We recently hosted a webinar to share digital marketing trends and tactics that equipment dealers can use to maximize the upseason and capture more leads this summer and fall.
Review the recommendations shared below or fill out this form to watch the complete webinar now:
Use Automation to Adapt to Your Prospect’s Needs in Real Time
When used appropriately, automation allows you to tap into thousands of signals about a user making a search, then craft and deliver a message that is proven to work—all in real-time. Here are two ways to leverage machine learning as part of your digital advertising strategy to quickly adapt and customize your message to each potential customer.
Dynamic Inventory Search Ads
Dynamic Inventory Search Ads are dynamically generated using the content and inventory on your website. Leveraging machine learning, Google crawls your website and determines what search terms and categories are most relevant to your business. Then, when a user searches for a query related to you, a search ad is dynamically created featuring a relevant headline and destination URL. From these ads, users who click are directed to the most specific landing page on your website.
There are an infinite number of ways in which a user can search online. We all use search engines differently, and dynamic ads allow you to “plug the gaps” in your keyword coverage by customizing your headline and ad copy to each individual user. Utilizing Google’s dynamic ad technology helps ensure that you have a relevant ad showing for all relevant, long-tail queries. In our experience with material handling and equipment dealers, aligning your ads with these long-tail keywords leads to more conversions at a lower cost/conversion.
Responsive Search & Display Ads
Responsive ads help make sure that you’re serving users the best possible message depending on the keywords they search for, the device they are using, and other specifics about their search behavior. Unlike Dynamic Search Ads that start by crawling and cataloging your website, Responsive Search & Display Ads use images, headlines, and ad copy that you input to determine which ad variations perform the best.
Taking the different images, headlines, and descriptions that you provide, Google’s machine learning technology mixes and matches different combinations in real-time to see which pairings perform best together. Google learns and adapts from each search to optimize your ads and ensure you’re capturing the most potential clicks. The results speak for themselves; according to Google, Responsive Search Ads have up to a 15% higher CTR compared to standard search ads.
Build Up-Funnel Opportunities
Once your search campaigns are generating high-quality leads, you want to continue to feed them. Video advertising is a great way to increase brand awareness and build up-funnel opportunities. Half of the internet visits YouTube at least once a month, making it the second most visited website in existence. And, YouTube offers a better ROI compared to traditional TV and radio thanks to their cost-per-view option. Views cost just $0.06 per click on average, making YouTube one of the most cost-effective strategies for filling the top of your sales funnel.
Take advantage of YouTube’s robust targeting and low cost-per-view with TrueView Ads. Video ads can be served to users who have searched for or shown interest in topics related to your business, but you’ll only pay if they click on or watch the entirety of your ad.
Here to Help
If you’d like help determining the platforms and dynamic technology that will drive the best results for your business, get in touch. As a Google Certified Partner with more than 10 years of experience working with heavy equipment dealerships and manufacturers, we can work with you to craft a marketing and website strategy focused on capturing and converting high-quality leads.
Contact us today for a free digital analysis to review the marketing tools and tactics that can help set your business up for success.