Leverage Machine Learning with Vehicle Ads on Performance Max

Drive more high-quality leads for your dealership by upgrading the efficiency and effectiveness of your Vehicle Ads with machine learning-powered Performance Max campaigns. Performance Max campaigns combine Google’s automation technologies across bidding, budget optimization, audiences, creative, and attribution to drive stronger performance for your conversion goals.

What are Vehicle Ads?

Introduced in 2022, Vehicle Ads were among the most significant changes to the search results page (SERP) in nearly a decade. For the first time, dealers had the opportunity to leverage Google Shopping e-commerce capabilities with high-value ad placements at the top of SERPs. 

The dynamic inventory feed that creates Vehicle Ads uses your current inventory, prices, and incentives to direct users to your website so they become high-quality leads faster. Vehicle Ads shorten a user or potential buyer’s journey from a relevant Google search to your website’s vehicle detail page (VDP) for the exact vehicle served in the ad. Vehicle Ads support a hybrid demand capture and push promotional strategy. This allows dealers to feature cars that match the specifications of a user’s search query or a range of cars that meet their search parameters.

How does Performance Max Boost Lead Generation?

Historically, Vehicle Ads have been a stand-alone, VIN-specific Google Shopping campaign type. With Performance Max, dealers can drive advertising performance for your conversion goals across your entire Google Ads inventory from a single campaign.  

Performance Max campaigns work alongside your Smart Bidding Search campaigns. They increase specific advertising and conversion goals across Vehicle Ads, YouTube, Display, Search, Discover, Gmail, and Maps ad placements.

Capture In-market Users Ready to Convert

Serve ads to in-market users across the Google Ads ecosystem who want to convert for your specific campaign objectives. Use Google’s real-time understanding of consumer intents, preferences, and machine learning-informed audience signals from your CRM data.

Machine Learning-powered Campaign Decisions

Leverage data-driven automation to determine which combination of ad placements, audiences, ad copy, and creative assets will generate the most value for your dealership.

Transitioning to Performance Max for Vehicle Ads

Google has already transitioned all Vehicle Ads campaigns from Shopping to Performance Max for you. There are a few key highlights you should know.

Opting Out of Dynamically Generated Text Ads

As a part of the Performance Max ecosystem, Vehicle Ads opt dealers into additional dynamically generated text ad placements on SERPs. We recommend opting out of the text ads because the auto-generated ad placements raise OEM compliance issues and directly compete with your paid search placements. Note, you cannot retroactively remove text ads from a live Vehicle Ads Performance Max campaign. If you didn’t do it during the transition, you need to delete your current campaign and start a new campaign.

Impact on Month-to-Month Reporting

When Google switched Vehicle Ads from Shopping to Performance Max, the Shopping campaigns were removed and replaced with Performance Max campaigns with identical settings. As a result, month-to-month Vehicle Ads reporting requires manual comparisons because the data is housed in two separate campaigns, one of which will have the “Removed” status.

Ready to learn more about how Performance Max campaigns can benefit Vehicle Ads and your dealership’s overall digital advertising strategy? Reach out for a free digital analysis to see how your business stacks up in the competitive landscape.

The post Leverage Machine Learning with Vehicle Ads on Performance Max appeared first on Adpearance.