If your sales department is closed or working remotely, but your service department remains operational, get the most from fixed ops with updates to your digital advertising campaigns.
Now that car sales are listed as essential at the federal level and states are beginning to phase out shelter-in-place orders, many car dealerships are able to reopen their sales departments. However regulations vary across the country, as do timelines to resume normal sales activity. As we monitor customer activity and navigate these changes together, if you want to maximize parts and service opportunities during this time there are a few changes you can make to pivot your ad campaigns to focus on in-market shoppers.
At a minimum, update your ad headlines and copy to make it clear that your service department is open for business. Here are a few headline and callout updates to consider:
- Service Your Vehicle Today
- Service Department Open
- Open For Essential Services
- Safe & Sanitary
- Open For Business
- Contact-Free Service
Update your ad copy to additionally clarify your business operations at this time. Here are a few examples:
- Let The Experts Keep Your Vehicle Running. Call or Book an Appointment Today!
- Service Department Open. Let Us Keep Your Vehicle Running. Book Your Appointment Now.
In addition to your ad copy, update your sitelinks to highlight any new, coronavirus-related pages. If you have incentives relevant to right now, feature them in the promotional ad slot to run in rotation with everything else.
If you want to take a more aggressive approach, consider expanding your keywords and geo-targeting. Layer in broad, new keywords that go beyond basic parts and service targeting. Extend your location targeting to capture new markets and dominate market share.
If you haven’t done so already, update your display campaigns to include parts and service-themed display creative. Make sure your ads clearly state that you’re open for service. Again, if you have a relevant incentive, update your display creative to highlight it.
If you’re able, expand your coverage by extending your targeting and update the promotional ad slot in text ad groups to run only a fixed ops-themed ad variation.
We recommend fully funding your search and display campaigns before moving up the funnel to target users on Facebook or other social platforms. If you are running fixed ops campaigns on Facebook, update your ad copy to clarify your current operations and include parts and service-related keywords. Use parts and service-specific creative or model line-up images if fixed ops assets are unavailable. Include relevant inventive details if applicable.
Consider adding a service-specific audience segment and remarketing to parts and service page visitors. If it makes sense for your budget, expand your location targeting to capture new audiences.
If you already have parts or service related videos, now is the time to run them in YouTube advertising campaigns. Update voice overs or visuals to highlight that you’re open for service now. Include relevant incentive details if applicable.
If you were able to create a video on the state of your business and what you're doing for the community, these videos can also be leveraged to capture in-market shoppers and let customers know where and how to reach you.
We’re Here to Help
Moving quickly to ensure your fixed ops campaigns and creative are up-to-date with today’s regulations will help you capture the search demand in your market. If you have any questions about adjusting your digital marketing strategy or spend, visit our resource hub, contact your Digital Advertising Strategist, or reach out directly. We can work quickly to turn around campaign changes and help you get the most from fixed ops opportunities during this time. We’re here for you and will continue to partner hard to help your business succeed.