A Deep Dive into Google Ads' Newest Strategies
In a constantly evolving digital landscape, Google continues to innovate. In this webinar presented by C-4 Analytics in partnership with Google, our experts demystify Google Ads' newest campaign types—Vehicle Ads, Video Action, Discovery, and Performance Max—showing how they can be used to create a comprehensive marketing funnel.
As Google's Aaron Thong and Ashley Block, along with C-4 Analytics' Trevor Spiro, explain, the modern car shopper's journey is complex and non-linear. To succeed, dealerships must meet consumers at every touchpoint with an intelligent and integrated strategy.
Vehicle Ads: A New Way to Drive VDP Traffic
Vehicle Ads (VLAs) are a performance-focused, feed-based campaign type that promote both new and used vehicles directly in Google's search results. They appear at the top of the search page, often above traditional text ads.
- How They Work: Vehicle Ads use your inventory feed to automatically display VIN-specific inventory based on a user's search query, eliminating the need for manual keyword lists.
- Key Benefits: This ad type drives highly relevant traffic directly to your Vehicle Details Pages (VDPs). A C-4 Analytics case study showed that Vehicle Ads can drive store visits for as little as $48 per visit, and an overall lead cost of just $35. By running Vehicle Ads alongside your existing search campaigns, you can increase your overall exposure and conversions.
Video Action Campaigns: Converting the Top of the Funnel
Video is a crucial part of the modern car buyer's journey, with 79% of vehicle discovery happening online. Video Action campaigns on YouTube are designed to capitalize on this, transforming a traditionally top-of-funnel branding effort into a powerful conversion tool.
- How They Work: Leveraging YouTube's massive reach on Connected TV and other devices, Video Action campaigns use action-based creative with call-to-action buttons and end screens to prompt viewers to visit your site, request a quote, or schedule a test drive.
- Key Benefits: A C-4 Analytics case study revealed that YouTube campaigns can generate leads for as low as $13 per lead and drive store visits, proving that video can be a powerful driver of lower-funnel conversions.
Discovery Campaigns: Engaging with Lifestyle Imagery
Discovery campaigns are visually rich, non-search campaigns that serve ads to users as they browse content in feeds on YouTube, Google Discover, and Gmail. They are ideal for engaging with customers based on their interests and passions.
- How They Work: These campaigns use responsive, visually rich ads (with lifestyle imagery) to engage with users. They complement your other strategies, with data showing they can lead to an additional 12% more search conversions for dealers who run them.
- Key Benefits: Discovery and traditional display campaigns don't show in the same places, making it effective to run both. A C-4 Analytics analysis showed that Discovery campaigns can generate more conversions at a lower cost than traditional display, while also driving valuable brand awareness.
Performance Max: The Ultimate Incremental Campaign
Performance Max is a new, automated campaign type that runs ads across all of Google's inventory (Search, Display, YouTube, Maps, Gmail) from a single campaign setup. It's goal-based and uses machine learning to find incremental conversions that your other campaigns may be missing.
- How It Works: Performance Max needs to be fed with creative assets, budgets, and conversion goals. It then uses automation to find new customers who would not have been reached by your single-channel campaigns.
- Key Benefits: Google data shows that advertisers using Performance Max see an average increase of 13% in incremental conversions. It is designed to be a complementary campaign, working best when added to a solid, existing strategy that already includes highly targeted Search, Vehicle Ads, and other campaigns.
By using these new campaign types together, you can ensure that your dealership's message is present at every stage of the customer journey, from initial discovery to final purchase.
Watch the Full Webinar
For a deeper dive into these topics and to hear directly from Trevor Spiro, VP of Performance Media, C-4 Analytics, Aaron Thong, Agency Development Manager, Google, and Ashley Block, Automotive Account Executive, Google, watch the full webinar below.