Automate your cross-channel paid media marketing
Next-level Social, Google Vehicle Ads, Search, Display, & OTT/CTV Advertising
- Dynamic & inventory-based — no more bidding on keywords for inventory that you already sold.
- Display that puts traditional static ads to shame.
- Dynamic video marketing that targets shoppers with your current inventory.
- Creative updates automatically to make sure you’re only delivering impressions on vehicles you have in stock.
Localized Programmatic:
An Untapped Opportunity for Local Auto Dealers
Historically, auto dealers have focused their advertising on local TV ads, billboards, newspaper placements, and advertisements on third-party sites like Autotrader. However, today’s car-buying climate has changed dramatically and the most successful auto dealers are adapting their advertising strategy — and fast.
So, what’s changed?
First of all, the proliferation of content across the internet and the pervasive nature of smartphones have forever redefined how car buyers research and purchase vehicles and transformed how auto dealers most effectively identify and reach local auto-buying customers.
On top of that, programmatic advertising tools and technology, previously only used for large national buys, are now accessible for all advertisers who want to effectively scale localized audiences, messages, and budgets in real time — whether for a handful of dealership locations in one city or thousands of locations across the U.S.
Based on insights from over 2,500 automotive accounts and 10,000 active auto campaigns on the Simplifi platform, this playbook is written specifically for advertisers who handle marketing for an auto dealership
Stand out among competitors by utilizing Geo-location and other targeting tactics to create dynamic audiences and optimize campaigns, messaging, and creative on the local level.
Summary of Features
Confluence Local Marketing is the fifirst Reputation Automation platform, combining our proprietary review dispute and removal tech with valuable reputation management, monitoring, and communications tools.
NLP and ML Driven Review Legitimacy Scoring
Proprietary technology to identify if reviews or review contributors are in violation of any ToS and determine their legitamacy
Ai & ML Driven Automated Review Dispute and Removal
Programmatically dispute and removed bad reviews from major review sites like Goolge, Yelp, TripAdvisor, Facebook and more
Ai Powered Automated Review Reply
Never write a manual reply to a review again. Use our Ai Powered technology to automatically write replies for you using Local SEO optimization and Ai so each reply seems authentic, personal and unique
QR Codes for Experience Surveys and Information Gathering & Sentiment Analysis
Use QR Codes to gather customer information, obtain important guest feedback, and publish new positive reviews on autopilot
Manage Reviews in One
Dashboard
View, reply and filter reviews for all of your location from all major review sites in the Confluence Dashboard
Sentiment Analysis & Notifications
View actionable information on review sentiment to gain insight on quest experience across your multiple locations and respond and manage this feedback within the Confluence Dashboard
Driving Foot Traffic for Auto Dealerships
Consider how you shop for a new car. If you’re like most shoppers, you’ll talk to friends and family, read reviews on third-party sites like JDPower or MotorTrend or watch user-generated content on Youtube. The process also likely includes extensive research on features and pricing on cars that fit
your needs.
GBP(Google Business Profile) management
- QR code and email request for reviews. We filter bad reviews. We connect with 4k CRMs.
- We respond to all reviews.
- We are experts at challenging bad reviews on GBP. 80% success rate.
- We post images and videos to GBP weekly.
- We ensure listings are correct.
- We post live inventory to Cars for sale feed.
- We post deals and specials.
- We manage all departments under the Dealership.
- Service, parts, tires, leasing, quick lube etc.
- We take pictures and update the GBP.
- We request pictures from customers.
- We build local Map and SEO links to the profile.
- We create an SEO GEO fence at competitors locations.
- We track competitors.
Manage Bad Reviews on Autopilot
Never worry about bad reviews again
We will likely notify you of the new bad
review before you even notice it!
We will automatically score the review
and begin the dispute process
Your Negative Review Insurance Policy!
Confluence Local Marketing is your partner to not only programmatically dispute and help remove existing bad reviews, but when new bad reviews appear, Dandy will automatically score them and begin the dispute process with the review sites!
7 New Positive Reviews
Confluence’s AI has already written review responses that are both personal and optimized for local SEO!
2 New Negative Reviews
Confluence Local Marketing Tech has already scored the reviews’ legitimacy and started the dispute process with the review site!
How Successful Auto Advertisers are Reaching Potential Buyers with Localized Programmatic
As the data shows, the auto buyer’s journey is extended and complex. In order to reach an engaged car buyer
and increase foot traffic, it’s essential to adopt multiple targeting tactics that cover this multistep journey.
Based on findings from Simpli.fi’s successful management of over 10,000 active automotive campaigns,
here are five of the most impactful digital targeting tactics and how you can apply them to reach consumers
shopping for cars across each step of their purchase journey. To illustrate the concepts, we’ve included an
anecdotal example of Mary, an average buyer.
Reach Potential Buyers Early with Keyword Search Retargeting
Mary’s family sedan has seen better days. It’s an older model and starting to break down — not an ideal scenario with several children in the house under 10. She’s at the early stages of a new car purchase. One night, she pulls out her laptop and searches “safest family cars,” “family sedan reviews,” and a mix of other keyword searches. At this point, Mary does not have a specific brand in mind.
During this early phase, you can target a potential car buyer based on keywords and phrases that are relevant to their inventory as the buyer surfs the web on their desktop, laptop, and mobile device. Because keyword searches such as “family sedan reviews” indicate a direct interest in auto, the display ad would be shown to this user at this early phase in their decision-making journey.
Perhaps the new buyer did have a specific car brand in mind and it happens to be a competitor’s. In this case, as the buyer does online research, ads could be served using keywords related to your competitive set. This targeting tactic allows advertisers to reach buyers early in their buying cycle and present them with another viable purchase option.
Show Relevant Ads to Buyers Browsing the Web with Contextual Targeting
As Mary moves beyond her initial searches, she starts reading detailed reviews and automotive-related content across the web. At this step, contextual targeting is a powerful way for you to connect with buyers by serving them ads as they browse content and websites related to their car-buying interests.
Contextual targeting looks at the category or keyword of the page a person is viewing and serves them ads relevant to the page’s content. You can create a custom list of keywords or categories related to their business or product and contextual targeting will serve relevant ads to the user as they read content and gather
information to inform their car purchase.
Re-Engage Buyers After They Leave Your Website with Site Retargeting
The display ads worked and Mary has visited your website and searched your inventory. In the process, she realized what time it was and that she needed to pick her children up from school. Disrupted and extended research phases are very common. In fact, 98% of first-time visitors to your website do not take action (Inc.). Remember, in the typical nine-week path to purchase, there are 24 average touch points and 19 of these interactions are digital.
With Site Retargeting, after the prospective buyer visits your website, you can serve them ads instantly or at a later time as they continue to surf the web, which keeps your inventory and dealership top of mind. You can also use special offers to bring the shopper back to your site or, even better, bring them to your dealership. Site Retargeting is a powerful and high-performing tactic that is recommended for all advertisers.
Bring Your Offline Customer Data Online
Auto dealers have a wealth of data on their customers: date of last car purchase, interests, lease expirations, etc. Your customer database, or CRM, is an incredibly valuable resource and you likely use this list for direct mail and other local communication purposes.
Expand the reach of your CRM and create additional digital customer touch points by serving ads to your customers as they surf the web. For current customers, the ads could be customized and focus on loyalty efforts or timed to correspond to their next car purchase or lease expiration. Within Simpli.fi’s programmatic platform, lists of names, emails, and post addresses are easily onboarded and scrubbed of any personally identifiable information so that there is no risk of breach in privacy.
Own Your Geo with the Most Accurate Mobile Geo-Fencing Technology
Let’s revisit Mary’s buying journey. At this point, she’s done a lot of online research and is ready to test drive some cars. Using geo-fencing, you can reach Mary and other high concentrations of potential customers who visit specific locations.
Geo-fencing is a highly relevant targeting
tactic for auto advertisers.
Here are a few ways to put Geo-fencing into practice:
Location Proximity
Your local city, town, and region are high opportunity areas. Create custom-sized and -shaped geo-fences based on addresses, ZIP codes, and/or neighborhoods — any
desired location really. When getting started with geo-fencing, always start by geo-fencing your own dealership(s). This will ensure that the potential buyers who visit your location and leave without buying a car receive your mobile ads and are reminded to come back.
Conquesting Competitors
Geo-fencing is also a powerful conquesting tool for auto dealers. Six out of 10 car shoppers enter the market unsure of which car to buy. On top of that, 23% of car buyers use their mobile phone to research their purchase while on the lot, and buyers visit an average of 2.7 dealerships before they sign on the dotted line. In this process, there is often comparison shopping
— dropping by a nearby competitor dealership to test drive a comparable make or model. Geo-fence your competitors’ dealerships and when a potential car buyer visits their lots and leaves, bring those buyers back to your lot by serving ads to those users.
Events at Specific Dates and Times
Additionally, think about what local events potential customers are known to attend, such as auto shows. By using Simpli.fi’s latest innovation in geo-fencing technology, Event Targeting, you can build and target a custom, portable audience based on a specific event location and time frame — granular down to the hour level. From there, you can deliver ads to that tailor made audience on their mobile device at a later time in order to draw them to the dealership with a relevant ad, special promotion, or sale.
Final Thoughts
Automotive advertisers are increasingly turning to Simpli.fi’s core suite of localized programmatic solutions to reach buyers, influence the sale, and measure the impact of advertising on the bottom line in ways they never could before.
Get Started with Us Today!
Real Customers.
Real Growth
Companies around the U.S.A use Confluence Local Marketing to manage their marketing, reputation, Schema, social media, and SEO.
