Inventory aware campaigns in the automotive industry final

BRIGHT IDEASSTART HERE.

2015 SUMMIT MONTREAL | JULY 29+30

Inventory-Aware Campaigns in the Automotive Industry


©2015 All rights reserved 2ACQUISIO 2015 SUMMIT MONTREAL – JULY 29+30 #ACQsummit

MEET THE SPEAKERS

Haley JohnsonDigital Department Manager

Mudd Advertising

Chris HansonCEO & Co-Founder

3GEngagement

Dave MeindlProject Analyst

Mudd Advertising



Purpose/ Value of Inventory-Aware CampaignsSave Time. Improve Performance.

Make Your Clients & Their Customers Happy.



Become More Efficient

Save time and your sanity

Minimize human error

Achieve consistency



Improve Performance & Results

Push one-off inventory items

Appeal to lower funnel customers

Higher CTR and Conversion Rate

Lower CPC and Cost per Conversion



Boost Sales & Customer Satisfaction

Connect online searchers with accurate and timely listings

Eliminate frustrations surrounding availability



Setting Up Dynamic Campaigns

Inventory feed Set up a feed with the website provider, DMS or inventory management company.

We use a third-party company to do this. They get the feed, put it in a common layout and send it to Acquisio.

If the feed comes with a URL (typically from the website provider) then you can use the URL feed to direct people to the actual VDP page.



Inventory Feed



Dynamic Campaigns are only as strong as your: Copy Template

Create more than one version, with each version having less total number of characters than the one before it.

Pull in variables to help build the ad using fields from the feed. Fields such as price, make, model, color, trim etc…

Since you can only use one set of ad templates for all ads it’s important to build ads that would work with all variables.



Copy Template

Template: {category4} {category3} {category2}|As low as ${category6}|Schedule A Test Drive At {category5}

Ad: Certified/Used 2007 Focus|As low as $7,985|Schedule A Test Drive At ABC Motors

Template: {category3} {category2}|Book a test Drive today|Many {category1}s in stock.

Ad: 2007 Focus|Book Test Drive Today|Many Ford in Stock



Keywords Be specific, avoid broad match unless using modifiers.

If you want to be less specific use search ads, not dynamic.

Broad match modifiers allow you to open up the number of impressions while ensuring your ad stays relevant.

Use negative keywords to help sculpt the campaign. Keep words such as parts, service and body work negative.



Keywords

BROAD|+{category4} +{category3} +{category2} for sale (+Used/Certified +2007 +FocusEXACT|{category3} {category1} {category2} ([2007 Ford Focus])BROAD| +{category3} +{category2} +Colorado +Springs (+2007 +Focus +Colorado +Springs)PHRASE|{category4} {category3} {category2} for sale ("Certified/Used 2007 Focus for Sale")



Being smart with your URLs VDP vs SRP

VDP isn’t always possible with the URL structure and feed limitations.

Also, because not all website providers have “sticky” VDP’s

We’ve found the SRP to be better for bounce, time on site and lead generation, especially if your have multiple 2007 F-150’s in stock. Where would you want to land if looking for a 2007 F-150?



VDP’s



Building URLS You may have to contact the website vendor to get URL structure, they are all different.

http://www.example.com/{category7}-inventory/index.htm?year={category3}&model={category2}&make={category1}



Market Area With used cars you can use a larger area to target your ads in. People will travel for the exact used

vehicle they want.



Use Ad Extensions Dynamic used inventory campaigns create phone calls, make it easy by using call extensions.

Site links are important to drive people to other parts of your site. Use them.

You will run into trademark issues If you a Ford dealer and an ad is rejected due to a trademark issue, it’s easy to fix. If you’re a

Chevy dealer you still may be able to get approved to use the ad in specific campaigns. Always reach out and ask.

If you’re not using Bing, you’re missing out. Acquisio will send Dynamic Campaigns to Bing as well.



Thank you!



Tracking and Optimizing Inventory-Aware Campaigns



Track everything Phone calls

Templates & template variables

Analyze once (Don’t Repeat Yourself)

Optimize everywhere

Strategy



Track EverythingPhone Calls



Tracking Calls from Dynamic Campaigns

2012 Hyundai Elantra GL5 – 42,401 Miles. Only $13,765.meindlmotors.com (877) 654-3210For sale in Cedar Falls. Call now.

(877) 654-3210

Medium cpc

Source google

Campaign DC Used

Ad group 2012 Hyundai Elantra

Headline 2012 Hyundai Elantra GL5

Keyword 2012 +hyundai +elantra

Search term

2012 hyundai elantra

Caller 987-654-3210

Time 25 Jul 05:56 PM

Duration 00:04:24

Status ANSWER



Campaign-level Call Tracking

One number per campaign

Template: dealersite.com/?call_camp=dc-{condition}

Result: dealersite.com/?call_camp=dc-new



Keyword-level Call Tracking

(877) 654-3210



Marchex Call Tracking

ValueTrack parameter AdWords: kw={keyword}

Bing Ads: kw={QueryString}

Keyword => Call



AdWords Call Tracking Medium cpc

Source google

Campaign DC Used

Ad group 2012 Hyundai Elantra

Headline 2012 Hyundai Elantra GL5

Keyword 2012 +hyundai +elantra

Search term

2012 hyundai elantra

Caller 987-654-3210

Time 25 Jul 05:56 PM

Duration 00:04:24

Status ANSWER

(877) 654-3210




Track EverythingTemplates & Template Variables



Variables

Make

Model

Year

Condition

Miles

Price

Location

bobscars.com/?dc_make={make}&dc_model={model}



Analyze OnceAnalyzing Data Across Accounts



Ad Template Testing

{year} {make} {model} {trim} – {miles} Miles. Only ${price}.meindlmotors.com (877) 654-3210For sale in {city}. Call now.

{year} {make} {model} {trim} – {miles} Miles. Only ${price}.meindlmotors.com (877) 654-3210Test drive it today. Call now.

Ad Template Impressions Clicks CTR CPC

with city 100000 10000 10.0% 0.50

without city 100000 8000 8.0% 0.75



Accessing the Data

Custom software + API

Google Sheets + Supermetrics AdWords

Analytics

Bing Ads

Others



Negative Keywords

Don’t Repeat Yourself

Search query data across accounts

Apply negatives to every account



Supermetrics Configuration for Negative Keywords

Data source AdWords

Accounts Bobs Cars, Meindl Motors

Dates Last 30 Days

Metrics Impressions, Clicks, CTR, Cost, CPC, Conversions, Conversion rate

Split by Matched search term

Filter Campaign name CONTAINS “Dynamic Campaigns”



Negative Keywords

Matched search term Impressions Clicks CTR Cost CPC Conversions Conversion rate

cruze 2012 1726 67 3.88 $8.38 $0.13 1 1.49%

silverado 2015 704 43 6.11 $6.37 $0.15 1 2.33%

tucson 2012 636 18 2.83 $2.56 $0.14 0 0.00%

ranger 2011 593 13 2.19 $1.57 $0.12 0 0.00%

cruze 2013 528 22 4.17 $3.05 $0.14 0 0.00%

chevrolet silverado 2015 447 12 2.68 $1.28 $0.11 1 8.33%

hyundai tucson 2015 432 17 3.94 $8.33 $0.49 0 0.00%

sell used chevrolet spark 322 1 0.31 $0.63 $0.63 0 0.00%

chevrolet cruze 2012 314 12 3.82 $1.67 $0.14 0 0.00%

2015 corvette 289 26 9.00 $19.97 $0.77 0 0.00%



Ad Template Performance

{year} {make} {model} {trim} – {miles} Miles. Only ${price}.meindlmotors.com (877) 654-3210For sale in {city}. Call now.

{year} {make} {model} {trim} – {miles} Miles. Only ${price}.meindlmotors.com (877) 654-3210Test drive it today. Call now.

Ad Template Impressions Clicks CTR CPC

with city 100000 10000 10.0% 0.50

without city 100000 8000 8.0% 0.75



What’s the best combination of variables…

In the headline?

In the description?

In the ad overall?



How do users respond to seeing…

Price?

Mileage?

Location?



Match Parameter Values to Ad Valuesbobscars.com/?dc_make=Hyundai&dc_model=Elantra&dc_year=2012&dc_trim=GL5&dc_miles=42401&dc_price=13765&dc_city=Cedar+Falls&dc_color=white&dc_cond=Used


Make

Model

Year

Trim

Miles

Price

City

Values found in ad:



Headline Raw Performance Data

Headline Destination URL Impressions Clicks CTR CPC Cost Make Model Year Type Trim

2012 Cruze LTZ http://bobscar... 11133 346 3.11 0.12 42.51 Model Year Trim

2013 Cruze 1LT http://bobscar... 8576 251 2.93 0.12 30.76 Model Year Trim

Used 2012 Chevy Cruze http://bobscar... 2527 42 1.66 0.13 5.34 Make Model Year Type


2014 Cruze LS http://bobscar... 1204 21 1.74 0.13 2.63 Model Year Trim


2012 Cruze LTZ http://bobscar... 925 34 3.68 0.1 3.4 Model Year Trim

=ARRAYFORMULA(IF(ISNUMBER(SEARCH(REGEXEXTRACT(B2:B,“dc_make=([^&]+)"),A2:A)),"Make",""))



Headline Performance Data by Variable CombinationVariables SUM of Impressions SUM of Clicks SUM of Cost CTR CPC

Model Year Trim 23507 689 $100.53 3.11% $0.12Make Model Year 12314 321 $41.73 2.61% $0.13Make Model Year Trim 9866 363 $39.93 3.68% $0.11Make Model Year Type 6524 108 $21.11 1.66% $0.13



Description Performance Data by Variable CombinationVariables SUM of Impressions SUM of Clicks SUM of Cost CTR CPC

City 12318 205 $338.96 1.66% $1.65Price Color 8044 139 $98.15 1.73% $0.71

Miles Price City 44369 1114 $169.79 2.51% $0.15Miles Price Color 93378 2234 $443.61 2.39% $0.20



Destination URL Performance by Type

SUM of Impressions SUM of Clicks SUM of Cost SUM of Conv. CTR CPC Conv. rate Cost/Conv.SRP 16614 4193 $1,286.75 147 25.24% $0.31 3.51% $8.75VDP 1179 363 $158.91 15 30.79% $0.44 4.13% $10.594



Destination URL Analytics Performance by Type

SUM of SessionsAVERAGE of Bounce rate

AVERAGE of Session length

AVERAGE of Pageviews per

sessionSUM of Goal Completions Conv. Rate

SRP 4087 70.38% 0:00:52 1.51 147 3.60%VDP 352 75.57% 0:00:50 1.31 15 4.26%



Variable PerformanceVariable SUM of Impressions SUM of Clicks SUM of Cost SUM of Conv. CTR CPC Conv. rate Cost/Conv.

Make 28704 792 $102.77 23 2.76% $0.13 2.90% $4.47

Model 52211 1481 $203.30 46 2.84% $0.14 3.11% $4.42

Year 52211 1481 $203.30 50 2.84% $0.14 3.38% $4.07

Type 6524 108 $21.11 2 1.66% $0.20 1.85% $10.56

Miles 137747 3348 $613.40 82 2.43% $0.18 2.45% $7.48

Price 145791 3487 $711.55 98 2.39% $0.20 2.81% $7.26

Color 101422 2373 $541.76 33 2.34% $0.23 1.39% $16.42

City 56687 1319 $508.75 61 2.33% $0.39 4.62% $8.34



Optimize EverywhereAutomation and Scalable Optimization



Optimize Templates, Not Campaigns

Test:

Headline templates

Description templates

Various types of landing pages

The variables themselves



BBM + Dynamic Campaigns



Automated & Scalable Tracking & Optimization

Dynamic campaigns

Automated bid and budget management

Global testing, analysis and optimization



Thank you!



What does the future hold for dynamic campaigns?Taking it beyond year, make and model.



Future for Dynamic Campaigns Within Auto Industry

Same idea of automation applies to any campaign

You have all the information you need to succeed

Go beyond New and Used Inventory Campaigns



Future for Dynamic Campaigns Outside of Auto Industry

If it is sold online and can be categorized, you can do it dynamically

Clients outside of Auto

RV & Equipment Dealers

Jewelers



Thank you! Questions?

Inventory aware campaigns in the automotive industry final

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