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Explainer: Automotive Retargeting and Programmatic Advertising at Autoweb

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Explainer: Automotive Retargeting and Programmatic Advertising at Autoweb

Programmatic Advertising

So, you currently advertise on Google’s Display Network; it’s going well and you’re wondering what’s the next step, or you may have just heard the term “Programmatic Advertising” before and you want to investigate if this is the right option for your business. Before taking the plunge and embarking on a journey down the programmatic advertising route, it’s important to understand what it is, and why you need it.


What does Programmatic Advertising involve?

Programmatic ads are placed using artificial intelligence (AI) and real-time bidding (RTB) for online display to target the right user at the right time. Put simply, it’s a means of audience profiling using consumer data to segment, target and show relevant advertising to generate awareness and engagement. Often this is referred to as prospecting.



You’ve invested time and money into getting a great website that works for your dealership, you’re confident that your vehicles and services are being shown to the right audience, you have decided to bolster your lead generation with ancillary products and services such as PPC to get as many people to your site as possible but, advertising does not always lead to ‘marriage on the first date’ i.e. not every customer who come to your site will book a test drive, enquire about a vehicle or give up their valuable contact details on the first visit to your site…


How does remarketing work?

Remarketing enables the dealership(s) to re-show ads to users who have already visited their site. Past visitors will see these ads while they are browsing the web, which keeps the dealership’s brand presence, visible; something which is vital in an environment where a potentially long buying cycle exists such as the automotive industry.

Remarketing to these specific visitors also affords you the opportunity to ‘take a second bite of the apple’. You already know they’re in the market for Citroen, for example because they’ve previously visited your page; now you can draw them back, perhaps with an exclusive offer.


How can Autoweb Design help?

Remarketing (also known as retargeting), can dramatically increase your conversion rates and return on investment. This is because past site visitors who identify with your brand are much more likely to become customers.The marketing team at Autoweb Design will work with you to define and implement your remarketing strategy. Our Google-certified experts will also manage your campaigns, monitor and provide on-going feedback about the remarketing performance to ensure you reach the right audience.

Natalie Banks
Natalie Banks
Digital Marketing Specialist at Autoweb Design