Automotive Strategy

PROMOTE WHAT YOU HAVE

Parts and Service
• Update ad copy to reflect specials and incentives
• Expand keyword and geo-targeting coverage
• Remember users searching “OEM dealer” may want service

Dynamic Inventory Advertising
• Promote only the inventory you have, including used
• Feature inventory and pricing as early as possible (in ad copy)
• Be consistent across paid, display, video, and social

Car Buying
• “Sell my car” and “trade in my car” are at all-time highs. Implement advertising and landing pages to compete.

GET EFFICIENT

Smart Bidding
• Leverage new smart bidding tactics to increase conversion volume
• Be mindful of “just flipping the switch” as risk of increased CPC’s exists

Tracking
• Ensure you have comprehensive tracking in place that helps you understand what campaigns are driving leads at the lowest cost per lead

SEO
• Write content that’s relevant for today’s landscape (car buying, used, fixed ops)
• Leverage Google’s new “Cars for Sale” functionality

BUILD FOR THE LONG TERM

Branding
• Feeding your funnel and keep your dealership top of mind for users in your market
• When the inventory shortage is over, the ultimate goal is for a user to search your branded name first instead of starting back at the top of the funnel

Social Engagement
• Engage and expand your existing social community across multiple platforms through boosted posts specifically targeted at: fixed ops, car buying/trade-in, used inventory, industry news, and upcoming models

SEO
• Write content that’s relevant for the future (2022 and 2023 models, geo-location category pages, EV, etc.)