CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
As we saw in Part I of this article, the Google Display Network (GDN) offers significant benefits in terms of reach, branding possibilities and its ability to influence shoppers at every stage of their decision process. Here are 2 other benefits that make the GDN a must-have in your digital adverting mix.
For your local dealership, it is critical that your brand get noticed by potential customers in your local areas. That usually happens when these potentials are actively researching the performance reviews and benefits of a certain make and model or even looking at dealership reviews if they’re ready to buy. Having your banner ad display at the right time and the right place is critical.
For e.g. Your 0% APR for 36 months offer could display when someone is researching car finance options or your local branded ad inviting folks to visit your showroom could appear when someone is in the early or later stages of the buying process. If your brand promises reliability, quality, and value - leverage the same to better benefit on the GDN.
Break the shackles of text advertising that Google Search imposes on you. With the GDN, you can run ads in text, images, video and rich media. Image and video ads can be especially important in branding and marketing efforts. These text, image, video, or rich media ads are targeted based on themes that you select (For e.g. a Chevy Cobalt theme will have keywords that have relevant Chevy and Cobalt keyword combinations).
Additionally, the benefit of utilizing rich media and video means that you now have different formats in which you can broadcast your messaging and touch a wider swathe of potential customers.
The benefit of these variants is that your messaging gets delivered in many formats and can appeal to a variety of potential leads. Remember, its different strokes for different folks and as long as it drives store traffic, go for it!
As you can see, these two benefits are powerful enough to consider the GDN as part of your digital marketing mix. Stay tuned for Part III of Six Stellar Benefits of Advertising on the Google Display Network which will cover two more benefits.
Lowell works as a Digital Marketing Consultant with ADP-Cobalt. With many years of digital marketing in the travel, legal, non-profit and SMB sector under his belt, Lowell brings a lot of value to his current role in aiding businesses with their digital advertising strategies. He also writes frequently at marketingbones.com.