Creating highly-effective ads isn’t easy, especially when you are selling something as crucial and as expensive as vehicles. However, if you are able to display your ads to those who have already seen your products and hesitated the first time they did, then your chances of hooking more sales will be increased. Enter: automotive retargeting ads. 
First, a little about Automotive Retargeting Ads...
It’s widely known that only about 2% percent of first-time online shop visitors actually convert. What happens to the other 98%? Well, you either get them as a return visitor and buyer or you lose them forever. If you want to avoid the latter scenario, then you should consider doing a retargeting campaign and using automotive retargeting ads.
A retargeting campaign starts with you adding a JavaScript code to the footer of a page on your website, which is designed to follow your prospective customers. If a user visits your online shop and leaves without making a purchase, then a cookie is sent to follow him or her carefully and anonymously. This cookie then allows you to spot and utilize ad slots on other sites, which that particular user visits. Essentially your ad is now following that one time website visitor around the Internet.
This results in increased brand awareness and, ultimately, conversion rates.
Tips for Producing Effective Automotive Retargeting Ads
Retargeting can be a great way for you to acquire more customers. However, it can also be a great way to annoy potential clients. To guarantee your automotive retargeting ads will be met with appreciation and not irritation, you should consider the following tips:
- Segment Your Customers—some people love Ford, while others are a fan of BMW. Segmenting your visitors based on the car brand, color, and size will help you create more targeted and, therefore, more effective ads.
- Set a Time Limit—people don’t like being stalked. Make sure you and your business don’t appear like one by setting a time limit to your retargeting ads. Seven days is often the maximum for most ads.
- Create a Simple Landing Page—make the sales process as quick and easy as possible. Make sure that after seeing and clicking your ad, they are directed to items they really want to see and given great options (in terms of payment, shipping, and the like).
- Produce Strong Copy and a Call-to-Action—it’s not enough to just see your ad. You have to compel them to visit again and make a purchase by creating a very targeted copy and a strong call to action. Adding promos (e.g., discount or sales) can also help your cause.
- Don’t Retarget New Buyers—while making sure that you retain existing clients is a good thing, it doesn’t make sense to market your offers to people who have made a purchase very recently.
- Consider Different Types of Automotive Retargeting Ads—you shouldn’t limit your retargeting campaign to site box ads. To get maximum exposure, you should try using search, SEO, contextual, engagement and email retargeting.
- Use a Single Ad Provider—unless it’s for your social media retargeting campaign, you should use only one ad provider. Otherwise, your ad providers will try to compete with each other, making you lose more money than you earn.
There’s no doubt that getting new customers is a lot tougher than retaining existing clients. However, with good products, marketing strategy, and automotive retargeting ads, it will surely be an easier task for you.
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