Since cars became a ubiquitous part of daily life, advertising them has been a big-money endeavor. Automotive ad spending is expected to reach almost $32 billion in the U.S. alone by the end of 2025.
A great automotive ad grabs your attention right away. Capturing that attention has become an art and a science as digital channels proliferate and sell-it-yourself car options abound. With search and social channels overloaded, it’s essential for automotive advertisers to use creative formats and placements beyond native ads.
For performance marketers building automotive campaigns, there are a few areas to explore to attract high-intent users and move them to research, test-drive, and finally purchase a car. Check out these successful car ads for ideas, trends, and best practices in auto advertising.
3 Best Car Ads to Get Inspired By (and Why)
There have been countless ads for autos since Karl Benz’s Patent-Motorwagen first rolled onto roads in 1885. Here are a few recent ads to consider as you’re building eye-catching creative.
Creative: Choose Your Own Color Ford
Display ads can’t be a set-it-and-forget-it practice for modern marketers. These ads need constant tweaking and testing, and automotive ads in particular rely heavily on high-quality imagery to entice potential buyers. They should include appealing details, like photos of specialized features or premium materials.
This particular automotive ad, below, highlights another key principle of automotive advertising trends — using strong colors. It’s also very light on text, using a familiar “click” icon and paint colors to tell a story of personalization, leading viewers to picture which paint color they’d choose for their Ford. There’s even a place to include a specific address or regional offer, which can increase conversions.
If you’ve got a full slate of images for the cars you’re selling, think about which might be the most engaging — are there small tweaks or adaptations you might test to engage your target audience?
Copy: The #BestDayEver Campaign
Chevrolet created its Best Day Ever campaign to combat declining brand health back in 2015. It launched a broad campaign across the U.S. with the #bestdayever hashtag, featuring celebrity performances, surprise acts of kindness, and other events, across live streams, video, social posts, and more.
A focused event with a unifying tagline and hashtag and short, memorable copy, helped Chevrolet to reach younger audiences, with 75% of the campaign’s engagement seen with people younger than 35, and 80% of campaign activity on mobile devices.
Other tips for creating great copy for automotive ads include offering direct incentives, such as a specific fact or benefit of a new vehicle type. Use brand history and trust, as well as nostalgia, if that’s an option for your car brand. With constantly growing interest in electric and other efficient vehicles, make sure to highlight any unique or new technology that sets your automotive brand apart from competitors, too.
Landing Pages: Driving Conversions and Sales
Tailored landing pages are a key component of performance marketing for the automotive industry. Done well, automotive landing pages can drive conversions and speed up the car-buying process. Performance marketers can use these landing pages to capture and nurture leads toward sales.
Advertising and PR firm Publicis Groupe worked with its client, legendary auto brand Citroën, to drive high-quality web sessions for more leads and sales. They ended up nearly doubling their leads-to-sales number by incorporating web retargeting, customized ads, and well-crafted landing pages to reach their target audience.
For successful landing pages, always tailor copy and creative to your prospects. Make sure to include any customized deals that are available, such as financing options and any local or regional offers. As with any automotive creative, use the most engaging, immersive visuals available, and conduct A/B testing to see which ones attract the most attention and click-throughs.
Download our Creative Shop's Automotive Creative Playbook
Key Takeaways
Automotive ads, crafted carefully, can and should stand out as you nurture target audiences to learn more and ultimately convert. Tailor your creative, copy, and landing pages according to the latest trends, and spend time on testing to grab attention and engage your prospects.
Frequently Asked Questions (FAQs)
What is the best place to advertise a car?
The best place to advertise a car for private sellers is likely an online site like Cars.com, Carvana, or CarGurus, among other options. Digital advertising means it’s much easier for an individual to sell a car directly than it was in the past. Dealerships or car companies also have many online options for advertising car sales, such as display ads, social media, search ads, and more, and may also use print or other analog media options.
What is the best advertising for a dealership?
The best advertising for a car dealership is likely a mix of digital advertising tactics across the right channels and formats. Search engine optimization (SEO) and search engine marketing (SEM) can both be very useful in attracting prospects, as well as targeted landing pages, regional messaging and offers, search ads, and a strong social media presence.
Is it legit to get paid to advertise on your car?
Getting paid to advertise on your car is legitimate and legal, but make sure you do your homework to avoid potential scams. Car wrap companies pay you to advertise on your vehicle, but make sure the one you choose is above board and that you read all the fine print.
