Top Tips & Conversion Results for Automotive Dealers
In the high-stakes game of automotive digital marketing, every dealer is fighting for the same limited pool of high-intent traffic, but what if we told you there was a massive, coveted audience, and one with higher purchasing power and lower competition that your dealership is likely missing?
The secret weapon isn’t a new shiny object; it’s the Microsoft Ads Platform, and it’s time to move beyond the assumption that Google is the only game in town.
Why Microsoft is Your Advantage
The Microsoft Advertising ecosystem (which includes Bing, MSN, Outlook, Yahoo, DuckDuckGo, and the Microsoft Audience Network) gives you access to a unique and valuable demographic, making it a critical path for driving measurable digital growth.
1. An Audience That Converts (and Spends)
Our internal research confirms that advertising on Microsoft is a direct route to efficiency. Our data on dealers utilizing Microsoft Ads shows a compelling success profile:
- Average Cost Per Click (CPC): $1.44 (Lower than industry averages on other platforms).
- Conversion Rate: 2.5% (A strong indicator of high-intent traffic).
- Average Conversions: 55 per 90 days.
A valuable audience powers this efficiency:
- Purchasing Power: Microsoft users are 34% more likely to have the highest purchasing power compared to the average internet user.
- Ready-to-Buy: A remarkable 25% are more likely to make a purchase online.
- Demographics: This audience skews professional and established, with 38% in the top 25% income bracket and 40% holding undergraduate or post-grad degrees.
Simply put: With Microsoft, you’re reaching a valuable, growing audience, including millions you’re not reaching anywhere else.
2. Best Practices: Stop Chasing Flawed Metrics
To truly capitalize on Microsoft Ads, you must shift your focus away from the flawed metric of the “internet lead.” As we explored in our post, Stop Chasing Ghosts, relying solely on form fills means you’re ignoring the vast majority of your opportunities.
The Microsoft advantage is in its rich ad formats (like Automotive Ads) that drive high-intent actions like these:
Implement Auto Inventory Feeds
Why It Matters: These feed-based, highly visual ads (often shown directly on Bing search results) showcase live inventory (image, price, make, model) and dramatically improve user experience, driving high-quality VDP views, which is a far better metric than a soft lead.
Leverage the Audience Network
Why It Matters: Utilize the vast Microsoft Audience Network across MSN and Outlook to engage consumers earlier in the journey through highly visual native ads, building awareness and trust before they search.
Focus on VDPs and Calls
Why It Matters: Optimize for direct actions like VDP views (which reflect true engagement) and phone calls (which account for 44% of conversions but are often misattributed), rather than just form submissions.
3. The Urgency of Q4 and Beyond
As highlighted in our strategy for the 4th Quarter Push, the time for setting strategy is always now. Every delay in campaign activation means lost momentum and higher costs later.
Microsoft Ads are especially crucial for Q4 because they offer a less saturated environment than other search giants, giving your urgent holiday promotions and year-end inventory pushes maximum visibility for a lower CPC. Beyond the holiday season, by mastering Microsoft now, you can secure a year-round competitive edge that your rivals, fixated on the usual suspects, are simply overlooking.
Suppose you’re concerned about CPC and the ad auction competition on those other platforms; i.e. your CPC is 3-4x higher than what you typically see or compared to other stores in your group. In that case, it might be time to make a bold move and explore unsaturated platforms like Microsoft. Change is scary, but there’s no time like the present to make a switch and talk strategy with the pros, and we’re ready for you!
Don’t Navigate This Alone: Partner with sMedia
The Microsoft Ads platform is your untapped resource for unlocking a highly qualified audience. However, maximizing its potential, from complex feed management and dynamic ad creation to advanced demographic targeting, requires specialized expertise.
sMedia does digital ads differently. We are a Microsoft Advertising Partner dedicated to driving strong digital growth for dealers. We don’t just run ads; we want to become your consultants, advocates, and partners, ensuring that every single dollar spent on TikTok, Google, Meta, and Microsoft delivers best-in-class results for your dealership.
Ready to stop missing out on this coveted audience AND lower your cost per lead? Let’s Talk: sales@smedia.ca
Learn More About Our Expertise: https://smedia.io/microsoft-ads-platform/
Watch Our Previous Webinar (Microsoft Ads for Dealers): https://smedia.io/webinar/microsoft-ads-for-dealers/
Don’t Miss Our Next Webinar & Stop Wasting Ad Spend: https://hubs.li/Q03VTBKV0
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Related Reads:
- Stop Wasting Ad Spend
- Stop Chasing Ghosts: Why “Leads” Are a Flawed Metric for Dealership Success
- Unlocking a Competitive Edge: Why Microsoft Ads are a Game-Changer for Dealerships in 2025
- Google vs. Meta AIA Ads: Where Dealers Should Spend Right Now
- 4th Quarter Push
- Why YouTube Is Still a Dealer’s Secret Weapon
- Beyond Clicks – Focusing on What Really Matters
