Why Your Digital Marketing Provider Should Partner with All Major Search Engines

Add Bing’s 2017 Channel Partner of the Year North America award to our trophy case.

The award is recognition of our long-standing collaboration with Bing – a relationship we are very proud of, as we are with all of our partnerships with major search engines.

Yes. We know we’re patting ourselves on our backs here. But earning the search engines’ trust isn’t easy, and it isn’t an overnight exercise, of course. It takes years of technical and engineering collaboration as well as sound business strategy and alignment to forge this trust.

Okay, great, you say. Why should these kinds of awards matter to your dealership? Because this kind of recognition is acknowledgement that we’re building the best possible digital marketing products for your dealership.

Search engine partnerships produce proprietary training, tools, and insight to help you reach the right audience at the right time.

The partner of the year award specifically recognizes the partnership’s profound impact on both Dealer.com Paid Search performance and Bing Ads’ relevance for auto dealers that are looking to target a specific consumer demographic.

Different types of shoppers use different types of media to help find the vehicles and services they need. Though Google is the most commonly used search engine, many shoppers still turn to others like Bing, Yahoo, Ask, and AOL.

For example, a recent study found that in-market shoppers who use Bing tend to skew older (45+) in age but also have average incomes of over $100,000. Therefore, they’re more likely to shop for higher priced vehicles or potentially, a more comprehensive service package.

It’s close partnerships with search engines that allow your provider to understand the best way to optimize your overall media investment. Make sure you’re partnering with a provider that uses search engine data as well as your inventory’s demand data to help steer marketing strategy.

Trusted search engine partners are constantly making upgrades and advancements to their technology.

Close partnerships between digital marketing providers and search engines can result in improved technology. For example, in February 2017, Dealer.com hosted Bing engineers in-house at our Burlington location, teaming up with our engineers to brainstorm new ways to improve and advance our technology.

This shoulder-to-shoulder collaboration solidified business relationships and resulted in technical innovations which now benefit all Dealer.com Advertising clients.

Partnering with a digital marketing provider that has close relationships with all major search engines simply makes sense. It ensures that your media campaigns, driven by technology and informed by strategy, will reach your target audience.

If you want to give your dealership access to the most sophisticated advertising opportunities, tools, and data, be sure to work with a trusted digital provider – one with close relationships with all major search engines – to ensure the best results for your business.

Chris Vessey is the director of digital media solutions at Dealer.com