We know that car shoppers’ online behaviour is important, but that doesn’t mean that the behaviour of on-the-lot-traffic isn’t important, too.
Google has recently released their data showing which month and which time of day the most people are visiting dealerships. Ten years ago, car shoppers were making an average of five visits to dealerships when searching for a car, but now the average car shopper makes only two dealership visits. This change in on-the-lot behaviour is why it’s important to make sure that you are showing your mobile ads to the right person, at the right time, to make sure that you are present for this stage of their car buying journey.
In order ensure your ads are in the right place at the right time, Google suggests adjusting your mobile budgets so your ads appear when people are searching for auto information in the vicinity of your dealership. They also suggest ‘day-parting’ so that your ads are delivered during the time of day that people are looking for information – during their lunch break, for example.
Another way you can effectively target on-the-lot shoppers is with Hyper (re)Targeting. With Hyper (re)Targeting, you can target on-the-lot customers in your dealership, your competitor’s dealership, or attending an automotive conference or auto show. You can even target specific postal codes down to a 50 meter radius.
To find out more about how you can be be present along every stage of your customers’ journeys, give us a call today!