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Last month I wrote an article on ADM about a new announcement from Google that will give dealers who manage their own Adwords campaigns a big boost in relevant ad building tools. (See Google Disrupts The Market With Dynamic Ads For In Stock Vehicles)
Dealers who outsource their Adwords management have more options if they want to implement inventory based advertising, which has proven to be very efficient when setup properly.
So, I have created a few screen shots on how the new system works to spur your creativity. There are so many ways that this can be implemented, especially if you want to have compelling ads based on Manufacturer and Models.
I would love to hear from ADM members on how this new feature could be used at their dealership.
The dynamic advertising feature is ideal for websites that have product pages that change often. Vehicle Detail Pages (VDP) are constantly changing, so having ads show for ONLY in stock vehicles has a great appeal. What is most compelling is that Google will scan the dealership website each day to make sure that the vehicles it choses to advertise are still available.
In the example above, I created a campaign for used cars based on cars that are in stock. I called the campaign "In Stock Used Cars" (see green box) and selected the "Dynamic Search Ads" option, shown in red. Campaigns have associated budgets so by configuring Adwords in this way, I can control the amount of dollars allocated to VIN level advertising.
Once the campaign is setup, you can create Ad Groups. Ad Groups can be setup for specific manufacturers or they can be broad. The customized strategy that dealers will use for this new feature is not covered in this article, but you should start to see how granular this can be set. The initial setup may take a few hours but the long term benefits will easily pay off.
In this Ad Group I am focusing on any used Acura that is in stock. The Headline will be written by Google based on the VDP data that it finds on the page. If the VDP is for a 2011 Acura MDX the headline could read "2011 Acura MDX" or some variation based on the Page Title and the content on the page. The granularity of the headline will be improved over time as well as search matching criteria.
Google is not requiring dealers to provide an inventory feed, which has many good points. Once this Ad Group is setup, and a few ad variations created, we have one more step to take before we can start advertising all used Acuras in stock.
The next step is to click on the "Auto Targets" (green box) tab in the Ad Group setup and select the website pages that have Acura VDP's. In the example below, I am using the syntax for Dealer.com websites which can break out Acura cars in the /used/Acura directory or /certified/Acura/ directory on their website. (see red box)
The slashes are important to keep in place. VinSolutions websites do not distinguish new and used VDP's by the URL; all VDP's have /vd/ in them. In this case you will need to use the Page Title feature or adjust your strategy.
Cobalt websites Vehicle Detail Pages have a clear pattern between new and used cars, like Dealer.com. Their pattern is /vehicle-details/certified- or /vehicle-details/used- or /vehicle-details/new-.
Any of these options should be able to get dynamic ads working for your dealership. For example, using the Page Title search feature on a VinSolutions website, you could identify any pages with the words "Used Acura" in the page title to find valid VDP's.
With any new technology, there are limitations. Dealers who use dynamic ads are somewhat dependent on the URL structure of their Vehicle Detail Pages (VDP) and how well the Page Titles are formatted. Dealers who "frame in" their inventory would not be a candidate for this product.
Dealers should never frame in their inventory but just today I saw a very respected dealer use framing. This defeats any SEO benefits that your website platform could provide and now it will impact dynamic advertising opportunities.
Dynamic ads, since they are not generated by an inventory feed like used by Haystak, Cobalt, and Dealer.com have the potential to be misread. I'll have some more specific data on how well Google's tools are doing to present the perfect ad for every in-stock piece of inventory.
If you like being kept in touch with the latest strategies and technology for digital advertising come back to the ADM Community website frequently. If you are serious about improving the ROI of your digital marketing investments, join me at DMSC where the top vendors offering paid search services will be speaking and sharing their winning ideas for 2013.
Which digital advertising companies will be at DMSC? Cobalt, Haystak, Dealer.com, Dominion Dealer Solutions, Now Marketplace, VinSolutions, DealerTrack, Dealer eProcess, CarMercial, and many more thought leads.
If you would like to join me at DMSC, register today by calling Carrie Hemphill at 908-601-6475 or by visiting http://www.DigitalMarketingStrategies.org.
I hope to see you in Orlando, Feb 5-7th at DMSC.
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Brian Pasch, CEO