Best practices for improving your automotive dealership's digital marketing reach.

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FordDirect Digital Advertising Solution (DAS)
Digital Advertising Solution provides Ford and Lincoln Dealers
a best-in-class digital media platform to help expand their
presence to in-market customers and reduce conquest threats
from competing entities online through a full lineup of
advertising tools like search engine marketing, retargeting,
social and mobile display ads, video pre-roll and more.

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Retargeting
Retargeting allows you to serve advertisements of multiple formats to
consumers on other websites AFTER they visit your DealerConnection site.
• Develop your objectives. Consider your dealership’s business goals and the type
of traffic you are receiving on your website.
• Place retargeting in motion. Add a retargeting tag to all pages of your site or your
mobile app.
• Gather your contacts. Develop retargeting contact lists, and add those contacts to
relevant retargeting ad groups.
• Refine your lists. Categorize your site’s visitors to create more refined lists by
pages visited in order to tailor ads.
• Create different ads. Serve your customers different advertisements pertaining to
their interests based on the reasons they browsed your site.

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Pre-roll video marketing
Pre-roll video marketing delivers short commercials as advertisements
before, during, or after selected videos on sites like YouTube and Hulu.
• Be concise. Your dealership’s 30-second commercial may play well on television,
but something lasting 10-15 seconds better suits online and mobile users.
• Give your viewer a reason to watch. An early call-to-action in your video can grab
a viewer and keep their attention throughout your commercial.
• Render for mobile. Research from Google shows that 90 percent of people move
between devices to accomplish a goal, so reaching customers on the go is crucial.
• Think about bandwidth. If a viewer finds your video too difficult to load or
considers your video a risk to their data limits, they will not watch.
• Use interactive overlays: Interactive text on your video can add information to
your video without burdening the time and bandwidth limits of your viewers.

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Embedded inventory advertising
Stay in front of customers who have shown interest in a product by
providing an embedded inventory advertisement outside of your site.
• Be where customers are. Embedded inventory advertising, like all display ads,
can be served in social media applications and on websites of all functions.
• Embrace the customer with knowledge. Show customers a product or service in
which they’ve expressed interest, and provide a price or offer to draw them back.
• Be powerful in your display. A powerful ad format encourages participation and
will enable your dealership to see results from your advertising approach.
• Think about location. Show consumers relevant information about YOUR
dealership to those looking for other dealerships in your area.
• Capture the right data. As in other methods of retargeting, you want to know
who’s visiting your site and what’s on their mind as they browse your website.

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Mobile advertising
Keep your dealership current as ad placement on mobile devices and social
applications becomes more and more important.
• Scale across the top publishers. Advertise on popular sites like YouTube and
Twitter that boast massive followings.
• Plan for multiple devices. Assume that consumers will see your ads on different-
sized screens, and plan accordingly to make them fit properly.
• Adjust your design. Decide which information in your standard display ad is most
important and prioritize that in your limited design space.
• Make your ad fit. Because your ad may show up on a variety of social networks,
ensure your content’s message will catch your intended viewers’ eyes in their feed.
• Help viewers connect. Offering services like a clickable phone number or a click-
to-download ad format can provide mobile users quick access to your dealership.