Question: Who’s your highest-value prospect?
GM's and their Internet managers are invited to join me at the 2015 NADA Convention and Exposition in San Francisco (Booth #6606W) for Two Google Advertising Tactics You Aren't Using to reach local in-market shoppers on Thursday, Jan. 22 at 3:45p in Room 3014W, or Friday, Jan. 23 at 10:30a in Room 3011W.
Back to my question. I would argue that all Internet shoppers aren’t created equal. So your top prospect would be Jane, the in-market shopper who just visited your website after conducting an Internet search.
It’s a solid bet that Jane is cross-shopping within a specific segment. This means that she’s in the market for a new sedan, but likely not tied to a specific brand (i.e. Ford) or model (i.e. Focus).
Once she browses your website and leaves to check out your competition, what tactics do you have in place to return and buy your model?
You'll learn, through several hands-on case studies, how to address these opportunities by combining two tactics that have been proven to drive increases in return website visits by cross-shoppers using mobiles and PCs.
#1: Remarketing Lists for Search Ads (RLSAs)
You'll discover how to create remarketing lists inside Google AdWords, then place a corresponding a tracking pixel on one or more webpages. Each list allows you to roll up a high-value audience list of visitors based on the page they’ve last viewed.
#2: Conquest With Search
Your remarketing lists can be used to deliver targeted ads: both search and display ads on PCs and mobile devices. The most effective ads compare the segment the shopper just viewed with one they’re also researching at your competition. This is a new way to conquest in-market shoppers, and it’s driving enhanced results for dealers nationwide.
It’s this one-two punch–conquest remarketing–that’s changing the game. Dealers have driven a 40%-70% increase in clicks plus a 40-50% reduction in the total cost per conversion over standard campaigns.
Now it’s your turn.
Join me at the 2015 NADA Convention and Exposition in San Francisco (Booth #6606W) for Two Google Advertising Tactics You Aren't Using on Thursday, Jan. 22 at 3:45p in Room 3014W, or Friday, Jan. 23 at 10:30a in Room 3011W.
Tim McLain is Senior Marketing Manager at Netsertive (netsertive.com/auto), a fast-growing digital marketing technology company and Google AdWords Premier SMB Partner driving sales opportunities to dealers through the power of data-driven campaigns since 2009.