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Jared Hamilton
From: Jared Hamilton
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Lowell D'Souza

Lowell D'Souza Digital Marketing Consultant

Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

Six Stellar Benefits of Advertising on the Google Display Network – Part II

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.

  1. Brand Building:

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.

  1. Different Creative Elements:

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.

Bryan Armstrong
So Point 1 was reach, which I guess you have to state the most obvious 1st, and point 2 is "Ad Diversity"? I like that. People react and learn in different ways, so flexibility is good.

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