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Paul Potratz

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Keep Joe Coming Back: Remarketing for Automotive Advertising

Think about the average car shopper visiting your website. Let’s say you sell Nissans. Joe wants to buy a Nissan Altima, so he searches for “nissan altima” in Google. Your car dealership pops up at the top of the search results.

Joe visits your site, spends five minutes looking at the Altimas in your inventory, and then goes off your site to check out the other dealerships that showed up in results. He forgets about your site as he goes through all the others.

Now, imagine if Joe gets on the computer the next day. He checks his favorite weather site like he always does first thing in the morning. Only he sees ads on that site promoting your dealership’s Altimas! He remembers your site and clicks back to look at your inventory. Now, your car dealership sticks in his mind more than the others he looked through yesterday.

Google and Yahoo! both offer an invaluable tool called remarketing that lets you keep pushing ads to people that visit your site, even when they’re off surfing on other sites. You can keep hitting them with ads for weeks or months after they look at your site.

All you have to do is set up your ad campaign and then set up a code to put in your auto dealer website. You can even add several codes to target people specifically based on which pages they visit. Just as Joe looked at Altimas and kept seeing ads for Altimas, you can target people that look at any specific model, click links to get pricing, or look at service pages.

You can have multiple codes set up in the same website, so you can target people with general ads for your dealership as well as with specific ads for your brand. You can use either display (image) ads or text ads. However, people are much more likely to notice display ads as they’re browsing websites.

Remarketing offers a way to keep Joe coming back to your site as he’s comparing all the different auto dealers’ websites. Your brand will stick in his mind among all the names that he sees.

For more information on how you can use remarketing to promote your auto dealership online, please contact us.

POTRATZ
Paul Potratz
518-788-4724
paul@ppadv.com
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