Few people realize that Amazon very likely knows what kind of car is in your garage. And no, Alexa isn’t eavesdropping – this intel comes straight from the search bar. What you search for tells a lot about who you are, and Amazon has devised an ingenious way of mapping these searches to real-life indicators, like vehicle ownership. Let’s take a look inside Amazon Garage and explore this powerful marketing tool.
Understanding Amazon Garage
Amazon Garage is an incredibly effective way of understanding customer vehicle preferences and needs. When customers search for car-related items, like floor mats for a Toyota Sienna, Amazon Garage records these searches. This database keeps track of these searches, effectively noting the make, model, and year of the vehicle associated with their account. This data helps shoppers by showing them which accessories are compatible with their vehicle. It also presents a unique marketing opportunity.
Targeting Precision
The real magic of Amazon Garage lies in its targeting capabilities when coupled with Amazon advertising. Dealers can zero in on potential customers within a specific ZIP code who own particular vehicle types. Imagine being able to send your service center ads directly to Toyota owners in your area – Amazon Garage makes this a reality. Better yet, the targeting data is highly reliable. Since Amazon is a shopping platform, users are more likely to keep their address and vehicle data up to date since this helps them find the best products.
Campaign Flexibility
Amazon advertising allows for a variety of advertising formats, including video and display ads. These ads appear across Amazon’s vast ecosystem, including Amazon Prime video streams, TV channels viewed via Amazon Firestick, and websites within Amazon’s display network. The ability to retarget customers who have seen your video ads with subsequent display ads means your brand stays top of mind, reinforcing your message and enhancing campaign effectiveness.
Cost Efficiency
Despite its advanced targeting capabilities, the cost per thousand impressions (CPM) on Amazon advertising is comparable to other OTT services and often ends up being more cost-effective than initially projected. This affordability, paired with precise targeting, presents a high-value strategy for your dealership’s advertising spend.
Start Your Garage Sale
Leveraging Amazon Garage for your service center campaigns offers an unprecedented ability to target customers based on what’s actually in their garage. This means your ads aren’t just seen – they’re seen by the right eyes. Start transforming your service center’s marketing strategy today, and drive your dealership forward with Amazon advertising and Strong Automotive.
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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.
