06 April 2015

Retargeting - as seen from 30,000 feet


Display advertising has reached a point of being a digital equivalent of a billboard.  We put them up, and with very little ability to measure it, and see what happens.  Click thru rates (CTR) were long the performance measurement, but now every digital marketer or advertising rep will instead talk to you about impressions. Retargeting typically offers a much better CTR due to the nature of presenting to in-market shoppers.

Site Retargeting
While there are several types of retargeting, for this month I’m focusing on Site Retargeting. Site retargeting is highly effective at converting consumers back to the dealer’s website.  Your brand awareness will stay with the consumer as they work their way around the web. Depending on dealer traffic, or in some cases dealer group traffic, a savvy Marketing Company can begin to segment the consumers and deliver even more relevant ads depending on the pages visited.  A strong example would be dividing sales customers and service customers.  Two very important segments, that are not in need of the same type of advertising.
Many top automotive providers also offer Dynamic Site Retargeting which allows the ad being served to be highly relevant, usually a reminder of the last Vehicle Detail Page (VDP) the consumer visited on the page.  This ad generally will link directly back to that VDP when clicked.
The goal of all Site Retargeting should be to convert the customer back to the dealer site and back to a lead. It’s a best practice to have a lead submission form and chat box available if the consumer does click the actual ad to return to the VPD. If your dealership is segmenting his service customers, which they should if traffic is sufficient enough, that link should take them back to an automated scheduler or chat tool.

Retargeting Creative
It’s important to work with a company that understands Automotive Consumers, and can deliver relevant creative to the type of retargeting.  Different types of retargeting require a different approach to creative, and even within those types of products more is needed. 
The goal with Site Retargeting is to bring the consumer back to your site.  Dynamic ads related to their time already spent on the site will have the best effect.  Likewise, if they were on the Service page, a dynamic ad related to what they were looking at, or several rotating ads related to current Service trends, i.e.: Winterization, Oil Changes, Snow Tire Specials.

Retargeting done right, with an Automotive focused, or experienced provider, is one of the most effective forms of Digital Advertising available to dealers at this time. It’s still display advertising, but it’s more effective display showing to the right consumer.  It’s an important mix in all of your overall advertising. Site retargeting, being the most common, is also the first priority.  It’s your opportunity to stay in front of a consumer who has already taken the time to show interest in your business. It also supplements all of your efforts to get the consumer to that site.  TV, Radio, Third Party inventory sites all make tremendous efforts to drive traffic to yourdealership.com, now you can continue that campaign.

11 February 2015

It doesn't have to be complicated

I had a co-worker at a previous job, he was amazing at what he did.  He was a great salesman, great team member, and an inspiration to the entire sales team.  I can’t think of anything he did, from a work perspective, which was not productive and intentional to his day.  The one thing he did, that will always stand out to me is so simple.  It was a fundamental of basic organization, for any career path, for any challenge or any task, it’s what every one of us should do.  He always had an ongoing “to do” list.

There are those reading this and thinking to themselves, who doesn’t do this and why would Derek waste time discussing this?  If you thought that, just back out and move along.  You are clearly better prepared than myself, and most of the people I come into contact with.   The idea of a list is so simple, yet many of us just forget to apply it.  Especially in my beloved auto industry, everyone is busy.  Being busy is a terribly good thing, however, being organized and busy is a more terribly good-er thing.

I find myself always having a load of things to do.  Living most of the week on the road, I have reports to file, PowerPoints to build, Web site audits, Webinars, basic email communication, Social Media promotion of my brand, my companies brand, my contracted companies brand, staying abreast of basic industry knowledge, speculating about future industry knowledge, following up on my dealers understanding of how I’ve expelled my industry knowledge from my face.  It’s a lot.  I love all of it, maybe not the reports, but they are without a doubt a necessary evil, that brings me back to this topic of ”to do” list.

For the most part, we all know what we need to do.  Yet, we lose sight of what writing things down can mean to your daily plan.  Writing things down gives you a quantifiable and objective view of how much you need to accomplish. To Do Lists serves as a perspective provider to your day/week/month/year .  If your list is a page and half long, maybe that desire to click on that cat fighting an alligator video can be staved off.  If not, here you go, see you in 2:11.



OK, I’m sure you watched it, the video proves two things, Cats are dumb, as are the people that would let their kid and cats play around Alligators in that manner.  They are killing machines, and I love them for that, but this is illustrated stupidity.

Where were we?

Their second great function, is putting things in order.  When you can see what has to be done as a whole, you can figure out what order you can best accomplish each task. I know this isn't rocket science, but it's also easily overlooked. 

The third and most important thing for me is that list allow a brief celebration of accomplishment.  I’ve not met one person who doesn’t enjoy crossing an accomplished task off a list. If you don’t get a little joy out of that, go to the doctor and have them check you for a pulse.

I believe all managers should be asking their employees to see their to do list, especially in my business.  Not to check it over, but just to instill the idea that they should have one and be using it.  All consultants should be asking the people they are training to make a to do list during the training.  In my industry, I’m finding it’s a good idea to provide them with the task I expect them to accomplish.  Even if ignored, it’s a good training tool for my next consultation.  “If you aren’t making the small incremental changes we are talking about, why would you expect your employees to make any changes they need to make?”


Even reading this back, it’s such a simple idea, but that’s why it gets overlooked so easily.  If you had the self-control to avoid the Cat vs Alligator video before, add watching it to you to do list now.  No animals or people get hurt, and again, cats are stupid.