You use a lot of different tools to get in front of the right prospects at the right time. But if you aren’t using targeted advertising, you’re missing out on a great chance to generate quality leads for your sales team.
Let’s talk about one of the biggest missed opportunities for commercial vehicle dealerships, advertising on the Google Display Network.
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What is the Google Display Network?
The Google Display Network (GDN) is a massive advertising network. Through the GDN, banner advertisements are displayed to targeted prospects across millions of different websites.
These banner ads have a number of different sizes and formats to fit any website. Formats include image, text, and rich media banners. This allows you to connect and engage your audience in a number of different ways across the internet.
With this network, you can also get your banner ads on some of the most popular and well trafficked sites on the internet. For instance, fleet executives and owner-operators could see your ads on sites like CNN and Fox News.
The GDN allows you to get in front of your best prospects on many of the most frequented sites on the internet.
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How will this help me sell more commercial vehicles?
The reason why the GDN is so powerful for your dealership is the targeting options available for your ads. Here are a few you may find useful:
- contextual targeting
- managed placement
- geotargeting
- remarketing
- interest categories
But let’s further discuss the three most important options from this list and how you can benefit.
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1. Geotargeting
Geotargeting allows you to display your ads to audiences based on location. With your specific AOR, you don’t need mass impressions across the country. Instead, you need to refine your ad delivery to very specific audiences that are most likely to purchase from your dealership. With geotargeting you can set specific geographic parameters that best fit your dealership.
You can geotarget your ads around your specific AOR to generate higher quality traffic.
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2. Contextual Targeting
Contextual targeting allows you to display to audiences based on keywords. Through the magic of Google’s algorithms, the content of each webpage is analyzed to determine a central theme. This is then matched with your ad using your keywords and topic selections. You can even layer this with other targeting such as geotargeting and a visitor’s recent browsing history.
Once Google determines this match, they then serve your ad to a highly targeted prospect.
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3. Remarketing
Remarketing is one of the more complex ad targeting options, but we will only discuss the basics. With remarketing, you can show your ads to prospects who have visited your websites or used your mobile app. For instance, if someone leaves your website without a conversion, you can reconnect with these audiences by showing them relevant ads across the Google Display Network.
Advanced retargeting even allows you to personalized ads to audiences who viewed specific products or interact with your YouTube channel.
If you need to sell more trucks or increase the volume of your parts and service business don’t panic, because we can help. For you to truly enable your sales team to be the best they can be, you need to improve your methods of lead generation. This starts with using data to find your audience and digital advertising to connect and engage them.
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