This document discusses two key challenges for auto marketers: precisely targeting audiences that matter most throughout the car buying cycle and continuously engaging prospects. It provides strategies for each stage of the buying cycle, including building brand awareness through high impact top-funnel ads, increasing audience engagement with mid-funnel ads, and driving conversions and sales with bottom-funnel ads. Business demographic and interest targeting, as well as retargeting techniques, are recommended to reach audiences across the cycle.

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5. But there are two key challenges facing
auto marketers…
of all verticals including luxury cars,
fleet, trucks, or services & parts:

6. ONE$
WAY$
Precisely targeting audiences that
matter most
Continuously engaging prospects
throughout the buying cycle

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10. Building Brand Awareness | ACDelco | Service & Parts$
High Impact Top-Funnel Ad Elements:
• Brand and tagline emphasized first
• Main value prop clearly stated
• Message resonates whether or not
audience visits the website

11. Business Demographic Targeting
• Target ads to professionals based on
company size or industry
Company Name Targeting
• Reach employees at target accounts
Video Targeting
• Target video ads to precise business
audiences

12. Increase Audience Engagement | Ford | Trucks$
High Impact Mid-Funnel Ad Elements:
• Focus on a specific product, not the
entire brand
• Encourages a variety of interactions
and information to peruse

13. Business Demographic Targeting
• Target ads to professionals based on job
function or seniority
Social Advertising
• Target ads to business audiences on social
networks such as Facebook and LinkedIn

14. Drive Conversions & Sales | Audi | Luxury$
High Impact Bottom-Funnel Ad Elements:
• Reinforcing “luxury” & “premium”
• Personalization. “Buy ready” call to
action suggests the audience seeing
this ad has previously engaged &
shopped Audi online

15. Website Retargeting
• Get a second chance at online conversions
from lost website visitors
Marketing Automation Sync
• Synchronize display & social ads with emails
delivered via marketing automation systems
CRM Retargeting
• Target ads to contacts from your CRM
database