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There's been a lot of recent discussion in automotive retail around wasted spend in paid search strategies. While there is a lot of truth to this claim, we also need to take deeper looks at different tactics within paid search that boast efficiencies and effectiveness. One tactic is the Display Ad, which is often dismissed because of claimed issues like a high bounce rate or a low lead count. Is this fundamentally true or is it possible your internal team or agency partner is not quite getting the setup or audience targeting right?Jessica Dee, Director of Paid Search at Reunion Marketing, steps in to discuss Display: objections to, merits of, types of, methodology for, and expectations for -- the full gamut! So join us in this deep dive and see if it's time to reassess your position on Display. Typical Objections to Leveraging Display Ads and How to Overcome (1:07)High Bounce RateLow Lead Count40,000,000 Website Opportunities9-12 Different Ad PlacementsAudiences and TargetingSetting the Context (2:35)High-Level Overview of Display Ads (3:18)Visually BasedMethodology Behind What Visual Type (4:07)3 TypesStaticResponsive DisplayRotate Information to Get Best PerformanceIncludes Video4,500 Opportunities w/ RotationCustom HMTL 5Create TemplateInventory FeedYear, Make, Model, Price Point, Actual ImagesAll 3 Available Across Display TypesIn-Market Display (6:45)Type of AudienceGoogle-Based (Signals, History)123 Unique In-Market Audiences for AutomotiveSales, Service, and Parts Opportunities30-60 or 60-90 Days$10 per Day MinimumAs Low as $12 CPLCompetitor Display (9:57)No Fewer Than 5 Competitor URLs as “Audience”Not Cookie-Based or IP-BasedUnique Audience BucketCross-brand or Third-Party DealersGood to Leverage for Any DealerMeets All Compliance RegulationsCustom Intent Display (12:55)Combined Search and DisplayWorks Off KeywordsUse ListsPulls All Search History for Targeting75% Less CPCRuns Congruently (Doesn’t Compete with Search)Ideal for Conquest, Trade-In, and SubPrimeCompetitive Bids on These Keywords (Sign of the Times)Cost SavingsSmart Display Ads (16:40)Two Targeting Methods“Mid-Funnel” CampaignGreat Lead VolumeFeed Ad Copy: It Goes!Funnels to Specific User That ConvertsStarts High-FunnelEnds Low-FunnelMust Have the BudgetAt Least on Front EndMust Find Right Audience$2,000 per MonthSales Match-back16 Cars on $2,000 BudgetCalifornia DealerWhich Display Type Will Get Most Buy-In? (19:20)Remarketing Display: Methodology of Audiences (20:10)New, Used VDPsSRPServiceHow Work Intensive Is Setting Up Display Ads? (22:05)Is There a Threshold of Spend for Display? (24:02)Ranges of ROI Expectations with Display (25:01)$30 CPL AverageImpressionsCPC (Well Under $1 per Click)Closing Thoughts from Jessica Dee on Display Campaigns (26:22)Unbounce Session: 16 MinutesFilter Out Accidental Clicks
