South East-based dealer group SMC Cars has reported increased sales thanks to a three-month retargeting campaign by digital agency GForces.
Over 8,000 people clicked back to the SMC site from nearly 1.5m tailored online advertisements. 25% of vehicles that were clicked on were subsequently sold.
Retargeting works by tracking consumers’ online search preferences and then tailoring marketing initiatives to meet their needs.
At £22.35, the cost-per-lead compares well with conventional lead acquisition campaigns.
Sonia Hobbs, marketing director at SMC, commented: “The retargeting campaign has created leads, increased our brand profile and had a favourable financial impact on our business.”
Marketing director of GForces, Tim Smith, added: “Retargeting is one of the most powerful digital marketing tools to make an impression on a consumer – not just once, but over and over.
“By identifying what a consumer has previously viewed, then redisplaying these things in adverts, retargeting delivers hyper relevant content to the consumer.”