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. To do this you need to be present on all the right channels, at the right time and with the right message.
It’s not easy. So we give you a secret weapon. Every Cobalt multichannel advertising campaign is optimized by 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.
Our dealer advertising platform is more than a platform. It’s an advertising partner as dynamic and agile as the shoppers it tracks and targets.
Cobalt’s BOS is constantly monitoring your shoppers’ activity and your media performance in real-time to assure that every last one of your digital dollars is being spent on the ads proven to be most effective.
This means that your ads run at the right time, in the right channel and at the right price.
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 our automotive advertising platform.
The platform 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.
Cobalt is the only automotive advertising partner who can:
- Reach a dealer’s local automotive shoppers on both the JumpStart network plus our unique group of direct publishers
- Dynamically retarget your customers on both the JumpStart network plus and our premium group of direct publisher sites
- Automatically include all of these sites in a dealer’s multichannel retargeting campaigns, at no extra cost
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.
Our unparalleled premium network provides access to the most important sites – the cornerstone brands – along the car shopper’s journey.
In-Network Automotive Sites
In-Network Shopping Sites
Are you ready to engage your website visitors and car shoppers as they tour the most influential sites on the web?
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.
Your Paid Search Starter-Kit
Cobalt Search Essentials is an entry-level, cost effective paid search service designed to help dealers reach customers that are in the later stages of the car buying process. Our ‘turnkey’ solution provides a baseline of local search coverage for a dealer’s brand and new vehicle inventory that will drive immediate results while keeping expenses down.
- Targeted advertising to the hand-raisers in your market
- New make, new model & brand campaigns
- Radius, DMA & city targeting
- Personalized branding in your ads
- Low-cost, fixed monthly pricing
- Rich, visual reporting that provides actionable insights