Articles on: Boundary questions
This article is also available in:

Most Efficient Local Marketing Mix for a Local Car Dealer (Using HQ Templates + Coop/MDF Automation)

Overview


A local car dealer gets the best results when the marketing mix:


  • Prioritizes high-intent channels (people actively shopping for a vehicle)
  • Uses always-on awareness to stay top-of-mind in your market
  • Leverages HQ’s ready-to-use local marketing system to save time, stay on-brand, and maximize Coop/MDF reimbursement


This article outlines a practical, efficient mix using the system’s customizable ad templates, automated online campaign creation, and built-in Coop/MDF fund handling.



The “Efficient Mix” in One View


Use this as a starting point and adjust based on inventory, seasonality, and your Coop/MDF rules.



  • 50–70% Digital performance (lead + calls + visits)
    • Google Search
    • Google Display Network (retargeting)
    • YouTube (local video reach)
    • Facebook/Instagram (lead + traffic)
  • 20–35% Digital awareness + community presence
    • YouTube reach
    • Facebook/Instagram reach
    • Local sponsorships/events (if reimbursable)
  • 0–20% Traditional (selective, only when it’s reimbursable and measurable)
    • Print, radio, or outdoor where it fits your market and Coop/MDF rates


Tip: If Coop/MDF reimbursement is higher for certain formats, you can shift budget toward those formats—as long as the channel still supports your sales goals.



Why This Mix Works for Car Dealers


Car shoppers move through stages:


  1. Awareness ("I might need a new car")
  2. Consideration ("Which model/dealer?")
  3. Intent ("I want pricing, availability, test drive")
  4. Action (call, form, visit)


The most efficient mix covers all stages, but puts the most money where intent is highest.



Channel-by-Channel: What to Run and When


1) Google Search (High intent, best for leads)


Use for: new/used inventory, service offers, trade-in, financing, test drive.


Why it’s efficient: People searching are already in-market.


Best practices:


  • Focus on keywords tied to action: “lease deal,” “test drive,” “dealer near me,” “0% APR,” “used [model]”.
  • Use location extensions and call extensions.
  • Send traffic to the most relevant landing page (model, offer, or inventory).


Example campaigns:


  • “SUV Lease Offers – [City]”
  • “Used Cars Under $20k – [City]”
  • “Book a Test Drive – [Model]”


How the system helps:


  • Uses HQ-approved templates and automates campaign setup.
  • Keeps messaging compliant and consistent.
  • Tracks spend and eligible costs for Coop/MDF.



2) Facebook & Instagram (Efficient reach + lead capture)


Use for: monthly offers, new arrivals, events, trade-in, service specials.


Why it’s efficient: Strong local targeting and creative formats; good for both awareness and lead generation.


Best practices:


  • Run two layers:
    • Always-on reach (brand + offers)
    • Lead/traffic bursts around promotions and inventory pushes
  • Use short, clear offers and strong calls-to-action.


Example ads:


  • Carousel: “Top 5 SUVs in stock this week”
  • Lead form: “Get today’s price on [Model]”
  • Video: “3 reasons locals choose [Dealer Name]”


How the system helps:


  • Provides ready-to-use templates you can personalize (dealer name, address, offer, disclaimers).
  • Automates campaign creation and targeting setup.



3) Google Display Network (Retargeting that improves conversion)


Use for: retargeting visitors who viewed inventory, offers, or financing pages.


Why it’s efficient: Keeps your dealership in front of shoppers who already showed interest.


Best practices:


  • Use retargeting as a “conversion assist,” not your main lead driver.
  • Keep frequency reasonable to avoid ad fatigue.


Example retargeting message:


  • “Still looking? See this week’s [Model] deals in [City].”


How the system helps:


  • Automates audience setup and creative sizing.
  • Keeps assets on-brand and compliant.



4) YouTube (Local video reach + mid-funnel influence)


Use for: new model launches, monthly promotions, dealership trust-building.


Why it’s efficient: Video builds familiarity quickly and supports search/social performance.


Best practices:


  • Keep videos short (6–15 seconds for reach; 15–30 seconds for offers).
  • Use clear branding in the first 3 seconds.
  • Pair YouTube with Search and retargeting for best results.


Example video script:


  • “This month at [Dealer Name] in [City]: [Offer]. Click to see inventory and book a test drive.”


How the system helps:


  • Provides HQ-approved video templates.
  • Automates campaign setup and local targeting.



5) Print (Selective use, often driven by Coop/MDF rates)


Use for: older demographics, local community publications, seasonal events.


Why it can be efficient: If your Coop/MDF reimbursement is strong for print and your market responds well.


Best practices:


  • Use print for simple offers and store credibility.
  • Include a trackable element:
    • Unique URL (e.g., dealer.com/spring)
    • QR code
    • Promo code


How the system helps:


  • Offers print templates with required disclaimers.
  • Helps document proof-of-performance and proof-of-publication for reimbursement.



How to Maximize Coop/MDF While Staying Efficient


Coop/MDF support often varies by:


  • Campaign type (e.g., model launch vs. service)
  • Channel (digital vs. print)
  • Format (video vs. static)
  • Timing and compliance requirements


Practical rules to follow


  • Start with what sells (Search + retargeting + social lead campaigns).
  • Use Coop/MDF to scale what’s already working.
  • Choose reimbursable templates whenever possible to reduce approval risk.
  • Keep documentation clean (the system typically stores invoices, screenshots, and campaign reports).


Example: Using reimbursement to stretch budget


If a campaign has higher reimbursement on a specific format (e.g., video), you can:


  • Run YouTube reach to build awareness (reimbursable)
  • Support it with Google Search to capture intent
  • Add retargeting to convert visitors


This creates a full-funnel mix while taking advantage of the best reimbursement rate.



Step-by-Step: Build Your Monthly Local Marketing Plan in the System


Step 1: Pick your goal for the month


Choose one primary goal:


  • Move specific inventory (e.g., SUVs)
  • Promote a monthly offer (lease/finance)
  • Increase service bookings
  • Drive trade-in leads


Step 2: Select the HQ campaign template


In the local marketing system, choose a campaign that matches your goal (e.g., “Monthly Offer,” “Model Spotlight,” “Service Promo”).


Step 3: Personalize the creative (fast, compliant)


Update only what’s needed:


  • Dealer name, address, phone
  • Offer details (price, APR, lease terms)
  • Local imagery (if allowed)
  • Call-to-action (Book test drive, Get quote, Call now)


Keep changes minimal to stay compliant and speed up approvals.


Step 4: Choose channels and budget based on intent + reimbursement


A common efficient setup:


  • Google Search: capture demand
  • Facebook/Instagram: reach + leads
  • Display: retarget site visitors
  • YouTube: awareness boost


Step 5: Launch automated online campaigns


Use the system’s automation to:


  • Create campaigns across Facebook/Instagram, Google Search, GDN, and YouTube
  • Apply recommended targeting and placements
  • Ensure brand and legal requirements are included


Step 6: Track results and optimize weekly


Check:


  • Leads (forms, calls)
  • Cost per lead / cost per call
  • Website traffic to inventory pages
  • Top-performing ads and audiences


Then adjust:


  • Shift budget from weak ads to strong ads
  • Refresh creative if frequency is high
  • Tighten targeting if lead quality drops


Step 7: Submit for Coop/MDF reimbursement


Use the system to:


  • Confirm eligibility and reimbursement percentage
  • Attach required proof (invoices, reports, screenshots)
  • Submit and track reimbursement status



Example: Efficient 30-Day Mix for a Dealer Promotion


Goal: Drive test drives for a featured SUV offer.


Week 1–4 (always on):


  • Google Search: “SUV lease offer [City]”, “SUV dealer near me”
  • Retargeting (GDN): visitors who viewed SUV inventory


Week 2–4 (boost):


  • Facebook/Instagram lead ads: “Get today’s payment quote”
  • YouTube 15s video: “This month’s SUV offer at [Dealer Name]”


Print (optional):


  • Local paper ad only if reimbursable and trackable (QR + unique URL)



Common Mistakes to Avoid


  • Spending too much on awareness without enough Search/retargeting to capture demand.
  • Running too many campaigns at once (dilutes budget and learning).
  • Customizing templates too heavily (can slow approvals and reduce compliance).
  • Not tracking print impact (hard to prove performance and reimbursement eligibility).
  • Ignoring lead quality (optimize for booked appointments, not just form fills).



Quick Checklist (Use Before You Launch)




Next Steps


  • Start with the recommended split (Search + Social + Retargeting + YouTube).
  • Use the HQ system templates to launch faster and reduce compliance risk.
  • Let Coop/MDF reimbursement guide scaling decisions—but keep performance and lead quality as the final decision-maker.

Updated on: 30/01/2026

Was this article helpful?

Share your feedback

Cancel

Thank you!