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Dealer Success Story: Targeted Digital Advertising & RV Ready

Jan. 30 2019 Dealership Tips By Dealer Spike

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There is so much opportunity to advertise online outside of the search engine. Dealers who choose to implement Targeted Digital Advertising with Dealer Spike have seen the results of that. The four products within Targeted Digital Advertising packages include:

  • Website Retargeting, which allows dealers to continue advertising to people who have visited their website in the past.
  • Behavioral Targeting, which allows dealers to advertise to people on other websites conducting searches and reading content with keywords that match their dealership.
  • Video & OTT/CTV Advertising, which allows dealers to advertise to people streaming content on devices like Roku, Apple TV, Xbox, and more.
  • Geofence Targeting, which allows dealers to advertise to people who visit specific locations. This could be a popular restaurant in town, a local event center, home addresses stored in the dealership’s CRM system, or even competing dealerships nearby.

When used together, these four tools provide an end-to-end digital marketing suite that puts each dealership in the best position to reach customers wherever they are online or offline.

Dealers who choose to implement Targeted Digital Advertising work with an account manager to determine several factors that affect the campaign overall. The dealership’s goals and what they want the ads to focus on provide a great start. For Geofence Targeting specifically, the Dealer Spike team helps dealers determine what locations they would like to geographically target. These locations may be competing dealerships or more lifestyle-oriented target zones such as a marina for a boat dealer or an RV park or campground for an RV dealer. Working with a budgeted amount that the dealer feels comfortable with, Dealer Spike’s account managers consult with Targeted Digital Advertising customers to allocate funds for each ad strategy and maximize the budget for the best results.

RV Ready, located in Lake Ellisnore, California, recently became a Targeted Digital Advertising client with Dealer Spike. In December 2018, this dealer experienced a .24% Click-Through Rate (CTR) – more than twice the industry average. The team also earned 27 sales conversions through Geofence Targeting efforts. Between the 15 locations the dealership chose to target, 6 of those were competitors. In just one month with Dealer Spike’s Targeted Digital Advertising package, RV Ready experienced a 20% increase in conversions. Combined with the dealership’s additional online ads through Search Engine Marketing (SEM), RV Ready experienced a 44% increase in conversions.

While RV Ready’s results from their first month with Targeted Digital Advertising are impressive, this only scratches the surface of sales and lead potential with all that these products have to offer. Customized budget allocation based on each individual dealership’s goals, with adjustments made based on where the best results are seen, makes Targeted Digital Advertising a highly effective tool. Dealers see the benefits of a budget that is maximized to best serve business needs and contribute to the dealership’s bottom line.