The world of automotive digital advertising is a noisy, chaotic space. It’s easy for shoppers to get distracted. At the end of the day the goal is to rise above the noise and stay in front of your local shoppers throughout their car-shopping journey.
It’s not easy. Only Cobalt’s multichannel dealer advertising solutions can keep your dealership present on all the right channels, at all the right times, with all the right messages.
Monitoring your shopper activity and your media performance in real-time? Moving your ad dollars seamlessly across digital channels? Distributing every last one of those dollars based on the ad placement proven to lead to a sale? Too good to be true? Believe it.
Every Cobalt multichannel advertising campaign is fueled by the ultimate triple threat:
- Our Budget Optimization System, aka The BOS – the first and only automotive-specific advertising technology with the ability to move a dealer’s budget across all three ad channels – paid search, display and retargeting.
- The Cobalt Premium Network puts the ‘premium’ in ‘premium network.’ Simply put— no other network delivers the audience, reach or frequency.
- Your account team helps set your strategy, and your dedicated Digital Advertising Analyst customizes, optimizes and executes your campaigns, all while measuring performance and consulting with you. There’s a reason they win awards.
Cobalt’s Budget Optimization System is more than a platform. It’s an advertising partner as dynamic and agile as the shoppers it tracks and targets. The BOS is distinct in two critical ways:
- Most platforms optimize based on clicks, and only clicks. Our algorithm ensures that The BOS tracks and triggers based on deeper shopper engagement that occurs post click.
- The BOS optimizes your digital advertising investment across all of your digital ad channels— search, display & retargeting. It’s called cross-channel optimization, and it’s an automotive first.
In short, The BOS works for you, adjusting your ad spend in real time based on exactly when, and in what channel, your next advertising dollar should be spent. This means that your ads run at the right time, in the right channel and at the right price. No more guessing.
Download the eBook, Automotive Moneyball – The Best Kept Secret to Knocking Your Digital Advertising Out of the Park, to learn everything you need to know about this one-of-a-kind automotive advertising platform.
The BOS is just the beginning. The key to a successful digital advertising strategy is balancing great reach with premium placement. That’s where the Cobalt Premium Network comes in.
Advertising on the Cobalt Premium Network is like advertising on prime time cable TV. It combines the power of real-time bidding (RTB) and dynamic inventory retargeting with our unique network of media publishers, offering dealers unrivaled reach and targeting.
When we say ‘premium,’ we mean premium. Our unique relationships with a select group of direct publishers ensures that your ads will take center stage on the most important sites – the cornerstone brands – along the car shopper’s journey.
The Cobalt Premium Network is the only automotive advertising network that:
- Reaches a dealer’s local automotive shoppers and dynamically retargets them on both the JumpStart network AND our unique group of direct publishers, including Amazon, AOL Autos, Edmunds & Kelley Blue Book
- Automatically includes all of these sites in a dealer’s multichannel retargeting campaigns, at no extra cost
Award-Winning Agency Expertise
Every good BOS needs a personal touch. That’s where our Digital Advertising Analysts (DAA’s) come in.
It’s no accident that our digital advertising service and support organization has won five Market Tools ACE (Achievement in Customer Excellence) Awards. Cobalt’s committed to providing the best-in-class customer support to our dealer partners.
Our DAA team prides itself on offering a broad range of support options for both the professional “do-it-yourself” dealers and those who may prefer a more full-service relationship with their advertising specialist.
- Combine the latest in digital advertising best practices with their years of automotive advertising experience to tailor your strategy to your goals
- Provide customization around your dealership brand, seasonal promotions and events. This includes dealership logos, taglines, vehicle focus, geo-targeting, and more.
- Collaborate with your Account Advocate to optimize campaign performance and results
- Review your advertising results with you on a regular basis to assure that campaign performance is tracking to your marketing goals
Amplify Your Why
PowerBrand multichannel advertising solution takes your “why me” messaging and powerfully amplifies it across every major channel. By popular demand, Cobalt’s all-new PowerBrand solution is all about the dealer: your tent sales, your charity drives, your competitive conquesting. These powerful campaigns pair total coverage with complete customization. Any way you need it, PowerBrand achieves it.
- Custom display advertising
- Custom paid search
- Customizable landing pages
- Retargeting with live inventory
- Mobile Content
- Call Tracking Numbers
- Detailed Campaign Reporting
- Dedicated Support
- Highlight custom campaigns and special events
- Target shoppers for specific vehicle segments
- Conquest against competitive makes, models, and other dealerships
- Create custom ad copy, creative and landing pages
- Geo-targeting by location
- Choose your own channels-utilize as many (or as few) channels as make sense for your campaign
Master Your Ad Mix
No other online advertising package offers this much control and coverage. Our Flex advertising package empowers dealers to adjust their coverage options on a monthly basis, making it easy to drive revenue across all profit centers.
- Dealer Branded Display Ads
- Custom Campaign Landing Pages
- Paid Search Advertising
- Mobile Advertising
- Display & Video Retargeting
- Premium Placement Retargeting
- Complete Model Lineup Coverage
- Campaign Prioritization
- Optional Email Marketing
- Actionable Campaign Reporting
- New & Used Vehicle Coverage
- Service & Parts Coverage
Brand Boldly with Display Advertising
Create a powerful brand presence with display advertising. Consumer behavior has changed, and display advertising packs the high-impact, visual punch needed to keep your brand present throughout the entire path to purchase.
Americans now spend an average of 14 hours a week surfing the Internet. For consumers in the car-shopping process, 95% of that time is spent on sites other than the dealership site. Display ads allow your dealership to grab the attention of consumers and drive traffic back to your website.
- Complete campaign and creative support, including ad design and copy.
- Proprietary keyword and bidding technology optimizes media buys in real-time.
- A dedicated Digital Advertising Analyst to develop ad strategy, manage your program and provide ongoing campaign optimization.
- Industry-leading reporting provides rich, visual and actionable insights around customers, inventory, website traffic and even benchmarking against other manufacturer dealers.
Always Something There to Remind Them
A bounce doesn’t have to mean goodbye. Our remarketing keeps your brand present even after car-shoppers have left your website. Our advertising solution offers access to the largest and most premium media networks in the industry; give them the nudge they need to choose you.
How ReMarketing from Cobalt works:
Imagine a consumer visits your website but leaves without submitting a lead. When that same consumer lands on other websites in our network, we show them your dealership’s ads – displaying your actual live inventory – pulling them back to your website to help convert them into a lead.
- Target consumers in the later stages of their shopping journey.
- Display ads feature actual scrolling images from your inventory.
- Broad reach across networks like Advertising.com (AOL) and others, including premium placement on sites like Kelly Blue Book (KBB.com) and Edmunds.
- Increased conversion rates over traditional display advertising – remarketed customers are 3X more likely to click on your ad and 4X more likely to convert than new customers.
- Improved ROI across all marketing channels.
ReMarketing allows you to stay in front of shoppers who land on your website. But first you need to get them there.
Always on Top with Paid Search
Attract local shoppers to your dealership with our Paid Search Solution. Paid Search allows you to customize campaigns for new or used vehicles, certified pre-owned vehicles, service, parts and even financing. Additionally, Cobalt is one of an elite group of companies that has been accredited as a Google AdWords Premier SMB Partner, carefully selected for years of in-depth paid search advertising expertise and the ability to provide full-service campaign management, detailed reporting, one-on-one customer support, and broad marketing guidance.
- Our technology continuously adjusts your search campaigns for the highest possible return on your advertising investment.
- Flexibility to target your campaigns with ad copy personalization, event promotions and more.
- A dedicated Digital Advertising Analyst who develops ads and provides ongoing campaign optimization.
- Industry-leading reporting provides rich, visual and actionable insights.
- Advertising exposure on the most important search engines for today’s automotive shoppers: Google, Yahoo! and Bing.