Jan 212014
 

When You Run Your AdWords Remarketing Campaign You May Want to Consider Who is Viewing It – And, The Device They Are Using

Recently I was reading an article regarding creating dynamic ads in Google for your Remarketing ad campaign. It was right on the money, giving step by step instructions on how to create and place the ad for your dealership, but the author left out some important information that you really need to know.

I know a lot of dealers use these tools to create their own ad campaigns. There is nothing wrong with that if you have the budget and manpower to do it. However, before you move ahead there is something you need to consider. These ads are created in Flash when you use the Google template. If you own an iphone or an ipad, you know that these cannot be viewed without a third party app that doesn’t always perform well, and are at best cumbersome. 36% of RV consumers access RV dealership websites via mobile devices. The majority of those are iPhones and iPads. Because of the nature of Apple products being in a higher price range, these consumers are more likely to be those with more disposable income. Your exact target market.

56% of cellphone users own a smartphone. It is projected that figure will reach 64% by the end of 2014. That’s 160 million smartphone owners. Apple takes center stage with a 25% market share. 40 million smartphone users can’t see your Flash advertisement.

130 million people own tablets. The latest statistics show Amazon taking up 9.4% of the market, and Microsoft rising to 2.3% with their Surface, however Apple iPad remains at the top capturing 76.1% of browser activity. That’s down 1.3 percentage points since Christmas, but they are in no means losing their status at the top of the web browsing hill with over 98 million users. That’s 98 million users who can’t see your Flash ad.

In this case, Google is not your friend. They are banking on you not being technically savvy enough to know that even though they are asking you to create an ad viewable on a smartphone, it won’t be viewed on over 40 million of them. Nor those 98 million iPad users.

Adobe Flash Player notification on iphone and ipad

Nofication to install Adobe Flash

Solution: Dynamic ads are simply moving ads, and though it may not seem as hip, there are other technologies you can use.You can create your ads in GIF format if you have the software to do it.

Google requirements:
⦁    Animation length must be 30 seconds or shorter
⦁    Animations can be looped, but the animations must stop after 30 seconds
⦁    Animated GIF ads must be 5 fps or slower

If you don’t know how to do this, or more importantly, do it well, the outcome can look like your 10 year old nephew did it back in 1994. My advice is to have your banner ads created by a professional. The cost far outweighs the loss in accessibility to your advertising by using the wrong technology. You also don’t want to look less than professional or project an image that you are not serious about the way your business communicates with potential customers.

Today, the tools are out there to ‘do-it-yourself’ when it comes to online advertising and marketing of your RV dealership. Just be sure you are aware of the limits of technology, because what you don’t know really can hurt you. Be smart, if you need help ask for it.

Dan Ball

About the author

Daniel P Ball founded DP Ball Advertising in 1984 and has been working within the RV industry exclusively for nearly 30 years. Currently active in developing and implementing advertising and marketing campaigns including traditional and internet marketing media. Dan lives in Chardon, Ohio, has three children of whom two are in college and one in high school, and enjoys golf and fitness.