6 Current Automotive Marketing Strategies

As difficult as it can be to advertise in the automotive industry, there are several proven ways to achieve success in this business. Here are automotive marketing strategies you can use to increase sales this year.

• Build trust with customer reviews

As an automotive marketer, you not only need to make sure you have good reviews, but you also need to do your best to get those stellar reviews wherever possible. Google, social media, your own website - make sure you cover all your bases! You can also take it a step further by creating customer success stories and videos of your most valuable customers and use them in various places, such as paid social ads, on your website, or in your newsletter.

When it comes to automotive marketing, there is no better way to build trust than to let your customers do the talking for you! 

• Be at the top of Google search results

According to Kenshoo research, 70% of consumers who research cars turn to search engines first.

Since Google is the first line of defense, you need to be at the top! Especially considering how often people scroll to the bottom of the SERP (HINT: not often). The first few listings always get the most clicks, so ensuring your automotive marketing success is critical. To achieve this, your Google Ads strategy must be extremely effective.

Google favors certain strategies that will help you rank higher without spending more. To get started, follow these tips:

• Make sure your Google Ads account is structured correctly and has cohesive ad groups (aim for 15-20 keywords per group).
• Make sure your keywords are closely related to your ad copy and include 2-3 ads for each ad group/keyword list.
• Use ad extensions! Google loves them, and they will help you get more ad real estate and chances to interact with potential customers.
• Add negative keywords to block irrelevant searches (and keep a close eye on your search terms report).
• Properly distribute your budget between campaigns. What are your best-selling products? What is your target audience most likely to search for? Bid higher on these items to capitalize on what's popular with your audience.

Bid on your competitors' keywords

While we're on the subject of search engine marketing, it's important to not only bid on obvious keywords like "new Honda Accord." You should also organize an automobile marketing campaign to counter your competitors.

It's a cutthroat and competitive world of automotive marketing, so being able to show up every time your competitors deliver compelling sales copy is key. While I wouldn't recommend saying anything negative or using your competitor's name in your ad copy (which Google may give you time to do), you should bid on your main competitors' brand names and create highly compelling ads to entice potential customers to visit your site.

• Actively manage your list of negative keywords

Did you know that your ads may be showing up for searches unrelated to your business? And if someone clicks on them, will you still have to pay? Whenever you bid on broad match or phrase match keywords, there is a chance that irrelevant queries will appear. 

• Adjust your campaign budgets based on car buying trends

Is Black Friday the hottest day to buy a car? There are many unofficial "car buying holidays." According to an analysis by TrueCar.com and U.S. News & World Report, you can buy a car for 7.5% to 8% below sticker price if you're strategic about your purchase. Assuming your audience has done their fair share of research, they are aware of car deal timing.

• Target the right people with car campaigns

What type of automotive business do you sell? Who is your typical buyer? There should be a different auto marketing strategy for car marketers of luxury Porshe and BMW than for used car sellers or more affordable brands like Honda and Toyota. When it comes to investing in a new car, potential customers have completely different concerns, questions, wants and needs. While your Mercedes buyer may be more concerned about their heated seats and leather upholstery, your Honda buyer is likely more concerned about fuel economy and durability.