A premium brand dealer that pivoted to a digital-first approach in partnership with Australia’s #1 for cars, carsales, has realised a dramatic lift in quality website traffic and time spent on site.
The 12-month campaign, in play since October 2020, centers around the objective of retargeting prospective car buyers that viewed the dealer’s inventory published for sale on carsales, through highly-visible placements on prominent digital destinations both off the carsales network and on carsales.com.au.
Indeed, media placements used as part of the retargeting campaign on the carsales network include Infeed Video and Carousel promoting key retail offers and information on the dealer’s location.
Click-through from the placements funnel prospective buyers back to the dealer’s website to browse inventory items.
“Since implementing a retargeting campaign with carsales, we have seen our monthly website traffic from carsales.com contribute between 22%-33% of our total website traffic,” a Marketing Manager from the dealership said.
“carsales traffic to our website has demonstrated some of the strongest ever time spent on site, which paired with a low bounce rate, proved carsales to be a high-quality traffic source,” the Manager added.
In conjunction with key retargeting placements, the use of the carsales suite of Promote products is proving pivotal in delivering the effective digital marketing campaign.
“The digital–first approach marked a step change for dealer’s marketing strategy,” says Louise Marshall, Digital Account Manager at carsales.
“A key element of the campaign was ensuring that dealer’s inventory ranked highly in consumer search results via Promote, and attracted as many detailed views as possible”
“This helped the dealer maximise the pool of prospective buyers to retarget on and off the carsales network, and funnel back to the dealer’s website to take a closer look at inventory and get in contact to make an appointment.”
carsales Promote is a key element of the digital marketing strategy of savvy dealers across Australia. Recent carsales data validates that Promote can drive up to 7x more views of dealer inventory, compared to unpromoted inventory.
Overall, Marshall is delighted with results from the campaign so far, and the prospect of new campaigns to drive better digital marketing results for dealers in Victoria and across the country.
“With consumers allocating more time to online research and shopping, now is the perfect time to pivot to a digital-first marketing strategy,” Marshall explains.
“I’m excited to see the results delivered by upcoming digital marketing campaigns at a time of high demand for pre-owned premium vehicles,” she concludes.
