Leveraging New Tools for Automotive Advertising Success
This webinar, a collaboration between C-4 Analytics and Microsoft Advertising, explores how Microsoft is making a bold play to redefine the search landscape. With the integration of ChatGPT into the new Bing search engine and a suite of powerful advertising tools, Microsoft is providing automotive advertisers with new ways to connect with high-quality audiences.
As C-4 Analytics' Trevor Spiro and Microsoft Advertising's Kevin Jones and Daquan Love discuss, it’s a pivotal moment. The decisions you make now can help you drive success and stay ahead of the curve.
Why Microsoft's Audience Matters
Microsoft is no longer just a complement to other search engines. Its user base is growing rapidly, with over 100 million daily active users on Bing and a significant number of new users trying the platform for the first time.
Microsoft's audience offers a unique advantage for automotive advertisers:
- Rich Audiences: Microsoft's search users are 16% more likely to have a household income between $85K and $200K than Google users. This demographic has greater buying power and is more likely to be in the market for a new vehicle.
- Higher Conversion Rates: Microsoft's automotive shoppers are not just ready to buy, but are 11% more likely to buy brands they’ve seen advertised. They are also 26% more likely to shop for luxury vehicles.
- Cost Efficiency: With less competition on the Microsoft ad auction, you can reach these valuable shoppers with a lower cost-per-click (CPC) than on other platforms.
By adding Microsoft Advertising to your media mix, you can capture a high-quality audience and maximize your return on ad spend.
New Tools for a Modern Funnel
Microsoft is creating a rich ecosystem with a full suite of advertising solutions that reach users at every stage of the funnel.
- The New Bing with ChatGPT: This conversational AI-powered search engine provides a completely new way for shoppers to research vehicles. A user can chat with Bing to find the best dealerships, check for specific inventory and features, and even get contact information for a sales manager. This new feature is a game-changer for driving high-intent leads.
- Microsoft Automotive Inventory Ads (AIA): Microsoft was first to market with inventory ads, which are now a must-buy for dealers. These feed-based ads display your vehicles with images and pricing, linking directly to the VDP on your website. They drive engaged, high-quality traffic to your site.
- MSN Autos Marketplace: This is a free listing site that allows dealers to display their inventory in a searchable marketplace. With free listings and the ability to run paid AIA ads at the top, MSN Autos provides a powerful, no-cost way to get your vehicles in front of a wide audience.
- Microsoft Audience Network: This network of high-quality Microsoft-owned properties like MSN.com, Outlook, and the Edge browser allows you to extend your reach beyond search. You can serve native ads, image extensions, and even video ads to in-market shoppers and retarget website visitors, building crucial brand awareness and driving conversions.
The Power of a Unified Strategy
The key to success is to combine these tools. By running both search and audience campaigns, you can reach shoppers at every stage of their journey—from initial research to final purchase. Data shows that users exposed to both search and audience ads are more than 2x more likely to visit your website and have a 6x higher conversion rate than users who only see search ads.
The future of automotive advertising is here, and it’s about a comprehensive, data-driven approach. By leveraging the new tools and valuable audience that Microsoft provides, you can maximize your reach and secure high-quality customers more efficiently.
Watch the Full Webinar
For a deeper dive into these topics and to hear directly from Kevin Jones, Director of Partner Development, Microsoft Advertising, Daquan Love, Senior Partner Manager, Microsoft Advertising, and Trevor Spiro, VP of Performance Media, C-4 Analytics, watch the full webinar below.