Using Purchase Intent to Target Car Shoppers

We all know car shoppers spend the bulk of their buying cycle researching online. They use more than 11 different sources and visit countless websites comparing features, prices and reviews.

So what does this mean for car dealers? If you’re looking to connect with car shoppers, you need to do it online. Luckily we have a tool that lets you do that.

It’s called Pixel Targeting. What we do is measure the intent of car shoppers and deliver ads to them based on what they’re looking for.

So how do we measure intent?

We do it in a few different ways. By analyzing browsing history, search queries and page contexts we can get an accurate picture of what car shoppers are looking for and serve ads appropriately.

Take this shopper’s history for example. From this page we can see that this shopper is looking at buying a new Jeep. They’re looking in the for sale section of AutoTrader and are located in Kirkland, WA.

AutoTrader Intent

Since we know where this person is located and know what kind of vehicle they’re searching for, we can deliver a relevant ad to them.

The power of Pixel Targeting is being able to reach people who are looking for what you have to sell them. You’re not trying to break down barriers and convince these shoppers they should buy a Jeep — they’re already looking for one. You just need to get your ad in front of their eyes and give them a reason to pick you over your competitor.

Interested in Pixel Targeting? Contact us today for more information.

Tablet users are engaged during primetime – are you marketing to them?

Tablets are becoming more and more commonplace both in work and at home, and they are now the ultimate companion device for consumers as they watch TV.

In a new report from Flurry Analytics, tablet users are shown to use their tablets throughout the day, but during the primetime hours the usage spikes.

What does this mean? It means tablet users are using their devices as they watch TV. They’re searching, networking and playing games. Their high engagement during the primetime TV hours means that you have an additional way to get their attention instead of just TV commercials.

Imagine you run a primetime TV spot at 7:30 p.m. on a local news channel. An interested customer sees your ad, grabs their tablet and looks you up online. You have two opportunities to grab them while they are searching for your business.

The first is with a search targeting campaign. Also known as paid search, search targeting puts your ad at the top of search engines. This gives you the chance to reach people as they look up your business.

The second is with Retargeting. Retargeting displays ads to people after they visit your website, allowing you to remarket your business to them. So if the interested tablet user searches and finds your website, but leaves without taking action, you can still reach out to them through a Retargeting campaign.

Tablet users have high primetime engagement, and tend to be older and more affluent than other demographics. It’s time to target tablet users with search and display ads.

The Final Part of the Boeing Classic Campaign: A Mobile Website

The third portion of the campaign was the mobile website. Since the rate of mobile Internet adoption is expected to pass desktop Internet useage in two years, it was almost essential to offer a mobile interface for Boeing Classic. The mobile page featured links to the Boeing Classic Facebook page, directions to the golf course, a schedule of events, and an embedded Twitter widget programmed to grab tweets about the Boeing Classic. The mobile site also featured a tee times page that we updated daily so tournament-goers could see when their favorite players were teeing off.

Overall, the campaign was a huge success. We brought more than 1,000 people to the Boeing Classic website, and delivered more than half a million ad impressions to Boeing Classic’s target demographic. Our ads were displayed on thousands of websites, spanning more than 50 ad networks. These results echo what we see with our clients every day. Boeing Classic wanted a far-reaching display campaign, and we delivered.

This is just one example of how our clients use our products to attract more people to their site. Go to our website to learn more about starting your own digital marketing program.

Boeing Classic Campaign Part Two: Pixel Targeting

The second part of the campaign was a Pixel Targeting campaign. Pixel Targeting is a unique product that we developed to find appropriate customers based on their purchase history, search intent, search history and more. For Boeing Classic, the Pixel Targeting campaign was aimed at Washington State golf enthusiasts. This allowed Boeing Classic to reach out to people who might not have heard about their website, but would be interested in attending the tournament.

The Pixel Targeting campaign used the same creative as the Site Retargeting campaign, and the eye-popping design grabbed the attention of golf enthusiasts as they browsed their favorite websites. This part of the campaign was focused on high-volume ad inventory and succeeded in reaching thousands of people in Boeing Classic’s target demographic.

Overall campaign stats were just as impressive as Retargeting: 301,051 impressions, 527 clicks and a CTR of .18%