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Cardinale Automotive Group

Cardinale Automotive Group Chief Operating Officer

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Inventory Fueled PPC

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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?

Carl Maeda
We sync our PPC ads with whatever the current promotions are at the dealership. These promotions could be manufacturer incentives or dealer specials. We then build out landing pages that emphasize these promotions. We also look at the user's intent to further break down the keywords and landing pages. Adwords allows you to see a limited set of demographic information so we are also experimenting with changing images on the landing page to appeal more to the demographic. We put a lot of time into our landing pages because you can send a ton of traffic to your site but its' almost useless if it doesn't convert well.
Anthony Levine
Great article! I think the PPC ads -> promotion/landing page works great for specials. Although for automated inventory on Long Tail, a lot of times getting people right to the inventory they were searching for can work as well, rather than an intermediate page. Especially if there's no special that happens to be attached to those vehicles.

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