Snapchat Drives Qualified Site Traffic and Engagement for Local Auto Dealerships

DSplus Partners with Snapchat to Reach Automotive Brands

DSplus is a digital marketing agency that works to bring a united message across the customer journey for automotive clients through digital marketing channels. They use data-driven insights to fuel dynamic, tailored messaging that evolves based on shopping behavior, inventory, and model preference, ensuring the right message gets to the right person at the right time.

As part of an initiative to drive awareness and consideration for dealerships in the Kansas City designated marketing area, DSplus turned to Snapchat to create a campaign geared toward audiences 21 and older. And because most Tier 2 automotive brands are hesitant to switch up their tried-and-true marketing mix, this was a great opportunity to showcase the value of Snapchat for any brand.

Using Snap Ads, Commercials, and Goal-based Bidding

To drive awareness and consideration, DSplus used a mix of Snap Ads and Commercials featuring interior shots of the vehicle. Additionally, the brand chose various optimization goals to ensure the ad creative would reach their target audience. Specifically, DSplus leveraged Snapchat’s goal-based bidding strategies, enabling the brand to optimize content for a specific action.

To identify and engage potential customers, three static Snap Ads used bidding on clicks and landing page views, while Video Ads served to attract mid-funnel customers through Commercials and bidding on 15-second video views.

Driving Awareness and Consideration

Using different ad products and optimization goals proved very effective for DSplus, driving strong results across both awareness and consideration objectives. Snap Ads optimized for landing page views drove an average of 25 seconds spent on the landing page. The ads optimized for clicks achieved an average click-through rate of 3.5%, with the top-performing creative driving a click-through rate as high as 6%. Commercials specifically drove an average video view rate of 85.7%. Overall, DSplus achieved their campaign goals, demonstrating the value Snapchat brings to brands of all kinds.