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Automotive Display Advertising: What Your Car Dealership Needs to Know

by Amanda Fenton

In order to drive traffic and raise awareness for your dealership, you’ll need to get your automotive display ads in front of the right audience. It’s safe to say that online shopping has taken over the more traditional way of shopping at a storefront, and the same goes for auto shopping. 

Allied Market Research says this about online auto shopping, “The global online car buying market was valued at $237.93 billion in 2020, and is projected to reach $722.79 billion by 2030.” Dealership competition will continue to skyrocket in the coming years which will make it increasingly difficult for these businesses to get seen online.

However, with the right tools in hand, you can outperform competitors and get seen first online when leveraging automotive display advertising. Before we lay out what your car dealership needs to know about display advertising, let’s cover the basics:

What Is Display Advertising?

Display advertising is a form of advertising on websites that show image or video advertisements. These ads are paid for by businesses who want their company and website to be seen online by their target customers. 

Many display advertising platforms allow you to customize your ads. Image, ad copy, and demographics can all be customized based on the audience you wish to reach. Display ads motivate users to act on an ad. This is why solid ad copy and optimized images on your automotive display ads are crucial for creating a strong impression for an online viewer. 

The database company, Statista, describes the importance of display advertising. They state, “In 2021, advertisers in the United States were projected to spend nearly 106 billion U.S. dollars on programmatic digital display advertising. By 2023, expenditures are expected to increase to nearly 142 billion U.S. dollars.”

There’s a few things to keep in mind when working to get your automotive display ads online. Here are 5 things your dealership should know when it comes to automotive display advertising:

Target Your Traffic

Display ads help businesses reach their target market. Automotive display advertising allows you to target customers based on interests, age, gender, and geographic location. Targeting the right audience means your automotive display ads pop up on sites related to your business or related to a qualified user’s search.

Display advertising allows a business to leverage data-driven targeting and retargeting. Retargeting allows you to target the most qualified customers again. By doing this, you can continue to reach your desired audience and continue to make a strong impression.

Increase Sales

Display advertising is an important advertising strategy that leads to increased sales if executed properly. Automotive display ads can create a solid impression in a potential customer’s memory. This strategy encourages a potential customer to think of your dealership first when thinking of making an auto purchase. 

Display advertising allows you to measure the impact of an ad by looking at the reach, impression, and conversion results. Reach shows the number of views from your display ad, and impressions show the amount of times the ad is displayed. The conversion metric represents the amount of people who converted over to your website and performed a desired action there.

Optimize for Mobile

Today, mobile searches happen much more than desktop searches. So, a good rule of thumb is to optimize for mobile automotive display ads first, and then scale out for desktop. With an ever-growing mobile audience, a user-friendly experience is crucial for auto shopping. This is why it’s so important that you effectively target your largest audience by optimizing for mobile. 

You want to make sure when optimizing for mobile, that you also retarget those customers on their desktop or tablet devices. This way, potential customers are consistently seeing your automotive display ads wherever they’re making those online searches. 

Showcase On Social Media 

Places like Facebook and other social media or news sites are a great place to target potential or current auto shoppers. It’s beneficial to work with a digital marketing company to aid in getting your automotive display ads on these types of sites for you to see the most optimal results. 

Social display ads are an evergreen advertising strategy when done right. In general, any form of advertising works best when your business can integrate itself into a person’s everyday life to make an impression in small ways.

Strengthen Brand Trust

Brand consistency across multiple search engines and social media platforms will increase your click-through-rate and extend your ad reach. It will also strengthen brand trust. Especially with an automotive purchase, brand trust is critical for a successful auto dealership. 

Take the time to analyze the data provided by your display ads. You can continue to refine your messaging so you can attract the most engaging and responsive customers and potential customers for your dealership.

greatinflux’s Display Advertising Expertise

greatinflux’s online digital marketing agency specializes in display advertising for your automotive business. Our company focuses its attention on small to medium-sized businesses to help them outperform any online competition. 

Check out our Ultimate Guide to local SEO for small business owners to see how you can benefit from working with greatinflux to improve your online visibility. SEO and other digital marketing tactics can help you in your industry specifically to drive growth.

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