KEYS TO SUMMER ADVERTISING SUCCESS

Dealer.com Advertising

©Dealer.com – A Cox Automotive Brand 2 Keys To Summer Advertising Success

SUMMER SALES SEASON IS HERE.Nationwide, dealerships typically enjoy as much as 35 percent of their total annual sales volume during the summer months, and digital shopping activity is peaking.

Dealer.com and Google data underscore this trend. Google data shows a steady rise in vehicle search volume from April through September, and traffic to Dealer.com Websites also jumps by over 20%* in the summer when compared to spring traffic levels. When combined with nationwide sales volume, which typically peaks around August, the correlation is clear: in-store sales follow online demand.

But translating digital demand into sales requires more than investment. You need a well-balanced digital ad portfolio to capture every available summer sales opportunity in your market. The following pages will help you establish the right strategy.

*Dealer.com 2015 website traffic data comparison of January 2015 to August 2015.

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SEIZE THE OPPORTUNITY.

Because the summer is a peak sales period, your summer ad portfolio should capitalize on increased demand in your market while also generating new demand. An optimized portfolio contains ad channels that accomplish both of these objectives:

Locally-targeted display fills your pipeline with new prospects—including those who are actively researching their next purchase on top automotive sites like Car & Driver, Kelley Blue Book, and Autotrader.

Social advertising keeps your brand visible on Facebook, the world’s most popular website.

Paid search campaigns ensure your dealership reaches “in-market” or “low-funnel” shoppers actively searching for your inventory.

Dynamic vehicle retargeting keeps your inventory in front of your website visitors, retaining these prospects after they leave your site.

Together, these connected campaigns ensure inventory is consistently and optimally merchandised. The combination dramatically increases summer traffic, vehicle details page views, and leads.

ANALYZE YOUR MARKET.

©Dealer.com – A Cox Automotive Brand Keys To Summer Advertising Success4

Partner with a professional to discuss your specific market, explore trends and analyze your market’s available impression share. This analysis will help ensure you don’t invest more than you need to this summer while also setting you up for success during fall and holiday periods.

Performance isn’t driven by technology alone. While comprehensive shopper data, inventory automation and website integration power your campaigns, strategic partnership and analysis are essential for long-term success.

TRACK YOUR INVESTMENT.

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Turn to the Unified Advertising Dashboard to track your entire digital marketing portfolio—website, advertising, SEO, or inventory—rather than individual products in isolation. It incorporates innovative metrics to attribute a website visit’s origin(s), letting you see the trail of a visitor’s digital breadcrumbs for a holistic view of how your digital advertising is steering traffic to your site. And through the world’s largest aggregation of car shopper data, you can use digital performance benchmarks to see how your advertising adds up against thousands of other dealerships.

Dealer.com | 888.894.8989 | 1 Howard Street Burlington, VT 05401

Summer is your dealership’s time to shine. Reach out to us to discuss how you can apply strategic paid search, retargeting, and display

advertising to generate and capture optimal demand, and secure a rock-solid advantage over the competition.

The forecast is calling for record-breaking warmth this summer. Let’s break some records of your own in the form of summer sales.

LEARN MORE.

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