How Targeted Display Ads Help Your Dealership

Targeted ads for car dealership customers
Everyone who’s ever scrolled through a web page has seen display ads. They’re an integral part of shopping online, reading content, and being active on social media. However, they can also be used to benefit your business. To show you how targeted display ads help your dealership, Aspen Automotive put together this exploration of what they are and how to use them effectively.

Benefits of Targeted Display Ads

Integrating targeted display ads into your automotive marketing strategy offers a lot of upsides. Not only will they give your business more exposure and strategically seek out the right audience, but they can do a lot of the legwork for you, too. For example, some of the ways targeted display ads help your dealership include:

  • Keeps your business fresh in the minds of consumers
  • Directs people to the next stage of the buyer’s journey
  • Offers a quick, convenient way to take action
  • Establishes credibility as a respected automotive business

What Are Targeted Display Ads?

Targeted display adds on mobileTargeted display ads are a high-tech form of audience targeting. Essentially, when a potential customer visits your website, they leave a digital record of it. From there, you can use strategically placed ads on other sites and social media to remind them to come back and do business with you.

As an advertiser, you’re using their search history to move them along in the buyer’s journey. Some forms of targeted display ads include:

  • Banner ads on relevant websites
  • Sponsored social media posts
  • Pre-roll on related videos

To make sure that your ad is seen by as many people as possible, make sure you optimize your website for both mobile and desktop browsers, as well as social media platforms. The Aspen Automotive team can help you ensure your website is mobile-friendly.

Using Targeted Display Ads to Your Advantage

Woman viewing targeted display adBefore brainstorming designing your ads, you’ll need to know who to target. That’s where Aspen Automotive and Epsilon step in. Just like your direct mail marketing campaign, creating a targeted list is step one on the road to a successful marketing strategy.

Using our data, you can build your list around demographics or proximity to your dealership. You can also use data to pinpoint which consumers you should target. For example, if someone has been searching for a specific vehicle, show them an ad that features the same model.

If they bought a car a year ago and they’ve been searching for subjects like oil changes or tire rotations, show them an ad for your service center. Using our data solutions and experience with targeted lists, Aspen Automotive and Epsilon can make sure your ads are displayed in the right place and designed for the right people.

Connecting Display Ads to Direct Mail

Targeted display ad for online car shopping

So, if targeted display ads are tied to a person’s digital footprint, how can you incorporate them into your direct mail marketing campaign? That’s simple. Just use your mailers to direct them to your website.

More specifically, you can use marketing tools to drive them to the pages that you want them to see. Then, once they visit them, you can send them targeted display ads that’ll push them closer toward scheduling a test drive, buying a car, or scheduling service. Some of the marketing tools you can use to get them on the desired landing pages include:

  • Promo codes
  • Personalized URLs (PURLs)
  • QR codes

Once they’re on the landing page, you’ll have their digital footprint, and can continue targeting your consumer with ads relevant to the vehicle or service they viewed on your website.

Target the Right Audience With Aspen Automotive

Now that you know how targeted ads can help your dealership, let’s get started! Contact Aspen Automotive to start building a targeted list and designing your display ads today!