Dynamic PPC Marketing for Car Dealerships

The automotive industry is shifting towards dynamic pay-per-click (PPC) remarketing. Earlier, dynamic retargeting and display campaigns were not available on the Google display network (GDN). That has changed and now your dealership inventory can be promoted through dynamic remarketing on both search and display platforms.

Here are a few pointers on dynamic PPC marketing.

01. Consistent Results

The biggest bottle-neck was the lack of consistent results earlier when all the clients were subjected to a dynamic marketing campaign. Standardizing and optimizing methods were nonexistent earlier, and the campaigns couldn’t be scaled up.

The solution to this issue is a simple, standard, and more consistent approach to dynamic remarketing.

02. Runs Dynamic Display Remarketing Campaigns

Dynamic display remarketing campaigns can be easily executed. This is done by the system which collects the dealer’s inventory, generates AdWords business data from the inventory, and sends it to the AdWords ad center.

03. Data-driven Campaigns

Dynamic PPC remarketing can also be applied to search data of people who are searching for specific cars. You can target based on car condition, year, make, and model. These details can be pulled from auto dealership’s inventory.

This helps in creating, customizing, and targeting ads in real-time.

04. Display Remarketing Process

Through dynamic marketing, people searching for a particular car can be followed and targeted with ads that show exactly the same car. Once the vehicle is sold and moves out of your inventory display, that ad will stop showing up.

Budget management and machine learning bids are used to optimize cost per click (CPC) and click-through rate (CTR).

05. Dynamic Campaign Set-up

The steps for setting up a dynamic remarketing campaign are:

• Collect the dealer’s inventory information (Like vehicle condition, VIN, make, model, year, price, images, etc.)
• Build Google feed (With, VIN, item title, final URL, second ID, image URL, subtitle, etc.)
• Send the information to AdWords through the AdWords API
• Locate or set-up a campaign
• Choose the target, template, and save the ad

06. Number of Ad Groups per Campaign

A number of ad groups can be set up by auto dealers depending on their audience. You may customize and set-up ads for the audience who are interested in ‘new’ and ‘used’ vehicles separately. It can also be set for specific and other brands.

For instance, a headline or description related to Honda can be used for visitors who are interested in Honda cars. And, a generic headline can be created for cars of other brands.

07. Tracking Campaign Performance

Tracking the campaign’s performance is similar to that of any AdWords campaign. A/B testing with alternate images, description, titles, etc. can also be performed.

Finding the specific car that your audience is looking for, using Google Analytics and adding URL parameters, will help in providing better results.