Using Snapchat To Drive Auto Dealership Engagement

When dealerships are creating a marketing strategy, Snapchat is not likely to be top of mind.  However, failing to capitalizing on this highly engaged audience could be doing your business a huge disservice.  With over 186 million daily active users, 90% of which share their location, it’s a prime opportunity to tap into mobile users around your dealership for a fun and authentic ad experience.

While mobile devices heavily influence auto shoppers, particularly for younger buyers, Snapchat offers a way to be in front of the always-on, always sharing audience.  With unique ad units, fun filters and stories feature, the platform offers a variety of options for this captive audience.

Watch our webinar to learn how to use Snapchat to accelerate past the competition.

Driving Your Digital Presence with Video

We live in a world of convenience at every turn. Information and entertainment is available on demand. Thanks to streaming video and Connected TV, you can view the content you want when it fits in your schedule with the click a button or voice command.  The landscape for viewing has changed immensely having not only an enormous effect on traditional television advertising, but also how marketers are adjusting their budget to accommodate the rapidly changing landscape.

With Connected TV users expected to exceed 190 million in 2019, the need to adapt to this growing platform as another vehicle to tell your story is becoming more imminent by the day.  Digital video now accounts for an average of 25% of a daily video viewing for the average person, which is only projected to increase. However, many marketers are not adjusting their budget distribution accordingly and are missing a valuable opportunity to get in front of their target audience.  Auto dealerships specifically have been one of the slowest adapters to this increase in video consumption, many of which are still spending 100% of their video advertising budget on traditional television versus digital video.

So what makes it different and why should dealerships care?  Unlike cable ads, Connected TV (CTV) and video campaigns can be measured and optimized as part of your overall digital strategy.  Ad effectiveness can be tracked by views, clicks and video completion rates (VCRs). This data enables more insight into the customer journey and car buying experience.  In addition, the power of view-through data can help you attribute users who saw your ad and later took action to get more information or contact the dealership, furthering your ability to measure your return on investment.

Interested but don’t know where to start?  We have broken down the basics to help you better understand how video and Connected TV can help your dealership accelerate past traditional television and begin transforming your market presence.

Download our white paper on Digital Video and The Rise of Connected TV

5 SEO Best Practices for Auto Dealership Websites


Having an attractive, SEO-optimized auto dealership website is more important than ever. As most other areas of life today, technology has changed the way people shop for their vehicles. In [A1] fact, roughly 86 percent of shoppers research vehicles online before ever stepping foot onto a dealership.

In 2018, Adtaxi conducted its first Auto Shopping in America Survey, and a majority of respondents listed convenience and transparency as key factors when shopping online. Other findings include:

·      96 percent find dealership websites helpful, particularly the vehicle description pages.

·      91 percent of vehicle shoppers use the internet.

·      45 percent of people research vehicles before and after they visit a dealership.

You can see why it's important to have a website that not only looks good, but also reaches the widest possible audience. To do so, auto dealership websites must optimize with vehicle-specific keywords and follow best practices to make sure the website, pages, and content are readily visible to consumers by achieving high rankings in search results. Want to learn how? Keep reading for five tips to get you started.

1. Set up a winning website.

Did [A2] you know that 90 percent of potential buyers get their first impressions of your dealership from your website? Make sure your website ranks highly among search results by creating a home page with 400 words or more, and including keywords relevant to your industry. Also, include the dealership's address, contact information, and cities you serve on every page of the site.

2. Keep content fresh.

You're [A3] in a competitive business. To stand out, you need to do more than just list your inventory and provide product descriptions — you need to have content that provides value to potential customers and makes your site the go-to spot for advice. As customers interact with your website based on the advice and tips provided, they'll begin to form trust in your auto dealership, and keep you in mind when it's time to buy a vehicle.

To keep your website ranking high within the search engine results, make sure to regularly update blog posts and news articles with topics that are relevant and unique, and provide value to your readers. Some ideas include seasonal vehicle maintenance, traveling during the holidays, local events, or community construction impacting local traffic.

Use targeted keywords.

Do your research! Finding the most relevant keywords is crucial in succeeding at automotive SEO, and should guide your advertising and content plans. Tools like Google Ads' Keyword Planner can give you a good starting point by suggesting keywords based on their estimated search volume. In addition to choosing the right keywords, you also want to make sure the ones you pick are targeted to your local area. For example, if you offer an oil change service in Memphis, target keywords like "oil change in Memphis."

Use a site aggregator tool.

The more your auto dealership's name and contact information is mentioned on other websites, the more credible your business is with search engines and customers alike. It also helps your dealership's website rank well, which means potential customers can find you more easily. Aggregator tools like Yext or Moz Local boost your business mentions by publishing your dealership's information across different directory sites.

Create a Google My Business page.

This [A4] could be one of the best tools in your digital marketing toolbox. Creating a Google My Business listing is free, boosts your online presence, and makes your business visible in local searches. Start by Googling your business to make sure you don't already have a listing. If so, claim it and edit the information. If not, add a new page and use all your contact information. Add your service area information, including all zip codes and/or cities you serve. After you've made sure all your details are correct, submit the information and verify the listing.






Next Level Programmatic: Understanding Approaches

RTB2 If you’re a media buyer, a robot might soon be taking over part of your job. If you’re an advertiser, that robot is now making your job easier.

For years, advertisers and media buyers used publishers’ media kits to choose newspapers, magazines, radio and TV stations and websites to find media outlets whose readers, listeners, viewers and visitors best matched the advertiser’s customer profile. However, it was ultimately difficult to tell who was actually seeing, hearing or listening to your ad.

Brands can now get in front of their target audience with more efficiency and less waste thanks to programmatic advertising, which serves ads to digital users, as opposed to simply serving ads on digital properties that promise those users.

What is Programmatic Advertising?

In a nutshell, programmatic advertising is a marcomm tool that uses software systems to place ads on a web page based on who is visiting the page. This allows advertisers to buy ads that display when people of a specific age, sex or other demographic visit a page. However, “programmatic advertising” is really an umbrella term that encompasses a handful of different approaches. They include:

Auction Pricing

There may be more advertisers who want their ad displayed to Judy Smith than there are ad spots on a website page Judy is visiting. Who gets their ads in front of Judy’s eyes? The highest bidder.

Real-Time Bidding

This is the auction. Using real-time bidding mechanisms (that operate in milliseconds using sophisticated algorithms), programmatic advertising platforms award these ad spots to advertisers who have set the highest bids to reach Judy.

Programmatic Direct

There’s no bidding here. This is a more traditional form of advertising – buyers and sellers talk directly, but use an automated platform to serve ads. Programmatic direct can include Guaranteed, Premium and Reserve ads. These ads have better locations on pages, include more direct communication between buyers and sellers, and offer more consistent ad prices, publisher revenue and ad placement.

RTB is currently the dominant form of programmatic advertising, but is declining as a percentage of programmatic buying as advertisers seek more programmatic direct ads, according to the Interactive Advertising Bureau.

Hitting the Target

To get the most from programmatic advertising, brands need to make sure they know exactly who they want to reach, meaning who the target audience is based on more than one demographic. It’s not enough to know that women make up most of your buyers. Are they single or married? Younger, middle-aged or seniors? Do they have kids or have theirs already flown the coop?

Serving the correct message to specific buyers can make or break your content strategy. Your content creators, media buyers and marketing planners must be on the same page when it comes to exactly whom you are trying to reach.

 Trust, But Verify

Programmatic advertising provides more opportunity for confusion on the part of advertising buyers, as well as more fraud on the part of third-party traffic sources (who may try to scam publishers buying increased traffic). Do your homework before you sign a contract with any particular ad seller and make sure you get transparency, detailed measurements, and solid analytics data. Ad buyers can also take steps to work with reputable ad sellers to help reduce fraud:

  • Discuss with the ad seller what type of block list they use to prevent displaying your ad to bogus traffic, such as bots. Work with your IT team to create a custom block list, or ad targets to your partner’s list.
  • Request detailed reports, or at the very least generic report samples, similar to the ones you’ll get.
  • Review your analytics for anomalies. For example, if one referring domain shows a much different browser percentage than your site’s average, check out that domain and consider blocking it.