Automotive, Education, Insights

Easy (and measurable) ROI from your digital ads

By Andrew Tai - Nov 11, 2021

Advertising has changed.

Advertising has come a long way from the whiskey-fueled, abstract creativity of Don Draper. As much as I enjoyed the AMC hit Mad Men, I think that’s for the best – and not just for the obvious reasons. Advertising in the digital age may have lost some of the ‘60s allure, but it has gained a level of sophistication and clarity that didn’t exist when businessmen still wore fedoras.

Digital tools from ABM campaigns to remarketing to mass analytics have created transparency throughout the advertising process, making it shockingly easy to manage lead attribution, and to tailor increasingly effective ad campaigns.

So why is lead attribution and conversion still so difficult at the dealership? Are automotive consumers somehow different from any other type? Actually, it’s the exact opposite: your customers are trying to shop your dealership exactly how they shop for jeans, laptops, and nearly everything else. The key to stronger advertising is to make that kind of digital shopping experience a reality.

Find the missing link.

We know that most car buyers start online, and do the bulk of their research from their computers and phones. You’re probably already meeting your customers where they shop – the internet. But what next? Even if your ads drive people to the website, there’s an invisible barrier that slows their progress and obscures your lead attribution numbers.

When a customer lands on your website from a digital ad, their journey effectively ends. Sure, they can probably use a widget or two and find out some basic payment info, or even request a test drive. But once they’ve decided to come into the store, they have to start a new journey – one that is more cumbersome, and much more difficult to attribute.

The missing link is simple: a platform that bridges the chasm between your website and your showroom. To make the most of your online ads, you need to keep the momentum going all the way to final signature.

Do it once, do it right.

That’s only possible with a fully featured digital retailing platform. With the right omnichannel tool, you can capture your leads directly from a digital advertisement, and lead them into a purchase funnel that not only conforms to the needs of each individual car buyer, but which carries the customer straight into your showroom along with all the relevant lead information.

With a platform like this, your physical showroom is an extension of your website – and vice-versa. The attribution model is no longer broken when a customer appears in-store, and you have more data and insight that can help build even more effective ad campaigns.

Best of all, this sort of retailing model removes hurdles for customers, too. With a more streamlined, consistent experience, your leads are more likely to become guests, and your guests are more likely to become sales. It’s the omnichannel digital retailing experience that elevates the seller and the buyer.

When you connect your ads to your website and your website to your store with the right digital retailing tool, you’ll be amazed by how easily you can increase conversion, ROI, and even your customer satisfaction score.


Andrew Tai is the co-founder and senior advisor to Motoinsight, but his influence extends far beyond the company. A contributing columnist to The Globe and Mail and a prolific speaker, Andrew is a recognized authority on digital retailing within the automotive industry. Connect with him today to learn how your dealership is going to change, or see the future yourself at motoinsight.com.

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