Automotive Digital Marketing
Digital Attack & Defend Strategy
J&L Marketing’s digital attack and defend strategy will help you crush monthly sales goals. This arsenal of paid search, display, Gmail, Facebook and YouTube features the best campaign structure, high response ad copy and intelligent bidding. Like a GPS-guided attack, your campaigns will use deep data to generate the most impact.
Dynamic VIN specific campaigns will serve more relevant ads that will propel you past the competition. With your front-end covered, J&L’s Service Combat Strategy will empower you to digitally attack independent repair shops.
Win the digital war for car shoppers and monitor the competition’s retreat on J&L’s online dashboard. Get J&L Marketing’s digital attack and defend strategy.
J&L Marketing is among the elite tier of automotive marketing agencies that are a Google Partner. Of the 120,000+ agencies using Google AdWords, less than 5% receive the level of support that we do at J&L Marketing. This is a testament to the amazing results that we produce for our clients and our in-depth product knowledge. As a Google Partner, J&L Marketing has a dedicated Google Account Team that will help ensure that your digital campaigns are running at peak performance.
How Do We Generate Better Digital Marketing Results?
We Know Your Market
We do the most extensive research BEFORE spending one dollar of your digital ad budget.
Offline Data
We perform a proprietary market analysis that identifies geographic pockets of in market car shoppers with the highest propensity to buy. This means that you won't waste your ad spend on out-of-market consumers.
Online Data
We use proprietary software to digitally analyze your online marketplace and to spy on your competition. This allows us to craft better messaging and to target campaigns where it will hurt your competition the most.
DMS Data
A dealership's data management system (DMS) is its most valuable asset. We use your DMS to create custom audiences that allow you to digitally defend your customers online. This is important because it will help you maintain your market share.
We Have The Best Account Structure
You organize your dealership's lot in a thoughtful way. Attention grabbing cars are placed out front to draw shoppers onto your lot, new inventory is in one area sorted by model and another area is dedicated to pre-owned inventory. You do this to sell more cars.
We take the same approach to setting up the account structure of your digital campaigns. Campaigns, ad groups, keywords and ads are all organized in the best possible way to entice shoppers and result in more cars being sold.
We Don't Set And Forget Your Campaigns
Your dedicated Digital Marketing Analyst will communicate on your terms. When you interact with us, we'll highlight opportunities and the data that align with your business goals. You'll understand what changes we're making and why we're making them.
Online Reporting Dashboard
J&L has a comprehensive online reporting dashboard that will allow you to have 24/7 access to all of your digital campaigns in once place.
“When a company can take the same ad spend, same dealership personnel and increase conversions 129% and sales 20%… It gets my attention. J&L Marketing’s digital approach is unique and their support and service is outstanding. I wouldn’t trust anyone else to do my digital marketing!”
Joe Trujillo - GM/Owner, Triad Automotive Group
VIN Specific Campaigns
VIN Specific Paid Search
Standard text ads for model specific paid search campaigns display generic text. When clicked, these ads send car shoppers to an inventory page on your website.
VIN specific paid search campaigns use your data management system (DMS) to match your inventory to a car shopper's exact internet search. These ads feature information relevant to a specific VIN (car) such as price and mileage. When one of these dynamically created ads is clicked on, it takes the car shopper to the vehicle details page for that VIN on your website. It provides the car shopper with the exact information that he or she wanted.
Case Study
A Honda Dealer in TN experienced a 151% increase in clickthrough rate using VIN specific paid search instead of standard model specific paid search campaigns.
VIN Specific Facebook Remarketing
Have you ever shopped on a major retailer's website and later been served a Facebook ad displaying a product that you viewed in your news feed?
J&L's VIN specific Facebook remarketing capability puts this elite marketing tactic in your arsenal. You'll be able to serve VIN (car) specific ads to car shoppers that previously viewed that VIN's vehicle details page on your website.
Case Study
A Honda Dealer in TN experienced a 214% increase in clickthrough rate using VIN specific display remarketing instead of standard Facebook remarketing.
VIN Specific Display Remarketing
Banner ad blindness is when website visitors unconsciously or consciously ignore generic banner ads on websites. You need to catch the eye of car shoppers with ads that they can't ignore.
J&L's VIN specific display remarketing capability allows you to catch the eye of car shoppers. This capability allows you to serve VIN (car) specific ads to previous website visitors that viewed a vehicle details page. The high relevance of these VIN specific ads defeat banner ad blindness and result in quality clicks to your website.
Case Study
A Honda Dealer in TN experienced a 50% increase in clickthrough rate using VIN specific display remarketing instead of standard display remarketing.
Using Digital to Gain and Retain Customers
It’s no secret that vehicle owners are defecting from your service department in favor of third-party mechanics.
They see your service department as more expensive and less convenient, so they seek out these corner-shop mechanics for routine maintenance and even intensive repairs. Your ability to offer high quality service from trained technicians is not as important to these customers as pricing, trust, and convenience.
Our strategy is designed to help you combat this misinformed mentality, so that you can increase your service revenue, regain lost customers, and increase your customer retention.
To do this, we combined a few key strategies that allow you to reach vehicle owners with the information they need to choose your service department and your dealership.
Carefully Targeted Advertising
It starts with digital paid search and Facebook ads.
These ads are incredibly specific and highly targetable – they can be the answer to search engine requests, be targeted to customers in your database, and even displayed to audiences similar to your DMS data through Customer Match.
If vehicle owners are searching for service near them, you can be the answer to their search! Our ads are specifically targeted to reach current and potential customers who are seeking service that you can provide.
By raising their curiosity and offering them what they’re looking for in a simple and convenient way, you’ll see more responses and gain more business.
Carefully Structured Services and Offers
When clicked, your ads will send the viewer to an OEM-specific service landing page offering discounts for their specific vehicle service needs – like a tire rotation or oil change.
From there, the viewer can see the dealership’s service hours, its location, get directions, ask a question, schedule a service, etc. They’ll also have the option to print or email a service coupon for your dealership.
The visitor will also see information regarding dealership pricing, integrity, and capabilities that perfectly play into the average vehicle owner’s concerns about dealership service.
Carefully Worded Copy that Shatters Misinformed Mindsets
This strategy addresses vehicle owners’ biggest issues with dealership service departments and gives them the opportunity to experience your dealership with the knowledge that they’re getting a good deal on service that they already believe is higher quality.
In addition, they’ll be able to see what your dealership can offer from a service perspective without having to filter through the sales side of your dealership or website.
Best of all, this strategy greets vehicle owners where they’re at and provides them with the information they need to choose your service department – again, and again, and again.