Driving Automotive Sales During Labor Day
While Labor Day weekend is a time most Americans are taking the long weekend to grill or make one last run to the beach, many take advantage of their extra day off to purchase a vehicle. In fact, over one million people in the United States will plan to or consider purchasing a vehicle during Labor Day weekend, according to a recent study by Google. With this comes an increase in online searches as shoppers hone in on their final decision. In the week leading up to Labor Day, there will be 7 million searches around “deal,” “offers” and “incentives“ and 100,000+ searches around “Labor Day Sales.”
With an increase in online automotive activity, it’s important to ensure your online marketing efforts are fully optimized to grab the attention of these prospective customers. Below are several action items you can implement now at your dealership:
Prioritize SEM Keywords: With many shoppers making their final decisions based on price consider heavying up on purchase related keywords such (finance, MSRP, offer, deals) in the weeks leading up to Labor Day.
Customize Ad Copy: Capture a user’s attention by customizing you SEM ad copy to convey special sales event offers and pricing. Let customers know you’re open for business by calling it out and mention any extended hours.
Capitalize On Previous Traffic: if you are running a Remarketing List for Search Ads (RSLA) consider increasing the bids. This will help make sure your ads are shown to people who have already visited your site and will give them a reason to come back.
Add Online Video To Your Marketing Mix: Now more than ever car shoppers are using online videos to conduct “virtual test drives.” According to a 2017 Google Gearshift Study, 7 out of 10 auto buyers get relevant information out of online video, with 56% saying they could be convinced to buy a car from a 360-degree walkaround video without ever testing driving a car! Reach these buyers by adding an online video campaign targeting in-market segments (sedan, SUV) or specific makes/models.
By utilizing the above tactics you can ensure your dealership’s message is delivered to the right customer at the right time. Have more questions or want to learn more about these best practices? Please contact us at The Moran Group today.
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