Personalized Digital Ads Deliver 3X Car Buyer Engagement

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When a consumer sees an ad for something they’ve expressed interest in previously, they’ll be more likely to click on it. It is no surprise that consumers respond better to ads that are uniquely tailored to their needs. A new study quantifies just how important it is to personalize ads to improve engagement.

The 2016 Jivox Benchmark Report finds that consumer engagement with online advertising increases by three times when ads are personalized versus standard display ads. The study analyzed performance data drawn from over a billion ad impressions looking to measure the impact of personalization on digital ad performance.

The report examined ad engagement on three key performance indicators (KPIs): click-through rate (CTR), engagement rate, and average length of time spent on your website. The ads Jivox evaluated performed higher than traditional ads on all three KPIs. On average, the personalized digital ads from the study delivered a CTR that was 230% higher than the Google display ad benchmark. The personalized ads from the study achieved an engagement rate 84% higher than the Google display ad benchmark. You can make this data work to your advantage by launching your own personalized campaign with dynamic ads.

Launch your own personalized campaign

We can help you experience this same high engagement and higher revenue streams by serving personalized ads to active, in-market car buyers. We serve ads with your inventory to qualified prospects who are already searching for a new car. With these dynamic ads, we drive traffic directly to vehicle description pages (VDPs) for cars at your dealership.

We identify the best audience with data from your customers and our own data segments, and deliver then the ad to your customer. Ads pull real-time inventory from your website’s data feed and we optimize the bid to bring the most possible traffic back to your site. A dynamic ad served to your target audience generates the maximum amount of VDP views. The ad is highly relevant, prompting users to click through to the website, right to VDPs for cars on your lot.

Personalization has the power to deliver campaigns that are three times as effective, maximizing your ad spend and reaching in-market consumers who are actively searching for the cars you are selling.


Everything You Need To Know About Facebook Advertising

Facebook Advertising

You’ve heard you should be advertising on Facebook and we now have even more evidence as to why it’s a good idea. A new study says that Facebook users engage with promoted posts the same way that they react to organic content. According to L2’s Promoted Posts report, emotion reactions on paid posts are nearly the same as reactions to organic posts1. Facebook users actively engage with promoted posts as much as organic posts, proving the effectiveness of serving Facebook ads to target audiences.

Knowing that users will respond and engage with your ads is a huge benefit to advertising on Facebook. If that isn’t enough to convince you, consider four other compelling reasons why to advertise on the social network:

 

Active, engaged audience

With 1.49 billion members worldwide, and 22 billion ad clicks per year, Facebook is providing businesses with the largest advertising opportunity since search. Your Facebook audience is waiting for you to reach out with targeted advertising.

 

Cost-efficient options

The days of reaching fans with organic posts are gone because with Facebook’s algorithm, those posts aren’t appearing in their newsfeed. Getting traction from organic activity on your business page won’t yield results, so you need to advertise. A dollar spent on Facebook ads goes much further than other advertising platforms. You can run a focused, cost-efficient campaign with minimal effort.

 

Focused targeting capabilities

The level of targeting you can get with Facebook is exceptionally focused. Choose audiences by behaviors, interests, demographics, age ranges, or locations. Try remarketing on Facebook through Custom Audiences. This strategy targets an audience that has already visited your website, and therefore is more likely to be interested in your dealership. Custom Audiences enables you to deliver a relevant and effective message to known audiences, increasing efficiency in your marketing campaigns.

 

Multiple ad formats

 

Facebook offers multiple ad formats for you to use, including these three popular options:

  • Carousel Ads: Carousel Ads display 3-5 images and links within a single ad unit to direct viewers to specific pages on your website. Carousel ads offer improved click-through rate over single image ads and a considerable reduction in cost per click.
  • Lead Ads: Collect information from interested consumers with Lead Ads. Give interested consumers a chance to get a free quote, sign up for a newsletter, or redeem an offer.
  • Dynamic Product Ads (DPAs): Reach consumers who have already expressed interest in your cars with DPAs. Each ad is specifically formatted so it is highly relevant and automated with your information.

 

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Why Mobile Ads Are The Future of Digital Advertising

Mobile Marketing and AdvertisingFive recent statistics confirm what we already know: mobile is growing and it’s necessary to reach your audience on this platform. After each key statistic, we’ve highlighted an action point suggesting what you should include in your marketing strategy to capitalize off of mobile consumer behavior.

 

 

1.Mobile web expanding exponentially

The IDC estimates that there will be more than 2 billion mobile users this year. Nearly all new internet usage, and subsequent growth, is expected to come from mobile. Although mobile is booming, keep in mind there are still billions of desktop and laptop users. Varying devices mean different sizes, speeds, and memory that all affect the user experience.

Take action: In order to reach all consumers, no matter the channel, have a responsive website that adjusts to the size of screen it is viewed on.

 

2.Media consumption is moving to mobile and users crave visual content.

Digital and mobile usage are increasing and television are diminishing. People are watching less content on TV, instead moving to mobile platforms to watch video content. According to ComScore, 61% percent of mobile users have the YouTube app on their phones and almost 40 percent use Instagram.

Take action: Use video ads and content to connect with your audience in an engaging, memorable way.

 

3.Facebook is the most popular app on mobile

ComScore’s recent ranking of top US smartphone apps named Facebook and Facebook Messenger the top two used apps by a wide margin. 77.3% percent of smartphone users use the Facebook app and 60% percent use Facebook Messenger.

Take action: Use Facebook ads to share your message with engaged users. Connect with your audience using a variety of ad formats to fit your needs.

 

4.The majority of email opens are on mobile

More than 50% of emails are opened and read on a mobile device, according to email service provider Litmus.

Take action: Optimize your dealership emails for mobile so they are easily accessible on mobile. Hard to read emails with too much text and large graphics will most likely be deleted before they are even read.

 

5.Mobile is the fastest-growing ad format

Mobile advertising is the fastest-growing ad segment taking 24% percent of the $27.5 billion global digital advertising share in 2015 according to MobyAffiliates. Marketers are spending their advertising dollars on mobile platforms because that is where their audience is spending more and more of their time.

Take action: Reach your audience when they are searching on the go with mobile-specific ads. This platform is ever-changing and becoming a more effective avenue to reach interested consumers.

 

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