CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
People who visit your dealership website or store may show interest in your products or services. But, more than 80% of potential customers for a variety of reasons, they may not make the final purchase decision on their first visit. This is why retargeting is very important, as it allows you to re-engage that potential customer. Also, before they goto your competitor's website you should be engaging them at the right time.
These potential customers are easier to convert and cost you less per lead. However, internet retargeting or digital display ads have evolved. Browsing behaviors, search patters, usage, software’s and search engines have evolved and your dealership retargeting strategy should keep up with the times.
Retargeting also costs you lower comparing to other paid media.
Differentiate Between Site and Search Retargeting
Most dealerships don’t realize the difference between site and search retargeting. With site retargeting, you aren’t really increasing your audience pool.
Search retargeting gives you access to an audience who hasn’t visited your site, but expressed interest through a query on the search engine. Search retargeting is very effective for creating brand awareness, while site retargeting works well for marketing campaigns that convert your audience. By understanding these two, you can better build a strategy that suits your needs.
A Stronger Search Engine Encryption
In 2013, Google, Microsoft and Yahoo all announced that it would be encrypting all its search data. This is a change from their usual format where data is only encrypted at certain points. For a marketing person such a move presents a roadblock. Your retargeting strategy won’t be able to access as much keywords as before. You will find it difficult to conduct organic search optimization.
You have two options; either you can reduce your dependency on keywords, or find an alternative source. An alternative source would be a third party who is able to collect search engine data like Magnetic.
Start with Cross-Channel Retargeting
Cross-channel retargeting is a concept that is still being experimented with. It has proven to be quite effective if done right. Cross-channel refers to the various operation systems across a variety of devices. More and more people are using smartphones and tablet devices. Create a retargeting strategy that capitalises on various mobile devices out there. This way your cookies can work across Operating Systems like Android and iOS.
Focus your Retargeting
Your retargeting strategy should be focused on the behaviour of your audience. Take a look at the pages they have visited on your site and ensure you create ads according to them. This way you craft internet ads which have a better chance of interesting them.
Ensure your Ads are being seen
It would be a complete waste of time and effort if your ads aren’t even seen. With anti-advertisement software’s and ad-ons being developed, it can suppress your cookies from working. These are technical details that your strategy should include so your advertisement will have view ability.
Staying up with the times is not easy. Search engines, mobile phones and pretty much everything else is always evolving. Stick in with these steps and you’ll revamp your retargeting strategy for 2014.