Cobalt adds search tools to auto ad platform

Automotive advertisers have a few new tools with which to tweak their online advertising campaigns. Just in time for the fall buying season, Cobalt has rolled out a new set of tools for their PowerSearch platform to help auto marketers better reach the consumer base. Marketers can now choose from new keywords, change the way they bid on keywords for campaigns and increase consumer conversion rates in the parts/services categories.

by Kristina Knight

Cobalt's ads run on Google, Yahoo and MSN paid search platforms.

Local auto dealerships will likely reap the biggest rewards from the parts and services changes. Local dealers can potentially increase online traffic to their websites, thereby impacting their in-store sales. Dealers can also help consumers figure out a monthly payment schedule which fits their budget, an increasingly important aspect because so many consumers' car budgets are tight.

With both options, marketers can better optimize their ad campaigns and hopefully reach consumers who are in market and engaged.

Along with the tools already offered, PowerSearch is a way for local marketers to better reach their target consumers base. Ad campaigns can be optimized online but advertisers' campaigns can be easily made cross-platform. Local marketers in all categories have begun to see huge results from cross-promotion campaigns - television or newspaper ads pointing consumers online or online campaigns providing consumers with a direct link to a local business.