Automotive Paid Search Marketing: Targeting by Interest, Websites, Vehicle Make and Topics

Google Partner agency automotive paid search advertising PPCAutomotive online paid search advertising is now more precise than ever with the ability to reach consumers by automotive interest, on specific websites or automotive forums, or by the stage of the shopping process. This online advertising is done through the Google Display Network (these advanced features are not yet available on the new “Search Network with Display Select” option recently released by Google).

If you’ve never heard of the Google Display Network, these targeted ads reach across hundreds of thousands of automotive websites and they’re not limited to searches done on Google.

Many people don’t realize Google displays ads on millions of websites around the world, not just on their search pages.

These online advertising options transform non-targeted display advertising with its notoriously poor results, into a highly targeted and cost-effective way to reach auto parts shoppers. If you’ve not been satisfied with old-fashioned online banner advertising in years past, these targeting options are worth looking into.

Reach online shoppers on specific automotive forums and websites

You can target consumers with ads on specific websites and integrate this marketing activity with the rest of your online marketing. It’s now easier than ever to reach enthusiast consumers on automotive websites with one online budget, one point of contact, with the added benefit of detailed analysis of where shoppers come from and how they interact with your website.

Here is a partial listing of the websites that can be targeted with online advertising:

Auto parts & accessory buyers on automotive websites and forums

Target race fans and performance parts buyers on auto racing websites

It’s possible to extend your online marketing to racing websites and be very targeted by having your online advertising appear to race fans and race part buyers. Here’s a small example of some of the racing websites that can be targeted with your online advertising:

Performance parts buyers and race fans on racing websites

Affinity categories for broad reach early in the auto shopping process

When consumers start to shop for automotive parts or accessories, or even vehicles, it is possible to reach them online through affinity categories. These are broad categories that reach as many shoppers as possible. Using affinity categories, you can target automobile enthusiasts, motorcycle enthusiasts or people interested in performance and luxury vehicles.

In-market buyers for narrow reach later in the auto parts shopping process

This is how to reach consumers actively shopping for automotive parts or accessories or shopping for cars or trucks: in-market buyers. These are shoppers who are close to making a buying decision. The audience is smaller and more selective but you increase the odds of reaching a consumer ready to make a purchasing decision. Here are the categories of in-market shoppers broken down by vehicle type:

In-market online shoppers by motor vehicle type
Classic Vehicles Hybrid & Alternative Vehicles Scooters & Mopeds
Compact Cars Luxury Vehicles Sedans
Convertibles Microcars & Subcompacts Sports Cars
Coupes Motorcycles Station Wagons
Crossovers Off-Road Vehicles Vans & Minivans
Diesel Vehicles Pickup Trucks
Hatchbacks SUVs

It’s possible to reach in-market vehicle shoppers via online advertising, who are ready to make a buying decision, by make. This has additional benefits for aftermarket automotive accessory marketers wanting to reach new vehicle buyers immediately. Here is a list of makes that can be targeted by reaching in-market buyers.

In-market automobile and truck buyers by make
Acura Hummer Infiniti
Audi Hyundai Peugeot
BMW Isuzu Pontiac
Bentley Jaguar Porsche
Buick Jeep Renault-Samsung
Cadillac Kia Rolls-Royce
Chevrolet Lamborghini SEAT
Chrysler Land Rover Saab
Citroën Lexus Saturn
Dodge Lincoln Subaru
Ferrari Maserati Suzuki
Fiat/Alfa Romeo Mazda Toyota/Scion
Ford Mercedes-Benz Vauxhall-Opel
GM-Daewoo Mini Volkswagen
GMC Mitsubishi Volvo
Honda Nissan

Reach auto parts shoppers through online advertising on websites by topics

For our final list, you can reach shoppers by topic. This is a way to reach prospective online buyers, on any website, where the content matches your selected topic. This lets you reach shoppers on automotive websites, automotive forums, or even news sites or review sites. The main difference between reaching consumers by topic and reaching them through the categories listed above, is context. When you use topic targeting, your online ads are more likely to be contextually relevant to the reader. Here is a list of automotive and vehicle topics categories.

Automobile and vehicle topic targeting categories
Bicycles & Accessories Custom & Performance Vehicles Personal Aircraft
Boats & Watercraft Hybrid & Alternative Vehicles Scooters & Mopeds
Campers & RVs Electric & Plug-In Vehicles Trucks & SUVs
Classic Vehicles Microcars & City Cars SUVs
Commercial Vehicles Motorcycles Trucks
Cargo Trucks & Trailers Off-Road Vehicles Vans & Minivans

Besides reaching shoppers using these categories it is also possible to reach consumers reading about fuel economy & gas prices, vehicle specs/reviews/comparisons, or vehicle parts & accessory buyers reading about auto exterior or interior topics, engine and transmission topics, fuels and lubricants, or wheels and tires. You can also reach shoppers by vehicle make through topic targeting.

If all of these seems confusing, don’t worry, give us a call and we’ll explain all your options for precision online targeting of online shoppers and buyers.

Tags: , , , , , , , , ,

3 Responses to Automotive Paid Search Marketing: Targeting by Interest, Websites, Vehicle Make and Topics

  1. […] racing websites or even on general websites. We first covered these online targeting methods with this post on targeting last year. Your ads would appear either on specific automotive websites and forums, or, they could […]

  2. Eloisa Uhlig   on May 10, 2014 at 9:27 am

    great site love the content

  3. Zumaya B on March 30, 2014 at 10:35 am

    Nice post. I learn something totally new and challenging on blogs I stumbleupon everyday. It’s always useful to read through content from other authors and practice a little something from their web sites.

Leave a Reply