The 4 Secrets to Finding Auto Buyers at the Right Time

digital marketing discussionAuto marketers know that the average research timeline for a new auto purchase can span months. Within that buying window, customers turn to digital devices to search for vital information about their future automotive purchase. On their phone or on their laptop, buyers are looking for answers to their questions, ranging from vehicle safety to loan payments.

Your dealership’s online presence may be the first interaction with your business. Delaware, Maryland and Southern Pennsylvania auto dealerships need to make a good first impression online and offline to beat out the competition.
According to the New York Times, by March 2015, there were close to 18,000 dealerships in the US. How will your business beat out the competition?

Here are a few secrets for attracting prospects to your lot:

Secret #1: SEO Can Boost Awareness

The auto dealership that comes up first on search engine results has a big advantage – they’re much more likely to leave a lasting impression on vehicle buyers. To reach buyers, auto dealerships must actively work on getting their dealership to appear ahead of competitors on online platforms. Search engine optimization, or SEO, determines where your website shows up in search results.

Auto Buyers Vehicle Dealerships Dealers Delaware DBCi

Another powerful way to get attention on search engines is through Dynamic PPC, or pay-per-click ads. Dynamic PPC allows you to buy search engine ads, paying based on the number of clicks to your site instead of relying on the search engine to rank your site listing. Using Dynamic PPC, your dealership can be super targeted about which ads show up on search engines. DBCi can help dealerships upload inventory daily, so when prospects in your area search for a specific car model, like “2014 Honda Accord,” your dealership’s inventory appears first.

Secret #2: Use Email Marketing to Drive Sales

Email marketing has always been a smart way for auto dealers to attract, retain, and grow loyal customer bases. But did you know that certain types of email marketing have also been proven to be exceptionally successful at boosting sales, generating new leads, and drive increased sales? Done right, email marketing one of the most powerful ways to attract the targeted customers when they’re in the market for vehicles.

In fact, targeted emails have been so successful for auto dealers that DBCi has a program that guarantees 10% or more of a dealer’s sales will come from our emails over a three-month or more period.

DBCi can help you create dynamic, interactive emails, listing specials, models, prices and availability, and then send those emails only to the people in your area already pre-disposed to buy your makes and models. DBCi can show you how your dealership can use the power of targeted opt-in emails to attract auto buyers.

Secret #3: It’s All About Location with Geo-Fencing

Young couple buying cars

How can your dealership attract new consumers exactly when they want to purchase a car? Say hello to geo-fencing. Geo-fencing sends a message to consumers’ mobile devices once they enter a predefined geographic area. When a prospect enters the chosen area, your dealership can deliver promotions, advertisements, coupons, and more to the consumer’s mobile phone. By creating a geographic “fence” around the prospect’s mobile device, you ensure that your message is at the right time and place for when they are searching your lot. Geo-fencing can help your dealership clear out less interested auto buyers and focus on the most relevant buyers.

Being able to fence your dealerships’ major competitors, as well as lifestyle locations, makes relevant message delivery to the right audience in the right place more effective than ‘regular’ display advertising. To make your dealership’s geo-fencing campaign more effective.DBCI also offers retargeting. Even after your prospects leave your geo-targeted area, we can send ads to their mobile devices for days or even weeks.

Secret #4: Leverage Website Visits with Retargeting

Getting people to your website is difficult, so make sure you leverage each visit with a retargeting strategy. Retargeting keeps your dealership’s advertisements in front of buyers after they leave your website, sending ads for days or even weeks after they visit your website. With retargeting, your dealership can reach interested customers more often. However, it can annoy potential clients if done poorly.

After all, CBS reports that the average person can see as many as 5,000 ads a day today. So here are some tricks to ensure your retargeting stands out:
Segmentation— Auto buyers have brand loyalty and specific needs, so segment your visitors based on the brand, color, and size of vehicles they have searched. Send ads based on their preferences. This will help you create more targeted and relevant ads.
Set a Time Limit— Set a time limit to your retargeting ads. Keep in mind the limited shopping period for auto purchases. After all, you don’t want to spend money sending ads to people who have already completed their auto purchase.
Highlight a Call-to-Action— Want people to visit your dealership? Add a call-to-action to your retargeted ad, such as a rebate or limited-time financing offers. With a call-to-action on your retargeted ad, you’ll guide prospects to the next logical step in their purchase journey.

Drive automotive buyers to your lot!

At DBCi, our team can show you the secrets to grow your auto dealership through digital marketing tools. We are skilled at Dynamic PPC, email marketing and retargeting. We can help drive auto buyers to your lot and leave with new ride. Contact us today to schedule a free consultation.
To read more tips for your automotive business, check out our blog post about digital marketing here.

3 “Mistakes” Made With Do-It-Yourself PPC

Google has a great reputation of making its products user friendly and easy enough so that even the most non tech savvy users can navigate. Just think…Gmail seems to have taken control of the email market, Google Business is a go-to for hours and directions, and google+ for business reviews.

But there are also many other products, more geared towards business owners, that while sure they SEEM super easy, but ultimately partaking on your own wouldn’t be the best idea – PPC (pay per click) being one of them. But just because you can and are able to take on this venture yourself, doesn’t always mean that’s the best approach. Business owners and marketers have the best of intentions when they take on PPC without the help of a professional. And why wouldn’t they have high hopes when Google makes it look so easy and is usually accompanied with fun, upbeat videos?

Now, I’m sure there are a lot of smart, self-taught business owners and in-house marketers who have found some success with PPC. But they also have their day jobs, and that’s where it gets tricky to stay on top of all the newest paid search features, trends and strategies that are essential for staying ahead, not to mention trying to monitor and optimize the account daily in between everything else.

Not surprisingly, many do-it-yourselfers end up seeking the help of a professional at some point, and here at DBCi, we are working with a number of those types of clients. From those, we typically see three common mistakes that those who take on PPC themselves make.

Let’s look at those now, and if you’re a DIYer, be sure you’re not making these all too common “mistakes”




1) Bidding too low

You’ll know if your bid is too low in Google AdWords if 1) your maximum cost per click (max CPC) bid is lower than what Google shows as the average cost per click (average CPC) for your keywords, and 2) Google shows that your keywords are below the first page bid estimate.

It can be quite frustrating to create an entire Google AdWords campaign only to discover your ads are not running because your bid is too low. So it’s essential for you to find out when your bid is too low in Google AdWords.


2) Trying to do too much in one ad group

Each ad group should have one job to do, with one focus. A common mistake is to try to make one ad group do too many things by including keyword phrases that are too dissimilar.

If you’re a DIY PPC person, this intro video from Google illustrates how to organize your account conceptually.

Having focused ad groups helps you better tailor the message of the ads that are served for those key terms to make them more relevant to your audience and your business.


3) Not keeping up with innovations

One of the hardest parts of AdWords management is keeping up with all the new features and strategies. It truly is a full-time job. So when you already have a full-time job, it’s nearly impossible to do. This means you can miss out on big opportunities. Opportunities like call-only ads.

If you dabble in PPC internally and take a few days or sometimes even weeks off, you might come back many new AdWords features you now have to learn in addition to your regular workload. It’s just not worth it!

In the end (even though I’m sure Google would beg to differ), businesses that want to remain competitive with their search ranking — and make good money from PPC — should always consider hiring a professional to manage their accounts full time.

If you’re a DIYer, make sure you at least look into some of the pitfalls I outlined here to see if you can make immediate improvements to your PPC account. Need help? Don’t hesitate to contact DBCi today to see what changes we can make for you!


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