Strategically, getting paid ad campaigns up and running should be your first priority for marketing at your dealership. Your second priority? Optimizing these campaigns by increasing the specificity or personalization of your ads, which will in turn decrease costs to your dealership. Let’s investigate why your auto dealership should be doing dynamic remarketing to achieve this.
Historically, ads have been pretty generic, the options for customizability, limited at best. But with the growth of the internet and amount of data collected as people browse and shop online, marketers have uncovered a goldmine. Recently in automotive, a more tailored way to deliver display ads has surfaced. A subset of this advertising, called dynamic remarketing, considers how your users are viewing your website, what pages they’re visiting, and on which page they exit your site. With those considerations in mind, users are presented with ads tailored to their true interests by tapping into your inventory feed. This personalization better motivates online shoppers to complete their online buying journey.
The improvements of dynamic remarketing over regular remarketing ad campaigns are on both the customer and the business side. And, if you’re not allocating budget to dynamic remarketing as a part of your digital marketing mix, you’re leaving money on the table.
So How Exactly Does Dynamic Remarketing Work?
Remarketing ad campaigns show static visual ads to shoppers that have previously visited your website, while they browse other third party sites online.
So exactly how does dynamic remarketing work? With dynamic remarketing, a tracking pixel is placed into your website’s code that builds a database of shopper interactions with your site—what pages they’re visiting, how long they’re browsing and other pertinent selling information. Regular remarketing takes that information and presents these shoppers with the generic display ad set associated with your campaign. Dynamic remarketing goes one-step further. Shoppers instead see ads featuring your current, up-to-date inventory, based on their specific browsing history.
Example: Shopper A looked at a Jeep Renegade on your site. Then while reading their online news publication, Shopper A sees your ad with the same Jeep Renegade (down to the vehicle color) they viewed earlier, plus a few different models that are also available right now on your lot.
Is it Really Better?
The huge upside to dynamic remarketing is the benefit for both the customer and the auto dealership. The customer receives a more valuable advertising experience because you’re serving ads that might show them car options they had missed or are new on your lot. For the dealership, you get higher conversion rates and shorter sales cycles, as you make it more efficient for shoppers to make a decision. If you’re a dealership already well-versed in dynamic remarketing, it’s likely you’re seeing these benefits over regular remarketing campaigns. But are there any drawbacks?
With any new technology can come extra costs and inefficiencies. We’ve seen other dynamic remarketing providers deliver a high cost-per-click and low conversion rates. The key to a smart and successful dynamic remarketing campaign is to have the effectiveness of the technology offset the cost. The more personalized ads should engage more of your market, which should result in a higher ROI for your campaigns. This is what we’ve tried to do at Adpearance.
We’ve just launched our dynamic remarketing ad solution. Our goal was to create a dynamic remarketing technology that could live up to the promised dual benefit—to customer and business. To do this you have to keep costs to the dealership low and push the boundaries on personalization with the dynamic ads themselves. We’ve seen some exciting results with our beta-testers of this ad technology:
Continuing to Improve Auto Ad Tech
When buying a vehicle, most customers don’t purchase after their first visit to your website or even your showroom, which is why dynamic remarketing is quickly becoming the standard for remarketing advertising campaigns. It’s customizable, personal, and customer-focused. It’s useful advertising, providing new information at every step of the sales funnel and keeping customers coming back to your site.
At Adpearance, we’re committed to improving the customer experience while also thinking about your bottom line. We’re testing new options for targeting, looking at opportunities with service-specific dynamic remarketing ads and constantly improving our inventory feed. All with the goal to keep your return on investment in ad tech as high as possible.
To learn how to enroll in dynamic remarketing for your auto dealership, get a free digital analysis. For information about the digital advertising services we offer automotive dealerships, check out all our solutions.