Why Do Remarketing?

I look at a lot of car dealership websites everyday and have a weird habit of peeking into their source code to see if they have Google’s remarketing code embedded into their site – such odd behavior is a hazard of my occupation. I’m often really surprised at how many dealerships aren’t doing remarketing.

If your car dealership isn’t doing remarketing, then I can guarantee that you’re missing out on potential customers. Here are some reasons why you should be doing remarketing.

Increase Conversions
On average, only 5% of first-time visitors will convert on your website. There are a variety of factors that play into this conversion rate such as the general user experience of your site. Another reason is that people like do do research before they make purchase. The average car shopper will visit multiple car sites during their shopping process. Don’t you want to grab some of that other 95% that didn’t originally convert on your site?

Remarketing Is Cost Effective
In general, the CPC’s for remarketing can be much lower than paid search ads. Let’s say your average CPC to bring in a car shopper to your site the first time around is $3, and the CPC for your remarketing ad is only $1. With remarketing your can reel them back to your site the second time around at a fraction of the costs.

Timing Is Everything
When a customer first comes to your site they may just not be ready to buy. No matter how great your landing page is or how convincing your site’s content is, if a customer is in the initial stages of the sales funnel you’re going to have a hard time making the conversion. A remarketing ad will follow a customer as they traverse down the sales funnel, so when they’re ready to make the conversion your ad will be shown to bring them back to your site.

Cheap Branding
Remarketing is a really cost effective way to brand your dealership. Your ad will be seen thousands of times. However, you’ll only pay when someone clicks on your ad.

If you’re not doing remarketing right now then talk to an Integrated PPC representative to start your remarketing campaign.