Paid Search ads are basically sophisticated text ads that are triggered based on a user’s search query. While traditional Paid Search does not enlist flashy images, gifs, video, or audio to help grab viewers’ attention, there are ad extensions. With the help of Google, ad extensions play a key role in capturing attention and driving performance.

Look around your dealership. What are your customers doing? Presumably, the majority of them are glued to their phones – checking social media, browsing the internet, or reading the news. Some may even be sending out a quick text or ending a call while still in the service drive.

As a matter of fact, 53% of the customers at your dealership are comparing prices for vehicles at other dealerships, and 40% are finding prices for your vehicles on their smartphones¹. Not to mention, 25% of all automotive searches are parts, service, and maintenance related². What does this mean? It means dealers need a strong mobile and digital strategy to show up for parts, service, and new car searches.

Digital ads are everywhere, but how often do we engage with them? Figuring out how to increase digital ad engagement is the key to generating qualified leads without wasting money on dead end clicks. While digital ad styles continue to change, here are five current ways to increase digital ad engagement:

You’ve heard it time and time again: direct mail is dead. But as much as the recent technological advances may make you think no one reads snail mail anymore, the reality is that direct mail marketing is still incredibly effective. 

A 2019 Marketing 'Look Back'

Global advertising spend is expected to exceed half a trillion dollars for the fourth year in a row, and American brands are once again fueling that growth. The main difference this year is that U.S. companies are expected to spend more on digital advertising than traditional media, with digital predicted to account for 54.2% of total advertising.

In the aftermath of a big purchase, customers want to feel confident about the value they’re getting. This means they still need service, support, information and more from the dealership.

What's 'wrong' with the Paid Search example below? Hint: compare the search query "chevrolet silverado tires" with the search results.

Why does the Fall season always bring about a sense of energy, yet also reflection? Maybe it’s a sense of relief that Houston is finally experiencing temps dip below 90 degrees again? Or maybe it’s because this time of year pushes us to remember the excitement we felt as kids as we watch our own children go back to school to soak up all they can learn?

For marketers, one challenge remains paramount: getting your message to stand out from the noise that consumers encounter daily. As brands continue to flood the market with their own unique messaging, marketing regulations are working to keep the public from growing weary.