2022 Automotive Digital Advertising Holiday Playbook
Make the most of high auto demand this holiday season with a seasonal advertising strategy that fits your dealership.
Leverage simple, advanced, and aggressive recommendations to make your dealership’s seasonal digital advertising campaigns a success. The 2022 Automotive Digital Advertising Holiday Playbook covers what campaigns to prioritize and where to increase your budget to see the highest return on your investment.
Fill out the form below to download and print your copy of the 2022 Automotive Digital Advertising Holiday Playbook:
Simple
Start with Simple to create a solid foundation for your Q4 strategy.
Search
| Update your ad text with seasonal language and keywords. | |
| Add holiday-specific keywords to your campaigns. Consider make and model variations on Black Friday Deals, New Year’s Savings, and Holiday Specials. | |
| Make sure your ad copy features current pricing, availability, and incentives. | |
| Ensure you’re using a Smart Bidding strategy that allows you to generate the maximum number of conversions at the lowest cost per conversion. |
Display
| Update your ad creative and campaigns to run holiday or sales event-themed display ads. If you’re currently running a highly attractive incentive, ensure your creative features it. | |
| Prioritize users who have shown interest before. Use remarketing campaigns to target and re-engage low-funnel customers. |
Video
| Create a holiday or sales-event-themed video. Make sure your video prominently features highly attractive events you’re running during this time. | |
| Hone in on your remarketing audiences to re-engage low-funnel customers. |
Social
| Update your ad creative and campaigns to run holiday or sales event-themed social ads. Feature any highly attractive incentives you are running in your social assets with adequate social media coverage across both Facebook and Instagram. | |
| Use remarketing campaigns to target and re-engage low-funnel customers. | |
| Build brand awareness and lay the groundwork for future in-platform advertising with an active, organic presence on TikTok. Create a profile, publish videos including seasonal content, and grow your followership. |
Advanced
Mix in some Advanced recommendations when you’re ready to take your digital advertising to the next level.
Search
| We expect to see a performance lift across all advertising efforts. Consider geo-expansion for your seasonal campaigns to reach farther out into new markets. | |
| New automotive sales will spike around the holidays, but lead actions happen 1-2 weeks prior. Use additional ad spend to run a full campaign suite throughout November and December, and ensure you have enough budget to account for the increase in searches and clicks. Take a look at your current budget and ask yourself whether or not bolstering the budget to support this effort is necessary. | |
| Make sure you’re capturing in-market searches across Bing as well. Ad space across the Microsoft search network is far less competitive, which means a lower cost per conversion. By transferring the same strategy from Google to Bing, you can capture full-funnel coverage while prioritizing low-funnel searches. |
Display
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Capitalize on increased seasonal demand and effortlessly place current in-stock vehicles and pricing in front of ready-to-buy shoppers with VIN-specific dynamic display remarketing. |
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| Supplement your Display targeting with Custom-Intent audiences, serving ads to users who have previously performed high-quality, low-funnel, in-market searches that demonstrate genuine purchase intent. |
Video
| Create and run dynamic video ads with real-time pricing, availability, and incentives for your top focus vehicles. We recommend starting with your top four most popular vehicles. | |
| Target Custom-Intent audiences and serve ads to users who have previously performed high-quality, low-funnel, in-market searches that demonstrate genuine purchase intent. |
Social
| Maximize the impact of your seasonal campaigns with VIN-specific, dynamic inventory creative to easily feature in-stock vehicles and pricing for all applicable audiences. Some of the best-performing dynamic social ad types include Facebook newsfeed carousel ads and Instagram collection ads. | |
| Be more specific with who sees your ads. Utilize customer match lists, lookalike audiences, or third-party in-market data to target specific, low-funnel audiences. | |
| Use TikTok’s advertising reach and high engagement levels to boost your holiday sales and incentives. Short, concise videos full of timely information with a personal touch will generate the best results for your business. |
Aggressive
Take your seasonal advertising to the max with our Aggressive recommendations to dominate your market.
Search
| Consider expanding geographical reach beyond the area you currently dominate and start to target neighboring cities. Conquest tactics, while expensive, can be fruitful when done correctly. Effectively placing high-quality creative can achieve net positive results; take a good look at your current budget and ask yourself if bolstering the budget to support this effort is necessary. | |
| If you want to focus on a particular model during the holiday season, dedicate specific ad spend to each nameplate. Use your most popular model for a conquest campaign in addition to standard model-specific coverage. | |
| Add Google Vehicle Ads to your marketing mix to promote your live inventory with prominent, photo-based, top-of-the-SERP visibility for matching keyword searches. |
Display
| Leverage net-new placements across Google properties by developing Discovery campaigns featuring holiday or sales event-specific content. | |
| Continue expanding your reach across the display network. Place your ads on high-value websites such as auto blogs or local news sites, or run dynamic prospecting campaigns to keep your dealership top-of-mind. | |
| Using a customer-match audience list to re-engage past customers can be highly effective. Retargeting old vehicle purchases or expiring leases are prime options. Remember to check with your account strategist to determine account eligibility! | |
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Leverage Google’s lookalike audience creation capabilities and target users with similar demographics to your highest-performing audiences. |
Video
| Expand your video reach beyond YouTube and leverage a Connected TV platform to present your creative to in-market audiences across high-quality placements. | |
| Create and run dynamic video ads with real-time pricing, availability, and incentives for your entire vehicle lineup. Targeting in-market shoppers for specific models with relevant video creative assets can be impactful on the rest of your marketing efforts. | |
| Using a customer-match audience list to re-engage past customers can be highly effective. Retargeting old vehicle purchases or expiring leases are powerful options. Remember to check with your digital strategist to determine account eligibility! | |
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Leverage lookalike audience creation capabilities and target users with similar demographics to your highest-performing audiences. |
Social
| Create and run lead form ads with CRM integrations to convert leads from Facebook and add them to your sales process. |
Set Your Dealership Up for Success in 2023
Maximize your digital advertising opportunities this holiday season to drive sales in Q4. Your efforts now can put your dealership in a great position to work and convert existing leads in January when new leads can feel few and far between.
Ready to get started? Fill out the form to download your own copy of the Holiday Playbook:
Generate High-quality Leads Year-round
At Adpearance, we drive bottom-line results for auto dealerships through digital marketing expertise, the latest ad tech, and premium tracking. Get in touch to learn more with a free digital analysis.
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