures you are capturing a majority of auto searches in your immediate market. Dynamic Vehicle Retargeting Dynamic vehicle ads keep your inventory in front of your website visitors. Ads continually evolve to be optimally relevant for every shopper. Locally-Targeted Display Including on Automotive Research Sites Locally-targeted display ads leverage data and automation to connect your inventory to likely buyers across the web including on automotive research sites shoppers trust to inform their final purchase decisions.
Powership Ensures Sustained Results. Performance isn t driven by technology alone. While comprehensive shopper data, inventory automation and website integration power integrated campaigns and achieve unprecedented levels of targeting impact and efficiency in the process strategic partnership and support are essential for long-term success. Consultation with analysts and strategists is essential for optimizing your portfolio and planning for the peak summer selling season, and fall and holiday periods. Keys Keys toto a Summer Winning Summer Advertising Ad Success Strategy
Unified Analytics Provide Complete Visibility. For continued transparency and ROI analysis, the Unified Advertising Dashboard makes it possible to view campaign performance and results in real time across one rooftop or many. Doing so pays proven dividends: Dealers who continue to invest in their portfolios see sustained, yearround performance.
Transforming Automotive Retail is a Dealertrack Solution, helping drive progress in North America s retail auto industry. Dealertrack provides customers with the technology tools and services they need to manage inventory, transact vehicle sales, and operate their businesses with maximum effectiveness and efficiency. Dealertrack is continuously improving the unification of three key workflows vehicle marketing, car-buying transactions, and dealership operations. Our aim is to add clarity, confidence, and pleasure to the car-buying experience. We are proud to support the economic well-being of our nation s dealerships and the communities they serve. Share this ebook: 888.894.8989 1 Howard Street Burlington, VT 05401