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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.


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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.


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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.


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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.


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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.


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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.


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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.


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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.


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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.


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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


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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)


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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).


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Quick Checklist (Use Before You Launch)


  • [ ] Clear monthly goal (inventory, offer, service, trade-in)
  • [ ] HQ template selected (reimbursable and compliant)
  • [ ] Dealer details and offer personalized correctly
  • [ ] Channel mix includes Search + retargeting
  • [ ] Social campaigns include a lead or traffic objective
  • [ ] Landing page matches the ad message
  • [ ] Tracking in place (calls, forms, URLs/QR for print)
  • [ ] Coop/MDF documentation requirements understood


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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

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