MyDigipal is a digital marketing agency specializing in the automotive field. In direct collaboration with dealerships and manufacturers, MyDigipal develops digital campaigns using emerging technologies to generate more dealership sales. Paul André, founder and CEO of MyDigipal, explains in detail the challenges of digital marketing in the automotive industry.
What are automotive digital marketing services in 2022?
Firstly there is Google Ads Search. Paid referencing consists in increasing the visibility of its dealership website when a user performs a Google search showing an interest in an automotive project. To capture requests with high potential for sales conversion, it is better to organize your account structure according to business objectives. For instance :
- brand campaigns (Ford, BMW, Volvo, etc.) bringing together the brands and models that we want to promote;
- Generic campaigns to cover less targeted queries (“buy used car”, “car dealership + city name”, etc.).
Writing personalized ads that reinforce the local aspect is essential. The objective is to encourage the user to click on the ad after making his request. Another useful tool is SEO. It improves online visibility, without the need to spend media budget with Google. Think of this channel as “free” in terms of cost, but intense in terms of effort and knowledge required.
In parallel, the Google Ads (Display) and YouTube Ads (Video) tools are useful to generate a large amount of clicks for a low budget. It also improves the notoriety of the brand, of a model, of a concession or of an event. Google and YouTube also offer advanced targeting methods, to focus the budget on users with a current automotive project.
Finally, as the consumption of video content is constantly changing, it is essential to alternate the formats of content promoted to the target audience by creating various banners, videos and other eye-catching formats.
How can social networks also help automotive professionals?
A car dealership can use many social networks to perform quality audience targeting and promotion of their stock. However, the objectives and characteristics of social networks differ. This is why it is important to carefully evaluate the choice of reason before launching a digital marketing campaign.
What are the main steps to follow to set up a campaign on social networks?
First we must define the target audience, that is to find users who show an interest in an automotive project. They are identifiable thanks to the targeting techniques provided by the network. Then place at creating content for advertisements. The choice is vast: carousel, static image, GIF, video… It is essential to have catchy content and create several variations, so you can test what works best. Textual content is equally important, as it entices the user to click on the ad.
There is advanced technology that allows synchronize your stock of vehicles with social networks in order to make an automated distribution to a qualified audience. This method is called the Facebook Dynamic Ads and generates remarkable performance in all types of dealerships.
Have dealer requests evolved in terms of tracking/reporting?
The advantage of digital is that you can track everything with great precision : the number of people who saw the ad, the number of those who clicked on it, what the Internet users did once they arrived on the site, the number of leads, people who went to the dealership, etc. .
In recent months, some dealers have even wanted to go further, to obtain 360° visibility on digital campaigns. We then developed a tracking solution to know the actions taken by each lead, from a sales point of view.
It allows you to know how many leads have been transformed into appointments at the dealership, then how many of these appointments have resulted in a sale, and what was the amount generated. Amounts then reassembled in the digital channels.
To conclude, the marketing success of a dealership requires a presence in organic / paid referencing, a powerful social media strategy, as well as in-depth tracking to better optimize return on investment.