Microsoft Advertising wants to help dealers turn clicks into conversions. The software company announced an open beta for automotive inventory ads in the U.S. Today on CBT News, we’re pleased to welcome John Lee, Head of Evangelism for Microsoft Advertising, to discuss the inventory ads and what this could mean for dealers.
Lee begins the conversation by discussing automotive inventory ads. He says that advertising platforms have become very savvy through shopping ads. In automotive, retailers rely heavily on data feeds that target specific audiences. Dealers are constantly looking to use this data to improve their ad strategy and place ads in the most effective location.
Unlike traditional digital ads, Microsoft’s open beta for automotive inventory ads doesn’t need keywords to reach end-users. Microsoft’s data feed uses an algorithm to reach the most targeted audience.
Lee then discusses the opportunity that dealers have through an internet search to strategically place inventory. Microsoft currently provides a unique platform for dealers to put their inventory directly in front of consumers who are using a search engine to find vehicles. While Microsoft does compete with Google, Lee suggests that dealers advertise on both platforms to ensure no sales opportunities fall through the cracks.
Lee concludes the conversation by discussing key demographics that Microsoft Advertising reaches. Half of the overall users on Microsoft are 45 or younger. The average income is over $86,000. Lee says that all the demographics show that Microsoft users are prime candidates to buy a wide range of vehicles.