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When it comes to our digital marketing, most of us have some form of PPC (Pay-Per-Click) active. There are multiple strategies to approaching AdWords, Bing and the like with regards to driving the most qualified traffic to a dealership site. Inventory based PPC advertising is one way to ensure that a dealer's vehicles are available via paid search marketing.
Because inventory can move somewhat quickly through a dealership, a key problem is getting the new inventory regularly updated as PPC ads, while pausing or deleting ads refererencing vehicles that are no longer on the lot. An automated strategy can help both pause and create content for inventory based PPC.
Platforms such as Google AdWords offer APIs that allow someone with programming knowledge to script incoming and outgoing inventory so that PPC ads are up to date. Some APIs even allow for variables such as price to change while keeping the rest of an ad intact when accessed programmatically. Whether a dealership's focus is on just a few vehicles or the entire stock, these APIs help create a flow for inventory based PPC to always be up to date.
Long Tail advertising tactics can especially benefit from specific inventory being fed into a PPC campaign. Is anyone else using API's to add inventory to PPC campaigns? If not, how are you making sure your vehicles are being properly represented via PPC?