Three Ways Car Dealers Can Do Super Bowl Conversion Play

The Super Bowl is Sunday, an event that draws a lot of automotive advertising.

Autotrader, Kelley Blue Book and Dealer.com (operator of more than 60% of dealership websites nationwide) see predictable boosts in engagement on dealer websites that can be roughly correlated to the big game’s ad spots.

OEM-funded marketing programs help dealers reach a greater share of their target audience. Retargeting and paid-search campaigns are common ways to raise a brand’s overall media advertising footprint.

Employing specific search-engine optimization and search-engine-marketing content strategies in local markets is another good move.

Cooperation between automakers and dealers increases advertising efficiency and brings consistency and structure to otherwise disparate dealer-by-dealer ad strategies.

Beyond teaming up with OEM partners, here are three tips dealers can put into play to score on expected traffic increases.

Tip 1: Anticipate migration from TV to device.

We’ve seen that engagements with ads shown during the event don’t die out with the game clock. Search-volume increases linger for a few days after the game. Viewers jump from their TVs to their mobile or desktop devices to view the commercials again and further research the featured new make or model showcased in automotive ads.

As OEMs run commercials during the game, they’re automatically generating demand in local markets. It’s an opportunity for dealers to tie into that marketing.

Many OEMs re-air their Super Bowl spots again and again. 

Tip 2:  Identify the model each OEM is going to push (Audi, Buick, Ford, Honda CR-V, Kia Niro, Hyundai, Lexus LC 500 and Mercedes-Benz AMG GT Roadster are confirmed advertisers).

If a dealer’s OEM is advertising during the game, the dealer should review the inventory to see if the model advertised is in stock. Is the dealer currently running a paid-search campaign for it? Are those units’ listings on third-party sites fully merchandised with photos, robust descriptions and special offers?

Even if a dealer’s OEM isn’t advertising during the game, it’s a good idea to review inventory. Is there a competitive model in stock that could be used for a search conquest campaign?

Tip 3: Display. OEMs do the advertising during the big game, but a dealer can be the star of the local market.

Dynamic display ads ride the tide of automotive interest generated by the event with a dealership’s brand, inventory and offers. These ads can increase engagement and brand recognition in advance of the big selling month of March.

Chris Smith is vice president of advertising and media at ‎Dealer.com.