Inventory aware campaigns in the automotive industry final

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2015 SUMMIT MONTREAL | JULY
29+30
Inventory-Aware Campaigns in the
Automotive Industry

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©2015 All rights reserved 2ACQUISIO 2015 SUMMIT MONTREAL – JULY 29+30 #ACQsummit
MEET THE SPEAKERS
Haley Johnson
Digital Department Manager
Mudd Advertising
Chris Hanson
CEO & Co-Founder
3GEngagement
Dave Meindl
Project Analyst
Mudd Advertising

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Inventory-Aware Campaigns in the Automotive Industry

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Purpose/ Value of Inventory-Aware Campaigns
Save Time. Improve Performance.
Make Your Clients & Their Customers Happy.

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Become More Efficient
 Save time and your sanity
 Minimize human error
 Achieve consistency

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Improve Performance & Results
 Push one-off inventory items
 Appeal to lower funnel customers
 Higher CTR and Conversion Rate
 Lower CPC and Cost per Conversion

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Boost Sales & Customer Satisfaction
 Connect online searchers with
accurate and timely listings
 Eliminate frustrations surrounding
availability

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Inventory-Aware Campaigns in the Automotive Industry

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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.

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Inventory Feed

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 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.

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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

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 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.

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Keywords
BROAD|+{category4} +{category3} +{category2} for sale (+Used/Certified +2007 +Focus
EXACT|{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")

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 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?

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VDP’s

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 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}

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 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.

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 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.

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Thank you!

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Tracking and Optimizing Inventory-Aware Campaigns

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 Track everything
 Phone calls
 Templates & template variables
 Analyze once (Don’t Repeat Yourself)
 Optimize everywhere
Strategy

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Track Everything
Phone Calls

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Tracking Calls from Dynamic Campaigns
2012 Hyundai Elantra GL5 – 42,401 Miles. Only $13,765.
meindlmotors.com (877) 654-3210
For 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

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Campaign-level Call Tracking
 One number per campaign
 Template: dealersite.com/?call_camp=dc-{condition}
 Result: dealersite.com/?call_camp=dc-new

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Keyword-level Call Tracking
(877) 654-3210

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Marchex Call Tracking
 ValueTrack parameter
 AdWords: kw={keyword}
 Bing Ads: kw={QueryString}
 Keyword => Call

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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

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Track Everything
Templates & Template Variables

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Variables
 Make
 Model
 Year
 Condition
 Miles
 Price
 Location
bobscars.com/?dc_make={make}&dc_model={model}

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Analyze Once
Analyzing Data Across Accounts

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Ad Template Testing
{year} {make} {model} {trim} – {miles} Miles. Only ${price}.
For sale in {city}. Call now.
Test 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

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Accessing the Data
 Custom software + API
 Google Sheets + Supermetrics
 AdWords
 Analytics
 Bing Ads
 Others

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Negative Keywords
 Don’t Repeat Yourself
 Search query data across accounts
 Apply negatives to every account

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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”

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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%

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Ad Template Performance
For sale in {city}. Call now.
Test 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

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What’s the best combination of variables…
 In the headline?
 In the description?
 In the ad overall?

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How do users respond to seeing…
 Price?
 Mileage?
 Location?

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Match Parameter Values to Ad Values
bobscars.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:

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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",""))

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Headline Performance Data by Variable Combination
Variables SUM of Impressions SUM of Clicks SUM of Cost CTR CPC
Model Year Trim 23507 689 $100.53 3.11% $0.12
Make Model Year 12314 321 $41.73 2.61% $0.13
Make Model Year Trim 9866 363 $39.93 3.68% $0.11
Make Model Year Type 6524 108 $21.11 1.66% $0.13

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Description Performance Data by Variable Combination
Variables SUM of Impressions SUM of Clicks SUM of Cost CTR CPC
City 12318 205 $338.96 1.66% $1.65
Price Color 8044 139 $98.15 1.73% $0.71
Miles Price City 44369 1114 $169.79 2.51% $0.15
Miles Price Color 93378 2234 $443.61 2.39% $0.20

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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% $8.75
VDP 1179 363 $158.91 15 30.79% $0.44 4.13% $10.594

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Destination URL Analytics Performance by Type
SUM of Sessions
AVERAGE of
Bounce rate
AVERAGE of
Session length
AVERAGE of
Pageviews per
session
SUM 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%

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Variable Performance
Variable 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

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Optimize Everywhere
Automation and Scalable Optimization

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Optimize Templates, Not Campaigns
Test:
 Headline templates
 Description templates
 Various types of landing pages
 The variables themselves

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BBM + Dynamic Campaigns

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Automated & Scalable Tracking & Optimization
 Dynamic campaigns
 Automated bid and budget management
 Global testing, analysis and optimization

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

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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

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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

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Inventory aware campaigns in the automotive industry final

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