Here’s What You Should Know About Website Retargeting
The majority of dealers have experienced the power of digital marketing.
It's no secret that driving more leads to your website and inventory listings is a highly effective way to generate sales opportunities, but there is even MORE you can do to keep shoppers interested.
Every dealership in your area (and even much farther) is competing with you online to gain customers. These dealers may also have fantastic websites with eye-catching images and great prices. By the time a prospect completes the research phase of shopping for a unit, they may have visited more than a dozen sites and forgotten most of them.
Don’t let your dealership be among the forgotten!
Revive Lost Leads with Website Retargeting
As much as 97% of visitors don’t return to a website organically*, but you can bring prospects back to your site with website retargeting. This is an online marketing service that advertises to website traffic in order to re-engage potential leads and minimize “bounced traffic” (those who leave your website and slip away without converting). It makes sense that if online shoppers had enough interest in your dealership to visit your website before, they would be receptive to online ads that promote your available inventory and services.
How does website retargeting work?
Website retargeting features your dealership on a variety of other sites through eye-catching display ads. These ads appear to previous website visitors wherever they are browsing, keeping your dealership top of mind while they continue their search. This way, even if a website visitor is not ready to convert the first time they browse your site, they will continue to receive invites to revisit your platform.
How does website retargeting present prospects with an intuitive, custom ad? The pixel-based retargeting uses cookies, which are unobtrusive codes that track prospects’ website visits (note: this code does not diminish visitor experience or your website’s performance). The code is activated when someone visits your website, and it notifies your retargeting provider to begin serving that individual with ads. Consequently, only people who have visited your website will receive retargeting ads.
Why is website retargeting so effective?
- You’re connecting with promising leads. The efficacy of this marketing strategy stems from its focus on prospects who already have expressed interest in your inventory. As a result, leads generated by website retargeting are more likely to do business with you, which pulls in a higher ROI than many types of digital marketing.
- However, this is not to say that website retargeting is the only digital advertising tactic that your dealership needs. While it significantly enhances your lead conversion, it doesn’t bring new leads to your website. Shoppers need to know that your website exists before they can click on it and begin receiving targeted ads, which is why strategies such as search engine optimization and marketing remain crucial.
- Website retargeting compounds your existing marketing efforts. Perhaps you already have a well-established brand that is seeing a lot of website traffic, but your visitors aren’t converting into customers. Potential buyers typically perform a lot of online research to compare brands, dealerships and pricing, so they commonly will visit multiple websites before making a decision. Website retargeting ensures that every visitor remains a potential lead by providing them with multiple opportunities to reconsider your brand and make a purchase.
The online customer journey can be extensive, and website retargeting makes it easier for your dealership to retain customer interest through the research phase and into the serious decision-making period. Website retargeting goes a long way in generating brand awareness for your dealership – whether a prospect is ready to buy now, they will continue to see your brand over and over again.
Want to learn more about growing your lead base with website retargeting? Connect with Dealer Spike’s marketing experts today!