This year’s biggest news is that automotive marketers are rolling out dynamic remarketing campaigns on Google search and display! Until the month of May, 2017, automotive marketers couldn’t create display campaigns and dynamic retargeting in Google Display Network just due to the fact that there were no supporting systems which could connect the inventory of a dealer to business data of AdWords.
But now cars can also be seen in dynamic remarketing campaigns which are powered by machine learning technology on both display and search channels. As this is the first year for the automotive marketers, we should reach the epicenter of this new thing. After an interview with an expert PPC analyst who is working with Mudd Advertising, here are few of his insights that he shared. Let’s take a look.
The issue that they were trying to repair while they put all their clients on dynamic campaigns was standardizing results through different accounts. The managers of the campaign didn’t have any standardized or systematic method of optimizing campaigns. Each account and each campaign used to get different results. The employees got doubtful due to the constant inconsistent results and this lead to stress among everyone. This was when he started finding a dynamic remarketing solution in order to watch out for standards, simplicity and consistency of results.
They felt there was an opportunity to apply dynamic campaigns to all automobile related searches, to all data which people have been searching for cars, which can be drawn from the inventory feed of a dealership. This opportunity was to utilize their data as underlying structure for all sorts of campaigns. By leveraging dynamic campaigns, they could target car queries which were based on the condition, year, make and model of the car. This is purely a data-driven solution which permitted them to enhance the structure and leverage the inventory of the client for ad-creation.
They even noticed an opportunity around display and remarketing/retargeting which has been available through AdWords to the e-commerce businesses. The only problem was that the automotive products are forbidden and considered as a disqualifying item in Merchant Center. Google offers business data for automotive marketers and dealerships to upload CSVs but there is no dealership which has got enough expertise to create a definite kind of system. Therefore they’re now the first agency who will run display remarketing campaigns.
Dynamic Creative Optimization or DCO is a method of performing media buys through RTB or real-time bidding exchanges where they offer an inventory feed which is offered and dynamic creative are shown. RTB is exclusive to the GDN and there lies the difference. The properties that are available on one aren’t available on the other. The clients have got access to dynamic display remarketing campaigns on the GDN.
The foremost step to take is to get a feed of the dealer’s inventory. The feed should include all basic details about each vehicle, its condition, VIN, make, model, price, year of manufacturing and many other such details. In order to help yourself build Google feed, you will require all such details. Getting the inventory feed is extremely simple and you will find services which will do this on your behalf at a nominal cost.
Therefore, all this above mentioned information is just speculation but experts believe that digital ads are moving towards becoming totally dynamic, where ads will be automated and totally data-driven.
Jul 21, 2017 0