$3000...gulp? Was that annually Eley?
I'm 60 days into my remarketing.
131,749 Impressions
347 Clicks
$430.00 60 day cost
Joe.................... hold on to your chair, that was monthly! GM has a deal with Cobalt called the Digital Ad Package. They "offer" this to a dealer for $3,000 a month for EACH franchise. We did Chevy. It consist of re-marketing, some PPC (but not nearly what we were paying for),and some SEM. Yes, I paid $36,000 a year, just like many other dealers, and after great research and advice here on DR, I said the hell with it! I was getting close to 2M impressions, and had no clue how many clicks, but the real issue was I saw no spike in my web traffic/visits!
I went super custom. I figured a SUV shopper wants a SUV message and a COnvertible visitor wants a convertible message... so I segmented my retargeting scripts into 9 different classes.
Who are you using Joe? That to me is a heck of a lot better than just generic re-marketing. In Oct I started looking at a new hunting jacket, I checked out Filson, next thing I know there they were, they were marketing the last jacket I viewed and 2 like it. I have seen Zappos do this with brand and model specific on shoes!
It doesn't matter where I go this thing keeps trying to run me down...You are going to rub some folks the wrong way trying to stay top of mind........Maybe the real question is how many impressions does it take to leave a bad impression?
Ryan hit the nail on the head, sorry again Paul, but you stalk me too much where ever I go on the web! And it becomes annoying after a while and I am not interested. This I say in speaking about generic re-marketing that I have been invovled in, but what Joe and Jeff have talked about in getting model specific has got me interested.
On new cars we are targeting my Model line and re-marketing the model of last interest. Not sure if getting this granular makes sense.
Be sure you are re-marketing to consumers that have dived in deeper than your homepage and remove the service customers if you can.
I will tell you - when someone DOES click on a re-marketing ad, the conversion rate gets impressive!
Jeff and Joe, I would be interested to know who you are using to do your re-marketing.
Jeff - what kind of conversions rates are you talking about?
Why not get granular here as well and have a small budget for oil change, tires, trany, muffler, book your apt online now... etc. I love our service dept and need to give them a little more love, I was thinking remarketing was a beauty of a place to start.
Mitch, I like that thinking, we have a Tire Center page I just built and working on, that would be a great way to stay in front of the customer when they leave us and go out there searching for a deal on tires. Or if they hit your Service Specials page, serve up an ad that give another $5 off for clicking through and making an appointment.
I set the initial tone negatively to inspire good commentary and thanks to all of you who have replied thus far.
Eley's experience is representative of what goes wrong with display advertising when it is done generically.
Always stirring the pot Alex!! Great topic!
My experience was bad and left a bad taste in my mouth becasue it was generic, we had no control over it, and they couldnt produce any data such as click rates. However I would be much more incline to try re-marketing the way Joe and Jeff are doing it, getting brand and model specific. And trying some service.
I really do not know much about the behind the scenes of re-marketing, can you make it time specific? Say someone goes on to my service page, fills out service request form (not sure if you can target if they select LOF, brakes etc), can you make the re-marketing appear in 80 days and have a message such as "Time for another oil change, its been about 3 months right, click here to schedule service online now". Now, some might see that as big brother, but with GM we have OnStar DMN (Dealer Maintenance Notification; when the car is due for oil change we get an email and contact the customer). This could be another way to remind the customer and drive online service appointments.
Or, someone is looking at a model that has $2,000 rebate, re-marketing ad pops up 5 days before the rebate expires "Still thinking about that 2011 GMC Acadia, there's just a few days left to get an additional $2,000 Rebate"
Wondering if that is possible.
Appreciate feedback from those questions I asked.
Great topic Alex!
