By: Cathie Wright

Newspaper circular ads are standard practice for most dealerships, and are easily recognized by auto consumers. With Google’s recent announcement that it will be offering online circular ads for retailers such as Best Buy and Macy’s, dealers now have the opportunity to use a format they’ve dominated in print to compete in the online advertising world. Retail ads are a large source of revenue for Google who is hoping the new platform will drive online customers into stores for the holiday season and beyond. This can also drive consumers from the web to your dealership when implemented properly.

Online ads have become increasing visual, with video and graphics featuring product images taking the place of more traditional text-only listings. This new circular ad format will build on that trend by allowing for multiple images as well as multiple links, resulting in a greater chance for clicks. Clicks = $ for Google, who grabbed 74 percent of search-based ad revenue in 2010 and expects that number to be 78 percent in 2012 with help from this new platform.

While Google itself is an obvious beneficiary of this launch, the consumer will also benefit from circular-style ads through promotions based on query topic and location. The new style ad will also be available in display and banner ads, which is a benefit for businesses who already use those formats for their campaigns.

This is great news for dealerships looking for an integrated advertising plan utilizing both traditional and digital strategies. The new online circular will allow you to recreate your print ad online, further enhancing brand recognition and allowing for more synergy between campaigns.

Are you looking for a knowledgeable team that is ready and willing to evolve with your dealership and automotive marketing campaign, visit this page and contact us now.