New car sales are on pace to achieve 17,300,000 units by the end of 2015. This is due, in part, to pent-up demand from shoppers who were inclined to stay indoors during this past winter’s relentless weather – a potential recipe for summer 2015 to be the busiest in automotive retail history.

One thing is for sure: the competition for that demand will be intense. There are steps, however, that your dealership can take to give it an edge over the other guys as you vie for shoppers’ attention.

It starts with your advertising strategy.

Let’s examine three ways to adjust your digital advertising now to capitalize on this summer’s sales heat:
1. Align the demand you generate with your lead capacity.
Search engines and research websites are now flooded with queries. This interest can translate to increased floor traffic and sales, depending on which dealerships stand out and best engage the attention of qualified buyers.

With so much competition out there, it’s a shoppers’ market. To engage the most qualified shoppers, your ads will need to be compelling, timely, and relevant.

To begin, test your relevance to local shoppers by following these steps:

– Visit the Google Ad Preview Tool

– Enter the search query “[Make][Model] Near Me”

– Make sure to check the ‘location’ section so your local market is targeted

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