Overview
Digital Advertising is built on top of what Google and Facebook already do well. Within a specific strategy, Google and Facebook decide which keywords and ad combinations are most relevant (the micro strategy). Fullpath uses AI for the bigger picture macro strategy: where should the budget be spent, across which channels, which strategies should be employed, and how to get the most quality leads across multiple channels and within a given budget. Most importantly, Fullpath connects the integrated dealership data to help create audiences which Facebook and Google leverage for targeting.
The added value in Fullpath's AI is the fact that we know how to measure each shopper in each situation/scenario/bid and will decide what is the likelihood of a particular shopper becoming a lead. Fullpath then calculates, based on the above likelihood, how much it’s worth to invest in “buying” that lead.
Below are some of the audience examples that drive our targeting and decision-making process and which can help you understand how your dealership business goals are reflected in your account setup.
To learn more about how the ad bundles and strategies work, click here. To learn more about how retargeting works within Digital Advertising, click here.
Structure
Each Objective has its own strategies applied to specific and relevant ad bundles. For Search and Display, there are strategies for New Inventory, Used Inventory, Brand, Dealer Near Me, Competitors, Trade-In and Service.
Within Social, because the targeting and audiences work differently on Facebook, the strategies include: New Inventory, Used Inventory, Pre-Order, Service, Brand, Trade-In, and Parts.
Search
Search ads are, by definition, served based on what shoppers search for in Google. People searching for specific car brands, specific car models, specific dealerships by names or dealerships nearby, or even competitors are all examples of searches that can trigger the system to bid in the relevant auction.
The objectives you have activated in your account along with your budget and the likelihood of a shopper actually converting and becoming a lead are taken into consideration when Fullpath determines if and when to serve ads.
Example Search Audiences by Objective
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New Inventory |
People who are searching for a specific make |
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People who are searching for deals on a specific make |
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People who are searching to lease a specific make |
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People who are searching for a dealer carrying a specific new model |
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People who are searching for deals on a specific new model |
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People who are searching to lease a specific new model |
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People who are searching for the price of a specific new model |
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People who are searching for a specific new model |
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Used Inventory |
People who are searching for a specific used make |
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People who are searching for a dealer carrying a specific used model |
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People who are searching for deals on a specific used model |
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People who are searching for the price of a specific used model |
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People who are searching for a specific used model |
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Brand |
People who are searching for your dealership's name |
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Dealer Near Me |
People who are searching for a dealer near them carrying a specific make |
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People who are searching for a used dealer near them |
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People who are searching for a dealer near them carrying a specific make |
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Competitors |
People who are searching for a franchised competitor |
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People who are searching for an independent competitor |
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People who are searching for a 3rd party competitor |
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Trade-In |
People who are searching to trade-in |
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Service |
People who are searching for service in your specific dealership |
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People who are searching to service a specific franchised make |
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People who are searching to service a specific make |
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People who are searching to service a specific model |
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People who are searching for brakes for a specific make |
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People who are searching for brakes for specific make |
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People who are searching for brakes for a specific model |
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People who are searching for oil change for a specific make |
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People who are searching for oil change for specific make |
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People who are searching for oil change for a specific model |
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People who are searching for tires for a specific make |
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People who are searching for tires for specific make |
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People who are searching for tires for a specific model |
Display
Display ads work slightly differently as when, where, and to whom they are served is less related to what someone may have searched for and more related to what someone has expressed interest in either by clicking on something in the past, visiting a website in the past, completing a purchase or some other meaningful action that expresses intent.
Display has more inputs, or signals, from which to draw in order to determine how best to target shoppers digitally. With Fullpath, a dealership can benefit from the interconnectedness of the platform with other data sources like a dealership CRM, create customer match audiences, or a pixel on the dealership site so retargeting is also an option.
Example Display Audiences by Objective
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New Inventory |
People who are interested in a specific make |
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People who are interested in a specific new model |
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People who are interested in leasing a specific new model |
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People who viewed a specific new model on your website |
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All of your leads who are interested in a specific make |
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All of your customers whose lease or finance terms are about to end |
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All of your leads who are interested in a specific new model |
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Used Inventory |
People who are interested in used vehicles |
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People who are interested in a specific used model |
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All of your leads who are interested in used vehicles |
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Trade-In |
People who are interested in trade-in |
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People who are interested in trade-in |
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All of your leads who are interested in trade-in |
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Competitors |
People who showed interest in a 3rd party competitor |
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People who showed interest in a franchised competitor |
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People who showed interest in an independent competitor |
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Brand |
People who are similar to your website leads |
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People who visited your website |
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All of your customers |
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People who are similar to your customers |
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Service |
People who visited a service page on your website |
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All of your customers who bought from your dealership |
Social
Social ads are deployed on Facebook and Instagram and like Display, who sees these ads is more related to what someone has expressed interest in across social networks either by clicking on something in the past, visiting a page in the past, completing a purchase or some other meaningful action that expresses intent.
Social has many inputs, or signals, from which to draw in order to determine how best to target shoppers digitally. Your affinity groups, region, and other information about who you are, what your interests are, and what Facebook believes you could be interested in based on lookalike audiences, are all factors taken into account when serving Social ads. Like Display, Social can leverage the power of a dealership's CRM and a pixel on the website to further refine targeting, create customer match audiences, or in some cases retargeting, across social networks as well.
Example Social Audiences by Objective
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New Inventory |
People in your region |
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People who are listed in your CRM as leads |
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Audience Similar to Leads, Website Visitors and Facebook Engagers |
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People who viewed models on your website |
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People who are interested in your vehicles |
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All of your leads who are interested in a specific model |
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People who are similar to people interested in your vehicles |
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Used Inventory |
People in your region |
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People who are listed in your CRM as leads |
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Audience Similar to Leads, Website Visitors and Facebook Engagers |
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People who viewed used models page on your website |
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People who are interested in your used vehicles |
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All of your leads who are interested in a specific used model |
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People who are similar to people interested in your used vehicles |
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People who are listed in your CRM as leads |
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Audience Similar to Leads, Website Visitors and Facebook Engagers |
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People who viewed used models page on your website |
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Brand |
People in your region |
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People who are listed in your CRM as leads |
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Audience Similar to Leads, Website Visitors and Facebook Engagers |
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People who visited your website |
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Trade-In |
People in your region |
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People who are listed in your CRM as leads |
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Audience Similar to Leads, Website Visitors and Facebook Engagers |
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People who visited your website |
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Service |
People who are listed in your CRM as new inventory sales |
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People who visited your service pages |
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Audience similar to people who visited service pages and new inventory sales |