Volkswagen has hired dealer website and digital retailing company DealerFire to drive a new digital advertising initiative to help Volkswagen dealers increase their U.S. vehicle repair business.

DealerFire, which automotive retail software company DealerSocket acquired in 2015, will offer three packages under the Volkswagen Service and Parts Advertising program. Those packages are eligible for a 50% retail co-op reimbursement. Content development and a mix of social, display, and search advertising will be part of each package. Also included in the package: the ability to promote service offers and specials directly on Facebook.

Using DealerFire, participating Volkswagen dealers will reach and target customers on the Google Display Network who are either searching for repairs or maintenance services, or they will target customers who are most likely in need of service work.

DealerFire general manager Brian Wagner said consumers register more than 200 million Google search queries every month for parts and service. But he said franchise dealers capture just 30% of what consumers spend each year on vehicle repairs.

“Volkswagen is putting its best digital-merchandising foot forward with a comprehensive program and has asked DealerFire’s award-winning software to drive it,” Wagner said in a news release. 

Volkswagen’s group-paid search marketing initiative will be administered through the Volkswagen Dealer Digital Program. The automaker created that program to connect its approximately 650 U.S. dealers to what it describes as best-in-class technology and digital marketing providers.

DealerFire, which currently partners with 16 OEMs and supports more than 2,000 dealer websites, is one of the providers Volkswagen selected to assist dealers under the new initiative. The initiative will include three levels of paid advertising, service center profile pages, dealer-integrated coupons, call tracking and recording, and online visibility and reputation management.  

The premium version of DealerFire’s three digital advertising packages features a customizable HTML5 ad showcasing service coupons and messaging. Through the three packages, participating Volkswagen dealers will get access to a DealerSocket team member who specializes in Google AdWords-Certified search engine marketing. They will also gain access to all Google ad extensions, customizable reporting and display network designs, conversion tracking, and Top 3 position targeting. All of those features are available in DealerFire’s tools.  

“What many dealers may not know is that two out of three visits to their websites are for parts and service,” Wagner said. “And customers who service their vehicles at a dealership are three times more likely to purchase or lease again from that same dealership. DealerFire is offering three comprehensive packages under Volkswagen’s service and parts advertising program, which the automaker made even more compelling by offering 50% co-op on all pay-per-click advertising that is dedicated to fixed ops.”