18 September 2017
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
are a few pointers on dynamic PPC marketing.
01. Consistent Results
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
solution to this issue is a simple, standard, and more consistent approach to dynamic
02. Runs Dynamic Display
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.
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.
helps in creating, customizing, and targeting ads in real-time.
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.
management and machine learning bids are used to optimize cost per click (CPC) and
click-through rate (CTR).
05. Dynamic Campaign
steps for setting up a dynamic remarketing campaign are:
the dealer’s inventory information (Like vehicle condition, VIN, make, model,
year, price, images, etc.)
Google feed (With, VIN, item title, final URL, second ID, image URL, subtitle,
the information to AdWords through the AdWords API
or set-up a campaign
the target, template, and save the ad
06. Number of
Ad Groups per Campaign
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.
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.
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.For
more information on dynamic PPC marketing, Click Here