Within the auto industry, they’re experiencing a change in buyer behavior. The way buyers are researching and making their purchase decision has gone digital. So, many dealerships are looking to put their dollars into digital efforts. They know the average car buyer isn’t coming to the store first. Brand loyalty isn’t as strong as it used to be. Now that buyer behaviors have changed, Miller Auto Plaza was looking for a way to get in front of buyers and show them who Miller Auto Plaza is as a brand.
To meet Miller Auto Plaza’s need to build a digital presence, we developed a strategy for digital ad placement. Since car buyers are using intent-driven searches to find the vehicle that meets their needs long before they ever set foot in a dealership, we needed to have Miller Auto Plaza show up wherever it was they were searching.
We developed text ads, display ads, and YouTube ads that reached could-be customers when they were researching online. This digital ad placement campaign brought Miller Auto Plaza’s marketing efforts into the 21st century and gave them the opportunity to continue meeting buyers while they were still in the research process.