MyDigipal is a digital marketing agency specializing in the automotive sector. In direct collaboration with dealers and manufacturers, MyDigipal develops digital campaigns using emerging technologies to generate more sales at dealerships. 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?
First there is Google Ads Search. Paid referencing is about increasing the visibility of your dealership website when a user searches on Google and shows interest in an automotive project. To capture inquiries with high sales conversion potential, it’s best to organize your account structure according to your business goals. For instance :
- brand campaigns (Ford, BMW, Volvo, etc.) bringing together the brands and models we want to promote;
- Generic campaigns to answer less targeted questions (“buy used car”, “car dealership + city name”, etc.).
Writing personalized ads that reinforce the local aspect is essential. The goal is to encourage the user to click on the ad after making his request. Another useful tool is SEO. Improve online visibility, without the need to spend media budgets with Google. Think of this channel as “free” in terms of cost, but intense in terms of the effort and knowledge required.
In parallel, Google Ads (Display) and YouTube Ads (Video) tools are useful generate a large amount of clicks for a low budget. It also improves the awareness of a brand, a model, a concession or an event. Google and YouTube also offer advanced targeting methods, to focus the budget on users with a current automotive project.
Finally, since the consumption of video content is constantly evolving, it is essential to alternate the formats of the content promoted to the target audience by creating various banners, videos and other attractive formats.
How can social networks also help automotive professionals?
A car dealership can use many social networks to target quality audiences and promote their actions. However, the goals and characteristics of social networks differ. This is why it is important to carefully evaluate the choice of motif before launching a digital marketing campaign.
What are the main steps to follow to set up a campaign on social networks?
First we have to define your target audience, that is, find users who show interest in an automotive project. They are identifiable thanks to the targeting techniques provided by the network. Then place a creation of content for advertisements. The choice is vast: carousel, static image, GIF, video … It is essential to have engaging content and create different variations, so you can test what works best. The textual content is equally important, as it entices the user to click on the ad.
There is an advanced technology that allows synchronize your vehicle stock with social networks in order to carry out an automated distribution to a qualified audience. This method is called the Dynamic Facebook Ads and generates remarkable performance in all types of dealerships.
Have the requests from dealers evolved in terms of traceability / 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 it, what Internet users did once they arrived on the site, the number of contacts, people who went to the dealership, etc. . .
In recent months, some dealers have wanted to go even further, to obtain 360 ° visibility on digital campaigns. We have therefore developed a tracking solution to know the actions taken by each lead, from a sales point of view.
It lets you know how many contacts have been transformed into dealership appointments, then how many of these appointments have resulted in a sale and what was the amount generated. Amounts then reassembled in digital channels.
To conclude, a dealership’s marketing success requires an organic / paid referencing presence, a powerful social media strategy, as well as in-depth monitoring to improve optimize the return on investment.