Advertising is an integral part of our lives. From ads on the web to billboards as you drive down the highway, advertising can come in many different forms. One of the most popular online options is targeted display ads.
Epsilon Individual Automotive is here to go over when you should use targeted display ads and help automotive businesses determine how this advertising can work for them.
When To Use Targeted Display Ads
Targeted display ads are highly visible and helps you target a particular audience. So, when determining whether to use targeted display ads for your next campaign, your marketing team needs to know who they want to reach.
This can be a group of people in a specific location—called geofencing—or who have searched for a specific keyword, which is called keyword search targeting. You can even ensure you’re targeting customers who have been to your dealership’s website.
Think about it. Have you ever noticed that after you were shopping for something online, the item appears in ads while you’re elsewhere on the web? That’s targeted display advertising!
Targeted display ads can also be one prong of a marketing campaign. Using a multi-platform approach, you can increase awareness through multiple avenues—one such is the web.
Benefits of Targeted Display Ads
Targeted display ads have their own unique benefits, many of which are due to their high visibility. Targeted display ads grab attention and spread awareness. These banners are hard to ignore, especially when they’re designed to appeal to things the customer is already interested in and inform them about your business.
Not every customer will be established or brand new. Some may have looked at your site or visited your business but have not completed a purchase. Targeted display ads can remind people of your dealership, and you could even highlight current offers that may help a potential customer commit to a purchase or lease.
How to Measure Targeted Display Ads ROI
Like any marketing campaign, you probably want to know that you’re achieving a good return on investment. You can use your ROI to adjust your approach to future advertising campaigns and determine if you’re hitting the right goals with your current campaign.
One of the easiest metrics to measure is clicks. You can learn how many customers have clicked on your ad to visit your dealership’s website.
You can combine clicks with view-throughs, which lets you know how many people saw your ad; didn’t click the ad but visited the website later. This tells you that the customers have thought about your ad.
Your dealership can examine your ad’s digital lift, if your campaign has been live for around 90 days. This metric tells how likely someone will visit your site once they’ve viewed your ad!
Learn About How Targeted Display Ads Can Work for Your Dealership Today
Whether you’re trying to improve brand awareness or reel in those customers you may have missed with an earlier marketing campaign, targeted display ads can make quite the difference.
Want to explore how targeted display ads can work for your automotive business? Contact the Epsilon Individual Automotive team! We’ll assist you in crafting a targeted display advertising campaign to help your dealership grow.
