Remarketing the website visitors or mobile app users with an ad is one of the well-famed ways. Taking a step further, the dynamic remarketing comes in wherein the visitors are targeted with a personalized ad based on the recent car make and model or car services they have browsed.
In the car dealership marketing, dynamic remarketing is scoring high on leads, conversion, sales and revenue. It’s the best way to bring the visitors back to the dealership website to complete the action what they have initiated previously. Furthermore, there are a lot of benefits that dynamic remarketing brought are:
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Other products can also be promoted with dynamic ads.
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The AdWords product recommendation engine automatically creates the pair of products to display with dynamic ads based on the most viewed products or the popularity.
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AdWords envisages which dynamic layout is high-performing for various platforms and places.
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Through improved CPC and conversion optimizer, AdWords calculates the real-time bid.
The personalized approach of dynamic remarketing is proven to be effective in holding the visitor’s attention and provoke them to buy the product not purchased earlier or make new purchases. But, the automotive digital marketing initiative has raised the array of technical challenges before car dealers.
Let’s nail down what are the challenges the auto dealers face and how they can beat them:
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Displaying latest inventory feeds
In the dealer’s dynamic remarketing ads, the ads contain the vehicle’s name, number, price, mileage, images and landing page URL, which have to be get updated with time in the ads in an automated fashion to showcase the current inventory. But, it’s difficult to accomplish through CSV or XML file.
The dealers can tailor the vehicle information to display in the ad and showcase only that vehicle information which rarely changes. This alleviates the need to update the vehicle feed too often. Also, exporting the vehicle inventory to the third party websites and then obtaining the data zeroed down the headache of continuously updating the inventory.
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Ambiguity in page attributes
In dynamic remarketing, every micro-activity of the visitor such as which car’s make, model, color, trim, price, VIN, or type viewed by the users, is closely monitored and stored to show the relevant ads to the users. Sometimes, the vehicle’s ID and VIN are different on the dealer websites which creates the confusion and the exact vehicle information cannot be displayed in the ads.
To ensure no mistake to happen in the personalized retargeting ads, it’s better to check the vehicle information to display in the feed which should not contain two similar attributes. Also, tag management solution can be used to avoid any confusion between the key attributes.
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Visual clutter when image resized
Sometimes, on the dealership website, the vehicle photos contain the dealer branding that includes dealership logo, brand name, and other texts. When the same images are leveraged for the dynamic ads, definitely the images need to be scaled down and that creates a total mess. The image cannot be viewed clearly and the ad’s appeal gets minimized.
In order to not let this happen, it is necessary to first check the vehicle photos appropriateness when they will be resized to fit in the small ads, and if they are not impressive, then getting the separate images of the vehicles is a must.
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Landing page optimization
In the dynamic remarketing ads, the link to VDP or vehicle inventory page is provided and the visitor is redirected to those pages on the dealership website, but that’s a wrong approach. It’s completely unthoughtful to send the visitors to the page that they have already visited. Instead, they must be directed to the page where they can initiate an action, and an ad clicking gets converted into a lead.
The online marketing agency help can be taken to better optimize the landing pages differently and bring more leads to the dealers.
Wrapping it up
Dynamic remarketing strategically is a way to automotive lead generation, increase conversion and boosts ROI. The challenges may come with dynamic ads, but if handles nicely, they can turn the table upside down. It indicates its no-brainer to stop leveraging dynamic remarketing because of the hurdles, while it’s best to find out the ways to resolve them and get ahead of the pack with personalized ads.