Did you know that nowadays, nearly all car sales happen at dealerships, but most people kick off their buying journey with an online search? 

For automotive marketers, this means that online advertising is essential for attracting new leads to the dealership. However, it's not all smooth sailing.

One of the toughest challenges for automotive marketers is earning the trust of potential customers. Their job is to bring in leads for the sales team, but in an industry where consumers are making significant financial decisions, trust is crucial.

So, how can automotive marketers tackle these hurdles? By getting savvy with their online advertising. Since a whopping 97% of folks start their car-buying journey online, it's all about being strategic and smart in reaching out to them.

9 Best Automotive Marketing Strategies

Marketing in the automotive industry can be a daunting task, but there are proven strategies that can lead to sustained success. Here are nine automotive marketing strategies that can help drive more sales this year.

1. Establish Trust Through Customer Reviews

When I leased my first car, I was overwhelmed with the decision-making process. After extensive research and numerous calls to local dealerships, I relied on customer reviews on platforms such as Yelp and Google to guide my choice. This experience highlighted the pivotal role of reviews in the automotive industry.

• Leverage Positive Reviews: Ensure that your business has a strong presence on review platforms with positive feedback from satisfied customers. This can significantly influence potential buyers' decisions.
• Diversify Review Platforms: Expand beyond Yelp and Google by showcasing customer testimonials and success stories on social networks, your website, and newsletters. Additionally, consider creating videos featuring your most valued customers to use in various marketing channels.

By proactively managing and promoting positive reviews, you can instill trust and confidence in potential customers, ultimately driving sales.

2. Be at the top of the Google SERP

You know when you're searching for a new car and you just instinctively turn to Google? Well, you're not alone. Apparently, 70% of folks do the same thing when they're researching cars. And since Google is the go-to, it's crucial to be right up there at the top of the search results.

Here's the thing: not many people bother scrolling to the bottom of the page, so snagging one of those top spots is key for your automotive marketing game plan. But you don't have to break the bank to get there. There are some tricks that Google likes, which can help boost your position without draining your budget. Check these out:

1. Keep your Google Ads account neat and tidy with tightly grouped ad sets (around 15-20 keywords per group).
2. Make sure your keywords match up closely with your ad text, and try to have 2-3 ads per keyword group.
3. Don't forget about ad extensions! Google's a fan, and they'll give you more space on the page and increase your chances of grabbing those leads.
4. Use negative keywords to block out any irrelevant searches (and keep an eye on your search query report).
5. Divide your budget wisely between campaigns. What's selling the most? What are your target customers likely to search for? Put more money into those areas to make the most of what's popular.

3. Bid on competitor keywords

Here's the deal with search engine marketing: it's not just about bidding on the obvious keywords like "new Honda Accord." You've also got to go after your competition.

The automotive marketing scene is pretty cutthroat, so it's crucial to show up whenever your competitors do. But here's the catch: you can't go around bad-mouthing them or using their name in your ads (Google won't like that). Instead, bid on your competitors' brand names and create super convincing ads to lure leads to your website instead of theirs.

4. Proactively Manage Your Negative Keyword List

Did you realize that your ads might pop up for searches that have nothing to do with your business? And guess what? You still have to pay for those clicks. When you bid on broad or phrase match keywords, there's always a chance of showing up for irrelevant searches.

Sure, sticking to exact match keywords might seem like a safe bet, but it severely limits your potential reach. That's why keeping tabs on your negative keywords is crucial for your automotive marketing strategy. While digging through your search query report might seem like a chore, it's absolutely essential, especially in the automotive industry. If your ads are showing up for unrelated search terms, it can seriously damage your credibility. That's why being mindful about setting up negatives to avoid irrelevant queries not only saves face but also saves you money.

For example, let's say you're bidding on the keyword "affordable cars," but your ad pops up for the search "toy cars," and a busy parent accidentally clicks on it. Not only is it a waste of their time, but it's also a waste of your money!

5. Adapt Your Campaign Budgets According to Car-Buying Trends

Ever wondered if Black Friday is the ultimate day to snag a car deal? What about Memorial Day Weekend? There are loads of unofficial "car-buying holidays" out there. According to an analysis by TrueCar.com and U.S. News & World Report, you can snag a vehicle for 7.5% to 8% below MSRP if you time it right. And guess what? Your audience probably knows all about these prime deal times. Check out the report here to dive deeper into the days and times of year when deal-hunters are most likely to be on the lookout for their next ride.

Figure out when things are bustling, steady, or slow, and then tweak your online advertising budget accordingly. Just be sure not to narrow your windows too much. It might take some forward planning, but platforms like Google make it pretty easy to adjust your budget as you go. Just don't forget to actually do it!

6. Target the Right Audience with Your Automotive Campaigns

What kind of automotive business are you promoting? Who's your typical customer? There's a world of difference between marketing luxury Porsches and BMWs versus used cars or more budget-friendly brands like Honda and Toyota. Your potential customers have vastly different priorities, questions, and desires when it comes to buying a new car. While your Mercedes buyer might be all about those heated seats and leather interior, your Honda shopper is probably more concerned with gas mileage and durability. Though, of course, there are exceptions to every rule…

It's essential to segment and target different automotive marketing audiences separately. Understanding what matters most to your audience is key to delivering the right message to the right person and boosting the likelihood of conversion.

7. Attract Customers to Your Store with Irresistible Offer

What sets your car dealership apart from the one down the street, or the one with better pricing or a more convenient location? Convincing potential customers to choose you over the competition is a crucial aspect of your automotive marketing strategy.

If there aren't any obvious reasons, such as having the lowest prices or the best reviews, brainstorm some unique incentives and offers to entice prospects. For instance, you could offer all new car buyers a 5% discount or complimentary oil changes for the first two years. Incentives also create a sense of urgency, encouraging people to make a purchase with you before they miss out on a limited-time offer.

8. Utilize Call Features to Maximize Engagement

Call-only campaigns, call extensions, mobile bid adjustments, and call tracking—these are just a few of the Google Ads features that automotive marketers should prioritize. Phone calls are a common and important aspect of the automotive industry, and leads generated through phone calls are often easier to convert into sales.

Here's an overview of the different options for increasing call volume:

• Call-only campaigns: With call-only campaigns, you're bidding and paying to receive calls rather than website visits. It's important to tailor your strategy for these campaigns compared to regular search campaigns.
• Call extensions: Call extensions differ from call-only campaigns in that they still provide the option to visit your website, but they also include the option for users to call directly. You can even schedule these extensions to appear only during business hours when someone is available to answer the phone.
• Mobile bid adjustments: Since people are most likely to make calls from their mobile devices, Google allows you to adjust your bids for mobile traffic, ensuring you bid higher to capture more phone calls.

9. Don't Forget Remarketing!

Remarketing plays a vital role in automotive marketing. With so much comparison shopping happening and the sales process being a crucial part of car buying, it's essential not to lose potential leads during the marketing stage.

Using intriguing remarketing ads is a great way to keep new leads engaged and prevent them from dropping out of the sales funnel. By showing enticing display ads to people who have recently visited your site, you can lower your abandonment rate and increase the likelihood of closing deals. Consider offering them a special deal to entice them to visit your store and connect with your stellar sales team. Remarketing ensures that you stay top-of-mind and guide potential customers through the buying process. Ready to secure your business? Get Free Insurance Quote Now!