When you are looking to improve your interactive marketing efforts, an often overlooked and effective strategy is geo-targeting. When you set up a campaign you will set a geographic location, whether it’s the United States or a 25 mile radius around your dealership, but here are two other ways you can improve your targeting.
Micro Geo-Targeting
When it comes to car buying and especially service, people want convenience. They want to do business near their home or work. Perception can become reality very quickly, particularly when the price is right. Keyword targeting smaller suburbs and communities within a metro area can be a very effective way of reaching customers looking for a franchise dealer that is convenient for them.
Addition by Subtraction
Considering your budgets are probably not unlimited you want to make sure you are targeting customers who have a higher potential for showing up on your lot. At the same time you want to reach as many potential customers as possible. So, negative targeting for an area you don’t want can be just as effective as targeting what you do want. You can easily remove smaller areas from within a larger targeted area in the location settings. This will prevent click waste and improve the opportunity to increase sales.
This is part of an ongoing series of insights by Gayle Rogers, Digital Director at Strong, about refining the Internet strategy at your dealership.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
