Relevant, powerful advertising is at the heart of any successful business. But what are the main pillars of a solid automotive marketing campaign?  

To answer that question, you must consider the benefits of advanced digital technologies that allow dealerships to reach the right audience in the right place at the right moment.  

One of the most effective digital marketing methods provides automotive businesses with the perfect balance of audience engagement and brand building: targeted display ads.  

So, how can you use targeted display ads to push your audience along the path to purchasing? It’s time to find out by reading this guide created by the automotive marketing professionals at Epsilon Individual Automotive. Let’s take a look!  

What is Targeted Display Advertising?  

Targeted display ads are banner advertisements that feature content that’s relevant to your customers and display on websites that they visit. These display ads can appear on either mobile or desktop sites, making them a valuable part of a robust automotive marketing campaign.  

In addition to their high visibility, display advertising allows for advanced audience targeting—from their location or age range to their browsing habits and more. Due to the enhanced targeting capabilities offered by targeted display ads, your dealership can get your message directly to consumers who are most likely to take action.  

What Do Targeted Display Ads Look Like?  

Targeted display ads can reside in a variety of locations on a website. There are banners at the top or bottom of pages. There can be banners along the sides of a webpage. There can be display ads scattered throughout the other content on a page. Don’t forget about mobile web pages and the different designs that they present. Your targeted ads can also reside here.  

Simply put, targeted display ads can look however you would like. You know what fits your business and what you want your message to be. You can create a targeted display ad that resides on a variety of websites that can match your brand and deliver your message efficiently.   

The Four Parts of Targeted Display Ads  

Each display ad has a similar structure to help it appear properly on web pages. However, these parts can be customized to deliver your message in the way you want.  

There are four main parts of targeted display ads:  

• Headline – this is where you can grab the attention of viewers and draw in potential customers.   

• Description – this written description can help readers and potential customers connect with what your business is about and have a guideline for what to expect.  

• Images – using images provides a visual look at what your business is about and what services you offer.  

• Logo – this is the place for the branding of your business. Placing your logo on display ads gives it an identity, a place for people to go or connect.  

Crafting the four parts of this display ad to properly target your audience and resonate with them can help you succeed. Before you finalize targeted display ads, take the proper steps to identify what you can help clients with the most and how you want your ad to appear. Presentation and messaging can be the keys to success for your display ads, leading to more business.  

How Does Targeted Display Advertising Increase Engagement?  

Let’s say that a new lead visits your dealership’s site to see which models you offer. While researching which model may be best for them, they leave your site to read a few articles about the vehicles they’re most interested in.  

Instead of having customer interaction during their visit to your site, targeted display ads keep your brand in the shoppers’ minds by featuring your dealership’s ads on other related sites.  

That way, you’re following your ideal audience as they make their way through the buyer’s journey, which only increases the odds that they’ll eventually choose to purchase their vehicle at your dealership.  

What are the Other Benefits of Targeted Display Ads?  

Now that we’ve established the audience engagement benefits of targeted display ads, it’s time to delve into the other advantages of this versatile automotive marketing method. Here are a few benefits of targeted display ads for your dealership:  

Attention Grabbing  

There’s no question that banner ads command attention. While your customers are browsing other sites, it’s easy to notice advertisements that appear alongside content that they’re reading or videos that they’re watching. Due to their high visibility, they remain one of the best ways to promote your brand in the digital advertising realm.  

Improve Brand Awareness  

The more your customers see your brand, the more likely they are to trust your brand. Once potential leads get more familiar with your dealership, there’s a better chance that they’ll make a purchase from you or visit your site to see what you offer.  

Remarketing  

Trying to reel in those customers that got away? Targeted display ads are ideal for remarketing campaigns. If your automotive marketing data is showing that a significant portion of your customers leave your site, target those individuals with a display ad featuring a discount or special offer. As a result, previous visitors will take the leap and make a purchase for your dealership.  

Learn More About Targeted Display Ads Today!  

At Epsilon Individual Automotive, we’re constantly striving to provide our clients with the most advanced automotive marketing solutions available. By choosing our team, we’ll help your dealership capitalize on targeted display advertising to boost brand awareness and customer engagement.  

To learn more about how you can kick off your targeted display ad campaign, give us a call or send us an email today!