Marketing Development Fund Eligible

All digital advertising through the H-D Dealer Digital Program is MDF eligible. Claims are submitted on your behalf, and you'll automatically receive a 50% reimbursement, up to your available funding limit.

Google Paid Search

Your dealership’s ads will appear at the top of Google search results when potential customers search for relevant keywords.

-Target high-intent keywords to reach users actively searching for motorcycles

-Strategy includes location-based, model-specific, and dealership-focused terms (e.g., "Harley dealer near me," "2024 Street Glide," "Harley-Davidson [Dealership Name}") to drive high-quality, local traffic.

-Ads are continuously optimized based on performance data to improve click-through rates and lower cost per lead.

Paid Social

Drive awareness and generate leads on Facebook and Instagram through targeted, engaging content.

-Eye-catching images and videos are used to boost engagement and expand reach to prospective customers.

-Campaigns are tailored to reach users based on demographics, interests, and online behavior.

-Retargeting strategies help re-engage users who have previously interacted with your dealership online.

Video Advertising

Video ads are shown on YouTube before or during relevant content that in-market customers are actively watching.

-Ads showcase various Harley-Davidson models and include your dealership’s information.

-Targeting ensures your videos reach users based on their interests, search behavior, and geographic location.

Facebook Automotive Inventory Ads

FB AIA enables us to upload your dealership’s full inventory catalog to Facebook, highlighting the most compelling bikes and features to the right audiences.

- Ads are automatically delivered based on real-time availability and pricing.

- Target users who have viewed specific models on your website and uncover new, untapped audiences through online purchase intent.

Social Retargeting

Social Retargeting serves tailored ads to people who have previously engaged with your dealership.

- Ads are shown to users who have visited your website or appear in your CRM.

-These campaigns are strategically designed to re-engage high-intent users who may be considering a purchase but haven’t yet converted.

What is difference between organic and paid search results?

Will I see my advertisements every time I search?

Every time a keyword in your area is searched, a virtual auction takes place. This auction is made up of a variety of factors, and not showing up can be for a variety of reasons. Below are the top reasons your ad might not show when you searched for it:

• Daily Budget: Your monthly enrollment budgets get broken down into a daily target (ensuring a full month of coverage). In some instances, your current in-market demand can exceed the level of investment you selected – meaning, your budget wasn’t large enough to show to every person who is searching. Keep in mind that showing up for every search isn’t always the best strategy, as our algorithms and strategies are more designed to make you present when the possibility of a lead is high.
• Targeting: Your advertising campaigns are going to be geared toward your local audience by targeting a radial audience (varying by dealer) of shoppers. For example, if your dealer is targeting 15 miles, but you are 20 miles away, you may not see your results show up.
• Keyword Relevance: We will use a range of lower funnel keywords, as the goal of the SEM campaigns is to drive interactions. At times, our advertising campaigns could prioritize certain keyword phrases compared to others – this does not mean you will never show for certain searches, but that we are focusing on searches that drive leads first.

How will I know if it is working?

You will have monthly touch bases with your VMC to go over campaign performance reviews and optimization recommendations.

Why do I need to show paid ads if I already show up on Google organically?

Showing ads and organic listings is a good thing:

• For associated search results in the top spot organically, 50% of the ad clicks are incremental (meaning the dealer would not have captured them)
• For associated search results in positions 2-4, 82% of the ad clicks are incremental
• For associated search results in positions 5 or higher, 96% of the ad clicks are incremental
• Google will display up to 4 paid search ads at the top, pushing organic results below the fold and giving paid ads more impact.

What type of Keywords will be a part of this campaign?

Keyword selections all fall within three categories Retention, Local, and Segment. Below are samples of keywords that are targeted in your SEM campaigns:

Value: All keywords are targeted to in-market shoppers – these are users who are directly interested in the models or products that you offer. Every impression is targeted, and every click is qualified.