3 tips for attracting a highly targeted audience to your dealership website

Attracting the right prospects to your boat dealership website can be a challenge. And, while there are various tools and tactics you can use to increase traffic, making sure that it’s the right traffic is key. Most advertising solutions will deliver impressions (the number of times your ad is viewed), which are great for building brand awareness. But when your advertising goal is to increase traffic, you’ll need to take a deeper dive into your analytics and identify potential holes in your execution that you never knew existed. Armed with this information, you will be able to optimize your ads so they reach their full potential with your target audience.

Our team of digital marketers has put together a list of immediate advertising strategies that will help drive qualified boat buyers to your website and dealership:

1.) Geo-Targeting

Geo-targeting is short for “geographical targeting.” When used correctly, you will be able to serve your ad to users that are in your specific area. Geo-targeting delivers more and higher quality click-throughs (the number of times someone clicks on your ad) to your website.

As with any advertising campaign, messaging and visual aesthetics will also impact engagement. Include your location - it’s always a plus for boat shoppers to know that they’re dealing with a local business. (see example 1 below)

2.) Class-Targeting

Class-targeting is an effective targeting technique you can use when setting up your boat ad. This type of targeting is one of Boats Group’s most popular and most successful enhancements - on average producing 2x more click-throughs when compared to similar display ad offerings. So what is class-targeting? It’s placing your ad in front of boat shoppers that have already searched for that specific type of boat. (see example 2 to the right)

There are two main advantages with this type of targeting. First, it allows you to fine-tune your ad and reach shoppers who are interested in the type of boat you sell. In general, consumers that see an ad that ties back to content they previously viewed are more likely to click on the ad - this means more traffic to your website!

Second, targeting by class provides an opportunity for you to capture your competitor’s audience. For example, if your competitor’s center console listings tend to appear higher in search results than your listings, class-targeting gives you the opportunity to put your business in front of that audience. This is an audience that you may have otherwise missed!

3.) Segment Targeting

There are other targeting options available that allow you to get more granular with who sees your ad. These options are based on segment targeting. This type of execution pulls other demographic data points such as income, education, age, marital status, gender, and many other options.

A good use for this type of targeting would be if you’re selling a very specific, high-end boat or perhaps a custom boat best-suited for a niche buyer. (see Midnight express example to the left) You will want to better define your audience with segment targeting so the leads generated are of higher value. This approach is more like fishing with a spear instead of a net.

If your business would like to improve your ad targeting tactics or is interested in additional online exposure, Boats Group offers various options through its Branding Solutions packages.

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